New Event Developments wanted its flagship project LAYAL to land in the Egyptian real-estate market the way a name like this deserves — with a heavyweight evening that audiences would talk about for the rest of the season. Strike Media was commissioned to design and execute the launch end-to-end, headlined by an exclusive live performance from one of the Arab world’s most recognisable stars — Haifa Wahbe.
The brief: translate a project name into a felt experience, in one night, with the kind of star power that turns a launch into a moment.
Brand Embodiment: Translate the LAYAL name into atmosphere — light, sound, hospitality, pacing — so guests walked out feeling the project, not just hearing about it.
Prestigious Positioning: Anchor the launch with talent that signals scale. Haifa Wahbe’s live segment wasn’t entertainment — it was a positioning statement about who LAYAL is for.
Sales & Morale Activation: Brokers, partners, and high-intent buyers in one room, given a reason to remember the night and the project together.
Acoustics & Logistics: Marrying a corporate launch programme with a full A-list concert production inside one venue. Two production crews, one timeline, zero handoff gaps.
Managing Dual Moods: Sliding the room from a measured corporate reveal into a high-energy concert without losing either audience — the institutional half or the entertainment half.
Capturing the Energy: Filming a live concert with the brand front-and-centre, not behind-the-talent. Every camera angle had to keep the LAYAL identity in frame.
LAYAL launched with the heat of a major Arab pop concert and the focus of a flagship real-estate reveal — a single night that did both jobs at once.
Atmosphere: Stage design and lighting carried the LAYAL palette through every frame, from VIP arrival to encore.
Star Power Integration: Haifa Wahbe wasn’t a guest performer — she was woven into the brand reveal sequence itself, so every clip from the night carries both her presence and the LAYAL mark.
The ‘Golden’ Shot: Haifa Wahbe on stage with the LAYAL identity treatment lit behind her — the signature still that defined every cutdown that followed.
