Case study — experience & spatial design
Aldar × Ogami by SODIC — Ogami launch event, 2024
A one-day VIP launch for Ogami staged at Earth, Yas Island, built as one continuous spatial journey from the gate to the photo moment. Every touchpoint was drawn from the client's branding so the brand reads consistently across the venue. My role: art director — spatial concept and direction, concept to execution.
Client
Aldar × Ogami by SODIC
Event / location
Earth · Yas Island, Abu Dhabi
Year
2024
My role
Art director — spatial design
Agency
Elements ME
Deliverable
Spatial concept & art direction
The brief
Aldar and SODIC needed Ogami's brand essence carried through a live venue activation as one continuous experience. My task was to shape the visitor sequence and art-direct each touchpoint so the brand reads consistently from gate to photo moment, concept to execution.
Tone
Serene · sophisticated · elevated
Palette ref
Neutral tones · capiz shell · greenery
Structure
Six-stage linear journey
Visitor journey
01
Main gate - Arrival threshold
02
Registration - Welcome & check-in
03
Main stage - Central focal point
04
Performance - Sunset live set
05
Photo op - Logo-shape moment
06
Accessories - Branded details
01 — Main gate
Built form · curved archway · arrival
( threshold )
Arrival
I set the entrance as the first read of the brand, drawn straight from Ogami's logotype. I shaped fluid, wave-like forms in neutral tones so guests pass through an organic, sculptural threshold. The curves compress and release as you enter, turning arrival into a moment of crossing into Ogami's world.
Organic curves
Wave forms
Neutral tones
Sculptural threshold
Design decision: I derived the gate's curves from the logotype so the brand is felt before it's read.
Format
Built threshold
Palette ref
Neutral tones · capiz shell · greenery
02 — Registration
Desk · backlit wall · check-in
(welcome)
Welcome
I designed check-in as a calm, professional welcome that holds the brand. A sleek rounded desk with subtle fluting sits against a backlit feature wall of flowing, organic patterns. Capiz-shell accents and greenery carry the nature-inspired, minimalist tone, making the first interaction feel considered and on-brand.
Rounded desk
Backlit wall
Capiz shell
Greenery
Design decision: I derived the gate's curves from the logotype so the brand is felt before it's read.
Format
Rounded desk
Material
Capiz + greenery
03 — Main stage
(focal)
Stage · sidewall feature · focal point
Live
I made the main stage the central focal point, built on the same organic language as the gate. Twisting sidewall forms rise against a capiz-shell wall pattern, threaded with greenery and decorated with blossoms. The rounded, layered platform keeps the brand's natural, elevated feel while giving the room its anchor.
Sidewall stage
Capiz pattern
Decorated plants
Layered platform
Design decision: I derived the gate's curves from the logotype so the brand is felt before it's read.
Format
Sidewall stage
Pattern
Capiz shell
04 — Performance
(sunset)
Stage · live band · sunset set
Performance
I built the performance stage around the Ogami logo symbol paired with a sunset effect. The platform takes the logo's curved mark as its footprint, set against looping sunset content on screen and printed artificial-leaf staging. It frames a three-piece band so the live set itself becomes a branded sunset moment.
Logo-shape stage
Sunset effect
Looping screen
Live band
Design decision: I derived the gate's curves from the logotype so the brand is felt before it's read.
Format
Logo-shape stage
Pattern
Looping sunset
05 — Photo op
(moment)
Set piece · O-shape · photo moment
Photo op
I designed the photo moment as a sculptural O drawn directly from the logo symbol. A curved, shell-like form encloses a seated guest, with the Ogami mark set inside and layered plinths and shells at the base. It gives guests a clean, recognisable frame that puts the brand into every shared image.
O-shape frame
Logo symbol
Layered plinths
Shell accents
Design decision: I built the photo op as the logo's O so every guest photo carries the brand by default.
Format
O-shape set
Motif
Logo symbol
06 — Accessories
Branded items · flags & lightbox · detailing
(details)
Detail
I carried the brand into the supporting details so nothing in the venue felt off-system. Tonal flags in the brand palette mark the approach and edges, while a lightbox carries Ogami lifestyle imagery. These pieces hold the look at the smaller scale, tying the whole journey together from outside the gate inward.
Tonal flags
Lightbox
Lifestyle imagery
Brand palette
Design decision: I kept the flags and lightbox on the same palette so even the peripheral details read as one voice.
Format
Flags + lightbox
Palette
Brand tones
Outcome
One continuous brand, gate to photo moment
Across six touchpoints, the venue read as a single, coherent expression of Ogami — each stage drawn from the logo and brand palette so the journey never broke character.