Dubai, UAE
CLIENT
Heineken Beverages
PROJECT TYPE
Activations
YEAR
2025
Agency Collaboration
Brand Box Global
Overview
An African-inspired beachfront bar concept for Pullman Dubai, bringing the social spirit of South African braai culture together with premium drinks, food and a relaxed coastal setting.
CHALLENGE
The challenge was to create a destination that felt authentic to South African culture while fitting naturally within Pullman’s premium beachfront environment and appealing to both hotel guests and the South African community in Dubai.
APPROACH
The design combined natural timber, earthy tones and African textures with a live braai kitchen and bespoke bar. Social elements such as a branded swing and relaxed outdoor seating added personality, creating an environment built around food, drinks and connection.
RESULT
The concept transformed the beachfront setting into a distinctive social destination, combining South African hospitality and culture with Pullman’s contemporary resort experience and a curated selection of premium drinks.
