United Airlines corporate iftar for its Dubai to New York route launch on the Marriott Palm Jumeirah terrace
On 27 March 2023, during Ramadan, Purrple Orryx delivered United Airlines' iftar for the launch of its Dubai to New York route, the evening before the inaugural flight. Guests broke their fast at round tables on the Marriott Resort Palm Jumeirah terrace, facing the Dubai Marina skyline, with a stage, LED screen, live music and a press room.
- Client
- United Airlines
- Industry
- Airline
- Event type
- Ramadan / corporate iftar
- Venue
- Marriott Resort Palm Jumeirah, terrace
- City
- Dubai
- Date
- 27 March 2023
The brief
United Airlines wanted to mark the launch of its Dubai to New York route with an iftar for partners, media and guests in Dubai, held in Ramadan on the evening before the first flight.
The challenges
An iftar and a route launch in one evening
The evening had to respect the timing and tone of an iftar while also carrying speeches, brand moments and a press programme for the launch.
Daylight to night on an open terrace
The terrace was set in daylight for guest arrival and had to work after maghrib too, so staging, lighting and screens were planned for both.
What we did
Iftar tables facing the skyline
Round tables dressed in white with dates, water and lantern centrepieces were laid across the terrace, so every guest broke the fast together at maghrib.
Stage, screen and live music
A stage with a wide LED screen carried the route launch content, with live oud and keyboard performers during the iftar and speeches after it.
Arrival and press
A blue carpet entrance, branded welcome and registration desks, and a separate press room with a media wall for interviews.
Concept to night
We presented 3D visuals of the entrance, the event area by day and by night and the press room before the event, then ran the evening on the day.
Highlights
- Iftar on the Marriott Resort Palm Jumeirah terrace with the Dubai Marina skyline
- Round tables with dates, water and lantern centrepieces
- Stage with a wide LED screen for the route launch
- Live oud and keyboard performers
- Blue carpet entrance and branded welcome desks
- Press room with media wall
- Launch cake cutting on stage
Scope of work
- Concept and 3D visuals
- Iftar set-up and decor
- Entrance and branding
- Stage and LED screen
- Lighting and sound
- Entertainment
- Welcome and registration
- Press room and media wall
- Show running
The outcome
United Airlines held its Dubai to New York launch as an iftar on the Marriott Resort Palm Jumeirah terrace on 27 March 2023, the evening before the inaugural flight, with the iftar, speeches, live music and press programme run as one evening.
Photos
FAQs
Can a corporate iftar be combined with a launch or announcement?
Yes. United Airlines launched its Dubai to New York route at an iftar on the Marriott Resort Palm Jumeirah terrace in March 2023: guests broke their fast first, then speeches, live music and a press programme followed. Purrple Orryx planned and ran the evening.
Can a corporate iftar be held outdoors in Dubai?
Yes, a hotel terrace works well when the set-up is planned for both daylight arrival and the evening after maghrib. United Airlines' 2023 iftar ran on the Marriott Resort Palm Jumeirah terrace with staging, lighting and an LED screen.
