Action Impact, the UAE’s leading brand experience agency, successfully delivered the prestigious opening event at Qasr Al Muwaiji, on behalf of Abu Dhabi Tourism  and Culture Authority (TCA Abu Dhabi). The historic event took place at the prominent, newly-restored fort complex in Al Ain, between 15th and 21st November 2015, when Qasr Al Muwaiji reopened as a museum and exhibition, featuring significant moments of the President’s childhood, celebrating his leadership and national achievements, and as a monument to the country’s progress.

Home to the Al Nahyan dynasty and birthplace of His Highness Sheikh Khalifa bin Zayed Al Nahyan, President of the UAE, the impressive fort opened its doors for the first time in over 60 years.  The symbolic entry into the fort was officially led by Sheikh Tahnoon bin Mohammed Al Nahyan, the Ruler’s Representative in the Eastern Region.

The sophisticated production was designed to work in harmony with the fort’s distinctive architecture and deployed a series of advanced projection and video mapping techniques across the expansive structure.  Specially-commissioned content was created by the agency and included unique and delicate combinations of hand sketches, animated illustrations, advanced video and a wealth of impressive photography.

“Our team of creatives and production specialists were thrilled to work on such an important project for the UAE” said Adrian Bell, Executive Director at Action Impact, “The end result gave us all goosebumps – it was one of those deeply emotional reveal moments!”

A series of public events followed, including workshops, cultural performances and a daily entertainment attracting over 5,300 visitors in six days. These experiences were hosted by a large group of specially-trained Emirati Ambassadors who accompanied guests through the journey.

Following the launch of the exhibition building and fort grounds, Qasr Al Muwaiji is now fully open to receive guests. It promises to become a jewel in the crown of the Al Ain UNESCO World Heritage Site.


Adrian Bell

Co-founder and Executive Director