There were cars, there were concerts, there was culture, and there was Katch!
The desert came alive in a coalescence of fast cars, electrifying concerts, aesthetic markets and stunning design, as we bid adieu to 2022. During a two-week-long carnival in the deserts of Abu Dhabi, LIWA Village emerged as an unmissable winter destination, and Katch International was amidst the mirage! An architectural glory in itself, the festival has a name for attracting the region’s most powerful drivers and bikers to face exciting challenges, and this edition certainly once again lived up to that reputation.
Split into six unique zones, namely The Souk, The Oasis, The Pavilion, The Playzone, Immersive Dining and The Stage, LIWA Village had people flocking to the arena between December 16th and 31st, with an extension until the 8th of January on public demand! Traditional markets, tranquil spaces for relaxation and mindfulness, multiple immersive dining experiences, performances by stellar artists and a riveting take-over by Cody Walker’s Fuel Fest, all came together to make the festival a mammoth celebration of Emirati culture and roaring car engines.
As the PR and communications partner of this outdoor extravaganza, Katch International drafted and distributed five press releases and secured coverage in top publications including Time Out Dubai, The National, Caterer Middle East, Emirates Women, Al Khaleej, Fact Magazine and more. Katch also hosted reviews with key media titles including Yalla Abu Dhabi, Time Out Abu Dhabi, The National, Lovin Abu Dhabi and more. Katch orchestrated paid influencer collaborations with high-profile content creators such as Ghaith Marwan and members of the Dubai Bling cast including DJ Bliss and Diva Dee, garnering major social media exposure and reach prior to and during LIWA.
Brimming with aromas and staple infusions, The Souk was an embodiment of authentic Emirati heritage, enveloped in scents of oud, spices and henna, rising from the various markets. Activities like make-your-own khoos baskets and live cooking sessions kept visitors tied to the section. The cherry on The Souk was GAZE, an immersive dining experience straight out of a gourmet dream. Renowned restaurants offering the finest culinary experiences, interlaced with a stellar digital ambience, sprawled under a starry blanket made GAZE an all-encompassing sensory delight.
While there was enough and more at LIWA for the food lovers, a hit amongst the artsy audience was the Oasis, a zone designed to become a pool of tranquillity for visitors. The section allowed for fun pursuits like terrarium making, jewellery designing, terracotta pot painting and tea excursions for visitors looking to spend time doing something meaningful. In a true display of variety was another section called The Playzone, a designated e-gaming area packed with arcade games and other digital gaming action for everyone from kids to adults.
The one zone, however, which particularly set the stage ablaze at LIWA, was called The Stage itself. The definite highlight for many attendees, the stage area was the focal point of the event, playing host to marquee performers across festival days, including artists like Eida Al Menhali, Hamad Al Ameri, and Ludacris.
The flagship event of LIWA Village 2022 was brought to life on Saturday the 17th of December, when the main stage was taken over by FuelFest Arabia, founded by Cody Walker, brother of the late Paul Walker. An ideal spot for all petrol heads and motor junkies, FuelFest is a flamboyant celebration of car culture, with a fascinating range of the most exotic cars in the world on display. Fans and drivers were treated to live drifting and car racing, making engines and energies resound across the venue. The fantastic event met with its perfect end with guest appearances from Fast & Furious stars Tyrese Gybson and Cody Walker, followed by an exclusive concert featuring Ludacris, making for an unrivalled grand finale to the opening week.
It is safe to say that the 2022 edition of LIWA Village was one of its most promising presentations yet and people are already stirring in anticipation to watch them out-do themselves yet again in 2023.
Watch this space for any upcoming updates and to Katch us at many more groundbreaking events as we kickstart the year!
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