Location: UAE
Joe & The Juice and Deliveroo have a long standing partnership within the UAE, and reached out to Aces of Space Studios to help bring this collaboration from an app-based partnership into a real-life moment. They wanted to highlight a key message in the UAE market: Joe & The Juice is exclusively available on Deliveroo in Dubai. The brief called for an experience that could cut through Dubai’s busy brand landscape — something playful, shareable, and rooted in the lifestyle of the city, while driving traffic to the Deliveroo app.
Aces of Space created ‘The Beach Club’ — a two-day takeover at Kite Beach designed to tap into Dubai’s outdoor culture and wellness-driven lifestyle. Visually, the design drew from the aesthetics of classic surf shacks and nostalgic beach clubs, reinterpreted in Joe and the Juice, and Deliveroo’s branding. Branded surfboards, playful graphics, beach games, and relaxed seating areas formed a colourful, highly photogenic environment that invited people to slow down, participate, and share the experience.
From the entrance archway that welcomed guests into the space, to the Surf Shack operations hub and interactive activity zones, the layout encouraged exploration and natural interaction. Which created multiple moments for content creation while maintaining a relaxed, community-driven atmosphere.
Across two days, The Beach Club drew a steady flow of beachgoers, influencers, and wellness communities, turning a simple delivery partnership into an engaging lifestyle moment. The activation generated strong social engagement and regional press coverage, including a feature in Campaign Middle East, which reported approximately 12.8 million in circulation, $58,000 in advertising value, and an estimated $175,000 in PR value.
By translating a digital partnership into a physical experience, Aces of Space created a memorable moment that connected both brands with Dubai’s vibrant beach culture.
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