FINASI x Downtown Design 2025
Content that turned a design comeback into a cultural moment.
When Downtown Design returned, so did Finasi.
After a successful debut in 2024, Finasi came back with a sharper creative direction and a powerful story to tell.
Our job? Make that story unmissable for those on ground, and through their phone screens.
Our Challenge
Finasi’s collaborations with Roar Design, led by Pallavi Dean, and contemporary fashion label KAGE brought bold, cross-disciplinary installations to the fair. But great design alone doesn’t generate buzz, strategic storytelling does.
We needed to translate high-concept creativity into content people actually stopped, watched and shared.
What We Did
We built desire before the doors even opened.
From animation-led teasers to countdown assets, we created a pre-event drumbeat that pushed anticipation across social.
We owned the five days of Downtown Design.
Our on-ground content team delivered live, real-time coverage designed to capture attention at pace:
- Smart, concise interviews with design leaders
- Fast-turnaround live stories and reels
- Hourly updates that kept Finasi consistently at the top of the feed
- A balance of polished content and UGC-style moments that brought warmth, authenticity and immediacy
We told the story behind the collaborations - not just the look of them.
From the carved-table dessert created with The Host Café to the fashion-interiors crossover with KAGE, we spotlighted the craft, the thinking and the “why”, reinforcing Finasi’s message: elevating what ‘Made in the UAE’ can stand for.
The Impact
We transformed Finasi’s presence at Downtown Design from a static showcase into a living, breathing content engine.
223K content views
78K organic reach
100+ pieces of content created (UGC + in-house)
A week-long wave of social engagement that positioned Finasi at the heart of the region’s design conversation.