Corporate Graffiti Dubai: A Participatory Art Experience for Large-Scale Events

How can a live participatory graffiti wall transform a corporate convention?

During a major Groupama convention held at Halle Freyssinet in Paris, we created a large participatory graffiti wall that became the heart of the event. Thousands of employees from all over France attended conferences, dinners and workshops, and in the middle of this high-energy environment, our team set up a space where everyone could contribute freely.
Guests followed a colour-coded structure prepared by our artists, allowing them to write, draw or tag within the composition while keeping the visual balance intact. The result was a collaborative mural full of personality, humour and spontaneity—exactly the type of human-centred experience brands seek today.

Why is corporate graffiti so relevant for events in Dubai and Abu Dhabi?

Corporate events in the UAE constantly look for interactive moments that connect people. A participatory graffiti wall is one of the few experiences that engages everyone—extroverts, introverts, creatives and non-creatives alike.
Whether set up inside a convention centre, a hotel ballroom or an outdoor courtyard in Dubai or Abu Dhabi, this format encourages play, breaks social barriers and gives teams a shared creative memory.
This is the same dynamic that drives many of our UAE projects, from immersive colouring-wall activations in Dubai to hands-on creative workshops like the Safran Team-Building Workshop in Dubai.

How does a graffiti activity strengthen brand identity during a corporate gathering?

A co-created mural is a powerful symbol: every guest leaves a trace, and together they build a collective artwork that reflects the company’s culture.
For Groupama, the artwork captured the diversity of its employees. For brands in the UAE, this same format reinforces values such as innovation, openness and collaboration.
Many of our clients who focus on brand experience also integrate other creative activations, such as personalised leather gifts like in our Dalmore Dubai luxury hospitality activation or corporate engraving sessions like our Nespresso personalization event in Dubai.

What does long-term expertise bring to a large corporate activation?

This Groupama project dates back to 2014, illustrating more than a decade of experience in designing artistic activations for major companies.
Our role is not only to create the artwork but also to ensure smooth logistics, time management and guest flow—crucial elements for large events in Dubai and Abu Dhabi, where hospitality and efficiency are essential.
Our know-how has been strengthened through many UAE-based projects, from automotive live-painting experiences like live car painting performances in Dubai to creative corporate workshops such as the Cap Bar customization experience.

A memorable moment guests truly take part in

The strength of this activation lies in its participatory nature. Guests do not simply observe—they create. They laugh, hesitate, try, experiment… and proudly show their contribution.
This strong emotional involvement is exactly what brands are looking for in the UAE’s corporate landscape, where events must stand out among the many annual gatherings hosted across Dubai and Abu Dhabi.
It is also why clients regularly request creative experiences like the Sephora Summer Party customization or ceramic painting sessions such as Nescafé hand-painted mugs for corporate events in Dubai.

Our participatory graffiti wall remains one of the most powerful ways to bring teams together, energise a convention and create an unforgettable visual moment—perfectly suited for the corporate event culture of Dubai and Abu Dhabi.

ClientGroupamaServicesParticipatory artYear2014