The Masdar Initiative Launch

The Brief

As a leader in green events worldwide, Fourth Wall Events were chosen by Edelman PR to create an exciting showcase event for The MasdarInitiative.

Masdar City is the world's first zero-carbon, zero-waste, car-free city. Based in Abu Dhabi, Masdar City is part of the Masdar Initiative, a multi-billion dollar program to develop clean energy and technology for the future.

The Approach

Fourth Wall Events decided to match the grand nature of this project with a grand launch, and the best location was the iconic Hickson Road Reserve under the Sydney Harbour Bridge, looking onto the Opera House.

The city's design called for a unique structure and so an inflatable cube marquee was used that would change colour and glow as the sun set over the Harbour, a nice parallel to the city itself which changes as the heat subsides. This meant the event constantly changed, with the architecturally striking cube on arrival...to the glowing version at night and an interior installation that conveyed key messages and reflected the design.

In order to ensure the wider community became aware of this project the Masdar logo was lit, projected and displayed in one of the most famous views in the world for three days, simply using lights on each side of the cube. The 'talk ability' of the tour was increased and the event provided the perfect backdrop for broadcast media coverage.

The Results

Our clients stayed in the Park Hyatt and had great joy in sending images back to their team showing the amazing installation. Guests talked about the anticipation of wanting to see what was inside as they had all had their attention grabbed each night by this glowing masterpiece.