Deliveroo approached Aces of Space to reimagine its annual Restaurant Awards in the UAE — transforming it from a traditional awards ceremony into a cultural moment that celebrates the restaurants, riders, and partners who shape the region’s food scene.
The brief was to create an experience that reflected Deliveroo’s role at the heart of the UAE’s diverse culinary community. The event needed to feel celebratory, energetic, and social-first — bringing together industry partners, media, and creators for a night that champions the people behind the platform. We also had one of our Account Managers working alongside the Deliveroo team over a two month period within the Deliveroo office supporting on internal marketing initiatives linked to the awards, connecting the dots between PR, Commercial and Social.
Aces of Space developed the concept “Lammah”, inspired by the Arabic idea of gathering — the warmth of shared food, conversation, and community. The creative direction positioned the event as a vibrant cultural celebration rather than a traditional awards ceremony. The design language centred around togetherness and shared experiences, creating a space where guests could move, interact, and celebrate the food community that Deliveroo has built across the UAE. Elevated staging, immersive design moments, and high-energy programming transformed the awards into a spectacle that blended recognition with entertainment. From the initial concept and pitch through to creative design, production planning, and on-site management, Aces of Space delivered the project end-to-end — ensuring the event felt authentic to the region while capturing the playful, energetic spirit of the Deliveroo brand.
The Deliveroo Restaurant Awards brought together restaurants, riders, partners, creators, and media for a celebration of the UAE’s vibrant food community. Designed as an energetic gathering rather than a traditional awards ceremony, the event created a dynamic space for the industry to connect, celebrate, and recognise the people shaping the region’s dining scene. The awards attracted significant public engagement, with over 300,000 votes cast and nearly 1,000 restaurant nominations across the UAE, resulting in 37 category winners recognised on the night. The event also received regional press coverage, including features in What’s On Dubai, extending the reach of the awards beyond the live event and reinforcing Deliveroo’s role at the centre of the UAE’s food culture. Through creative direction, experiential design, and seamless production, Aces of Space delivered an awards experience that celebrated the diversity, creativity, and community behind the region’s restaurant industry.
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