Activating across the UAE

The Westin Wellness Domes

1 dome, 10 activations

One dome. Infinite iterations. Programmatic thinking applied to physical space.

Child reaching for yellow balloon outside the Westin hotel and resort.

Client
Marriott Group / Westin

Market
UAE

Scope
Concept, programmatic activation strategy, spatial design, production, content

A green, dome-shaped structure with the Westin Hotels & Resorts logo at a public outdoor event. Several people are gathered around the booth, some talking, and others working at the table.
Children participating in a winter holiday event with snowmen decorations and artificial snow, standing in front of a green leafy wall.
Two men practicing golf on a driving range under a blue tent with a golf ball on a tee. A large green inflatable dome with the text 'Westin Hotels & Resorts' is visible in the background.
Family gathered at a table in front of a green leafy wall, with night light illuminating the scene, engaged in an activity, possibly crafting or baking.
Two girls looking at a glass display booth with greenery accents in an outdoor setting. A sign for Westin Hotels & Resorts is visible, promoting a photo contest at the wellness dome.
Indoor event space with green foliage walls, a folding screen with the words 'VEX' and 'Venture Sports' partially visible, seating with white chairs, floral arrangements, candles, and decorative objects, and a modern chandelier hanging from the ceiling.

Get Westin's wellness offering in front of the public in a meaningful way. Limited budget, facilities in the wrong locations for mass activation, and a portfolio wide enough to confuse anyone trying to explain it in a single campaign.

BRIEF

Treat physical activations like programmatic advertising. One structure, endlessly adaptable, deployed where the audience already was at the moment they needed wellness most. The dome became a platform not a project. Each iteration pulled from a different part of Westin's portfolio and landed in a different context. The insight was simple: wellness isn't something people always think to seek out when picking a hotel. But what if it finds them when/where they really need it?

INSIGHTS & APPROACH

Thousands of direct moments with guests, influencers, and the public across ten UAE locations. Enhanced wellness perception for the brand. Measurable uplift in Bonvoy loyalty program engagement. All with one little dome.

EXECUTION & IMPACT

Why it worked.