NEW BALANCE // RUN THE NIGHT IFTAR

• CONCEPT AND DESIGN

• SET DESIGN AND FABRICATION

• CREATIVE STYLING

• CASTING

• CHOREOGRAPHY

• EXPERIENCE CURATION

• EVENT MANAGEMENT

• LOGISTICS

An immersive desert experience in the heart of the city featured curated moments, bespoke experiences, and a choreographed catwalk. Models walked on traditional Bedouin rugs styled in New Balance's latest collection, set to live performance by a modern Arabic fusion band, blending traditional and contemporary elements. The runway show was live-streamed on social media for wider engagement. Guests enjoyed interactive stations, including live T-shirt screen printing, collaborative rug tufting, and bespoke poetry from a master poet. The event's centerpiece was a photo opportunity and product display, featuring hand-selected vintage Arabic rugs and LED-trimmed plinths inspired by Arabic architecture, showcasing New Balance products.