Abu Dhabi will host the region’s first neo-culture festival
BRED Abu Dhabi will exhibit contemporary culture through music, fashion, food and more.
With neo-culture inevitably shaping our collective future, it was only a matter of time until the country hosted its first-ever neo-culture festival. Dubbed BRED Abu Dhabi and taking place on Yas Island from 26 to 30 April, the event will showcase contemporary culture through music, fashion, food, sports and art, celebrating how it plays a role in the region’s rich identity. Conceptualised and produced by Brag, in partnership with the Department of Culture and Tourism – Abu Dhabi, the festival was born out of a strategic partnership with Hypebeast to bridge the universe of cultural discovery and connection with its global audience.
BRED – named after the idiom ‘born and bred’ – is designed to be a celebration of the region’s urban scene. We’re told that visitors can expect a packed agenda of performances by regional and international hip-hop and R&B artists, a curated retail experience featuring designs by global streetwear brands, popular street food concepts from across the region, gaming, basketball showdowns, and immersive art displays.
Elsewhere, live creative demonstrations will spotlight the diverse techniques of various artists who will bring vibrant murals to life and inspire visitors through a series of artworks produced on different mediums. An exclusive space presented by Hypebeast, meanwhile, will be accompanied by unexpected showcases and activation opportunities for a fully immersive cultural experience. And true to its theme, BRED will also spotlight the region’s third-culture individuals and the role of diversity in driving the evolution of neo-culture.
Visitors can get their hands on the BRED Festival Pass by making their purchase through BRED Abu Dhabi’s official website. Offered exclusively on a first-come-first-serve basis, the pass will guarantee them access to the complete festival experience. A limited quantity of exclusive festival passes to give visitors full access is now available.
GO: Visit https://bredabudhabi.com for more information.