STAFF ONLY.
Radisson is opening the back rooms of its Dubai hotels, kitchens, laundry rooms and service corridors, as stages for a monthly series of secret gigs by local artists.
- Brand
- Radisson Hotels
- Market
- UAE
- Region
- GCC
- Year
- 2026
The challenge
Hotel brands struggle to matter to locals who never book a room. Radisson wanted something it could own in Dubai's creative scene over time, not a one-off collaboration.
The idea
With Dubai Audio, BakingSoda created STAFF ONLY: each month a different Radisson property, a new UAE artist and an unexpected room, from a funk-jazz set in a lift to a live recording in a laundry room. Location and artist stay secret until the night. The first edition ran on 8 October 2026 at Radisson Blu Hotel, Dubai Waterfront, with sessions cut into short videos for Radisson's YouTube and Instagram and Dubai Audio's channels.
Case study source: Campaign Middle East Source ↗
Credits
- Creative agency
- BakingSoda Culture & Comms Studio
- Additional company
- Dubai Audio
- Co-Founder & Strategy Lead, BakingSoda Culture & Comms Studio
- Josie Delfin
- Co-Founder & Brand Lead, BakingSoda Culture & Comms Studio
- Sylvain Perret
- Creative & Marketing Director, Dubai Audio
- Aliya Anwar
- Event curation (founder, The Karak and Anti-Doomscroll Stroll Club)
- Faizal Razak
- Associate Area Vice President, Marketing & Communications, Radisson Hotel Group
- Stephanie Aboujaoude
