Joy Awards 2023
STUFISH’s second year with the Joy Awards showcased the Middle East’s brightest stars in a luxurious lavendar-carpet experience and enveloping concentric set.
- // 2023
- // Awards Show
- // Riyadh, Saudi Arabia
The first striking impression of the Joy Awards was directly on arrival, where a golden entrance portal punctuated an expansive green wall, firmly establishing the visual identity of the event.
Guests were then taken through corridors of greenery that faded into infinite mirrors, past shining concentric stages and into the curved ‘glambot’ area for dramatic slow-motion photography.
Inspired by the circular paths of stars seen clearly in the Saudi desert’s night sky, our design was a series of golden arcs hung throughout the theatre with their concentric energy emanating from centre-stage.
More than 450 square metres of golden fabric was stretched over aluminum frames to create these arcs, resulting in the impression of monolithic objects floating weightlessly above the audience. These golden curves and the grand steps at the stage apron were edged in light, with glowing orbs and rods also dispersed throughout the room.
An entirely new stage deck was built around the existing venue stage, with a new set of curved steps created at the downstage edge for award winners and VIPs to access the main stage from the audience. Golden detailing was inset into the decking to continue the profile of the steps up onto the stage.
An offstage tunnel was created for host and performer entrances, echoing the circular energy of the main stage. The LED screen at the back of this space continued the tunnel as content. Scenic golden curves with LED edging were also hung onstage, continuing the language of the room past the proscenium and blurring the line between the stage and the audience.
A total of over 1000 metres of LED strip was used in the various zones of the red carpet. An expansive green wall totalling over 200 square metres greeted guests upon arrival, with warm LED lines inset into the foliage. A mirror corridor stretched for around 30 metres, with gold and silver surfaces with LED edging reflecting guests.
Our design for the step-and repeat with mirrored gold pieces was eventually used throughout the event, with the circular icon becoming the main branding logo for the 2023 celebrations. This was printed on waiter uniforms, programmes and brochures, hand towels, and was used as the main design for a promotional digital poster campaign.
Show Director Russell Thomas Creative Direction and Prop Design Black Skull Creative Producer Done and Dusted Production Manager Done and Dusted / MBC Lighting Design Gurdip Mahal Sound Design Scott Willsallen Video Design & Animation Hello Charlie Staging Supplier Visuwalls Lavendar Carpet and Guest Experience Design Tony Briess Technical Director Sven De Beul Stage Design and Lavendar Carpet STUFISH