The Dubai Jazz Festival is one of the most popular multi-day festivals in the Middle East. Lasting nine days, the event consistently brings in top-line international names from the jazz, pop and rock scenes and draws thousands of participants.

This year marked the 12th edition of the festival, and Pico played a big part in activating leading sponsor Toyota’s presence. Through turnkey design, build, multimedia and project management services, we brought a fresh and fun vibe to Toyota’s sponsorship and promotional activities.

Over the past three years, Pico has been helping Toyota appeal to a younger demographic at the festival with innovative designs and unique, fun and on-point activation plans. This year, the unifying design concept was the skyline of Dubai made out of musical instruments.

Through our inventive design and fabrication ideas for the festival structures and fun and exciting solutions for ‘on-the-ground’ activations which interacted with social media, Pico helped bring Toyota to the people and further reinforce their dynamic, youthful brand image.