Action Impact delivers Qasr al Muwaiji opening

Event marked the inauguration of Qasr al Muwaiji, birthplace of Sheikh Khalifa bin Zayed Al Nahyan
The newly-restored fort complex, Qasr Al Muwaiji, reopened as a museum and exhibition.
The newly-restored fort complex, Qasr Al Muwaiji, reopened as a museum and exhibition.


Brand experience agency, Action Impact, successfully delivered the prestigious opening event at Qasr Al Muwaiji last week, on behalf of Abu Dhabi Tourism & Culture Authority (TCA Abu Dhabi).

The event took place at the prominent, newly-restored fort complex in Al Ain, between the 15th and 21st of November 2015, when Qasr Al Muwaiji reopened as a museum and exhibition.

Home to the Al Nahyan dynasty and birthplace of His Highness Sheikh Khalifa bin Zayed Al Nahyan, President of the UAE, the impressive fort has opened its doors for the first time in over 60 years, featuring significant moments of the President’s childhood, celebrating his leadership and national achievements, and as a monument to the country’s progress.

Entry into the fort was officially led by Sheikh Tahnoon bin Mohammed Al Nahyan, the Ruler’s representative in the Eastern Region.

The 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 architecture. 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.

Adrian Bell, executive director at Action Impact, said: “Our team of production specialists were thrilled to work on such an important project for the UAE. 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 daily entertainment attracting a total of over 5,300 visitors in six days.

Following the launch of the exhibition building and fort grounds, Qasr Al Muwaiji - part of the Al Ain UNESCO World Heritage Site - is now fully open to receive guests.

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