RSA Global 1 Million Sq Ft Cold Chain Facility Launch for 200 Guests in Jebel Ali, Dubai
Purrple Orryx produced RSA Global’s grand opening of its 1 million sq ft cold chain facility in Jebel Ali Free Zone, Dubai, for approximately 200 guests. Delivered in four weeks, the event required a large scale build inside an operational facility spanning 0°C to minus 10°C zones, with phased logistics, customs coordination and strict free zone compliance.
- Client
- RSA Global
- Industry
- Logistics and cold chain
- Event type
- Grand opening / facility launch
- Venue
- RSA Global's own cold chain facility, Jebel Ali Free Zone, Dubai, UAE
- City
- Dubai
- Date
- 25 September 2025
- Guests
- 200
- Lead time
- About 30 days (4 weeks)
The brief
An experience that matched RSA's brand and showed what the new facility can do: how it can strategically handle fresh food and produce to support the food pipeline and logistics of the Middle East. The aim was for guests to see it as vital infrastructure with strategic benefits.
The challenges
What made it difficult, unusual or time sensitive
Multiple temperature zones from 0 to minus 10 degrees. Loading ran through a 0 degree zone, a minus 10 degree chamber, then back to 0 degrees. f Jebel Ali Free Zone compliance. It is a restricted area with its own import, export and cargo movement rules. A large-scale build inside a working, restricted facility, which needed extensive planning in advance.
What we did
What Purrple Orryx did to solve them
Moved in 5 to 6 days early. For an event of this scale outside a free zone, move-in would normally be 24 to 48 hours. RSA supported us with venue availability. Brought items in phases and tested on time, so compliance issues and last-minute pressure were avoided. Left room in the schedule to absorb any late changes. Handled all customs and compliance coordination ourselves.
Highlights
- Walkway lit with arches at the entrance.
- Main tunnel separating the welcome area from the main event area.
- Stage designed around a water and ice concept, bringing cold storage to life.
- Launch reveal: a cube where guests pressed a hand, light travelled up to the stage, and the screen opened into the video reveal of the project.
Scope of work
- Handled by Purrple Orryx: Concept and strategy, Stage and set design, AV, lighting and screens, Fabrication and branding, Guest management, Entertainment, Signage and backdrops, Seating and decor, Show calling, Crew and event operations, Site survey, Photography and video, Venue coordination, Logistics. Not handled by us: Registration (handled by RSA).
The outcome
The launch achieved full attendance, with approximately 200 guests experiencing the new cold chain facility. Following the event, RSA Global’s Group CEO and General Manager provided on camera testimonials for Purrple Orryx, both approved for public use.
Video
Photos
FAQs
Can you produce an event inside a working cold storage facility?
Answer Yes. For RSA Global's launch in Jebel Ali Free Zone, we worked across zones from 0 to minus 10 degrees, with the temperature normalised for the event period.
How long does it take to plan a launch in a free zone facility?
RSA gave us about 30 days from confirmation. Because of free zone compliance, we moved in 5 to 6 days before the event instead of the usual 24 to 48 hours.
