A spectacular 24-hour NYE beach party, right beside the glistening Arabian Sea.

New Year’s Eve in Dubai tends to draw crowds to licensed venues, with few options for families or those who want to have a more wholesome celebration.

We proactively approached Meraas with an idea for a completely new event to add to their calendar. The event which we named Free.Spirit, was a behemoth 24-hour event complete with meditation, scintillating performers and international DJs.

Scope of services:

  • event planning
  • launch event
  • media planning and buying
  • PR
  • event management
  • graphic design
  • naming
  • influencer management
  • event production
  • print production


The event drew record crowds to The Beach, with many dancing away into the early hours. Tenants on the asset also reported an increase in revenue on the night, compared to the previous year.

Client testimonial

Leanne Hamilton, Head Marketing & Events Retail I wanted to extend my thanks and appreciation to all of you for your creative vision and seamless execution of a successful NYE event at THE BEACH last night and this morning I have received praise from our senior management, who also conveyed that the Group Chairman is happy with the event! So congratulations team and again, thank you!!!

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