This weekend, the sands of Kite Beach are set to transform into a collaborative canvas for the city. FIX Dessert Chocolatier, the creative force behind the globally recognised Dubai chocolate bar, has partnered with Careem to host an immersive art installation titled ‘Messages from the UAE’. On May 9 and 10, between 4 pm and midnight, residents are invited to contribute to a digital word cloud that celebrates the spirit of kindness and unity.
The centrepiece of the activation is a towering, interactive FIX Hero Box. Visitors can step into the role of a designer by sharing personal messages of gratitude and positivity via digital tablets. These shared sentiments will not only flicker to life on the installation in real time but will eventually be integrated into the artwork for a limited-edition Hero Box launching later this year. This physical keepsake will eventually be available through Careem and at Dubai International Airport, serving as a permanent tribute to the community’s collective voice.
The initiative serves as a broader celebration of the region’s entrepreneurial landscape. In a gesture of local solidarity, FIX is collaborating with several prominent home-grown brands. Participants who contribute their messages will receive one of 5,000 goodie bags curated with products and vouchers from a diverse collective including Salt, Parker’s, Karen Wazen, Shalwa, and many others.
Sarah Hamouda, co-founder of FIX, envisions the event as a rare moment of respite in an otherwise fast-paced city. By gathering these stories at Kite Beach, recently named Dubai’s Leading Beach Destination, the brand hopes to capture the diverse energy that defines the UAE. It is an invitation to engage with the city’s creative pulse and leave a lasting mark on a piece of local history.
