Mubadala is a global investor, active in more than 30 countries around the world, with a mission to create lasting value for their shareholder, the Government of Abu Dhabi.
The Mubadala World Tennis Championship was held at Abu Dhabi’s Zayed Sports City Stadium in December 2017. The Mubadala Interactive Zone quickly became a focal point of the tennis village and the tournament itself.
Providing event and activation conceptualisation, design, content creation, event branding and event management services, Pico helped make the activation zone a big success. Our team managed to achieve multiple objectives, encouraging tournament spectators to take part in a host of exciting, active and family-friendly activities designed to raise the profile of the sport of tennis in the UAE, reminding people of the importance of living a healthy lifestyle and helping position Mubadala as a responsible business contributing to the UAE.
The inspiration behind the design concept for the activation zone was the client’s new logo. Our team placed a circular structure in the centre of the zone to represent Mubadala, with activities spread out on either side of the central stand, symbolising the company’s different subsidiaries. The end result was an open and welcoming space which evenly spread out the activities to ensure a smooth flow of traffic.
The client was satisfied with the overall outcome, remarking that this was the best and most successful activation zone that has ever been created for this event.
