After Show
Role
Creative Direction, Event Concept, Experience Design
Brand
F5 Global
Industry
Streetwear Fashion & Retail
F5’s After Show event is as an extension of the brand, bringing the community together through an immersive, culture-driven experience. Rooted in street culture, the concept transforms a raw warehouse in Alserkal Avenue into a high-energy environment blending fashion, music, and art.
The direction is bold, industrial, and urban, with graffiti elements, custom installations, and live activations shaping the visual identity.
From DJ and performances to on-site customization and artist collaborations, every touchpoint is designed to feel authentic and community-led.
The experience was designed to feel authentic and community-led, connecting with a Gen Z audience in a way that is expressive, interactive, and true to F5.
