Art Direction | Design | Creative Strategy
From Dubai with love //
Client: Dubai Economy & Tourism // agency: VML
Dubai, Served Warm reframes Dubai as winter’s most unexpected companion- bringing literal and emotional warmth to Europe’s coldest alpine moments. Positioned across premium ski resorts during peak winter footfall, the activation transforms a simple cup of hot chocolate into a refined brand gesture: understated, intentional, and quietly luxurious.
The art direction contrasts the icy, expansive Italian alpine landscape with a deep, monochromatic Dubai blue palette- creating a striking yet elegant interruption in the snow. Typography is minimal and confident, with clean serif pairings and restrained copy (“From Dubai with love”) applied across cups, truck, uniforms, and touchpoints. Subtle gradients, tinted glass shutters, and balanced logo placement elevate the activation from “food truck” to bespoke winter experience- premium, calm, and unmistakably Dubai.
