Ford Middle East Delivers 'Beyond the Blue Oval’ Immersive Experience in Dubai

Global experience design company Imagination, in partnership with Ford Middle East, has launched the Beyond the Blue Oval (BTBO) - Lifestyle Enabled event - an exclusive and immersive showcase of Ford’s innovative services and vehicle line up, advanced technology, and visionary transformation in the Middle East. The event, which took place on November 6th and 7th at the Sound Stage in Dubai Studio City, welcomed over 500 stakeholders, including media, government officials, Ford’s distributor partner, customers, and Ford club members. 

This immersive event reaffirmed Ford’s commitment to the region and highlighted its drive toward an electrified future, including the introduction of hybrid models, such as the Ford Territory Hybrid, and fully electrified vehicles, such as the Mustang Mach-E that are set to launch in 2025.

Jason Rodbard, executive creative director, Imagination Middle East said: “This was one of those briefs that excited us from the start, with a clear vision of the experience we needed to bring to life. From strategy and zoning to lifestyle elements, everything just felt spot on and aligned with Ford’s future vision. Beyond the Blue Oval not only celebrates Ford’s core but also the freedom to explore - from city to beach, road trip to desert. As a Ford owner myself, this project was especially meaningful, and our team’s energy, combined with Ford’s team  partnership, has made it an inspiring journey - hopefully the first of many BTBO experiences.”

Featuring exciting product reveals, and a full lineup of vehicles, the Beyond the Blue Oval experience captivated audiences through six distinct interactive zones - Dynamic, Electrified Future, Performance, Platinum, Off-Road, and Commercial Vehicles - each crafted to highlight how Ford’s nameplates are tailored to meet the diverse lifestyles and needs of their audience.

Interactive experiences for guests to engage with across the zones include:

• Off-Road: gamification, digital and physical content and feature displays such as an AI Photobooth
• Dynamic: 360*content capture, beach surf photo opportunity and themed popsicle cart
• Electrified Future: a fun electric maze game featuring kinetic charging bikes with the backdrop of Dubai’s skyline
• Performance: hero oversized racing helmet with an immersive soundscape that captures the sounds of Ford’s racing pedigree
• Platinum: premium coffee bar with Ford branding and date display in collaboration with a local partner
• Commercial Vehicles: Feature displays and content that support their partner's contribution and customisation of Ford Vehicles including a Fire Truck and ambulance conversion

Complimenting all of this are lifestyle-inspired installations and seating spaces tailored to each theme that not only underscore Ford’s promise of quality, connectivity, and innovation but also put the ‘fun’ back into the brand experience.

Rasha Ghanem, director of public affairs and communications, Ford Middle East said, “We have been working with Imagination globally for decades and their experience design has always evolved alongside our products and services, to match our expectations. When we defined the brief for Beyond the Blue Oval, we knew that Imagination’s creativity and understanding of customer lifestyles in the Middle East would lead to a great concept and design for this flagship experience.”