While the Biennale thrives during major art shows, the in-between moments lacked footfall and public engagement. Our challenge was to turn an artistic venue into a seasonal destination, without compromising its spirit. Every national or cultural moment, from Founding Day to Ramadan, became a chance to reimagine the space and attract new crowds

We transformed the venue into a living, local hub. Think seasonal souqs with over 25 curated vendors, from artists to artisans. We introduced culturally relevant food and beverage kiosks tailored to the occasion, whether it was traditional Ramadan drinks or themed Founding Day snacks. An LED installation in the heart of the space became the visual magnet, while interactive, customizable experiences gave visitors a reason to stay and return. For a full month during Ramadan and key moments throughout the year, we didn’t just manage the destination, we activated it with purpose and soul.