The Challenge

The emirate of Ras al Khaimah wants to become Dubai’s cultural brother. Develop a long-term strategy.

The Idea

Invest in local talent while building a cultural sector—both bottom-up and top-down.

The Execution

An initial series of concerts under the name Seven Wonders was launched in 2024 by Armin van Buuren. The recommendations will be gradually rolled out over the next ten years by an international team, led by the friends of 250K.

The Result

Global attention and recognition for the first concert series, and sufficient support to finance the strategy.

In portfolio, because

Culture eats strategy for breakfast.

My Contribution

Strategy, copywriting.