UAE-based event management company Mamemo Productions once more produced the highly successful Khalifa Fund Annual Event inside Hall 8 of ADNEC, Abu Dhabi on the 15th of June 2010. Because of the impressive production design, the exhibition part of the event was extended to the 16th of June to accommodate other important guests and invited visitors.

Named after HH Sheikh Khalifa Bin Zayed Al Nahyan, President of the UAE and Ruler of Abu Dhabi, the two day event and exhibition recognizes the achievements of its leading beneficiaries and showcased them to stakeholders in Abu Dhabi. This year, the annual event was attended by HH Sheikh Mohammed Bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and Deputy Supreme Commander of the UAE Armed Forces and other high level government and business leaders.

Personally conceptualized and designed by Sam Katiela, Managing & Creative Director of Mamemo Productions, the combined event and exhibition unveiled two new innovative concepts:

• A leading edge show production merging real time rendered 3D animation with new artistic tools that added new dimensions in image composition. Familiar materials of the late Sheikh Zayed Bin Sultan Al Nahyan came alive in a completely fresh and meaningful production, showing the power of Abu Dhabi and its people. Moving projection screens and a customized three- dimensional cutout of the Khalifa Fund logo created more depth to the whole production. Integrated motion sensors on the screens allowed projected content to move automatically with their direction and speed.

• The SOUK, an impressive exhibition concept that was created to bring the guests and exhibitors into an authentic experience of the traditional Arabic souk, from the custom design of each exhibition booth to the real life souk displays along its hallways.

The following elements were also designed for this event:

• Show Arena

1. 350-seat arena
2. Innovative stage & screen setup
- Acrylic stage
- Panoramic projection screens that opened and closed based on staging requirements.
- Customized Khalifa Fund logo cutout that functioned as additional three-dimensional projection surface.

• The SOUK

1. 2624sqm, 21- booth setup, designed with an authentic Souk look and feel
- Barasti wall panels
- Arabic carpeting, furnishing, and accents
- Customizable display & exhibition areas
2. Ceiling mounted barasti panels for ambient effect
3. Real life souk displays

• Design and construction of a Contemporary Arabic Majlis.

• Top of the line digital audio, lighting, and visual-support technologies.

• Full branding and decor solutions in all areas.

• Protocol coordination.

• Full show risk assessment and sustainability assessment by an onsite manager.