Live Graffiti Art for Iconic Brand Anniversaries in Dubai

When a global brand celebrates a milestone, the challenge is always the same: how do you create an experience that marque les esprits — something truly memorable for guests, employees and partners? For the 20th anniversary of PlayStation, Sony hosted a private event at Disney’s Newport Bay Club, where gaming history, immersive activations and live art blended into a single narrative. This type of artistic performance is exactly what resonates in Dubai’s event scene: human, dynamic, visually powerful, and capable of carrying the emotional weight of a brand with an international legacy.

In the middle of gaming stations and iconic PlayStation environments, an artist from our team created a large diptych featuring the heroes that shaped the history of the console. Kratos, Crash Bandicoot, Sackboy, Nathan Drake… each character was painted live, one layer after another, in front of an audience able to witness the entire process. These moments of interaction — watching the artwork grow, exchanging with the artist, taking photos, asking questions — are what turn a corporate event into something warm, human and deeply engaging. It’s the kind of activation that aligns perfectly with Dubai’s appetite for immersive and meaningful brand experiences.

Why integrate live graffiti art into a corporate event in Dubai?

Live art gives guests a direct connection to the creative process. At a time when companies in Dubai compete to offer premium experiences, this is a powerful differentiator. The artwork produced during the event becomes part of the organisation’s story: it can be displayed in the office, used in internal communication, or even reproduced for future brand content. We see this constantly across our video-game-related activations and corporate graffiti experiences where the artwork becomes a tangible legacy of the event.

How do you handle technical and safety constraints during indoor events?

One of the biggest challenges of this PlayStation project was the strict safety guidelines imposed by the venue. Disney required all materials to be non-toxic and suitable for indoor use. To meet these restrictions, we worked with water-based spray paint — a technical choice that we regularly present to luxury hotels, malls and event planners in Dubai who need guarantees regarding air quality and safety. These water-based sprays are odourless, fast-drying, and perfectly compatible with high-end environments, just like those we encounter during corporate wall-art installations or luxury brand activations.

Creating an emotional connection through iconic characters

Every anniversary, product launch or private celebration is an opportunity to reconnect with what made a brand meaningful. Here, the choice to celebrate PlayStation’s heroes was not only aesthetic — it triggered nostalgia, enthusiasm and shared memories among the guests. This is exactly why live graffiti is becoming a strong trend in Dubai’s creative event market: it has the capacity to activate emotion immediately. The same approach works beautifully in immersive retro-themed parties, large-scale trade shows, or even automotive art performances.

What makes a live painting the right choice for a brand anniversary in the UAE?

Because companies in Dubai and Abu Dhabi are increasingly seeking experiences that feel personal and authentic. Live graffiti checks all the boxes: entertainment, storytelling, visual impact, and a final artwork that remains as a permanent reminder of the event. For brands with strong identities — whether in tech, luxury, fashion or gaming — this is one of the most effective ways to elevate a celebration and reinforce the emotional link with their communities.

A performance that becomes a legacy piece

At the end of the PlayStation anniversary event, the diptych was offered to Sony as a collector’s piece. This is often one of the key advantages for companies: the artwork lives on long after the evening ends. We see the same dynamic during luxury live painting activations or hospitality collaborations — the final piece becomes part of the brand’s environment, carrying the memory of the event and the energy of the people who took part in it.

ClientSONYServicesLive PaintingYear2015Linkwww.sony.com