New Event in the Diary: ‘Club Social’ | 27-28 April 2018

Club Social New Event Luxe Diary

The inaugural edition of ‘Club Social’ at Yas Island from 27-28 April 2018 is a new event in the diary this month.

Experiential event agency BRAG and Miral, the developer behind Yas Island’s leisure attractions, come together this month to launch Club Social, the new event over a weekend packed full of social dining, lounging, sunning, snapping, and posting on Yas Island.

What is ‘Club Social’ – the New Event?

In a perfect waterfront, interactive and instagramable setting, Club Social is the happening new event for the UAE’s residents and visitors to discover new food offerings while they click, chat, and post.

Club Social New Event Luxe Diary

The two-day new event in the UAE brings together food lovers and foodie content creators through more than 15 kinds of food experiences, live cooking stations & workshops, beach retail and sports, performances, an outdoor beach cinema, and a moveable feast of post-worthy backdrops.

Club Social Event - April 27-28 | Yas Island

“Through delivering some of the region’s most memorable community events, BRAG understands that half of the success of any destination or occasion is its presence on social media.  Club Social enables us to create a new platform on Yas Island that is relevant for today’s social age – bringing the online community together in a fun, engaging real time space for a weekend, celebrating quality content creators while poking light-hearted fun at some of the clichés found on social platforms,” said Ramzi Nakad, co-founder of BRAG.

Club Social is the tangible connecting and mingling solution for the offline disconnect that millennial consumers, who spend on average at least two hours per day on social media, experience as a bi-product of their online habits, as well as a reflection of the UAE’s growing social media community.

In selecting food as the first of Club Social’s themes, research shows that food-related posts make up a quarter of all social media activity, with 69% of millennials sharing photos or videos of food via their social channels, demonstrating the demand for new food experiences that lend themselves to sharing online.

Club Social Event - April 27-28 | Yas Island

BRAG has previously managed a number of the UAE’s most sought-after and high-profile events since 2010, including Rise Dubai Creek Harbour by Emaar, Fashion Forward, the Dubai Food Festival’s Beach Canteen, and Sole DXB.

Social media coverage has been a key factor in driving awareness of and attendance for these activations, which contributed to the thought process behind the creation of Club Social, BRAG’s first foray into Abu Dhabi.

“As Abu Dhabi’s playground from both adults and families, Yas Island is the ideal home for the new Club Social concept, and we’re looking forward to welcoming our frequent visitors and nearby residents as well as new guests to discover the latest food offerings at the first Club Social edition,” said Gerardo Llanes, Executive Director, Destination Management, Miral.


The Details.

Club Social’s first edition | Yas Island | 27 & 28 April 2018 | 10:00 – 22:00 | Free Entry.

Information & Reservations.

For more information, see and social media pages: and or hashtag #SocialinRealLife


For more luxury events in Dubai and Abu Dhabi click here.

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