'MAMIL' Film Screening

'MAMIL' Film Screening

October saw Dubai’s cycling community turn out for the Dubai premier of ‘MAMIL’ - Middle Aged Men in Lycra. Over 150 people turned out over 2 nights to watch the 90 minute documentary film. Also at the event was the films director, Nick Bird, who took part in a Q&A after each screening.

The events were the first for Warehouse Four’s new pop-up cinema initiative - Film@Four.

Dubai Govt Human Resources Accelerators Lab

Dubai Govt Human Resources Accelerators Lab


Over 100 Dubai Government managers and senior officials attended the HR Accelorators workshop. Several key note presentations were given with attendees also breaking into individual groups for specific sessions.

The event was also attended by Shaikh Maktoum Bin Mohammad Bin Rashid Al Maktoum, Deputy Ruler of Dubai who was briefed by DGHR Director General Abdulla Ali bin Zayed Al Falasi on new ideas and proposals for enhancing government operations and increasing the efficiency and productivity of the public sector.

The participants discussed legislation governing human resources in the Dubai government and a range of other issues including the flexibility of HR regulations and bylaws, ways to attract and retain talent, employment-contracting procedures, salary and compensation, performance appraisal and promotion, flexible time, working hours and telework.

The lab also discussed other issues including the enhancement of the corporate culture by building teamwork, ways to improve team bonding and corporate loyalty, ensuring fairness, transparency and accountability and enhancing corporate competitiveness.

4 Reasons Why Events Really Work

4 Reasons Why Events Really Work

4 Reasons Why Events Really Work

YSL ‘Vinyl’ launch party.

Having run an event venue for two years, I’ve seen first hand how events can help brands connect with their audience. This seems even more pertinent in the current and often impersonal digital age, where customers are demanding more authentic and real world connections.

So here’s four good reasons why event marketing really works and should be at the top of a brands ‘to-do’ list:

1.      With the ‘internet of things’ offering disruption on a daily basis and leading to more and more traditional job losses, people are increasingly looking for experiences over material things. By immersing your customers in unique, exciting and personal experiences, they will remember your brand forever. It’s no surprise that engaged customers post, share and talk about their experiences with others. And as countless peer-to-peer websites have proven, the best marketers for your brand, are your customers.

Power League Gaming | Call Of Duty Product Launch

2.     A well thought out and produced event allows your brand to get intimate with customers and create moments. There’s nothing more impactful than standing side by side with a client at a workshop, seminar or product activation, as they experience your product or service hands on and talk with you in person. This is a unique opportunity to engage with clients in a personal setting and share details and insights that often isn’t possible online.

3.     Special events give you a platform to tell your story. They also allow people to experience your brand values first hand as well as let them get to know the people behind the brand. Events can allow you a special opportunity to create stronger relationships by spending time together. As the popular sales mantra goes, ‘fact’s tell, but stories sell’. This alone can grow your business.

4.     Events are the perfect blender for collaborations. There’s increasing research to show that customers prefer brands that care about society and give back. As a result, many brands are engaging with charities that are aligned with their brand identity. Managed properly, partnering your event with a charity can help create a buzz and also attract media attention – a win-win for everyone involved.

So, in summary, events should be part of every savvy marketer’s integrated marketing strategy, complete with targeted goals and clear messaging. Even if you produce just one or two awesome events a year, this can increase the effectiveness of your marketing.

We look forward to hosting your next event.

Ian Carless - Partner | Warehouse Four.

Adidas Tango League

Adidas Tango League


December saw the Adidas Tango League make its debut in Warehouse Four and saw some of the most creative young footballers between the age of 16 and 25 compete for their chance to perform on a global stage.

The tournament saw players descend from all corners of the UAE, including Ajman, Sharjah, Abu Dhabi, Al Ain, with a team even flying in from Saudi Arabia as teams battled it out for the bragging rights of being the UAE's top 4-a-side football team. Over 100 players and supporters attended the event.

Talented local football player, Baraa Lulu was crowned the most valuable player at adidas Tango League Dubai, which has captured the interest of talented young players in the city this month. Baraa will head to the FIFA World Cup Russia 2018 to go head-to-head with 22 other players from across the world for a spot in Xabi Alonso’s Tango Squad FC.

Why Events Work

Why Events Work

Why events work


Shared experiences can move hearts and minds. Events also have this potential.

Think about it. When was the last time you went on a trip or had some sort of unique experience?  You remember it, right? There’s a volume of research out there that proves how “shared experiences” and physical events create attachment to a person, an organization and even a product.

 Hearts & Tears Motorcycle Club.

Hearts & Tears Motorcycle Club.

A few years ago, I took a trip with some friends to Pokhara, Nepal, to ride Royal Enfield motorcycles with Hearts & Tears Motorcycle Club. It was fantastic. It’s hard not to like the breath taking views of the Himalayas that Pokhara offers.

However, what also stood out from the trip was the shared experiences we all had – it reminded me of how this type of engagement deepens relationships on an emotional level.  It was a well-organized tour on behalf of Hearts & Tears. But the more important implication was the impact on all of us who were on the trip and the positive sentiment we left with for Hearts and Tears. So much so I went back two years later to do another trip.

Events work because of the opportunity to offer shared experiences, to deepen relationships and leave a lasting impression. Equally important, events can help brands build trusted relationships with their consumers, a sentiment that marketing expert Seth Godin has frequently expounded over the years. 

In virtually every industry the most trusted brand is also the most profitable... And trust, almost without exception, leads to profit.
— Seth Godin

Long story, short. If you’re not doing so already, try incorporating events and shared experiences into your business. There's no doubt that experiences have the ability to impact the lives of those around you, which in turn can lead to more business. And if nothing else, it'll be fun!


Ian Carless - Partner | Warehouse Four