Aldar Saadiyat Grove x Pharrell

Some people just seem to fit a place before they’ve even been there.

Saadiyat Grove was built around art, culture, fashion, hospitality and music.

So when it came time to launch it, Pharrell Williams felt like the obvious choice.

I came up with the story and the scenarios before working closely with Pharrell to find the best way to bring it to life.

Working with Pharrell was transformative. He pushed us. Challenged us.

His 15-minute monologue to me about how he and Snoop increased the tourism numbers to Brazil by shooting Beautiful there made me appreciate the power of creativity to change the world.