I was recently approached to cover the exciting re-launch of one of Abu Dhabi’s most iconic establishments—49ers, The Gold Rush. Known for its rich history and legacy, this venue holds a special place in the city’s nightlife scene, so being commissioned to photograph such a pivotal moment was both an honour and a challenge.
My role was twofold: first, to capture the intimate moments of the soft launch, providing behind-the-scenes visuals that built anticipation for the official re-opening. Second, I was tasked with producing high-quality marketing images to showcase the revamped venue, highlighting its new design, atmosphere, and features. These images would form the cornerstone of the promotional campaign leading up to the grand re-opening.
The big night was nothing short of spectacular. The grand re-opening drew in a crowd of VIPs and celebrities, with none other than Kris Fade—one of the region's most recognised media personalities—making an appearance. The energy was electric, and my goal was to ensure that every moment, from the excitement of the crowd to the elegance of the venue, was captured in vivid detail.
The event photography I produced played a crucial role in the re-launch's promotional success. My images were widely used across all social media platforms, showcasing the venue’s new look and feel, while also providing captivating visuals for press coverage. Seeing my work feature in these campaigns, helping to bring attention to 49ers and promote their fresh identity, was incredibly rewarding.
In the end, the re-launch was a huge success, and I’m proud to have been part of this landmark moment in Abu Dhabi’s vibrant social scene.