UAE Olympic House

The 2024 Olympic Games in Paris marked the first time the UAE had a pavilion at an Olympic Games, with a project that introduced the country’s story to a global audience. Slash helped lead the project from concept through to delivery, shaping every stage of the experience, from strategy and design to implementation, guest experience, communications, project management and volunteer training. The result was a pavilion that welcomed thousands of visitors, earned widespread praise and established a new benchmark for the UAE’s presence at future Olympic Games.

The Opportunity

Showcase the UAE and share our stories with a diverse audience outside the country, doing so in an authentic way that allows us to truly tell our story.

The Outcome

An interactive pavilion experience where guests, from world leaders to the general public, could engage with our identity. It was a hugely successful three weeks, with positive feedback, no negative stories, and a clear understanding of how to represent the UAE on the global stage.

Why are we proud of this?

A huge effort with many moving parts. We were on the ground, implementing and witnessing firsthand how people experienced UAE culture—it was powerful. We acted as ambassadors, sharing why we love the UAE and representing it with pride to the world.

Brand and Identity Systems / Research and Strategic Design / Communication Design / Design Systems and Toolkits / Creative Direction and Stewardship