THE BEACH, MERAAS

URBAN BEATS 2015
Location JBR, The Beach, Dubai

INSIGHT

Create the ultimate extreme and urban festival on The Beach, JBR Dubai.

A show that will combine action sports and urban art. Create a competition and coordinate a live show for the audience. This event will help promote this location and position it as the new place to be in Dubai.

IDEAS

“URBAN BEATS AT THE BEACH”

We have created the first action sports & urban festival on one of the most epic location possible in the region. The shows were performed on Flow events professional vert-ramp and mini-ramp. The urban beats festival started with Vert demos with international pros Adil Diyani, Pontus Pjorn, Zach Shaw and Dean Cueson. Break Dance Battles with the legend Maurizio aka The Next One in the judging seat and DJ M. Tee dropping the sound. Local skateboarders and BMXers went head to head in a comp with over 6000AED in Prizes! The French graffiti artist “UNA VIDA FAMILIA” came and added a splash of color to the place.

IMPACT

Urban Beats became a benchmark for all outdoor festivals in the region.

The quality of the shows and the level of the world champion performers made it one of the most talked about event of the year. The traffic on Meraas social media exploded after that event as well as the foot traffic on that location which favored an increase in sales volume.