Latest news with #CosmoDevelopments
Gulf Business
31-07-2025
- Business
- Gulf Business
BRABUS Island launch transforms Emirates Palace in 48 hours
Image: Supplied BRABUS Island, the first-ever branded residential project by German high-performance brand BRABUS, made a dramatic entry into the Middle East with a high-octane launch event at Emirates Palace. The unveiling, developed by Cosmo Developments – powered by Reportage Group – was brought to life by creative agency Innovation Crew, tasked with executing a fully immersive brand experience within tight venue limitations and an even tighter deadline. The brief was ambitious: convert one of the most opulent venues in the world into a signature BRABUS experience. The challenge? No structural changes allowed. The transformation had to reflect BRABUS' iconic black-on-black aesthetic, all within 48 hours. 'We had just a few days to finalise the creative, plan the journey, source materials, rehearse, and execute,' said Sony AbdelMohsen, general manager of Innovation Crew. 'When they told us they wanted to dim the gold, I laughed. But they weren't kidding – and neither were we, once the brief was in.' Sony AbdelMohsen, general manager of Innovation Crew At the time, Innovation Crew was already handling eight major campaigns across eight countries. To meet the deadline, the agency mobilised over 50 specialists across production, design, technology, and guest experience. Additional team members were flown in from Riyadh and Cairo to reinforce the Dubai-based core team. Leadership remained on-site to oversee every phase of execution. To reflect the BRABUS brand DNA, the agency sourced bespoke materials from across the UAE – from carpets and cutlery to furniture and textiles – all designed to match the brand's minimalist, high-impact palette. Emirates Palace staff coordinated closely with the production team to ensure installations adhered to strict preservation standards. Read: 'We couldn't alter the structure, but we had to silence it,' added Sony. 'Every shadow, spotlight, and surface was calculated. And if black plates and cutlery were missing across the UAE in April or May, you can probably blame us.' The result was a striking, multi-sensory experience that captured the essence of the BRABUS brand while fully respecting the heritage of the venue. The event achieved strong digital momentum, with widespread organic impressions across social media platforms, and has since been recognised as one of the year's most commercially successful real estate showcases. Innovation Crew is no stranger to executing standout experiences. The agency's portfolio includes some of the region's most high-profile activations, such as the Pepsi Titan takeover at Ain Dubai, ADNOC's Youth Centers closing ceremony with CAF, British Petroleum's West Nile Delta launch, Philips' Guinness World Record event at the Pyramids, and the opening of BSH's first factory in Africa.
Mid East Info
30-07-2025
- Business
- Mid East Info
Innovation Crew Transforms Emirates Palace in 48 Hours for BRABUS Island Launch - Middle East Business News and Information
Cosmo Developments, BRABUS, and Innovation Crew deliver a full-scale brand takeover inside one of the world's most iconic venues. July, UAE: BRABUS Island , the first ever branded residential project by German performance brand BRABUS, made its regional debut in April with a high-speed launch at Emirates Palace. Developed by Cosmo Developments – powered by Reportage Group – the concept was unveiled at an event produced by Innovation Crew, who were tasked with delivering a fully immersive brand experience under strict venue and time constraints. The event introduced one of the boldest real estate concepts in the region. The brief was clear: transform one of the world's most iconic venues into a trademark BRABUS experience. No walls could be touched. The brand's bold, black-on-black aesthetic had to be felt in every detail. And it had to be done in 48 hours. 'We had just a few days to finalize the creative, plan the journey, source materials, rehearse, and execute,' said Sony AbdelMohsen, General Manager of Innovation Crew. 'When they told us they wanted to dim the gold, I laughed. But they weren't kidding – and neither were we, once the brief was in.' At the time, the agency was already managing eight large-scale campaigns across eight countries. With just 48 hours on the clock, the transformation was delivered on schedule. Additional crew were flown in from Riyadh and Cairo to support the Dubai-based team, with more than 50 specialists managing production, design, guest experience, and technology. Innovation Crew's leadership was also present on-site throughout the execution. To match BRABUS' signature black-on-black aesthetic, custom materials were sourced across the UAE, including carpets, furniture, cutlery, and textiles. Emirates Palace staff worked in close coordination with the agency to ensure all installations respected the venue's preservation guidelines. 'We couldn't alter the structure, but we had to silence it,' added Sony. 'Every shadow, spotlight, and surface was calculated. And if black plates and cutlery were missing across the UAE in April or May, you can probably blame us.' The result was a powerful sensory environment that brought the BRABUS universe to life without compromising the heritage space. The launch sparked significant digital traction, generating organic impressions across social media and online platforms, setting the benchmark for future branded real estate projects. It has been recognised as one of the most commercially successful real estate showcases of the year. This was not Innovation Crew's first moment in the spotlight. The agency is behind some of the region's most talked-about experiences, including Pepsi Titan's iconic takeover at Ain Dubai and other landmarks in the region, ADNOC's Youth Centers closing ceremony in collaboration with CAF, British Petroleum's West Nile Delta launch, Philips' Guinness World Record event at the Pyramids, and the opening of BSH's first factory in Africa. About Innovation Crew Group Innovation Crew is a regional BTL powerhouse with a presence across the MENA region, specializing in high-profile brand launches and immersive experiences. With teams in Dubai, Cairo, and Riyadh, the agency is trusted by brands like Pepsi, Lay's, Samsung, Nissan, and Total Energies to deliver seamless, high-impact execution when it matters most. Website: For more information or interviews, please contact: Your Wordsmiths – Content & PR Neha Kaul 0504507068 neha@
Zawya
28-07-2025
- Business
- Zawya
Innovation Crew transforms Emirates Palace in 48 Hours for BRABUS Island launch
UAE: BRABUS Island, the first ever branded residential project by German performance brand BRABUS, made its regional debut in April with a high-speed launch at Emirates Palace. Developed by Cosmo Developments - powered by Reportage Group - the concept was unveiled at an event produced by Innovation Crew, who were tasked with delivering a fully immersive brand experience under strict venue and time constraints. The event introduced one of the boldest real estate concepts in the region. The brief was clear: transform one of the world's most iconic venues into a trademark BRABUS experience. No walls could be touched. The brand's bold, black-on-black aesthetic had to be felt in every detail. And it had to be done in 48 hours. 'We had just a few days to finalize the creative, plan the journey, source materials, rehearse, and execute,' said Sony AbdelMohsen, General Manager of Innovation Crew. 'When they told us they wanted to dim the gold, I laughed. But they weren't kidding - and neither were we, once the brief was in.' At the time, the agency was already managing eight large-scale campaigns across eight countries. With just 48 hours on the clock, the transformation was delivered on schedule. Additional crew were flown in from Riyadh and Cairo to support the Dubai-based team, with more than 50 specialists managing production, design, guest experience, and technology. Innovation Crew's leadership was also present on-site throughout the execution. To match BRABUS' signature black-on-black aesthetic, custom materials were sourced across the UAE, including carpets, furniture, cutlery, and textiles. Emirates Palace staff worked in close coordination with the agency to ensure all installations respected the venue's preservation guidelines. 'We couldn't alter the structure, but we had to silence it,' added Sony. 'Every shadow, spotlight, and surface was calculated. And if black plates and cutlery were missing across the UAE in April or May, you can probably blame us.' The result was a powerful sensory environment that brought the BRABUS universe to life without compromising the heritage space. The launch sparked significant digital traction, generating organic impressions across social media and online platforms, setting the benchmark for future branded real estate projects. It has been recognised as one of the most commercially successful real estate showcases of the year. This was not Innovation Crew's first moment in the spotlight. The agency is behind some of the region's most talked-about experiences, including Pepsi Titan's iconic takeover at Ain Dubai and other landmarks in the region, ADNOC's Youth Centers closing ceremony in collaboration with CAF, British Petroleum's West Nile Delta launch, Philips' Guinness World Record event at the Pyramids, and the opening of BSH's first factory in Africa. About Innovation Crew Group Innovation Crew is a regional BTL powerhouse with a presence across the MENA region, specializing in high-profile brand launches and immersive experiences. With teams in Dubai, Cairo, and Riyadh, the agency is trusted by brands like Pepsi, Lay's, Samsung, Nissan, and Total Energies to deliver seamless, high-impact execution when it matters most. Website: For more information or interviews, please contact: Your Wordsmiths - Content & PR Neha Kaul neha@
Zawya
14-05-2025
- Business
- Zawya
The German luxury car brand Brabus enters the UAE real estate market for the first time
In a groundbreaking moment for luxury real estate, the German brand BRABUS has unveiled its first-ever branded residential project: BRABUS Island, developed in collaboration with Cosmo developments, powered by Reportage Group. BRABUS ISLAND. Home of the Wow. Rising in Abu Dhabi's prestigious Al Seef District, BRABUS Island is a bold fusion of high-performance design and visionary architecture. With panoramic views of the Arabian Gulf, this development marks BRABUS's evolution from automotive excellence to immersive living experiences. 'A few years ago, we started asking ourselves, 'Who do we want to be in the future?' said Constantin Buschmann, CEO of BRABUS, during the panel discussion on April 26th launching BRABUS ISLAND. 'Now, for the first time, we're not just designing vehicles for a lifestyle.. We're designing the lifestyle itself', he added. This high-end residential development features four luxury towers and 352 exclusive units, across 13 floors. The architecture reflects BRABUS's signature style: contemporary and minimalist, standing as a bold addition to Abu Dhabi's skyline. 'BRABUS ISLAND, a vision that showcases not only luxury but also excellence' – Ahmed Ali Al Serkal, CEO of Cosmo Developments. 'This is only possible here. I don't believe there's another place in the world where you could achieve this kind of result', emphasized Andrea Nucera, CEO and Managing Director of Reportage Group. Record Breaking Success: 4.2 billion AED in Total Sales Shattering expectations, in just 48 hours, Reportage Group reached an unprecedented 4.2 billion AED in total sales until April 2025, compared to the initial target of 2.1 billion AED achieved until April 2024. An extraordinary 1.12 billion AED was secured in one day during the exclusive sales event, held on 27th April, positioning BRABUS ISLAND as one of the most significant luxury real estate launches in history. This exceptional accomplishment marks a powerful milestone for BRABUS, Cosmo Developments and Reportage Group. The launch of BRABUS Island affirms the region's importance to the brand, and deepens it. It is an uncompromising approach to luxury, designed to deliver one thing above all: the BRABUS 1-Second-Wow.
