Creating an International Arabian horse festival. 
As Sheikh Jassim approached M&O with the wish to create an authentic horse show for the entire family, the initial idea was to use London’s Hyde Park due to its accessibility and overall logistical options. 18 months and several concept iterations later, the venue for ASALA, the first Arabian show-horse festival open for both public and horse connoisseurs, was to be held in the Cultural City in Doha. Partly inside Katara, partly on floating arenas in the Bay Area, the final idea was to be experienced with all its initial intentions: authenticity, heritage, and sheer beauty.
Design Services & Consultancy
• Naming
• Branding
• Communication
• Web & Social
• Event Concept, Logistics and Budget Plan

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