Each year, MOTN Abu Dhabi reimagines what a large-scale public spectacles can feel like. For its latest edition, the family-friendly festival has introduced a completely new design direction.
Led by Souraya Daouk Al-Shukairy, Founder and Principal Architect at -ism design studio, the festival’s visual language is anchored in the idea of a “journey of transitions.” Rather than presenting visitors with a single focal point, the space encourages exploration. Colours shift gradually, structures fold and unfold and each zone reveals itself through movement. The result is an environment that feels playful, intuitive, and visually striking.
Designing for a site as expansive and public as the Abu Dhabi Corniche comes with its own challenges. Scale, safety, flow and accessibility all play a role in shaping how visitors experience the festival.
In an exclusive interview with Zenith, Souraya Daouk Al-Shukairy dives into the creative process, inspirations and standout architectural moments from MOTN.
The idea of a “journey of transitions” sits at the heart of this year’s MOTN design. How did that theme take shape at the beginning of the creative process?
The theme emerged as a natural evolution of last year’s Out of This World concept. Rather than anchoring the experience to a single destination or moment, the creative focus shifted towards movement and progression. The idea became about what happens between places, the transitions that carry visitors from one mood, activity, or narrative into another.
From the outset, the Corniche was imagined as a continuous journey through parallel dimensions, where each zone unfolds gradually rather than revealing itself all at once. This allowed the design to encourage exploration, curiosity and discovery, with transitions, in colour, scale and form, acting as the connection that binds the entire experience together.
MOTN Abu Dhabi has a very wide audience. How did you approach designing something that feels welcoming for everyone?
Inclusivity was a key consideration throughout the design process. The festival needed to feel exciting and visually bold while remaining approachable for visitors of all ages and backgrounds. This meant carefully balancing moments of high visual impact with more open, fluid spaces that invite people in rather than overwhelm them.
In some areas, strong architectural statements such as sculptural portals are used to capture attention and spark curiosity. Elsewhere, boundaries are intentionally softer and more loosely defined, allowing visitors to move freely and comfortably through the space. This contrast helps ensure the environment feels playful and engaging without being intimidating, making the journey accessible to a broad audience.
What were the first visual references that guided the overall direction of the space?
The early visual references were rooted in ideas of otherworldly landscapes, optical illusions and abstract geometry. From an architectural perspective, we approach MOTN as an evolving journey rather than a static environment, reimagining the festival each year as an “out of this world” experience. Working closely with the team, we translated this vision into elaborate structures that shape both the visual language and the way visitors move through and interact with the space.
Inspirations range from Escher-like spatial puzzles and comic-strip narratives to sci-fi environments that suggest movement through parallel dimensions rather than fixed places. These references inform the use of bold geometry, layered depth, and gradient-driven colour systems, creating an immersive, playful, and slightly surreal atmosphere. Perfectly aligned with the idea of a journey that is constantly shifting and changing.
Is there one installation that best captures the spirit of this year’s MOTN for you personally?
The Moment Factory building is one of our most significant designs and best captures the spirit of this year’s MOTN. With its intricate geometry and architectural clarity, the way it seamlessly fuses spatial design with digital technology is what makes it especially compelling.
The structure demands a deliberately curated layer of animation, one that amplifies the underlying architecture, revealing the best of both worlds in a single, cohesive experience. This careful balance allows both elements to shine, creating a single, cohesive experience that brings together the best of physical form and digital expression.
Colour plays a huge role across the festival. How did you develop the gradient-driven palette and what emotions were you hoping to evoke?
The colour palette was developed as a visual expression of transition. Each structure typically centres on two dominant colours: one expressed through gradients to suggest movement and flow, and the other introduced as a bold, contrasting element to anchor the form. Gradients allow colour to shift subtly across surfaces, reinforcing the idea that nothing is static within the journey. Combined with changing light and shadow throughout the day, this approach creates an environment that feels dynamic and alive. Emotionally, the aim was to evoke curiosity, excitement, and a sense of wonder, while maintaining moments of calm through softer transitions and tonal blends.
How important was it for the structures to feel tactile and interactive rather than purely visual?
It was essential that the installations felt experiential. This is where the architect plays an important role in developing the overall user journey, as well as the buildings being distinguished from decorated props. These were studied volumetrically to highlight the reaction to the environment, be it the play of light and shadows, to expression of a gradient in colors and so on. Furthermore, portals, layered facades and changes in scale create moments where visitors can actively participate in the journey rather than observe it from a distance. This tactile quality helps deepen emotional connection, especially for younger audiences, turning architecture into something playful, approachable and memorable.
Designing for the Abu Dhabi Corniche comes with its own challenges. How did the setting influence the scale, materials and flow?
The Corniche’s open, linear nature strongly influenced both scale and flow. Structures needed to be large and bold enough to hold their own within the expansive public setting, while still respecting sightlines, movement patterns and the surrounding environment.
Material choices and forms were also shaped by real on-site conditions. While drawings provide an initial framework, site realities like ground obstacles or safety considerations often require last-minute adjustments. With continuous site supervision, this allowed the team to adapt designs responsibly, ensuring that artistic intent, public safety and visitor comfort remained aligned.
What do you hope visitors take away after walking through the entire journey?
The hope is that visitors leave feeling inspired, energized and immersed in an experience that feels both imaginative and welcoming. By framing the festival as a journey rather than a collection of isolated attractions, the aim is to create lasting memories rooted in exploration, discovery and shared moments. Ultimately, MOTN Abu Dhabi seeks to transform the Corniche into a space where creativity, play and storytelling come together in a way that resonates long after the visit ends.
Has this project changed how you think about temporary architecture and large-scale public design going forward?
This project reinforced the power of temporary architecture to create meaningful, large-scale experiences when driven by a strong concept. It demonstrated that even short-lived structures can deliver depth, narrative and emotional resonance, especially when movement, transition, and visitor experience are placed at the centre of the design process. Looking ahead, it highlights how temporary public installations can push creative boundaries while remaining adaptable, site-responsive and deeply engaging to the general public.
