Chufy at Al Maha Desert Resort

A 45-minute drive outside of Dubai takes you deep into the dunes of the desert to a little oasis where the animals roam freely, and you’ll spot a gazelle on your doorstep. The beautiful Al Maha Desert Resort was the venue for an international fashion designer to introduce her fashion line to the region. Global Event Management won the bid to set up this gorgeous, Arabic-inspired event.

The night of the 13th November saw local media and well-known influencers make their way into the heart of the Dubai desert to experience an unveiling of our client’s “Arabian Nights” fashion range – teasing guest’s imaginations by revealing elements of the line showcased throughout the venue’s décor and branding.

GEM was challenged to come up with a unique way of utilising the Chufy designs, so we incorporated elements of the designer’s Middle Eastern inspirations, such as onyx, camels, and sand dunes throughout the venue, rather than showcasing complete designs.

The Presidential Suite terrace was the first opportunity for guests to experience the Al Maha luxury resort and guests were greeted with canapes and drinks upon arrival, with dinner being served later in the Desert Camp located below the suite.

The walkway down to the camp was walled by tiki torches, adding to the balmy atmosphere and providing a mood of mystery. Through the main tent, small sets built of colourful and typically Arabic elements as decor pieces were displayed. We created a pillow pallet with the Chufy designs selected as the inspiration pattern. Traditional silver cutlery and lanterns and candle pieces in brass, copper and gold tones adorned the tables, while Arabian-inspired tumblers and plates completed the tablescape. Real candles and votives were scattered throughout the table. Vintage distressed, Arabesque rugs finalised the Arabian-themed tent. Patterns and key elements from the Chufy inspirational working designs were also subtly implemented and printed on the table napkins and dinner menu. A live Arabic fusion band played throughout the dinner proceedings and free-flowing drinks and desert-style barbeque lent itself to an evening experience enjoyed by everyone who attended.

AV, lighting, event setup and logistics were flawlessly handled by the GEM team, who loved the versatility of this event. An unqualified success.