Sole DXB returned for its 12th edition from December 13-15, 2024, at Dubai Design District, offering an engaging mix of music, art, street culture, and sports. This year, the festival expanded its format, running for three days and introducing a second stage to showcase a wider range of music and performances.
The main stage hosted renowned artists such as James Blake, Tems, The Roots, JID, Hanumankind, and Ezra Collective, creating a lineup that appealed to a broad audience. Meanwhile, the new Stage 2 presented an eclectic mix of jazz, R&B, and world music, adding depth to the festival’s programming. What was once a VIP lounge transformed into a fully-fledged stage, with memorable performances like Sid Sriram’s lively set. DJs and performers from both regional and international scenes added further variety, bringing fresh sounds to the audience.
Beyond music, the festival created spaces for creativity and community engagement. Workshops, art installations, and talks provided platforms for artists and designers to share insights into street culture and its evolving influence. The Thrift Store area continued to be a highlight, offering pre-loved items while emphasizing sustainable practices and the value of reusability.
Production played a crucial role in shaping the experience. The Power Horse GROUNDWORK Stage, dedicated to hip-hop and breakdancing, was built in collaboration with Eventify, who also brought in a professional basketball court from the USA for a three-day tournament. Stage 2 was constructed by Al Laith, with fabric work provided by Locus Pocus and IBS. MediaPro International handled light, sound, and technical setups across the festival, ensuring a seamless experience for attendees.
Eventify contributed extensively to the vendor setups, providing modular metal structures customized to the festival’s requirements. Many brands opted to reuse existing designs, with Diesel and Jägermeister among those repurposing older structures under Eventify’s supervision. Visual content for the main stage was managed by Wolves Visuals, though several artists brought their own creative elements to enhance their performances.
Brand activations were another standout feature, with installations from Jägermeister and Diesel catching attention. The Brand Pavilion provided a dedicated space for smaller local and international vendors to present their work. Long-standing partners such as Patrón elevated the experience with their lounge, offering a distinctive brand engagement that tied into Stage 2.
Fashion, food, and culture blended seamlessly at the festival. Over 100 brands showcased streetwear and art, while the merchandise area allowed visitors to customize their purchases. Food vendors, largely homegrown, added to the festival’s community feel, offering a variety of flavors to suit every palate.
Sole DXB’s partnerships with Dubai Economy and Tourism, Dubai Design District, and Dubai Shopping Festival played a key role in its execution.
