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Central desert majlis setup with ambient lighting and seating for a Maersk corporate team evening in Dubai

Reconnecting Beyond the Boardroom

A Desert Safari Team Experience for Maersk in Dubai

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Client MAERSK
Type Team Activity – Desert Safari
Location Dubai
Date October 2021
Guests 50
Services Venue Sourcing, Décor, Activities, On-site Event Management
The Context

Creating Space Outside the Corporate Setting

During a multi-day program in Dubai, MAERSK was looking to complement its internal meetings with a shared experience that would bring the team together in a completely different environment. After days spent in a structured, corporate setting, the objective was clear: step outside the boardroom and create space for connection, perspective, and shared memory.

The desert — vast, quiet, and timeless — offered a powerful contrast. Rather than adding complexity, the focus was on clarity and experience: a well-curated journey that allowed the team to unwind, reconnect, and enjoy Dubai beyond the city.

EVENTÔIR was asked to design and manage a seamless desert experience that felt authentic, comfortable, and memorable.

Night-time desert safari lounge setup in Dubai with canopy tents, warm lantern lighting, and seating arranged for a Maersk team experience

The Brief: Simplicity, Done Well

The brief centered around a single question: How do we create impact without overprogramming?

MAERSK wanted a team activity that:

  • Felt distinctly local to the region
  • Offered a sense of adventure and discovery
  • Allowed the group to relax and enjoy time together
  • Required minimal effort from the client team on-site

Rather than introducing layers of entertainment or branding, the decision was made to let the environment lead — and to elevate it through thoughtful logistics, pacing, and atmosphere.

Strategic Approach

Letting the Setting Speak

The strategy was based on curation rather than production. The desert experience was designed as a sequence of moments, each building naturally on the previous one. This approach ensured the experience felt effortless for guests, while being carefully orchestrated behind the scenes.

Key decisions included:

01

Small group scale to maintain intimacy

A limited group size encouraged meaningful interaction and a more personal shared experience.

02

Private transport and camp setup to ensure exclusivity

Private logistics and a dedicated camp created a focused, exclusive environment free from outside distractions.

03

A clear rhythm: movement → arrival → pause → shared meal

The experience followed a simple, intentional flow that allowed guests to slow down, connect, and share the moment together.

Camels walking along sand dunes in the Dubai desert during a Maersk corporate desert safari experience
Arrival & Journey

From City to Desert

Guests were collected from their hotel in a fleet of four-wheel-drive Land Cruisers, marking the transition from urban Dubai to the open desert. The journey itself became part of the experience, gradually shifting pace and mindset.

Once deeper into the dunes, the group enjoyed dune bashing — a dynamic, shared activity that immediately broke down formality and brought energy into the group. For those seeking more adventure, quad biking and desert buggies added an element of play and freedom.

This opening phase was designed to energise the group before slowing things down again.

Traditional musicians performing inside a desert majlis tent during a Maersk team event in Dubai
Golden Hour

A Moment of Pause

As the sun began to set, the program intentionally decelerated. Guests arrived at a private desert camp, exclusively set up for the group.

Here, the focus shifted from activity to atmosphere. With uninterrupted views across the dunes, guests were welcomed with a glass of sparkling wine, allowing them to pause, reflect, and take in the surroundings together.

Golden hour in the desert became a natural anchor point — quiet, expansive, and grounding.

Desert majlis lounge with low seating, rugs, and hanging lanterns set up for a Maersk team experience in Dubai
The Desert Camp

Intimate and Elevated

The camp itself was styled to feel warm and inviting rather than theatrical. EVENTÔIR enhanced the natural setting with carefully placed candles and subtle décor elements, creating an intimate ambiance once daylight faded.

Lighting was kept soft and low, ensuring the focus remained on conversation, connection, and the shared experience. The simplicity of the setup was intentional — allowing the desert to remain the hero.

Private dining setup inside a desert tent with styled table and hanging lights for a Maersk team dinner in Dubai
Culinary Experience

Shared Table, Shared Moment

Dinner was served as a private barbecue, prepared live by a chef on-site. The format encouraged guests to gather, linger, and enjoy the evening without formality.

Food played a supporting role: generous, well-executed, and designed for sharing. The combination of open fire cooking, candlelight, and desert silence created a relaxed, almost timeless atmosphere.

This was not a performance dinner, but a moment of togetherness.

Luxury desert tent accommodation surrounded by palm trees, prepared for Maersk guests during a Dubai team experience
Flow & Execution

Seamless and Unseen

Behind the scenes, logistics were carefully managed to ensure the evening unfolded without friction. From transport timing and activity coordination to camp setup and dinner service, every detail was handled discreetly.

For the client team, this meant complete peace of mind. On-site, the experience felt natural and unforced — allowing guests to fully enjoy the moment without awareness of the complexity behind it.

Wide view of a desert safari camp with canopy tents and seating arranged for a Maersk corporate team experience in Dubai

"We had such a great experience working with Eventôir. From the very beginning, the team really understood what we were trying to achieve and came up with thoughtful, creative ideas to make it happen. On the day of the event, everything ran so smoothly that we were actually able to relax and enjoy it."

Results

Outcomes & Impact

The desert safari delivered exactly what MAERSK was seeking: a shared experience that strengthened team connection and created lasting memories outside the corporate context. The simplicity of the concept proved to be its strength. By focusing on flow, atmosphere, and execution, the event allowed the team to relax, engage with one another, and enjoy Dubai in an authentic way.

Conny Becker

Conny Becker

Senior International Event Manager

With more than 20 years of experience in international event coordination, Conny is known for her proactive approach, strong problem-solving skills, and meticulous attention to detail. She anticipates challenges with ease and ensures every aspect of an event is planned to perfection.

Fluent in German, English, and Spanish, Conny’s positive, sociable nature allows her to adapt effortlessly to diverse situations and teams. She is passionate about creating structured, memorable events that run seamlessly from start to finish.

In her free time, she enjoys spending time with her partner and friends, being in nature, and dreaming of one day having a home with a large garden full of animals.

Lidia Valverde Rodriguez

Lidia Valverde Rodriguez

Senior International Event Manager

With over 25 years of experience in national and international corporate events, Lidia specializes in the automotive and MICE sectors across Europe. Her German–Spanish heritage and fluency in Spanish, German, and English give her a unique intercultural perspective, allowing her to quickly adapt to client needs.

Lidia is passionate, proactive, and flexible — equally comfortable leading projects or collaborating within a team. Known for her strong communication and negotiation skills, she is dedicated to creating events that exceed expectations for both attendees and organizers.

In her free time, she enjoys exploring new countries and cultures and spending time with dogs.

Jacqueline Hulscher

Jacqueline Hulscher

Managing Director @ EVENTÔIR

With 12 years of experience in international event management, Jacqueline leads Eventôir with a clear vision: to create seamless, high-impact events that leave a lasting impression. Having grown up in Spain, she works fluently in English, Dutch, and Spanish, which allows her to collaborate effortlessly with clients and partners around the world.

She has successfully delivered complex projects for global brands, including multi-day programs for up to 7,000 participants across 20 venues. Known for her meticulous planning, creative concepts, and ability to unite diverse stakeholders, Jacqueline blends business objectives with memorable guest experiences. Her flexibility and attention to detail have earned her a reputation as a trusted partner for brands seeking both elegance and flawless execution.

Outside of work, she is passionate about exploring new destinations and planning unforgettable trips. She enjoys staying active with nature hikes, gym workouts, Reformer Pilates, and Yin Yoga. She also loves cooking Mediterranean-inspired dishes, good coffee, and photography, with a special interest in interior design.