Connect with us

Hospitality

The Secret to Happiness? It’s Called Party Time!

Published

on

secret parties

By Jay Wynne, Director of Secret Parties

There are many questions in life where the answer escapes us. We can spend our lives on a fruitless search for meaning where the result only yields more questions.  What is the meaning of life? To be or not to be? Why are we here? What is our purpose? Thankfully, my assignment isn’t to tackle those and it’s a rather more familiar subject that I find myself pondering today.

The Secret to Happiness

If you asked a group of ten, one hundred, one million people what their secret to happiness is, I can almost guarantee that each answer would be unique and different to all of the others. Happiness is deeply personal to each individual and is, more often than not, in context and specific to their unique situation in life. So, while the billionaire owner of Amazon, Jeff Bezos’, version of happiness might be finding an even bigger, more shinier mega yacht (to clarify – that would make me happy too), another person’s version may simply be that they were able to put food on the table for their family.

Human Connection

Something that became abundantly clear in 2020 when the pandemic hit was that the vast majority of us crave human connection and togetherness. Not only do we crave it, we need it to survive. For some, the various lockdowns were a lonely time filled with empty days and little to no human contact. It is no surprise that in the 12 month period from 2020-2021 Zoom’s revenue amounted to $2.65 billion, up more than 300 percent from just $623 million the year before.

Though many of us may have used Zoom for various work calls, it felt that connecting with friends and family was the overwhelming use for the software in this period. A number of us will have stories about “virtual” quizzes, parties, weddings, birthdays and more during lockdown, tales of dancing in your living room while loved ones on the screen were doing the same. Technology was specifically developed for the purpose of people being able to party together in a virtual setting, over the fence “gatherings” with socially distanced neighbours became the norm.

So, why would we jump through these hoops and do these things simply to connect with others? Because the secret to happiness is human connection.  And the greatest human connection is having fun together. Or in other words – partying.

Secret Parties

Our brand is parties. We exist for parties. What makes us happy…..is people, together, partying. And quite simply, we do what we do – because people love to party.

While I won’t go into the ins and outs with our own struggles of owning a party brand when partying was banned, we could not have been more certain of our purpose during that time.

So many of us can relate to the issues faced in this time, we remember going to bars with no music, sitting a metre apart, no dancing.  But we couldn’t help ourselves, could we? No dancing standing up? No problem – waist up, seated, upper body dance moves only (admit it, we all did it)!

Our events were busy, in spite of these restrictions, in spite of the unnerving time we found ourselves in. And why? People sought fun, people sought togetherness, people sought happiness. Thankfully, it transpired that the secret to that happiness was, and still is, partying!

The Party

.When we develop and concept a new event, our number one objective is delivering an excellent customer experience.  Of course, this is subjective and not everyone’s idea of the perfect day or night out is the same, but the formula remains the same. Our guests want a great party.  They want to wake up the next day still buzzing from The Party, the group chat blowing up with stories surfacing from what happened at The Party.  And then what happened at the After-Party.

Creating the perfect party is conducting an orchestra.  Everything is designed and composed to reach the crescendo. All the moves made, and elements brought in are carefully thought of to induce happiness.

To make a great party, you’ve got to think about a perfect marriage of the senses. Our senses are the gateway to a great party.

Taste = food = happiness

Sight = visuals / entertainment / venue aesthetic = happiness

Touch = dancing = happiness

Sound = music = happiness

On a weekly and almost daily basis we witness guests in what appears to be their happiest state of being. Chatting, dancing, laughing, singing, smiling, flirting are just a handful of actions occurring as we scan the room at any of our events.  Noise levels go through the roof with the sound of people having the time of their lives, laughing louder than they’ve ever laughed, creating memories with friends or loved ones they’ll remember forever.

While it would be impossible for me to generalise an entire world’s population and say we all have the same thoughts on what happiness is, I am fairly certain it is the minority that don’t enjoy a great party.

Dancing and singing are our global shared language of unity, togetherness and of course, happiness. Babies find their rhythm before they find their words. It is built within us to party.

To seek joy. To find happiness.

Hospitality

A SIZZLING VALENTINE’S ROMANCE AT MARRIOTT AL FORSAN

Published

on

Indulge in a romantic four-course dinner paired with a bottle of Prosecco

Celebrate love this Valentine’s Day with an intimate dining experience at The Grill, Marriott Al Forsan. Couples are invited to indulge in a sizzling four-course dinner, thoughtfully crafted for the occasion and perfectly paired with a bottle of Prosecco.

Set against a warm and elegant ambiance, it’s the ideal setting for a memorable night together.

Date: Saturday, 14th February
Time: 6:30 PM – 11:30 PM
Venue: The Grill, Marriott Al Forsan, Abu Dhabi

Continue Reading

Hospitality

PROJECT CHAIWALA AND OATLY INTRODUCE THE KARAK CLUB AT DXB AIRPORT

Published

on

Project Chaiwala branded takeaway iced chai cup, canvas tote bag, and rolling suitcase covered with brand stickers being carried while walking through an airport terminal

Project Chaiwala (PCW), Dubai’s homegrown chai brand founded in 2017 by Justin Joseph and Ahmed Kazim, has partnered with Swedish oat-based dairy alternative brand Oatly to launch The Karak Club, exclusively at Dubai International Airport (DXB). For a limited time, the world’s busiest international airport will welcome travellers from every corner of the globe to experience the UAE’s beloved karak chai with a plant-based twist.

With the support of travel and retail partner Lagardère Travel Retail, The Karak Club will be live across DXB Terminal 3 and select Terminal 1 outlets from December 15, 2025, to February 15, 2026. The concept reimagines Dubai’s unofficial national drink using Oatly’s non-dairy alternatives in innovative formats such as iced chai, smoothies, shakes, and soft serve. Travellers can also purchase limited-edition merchandise, including postcards, custom playing cards, luggage tags, stickers, and tote bags, celebrating the collaboration.

“This is Project Chaiwala showcasing Dubai’s unique flavour to the world through Oatly’s plant-based magic, turning karak from a fresh milk tradition into a global lifestyle experience,” said Ahmed Kazim, Co-founder of Project Chaiwala.

“Born from our first Karak Club community event at Project Chaiwala’s Cinema Akil flagship in Alserkal Avenue, this DXB edition targets young, global urban travellers seeking authentic flavours of Dubai’s third-culture identity in a modern, accessible way. As a homegrown brand with global aspirations, we’re proud to champion Dubai’s multicultural spirit at DXB, following our representations at SXSW 2025 with Museum of the Future, EXPO 2020, and COP28,” added Justin Joseph, Co-founder of Project Chaiwala.

“We’re honoured to bring the Karak Club to DXB, one of the world’s cultural melting pots, through our collaboration with Project Chaiwala and Lagardère Travel Retail UAE. Together, we’re celebrating the heritage of karak chai, reimagined with Oatly as a delicious alternative to the traditional dairy-based drink. In a moment of taste bonanza and rising non-coffee based beverages, Project Chaiwala’s creativity and Lagardère’s commitment to delivering lifestyle experiences at DXB enable us to bridge cultures through flavour for travellers and the wider airport community”, says Dimitri de Martignac, Regional Director Oatly MEA.

Founded after countless chai breaks between Justin Joseph and Ahmed Kazim during their time as colleagues in Dubai International Financial Centre (DIFC), Project Chaiwala was inspired by the founders’ brainstorming sessions and travels to Darjeeling and West Bengal’s tea estates, inspired by their love for getting the perfect cup of chai. Their first pop-up at Etisalat Beach Canteen led to the opening of the flagship Cinema Akil café in Alserkal Avenue in 2018, a cultural hub that captures the brand’s ethos of “Blending Tradition, Brewing Innovation.” The café’s offerings include the signature Clove-Chocolate Karak, vada pav, cheese toast, spicy chana, and Karak Groove Sessions with local DJs.

Evolving from a lifestyle café into an omnichannel brand, Project Chaiwala successfully pivoted during the 2020 pandemic, expanding into packaged retail with handcrafted tea blends now available at Spinneys, ENOC, Careem, Noon, and Amazon. The brand currently employs over 20 team members across café, retail, and B2B operations — including corporate outlets at ENBD and Standard Chartered, and more than 100 HORECA accounts. Through proceeds from its clay kulhar cups, Project Chaiwala supports ethical initiatives promoting education, clean water access, and women’s empowerment.

Activation Locations at DXB:

●      Project Chaiwala, Concourse C, S34, Terminal 3

●      Project Chaiwala, Daily DXB, Concourse B, Terminal 3

●      Project Chaiwala, Concourse A, Terminal 3

●      FIX Coffee, Daily DXB, Terminal 1

Continue Reading

Hospitality

DUBAI’S HAG AL LEILA CELEBRATIONS DRAW STRONG ENGAGEMENT ACROSS CITYWIDE ACTIVATIONS

Published

on

Families and children queue around a colourful HAG AL LEILA activation inside a Dubai shopping mall, where staff distribute sweets and lead festive activities in a decorated central atrium

Dubai’s Hag Al Leila celebrations concluded this week with strong engagement across a wide-ranging programme of community, cultural, and destination-based activations, marking the opening moment of the Season of Wulfa and setting the tone for the Holy Month of Ramadan.

Observed across the city, Hag Al Leila in Dubai brought residents and visitors together through shared moments rooted in generosity, participation, and the exchange of sweets. From heritage-led experiences and neighbourhood gatherings to activations in major destinations, the programme reflected how the tradition continues to be lived and shared across generations.

Across the programme, activations recorded strong footfall and sustained participation, with high levels of engagement from families, children, and wider communities. Public response reinforced Hag Al Leila’s role as a shared cultural moment, experienced through familiar rituals that encourage connection, participation, and a gentle transition into the reflective rhythm of Ramadan.

Key activations across Dubai helped translate the tradition into diverse contemporary settings while remaining grounded in cultural authenticity. Dubai Hills Mall hosted one of the season’s most visible celebrations, adapting the traditional door-to-door custom into a guided, child-led experience within a major retail destination. Cultural institutions led by Dubai Culture delivered neighbourhood-rooted programming, including heritage trails, workshops, and creative activities designed to introduce younger audiences to the meaning and rituals of the occasion.

Dubai Municipality activated public spaces and community venues across the city, embedding Hag Al Leila within everyday neighbourhood life and ensuring broad public access to the celebration. At the Museum of the Future, the tradition was reimagined through an interactive cultural programme combining storytelling and hands-on activities, while the Knowledge and Human Development Authority’s student design initiative, delivered in collaboration with Patchi, engaged young people directly in cultural storytelling through contemporary creative expression. More than 45 activations unfolded across retail destinations, cultural venues, and community hubs, delivered in collaboration with a range of public and private partners as part of the wider Season of Wulfa programme.

Muna Faisal Al Gurg, CEO of the Museums and Heritage Sector at Dubai Culture, affirmed the Authority’s commitment to raising awareness of Hag Al Leila’s cultural significance, saying: “Hag Al Leila represents an authentic Emirati tradition that reflects the essence of our heritage and embodies generosity, kindness, and tolerance. It is also a powerful expression of our pride in our national identity. Through this initiative, we aim to strengthen community engagement, introduce the youth to our customs, and deepen their sense of belonging.”

Al Gurg added: “Each year, we celebrate this occasion through programmes hosted across our cultural sites to highlight the meaning, symbolism, and beauty of Hag Al Leila. We seek to preserve the custom in the Emirati collective memory, underscore its value, and showcase how it fosters harmony within the community. These efforts also help future generations connect with their roots and cultivate national pride.

Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE), said: “Hag Al Leila continues to resonate because it is experienced in familiar, shared spaces across the city. This year’s programme demonstrated how simple, community-centred moments can create meaningful connections, particularly for younger generations. The strong engagement we saw across activations reflects the city’s appreciation for traditions that bring people together and naturally set the tone for the Holy Month of Ramadan.”

With Hag Al Leila setting the tone across the city, the Season of Wulfa now moves into its next phase, as Dubai prepares to observe Ramadan through a programme of cultural, community, and citywide experiences shaped by reflection, connection, and shared responsibility.

Continue Reading

Trending

Copyright © 2023 | The Integrator