There is more to the Abu Dhabi Formula One than the big race and concerts.
The event has its share of glamour courtesy of its exclusive Flash VIP Lounge, which is located in Ferrari World Abu Dhabi and organised by the UAE-based events company Lumin. Music artists and celebrities are invited to attend the room and stock up on the latest high-tech and designer products from leading brands.
Guests who visited the lounge this time include the Baywatch star David Hasselhoff and the R&B star Sean Kingston.
The Lebanese singer Elissa also made a late visit on Thursday night, fresh from her performance at the du Arena.
The lounge’s theme is Middle East meets West, says the manager Katherine Raso.
There are 10 stands by select retailers including the watch brand Police, cosmetic demonstrations by Make Up Forever, designer bags by Alfa Romeo and evening gowns by Lipsy London. Local fashion houses are also in the limelight, with the Bil Arabi jewellery designer Nadine Kanso creating custom-made items for each guest. Spa treatments from One & Only Resorts and Atlantis The Palm are also available.
“We wanted to give all the artists a memento and something to remember from the time spent here,” Raso says.
Preparations for the VIP Lounge began as far back as five months ago with Raso and her team seeking out the appropriate names to be included in this year’s events. Exhibiting brands get to tap into the Arab market by having local and regional celebrities exhibiting their items during high- profile events.
“Arab artists are huge in the region and they don’t know how to get to them,” Raso explains. “This is an opportunity for them to meet and make the connection and build those relationships.”