Bringing to life the best of street culture to the Middle East
Sole DXB has become an important event not just in Cadillac’s calendar, but keenly anticipated by young designers, artists and musicians, across the Middle East. Now in the fifth year of its Sole DXB partnership, Cadillac has played a key role in shaping the region’s largest street-culture festival. The luxury brand has brought to life some of the most talked-about activations to the festival, including regional debuts – such as the award-winning Cadillac XT4 in 2018.
Taking a look back over the years, here are some momentous activations Cadillac has brought to Sole DXB that continue to hold their ranking as some of the most innovative festival pop-ups in the region.
The Rebirth of RAP London
Honoring the street-culture fashion scene, Cadillac and Sole DXB 2016 celebrated the rebirth of the iconic streetwear brand, RAP London, 20 years after it closed its doors. Bringing the brand back to some of its most relevant audience was greatly received.
The same year also saw Large Professor and Diamond D, provide an exclusive live performance at the Sole x Cadillac Arabia Preview Night party.
Letters to Andy Warhol exhibition
Cadillac took audiences by storm when they announced the plan to bring the 2017 final exhibition of ‘Letters to Andy Warhol’ to Sole DXB. Naturally resonating with the street festival-goers, the iconic artist was among one of the most influential people of the twentieth century.
The exhibition showcased rarely-seen letters that offered a glimpse into Warhol’s personal experiences and relationships in addition to some of Cadillac’s well-known models. Guests were taken on guided tours inside the exhibition as they were given the inside track on the stories behind the artworks.
The exhibition opening was attended by Patrick Moore, the director of The Andy Warhol Museum along with a number of Cadillac executives and members of the art and design community in the UAE.
The first ever Cadillac Hotel
The Cadillac Hotel was brought to life, specifically for Sole DXB 2018. This bold and innovative concept housed a variety of activation rooms, and guests experienced different themes relating to safety, technology, and design in each room. Cadillac Hotel also featured a stunning rooftop deck giving festival-goers a chance to enjoy an un-paralleled 180-degree views of the festival. Attendees could relax and enjoy Cadillac’s hospitality while enjoying the tunes of the Hotel’s resident DJ.
Sole DXB 2018 also served as the stage to unveil the Cadillac XT4, the brand’s very first compact SUV which was later in the year named Best Compact Premium SUV of 2018, in the Middle East. The Cadillac XT4 continued to stand out for millennial consumers as it boasts a wide range of cutting-edge technology and connectivity features that customers and millennials in the region look for.
The partnership between SOLE DXB and Cadillac is focused on bringing the very best of global street culture to the community in the Middle East through art, music, and fashion. This year Cadillac comes with another big presence, its highly anticipated #iconsonly pop-up will highlight one of pop culture’s favorite and most admired vehicles of all time, the Cadillac Escalade.
Complete with entertainment and F&B, Cadillac’s #iconsonly pop-up is set to attract crowds at Sole DXB once again throughout the event taking place from December 5-7, 2019 at the Dubai Design District.Email This Post