Sole DXB 2014-2016.
The Premier Culture + Lifestyle Festival.
Sole DXB 2016
Project scope
Event Branding, Event Campaign, Event Collateral, Event Branding and Signage
Having begun life sneaker-focused, Sole DXB has grown into so much more – a melting pot of cultures where, just as the film highlights, tradition and luxury truly meet.
In the backstreets of one of Dubai’s oldest neighbourhoods lies Deira, a place where tradition meets necessity – signs simply marked ‘Al Souq’ – traditional shopping bazaars native to the Middle East, hint at days that once were. At least 100 years old and once a major link in the world’s historic trade routes, they sit in traditional style. In a nod to this cultural heritage, Sole DXB celebrated their fifth year in this, the renowned ‘City of Gold’.
The 2016 event played host to some of the biggest figures from across street industries, including key figures from music, sneaker and art scenes. Basketball played a key part in event proceedings with the ‘Sole Ball Above All Classic’ tournament made up of teams from the region.
Sole DXB 2015
Project scope
Event Branding, Event Campaign, Event Collateral, Event Branding and Signage
M&B continued to work closely with Sole for its 2015 campaign, which saw a collaboration with internationally acclaimed artist Hassan Hajjaj to embody the ethos of art, music, fashion and urban lifestyle that they both represent.
Casablanca and Berlin based designer, Amine Bendriouich who has come to be associated with the aesthetics of street style, androgyny and experimental culture; was selected as the face of the campaign.
The global audience has become too familiar with the stereotypical ‘street-style’ – Sole DXB wanted to step out of the boundaries with this campaign and definitely add that Middle Eastern flair, offering a window into the cultural melting pot that is Dubai.
Sole DXB 2014
Project scope
Brand, Identity, Brand Film, Photography, Print Campaign, Event Branding and Signage
M&B worked closely with Sole - Dubai’s definitive platform for lifestyle and culture, on a brand refresh and a promotional campaign for the Sole DXB 2014 festival.
Sole is a network where the passion for streetwear and culture brings together a vibrant group of artists, regional designers, avid collectors and the brands themselves. The culture is an all-encompassing lifestyle. A platform through which cultural enthusiasts can communicate, share opinions and inspirations and set new trends for the region.
The 2014 online campaign film ‘What we stand on is what we stand for’, is a poetic call-out to all enthusiasts in the Middle East, with a cast portrayed proud of who they are, their individuality and style.
