UAE Olympic House

The 2024 Olympic Games in Paris marked the first time the UAE had a pavilion at an Olympic Games, with a project that introduced the country’s story to a global audience.

Slash helped lead the project from concept through to delivery, shaping every stage of the experience, from strategy and design to implementation, guest experience, communications, project management and volunteer training. The result was a pavilion that welcomed thousands of visitors, earned widespread praise and established a new benchmark for the UAE’s presence at future Olympic Games.

How do you tell the UAE’s story to people who may know a lot, very little, or nothing about the country? The challenge was to create an experience that felt authentic to the UAE while remaining accessible and engaging to a diverse and highly international audience.

We created an interactive pavilion experience built around the theme of Emirati hospitality, with the concept of the Sha’bi House providing the setting for visitors to experience the UAE’s story. The pavilion welcomed everyone from world leaders to the general public over the course of three weeks.

This project had many moving parts. Being on the ground allowed us to witness firsthand how international audiences engaged with UAE culture and to act as ambassadors for the country throughout the event.