UBLAC PRESENTS
HUQQABAZ
The night Amman noticed.
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HUQQABAZ | GRAND OPENING
Launching a global dining experience into a new city, with an opening designed to be seen, shared and remembered.
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01 / THE ARRIVAL
A new city.
HuQQabaz had already built a world around food, entertainment and social experience.
Now, it was coming to Amman. Our role was bigger than organizing an opening night.
We had to translate the experience of HuQQabaz into a launch experience, from the first invitation guests received, to the night itself.
This wasn't just an opening.
It was an entrance.
02 / THE CHALLENGE
HuQQabaz arrived with an established reputation. But entering a new city meant creating a new relationship from zero.
The launch needed to capture the theatre, hospitality, food and energy of the brand and turn all of it into something people wanted to experience.
The launch was built around three moments:
BEFORE
Create curiosity.
Gave Amman something to talk about before opening night.
DURING
Create a moment.
One night and an entrance to be remembered
AFTER
Create momentum.
Content that keeps the room full
03 / THE FIRST INTERACTION
before they experience it.
The first interaction with HuQQabaz didn't happen at the restaurant. It arrived in a box.
We designed the invitation as the opening chapter of the experience giving them a taste of the world they were about to enter.
The custom wooden invitation box's form referenced the restaurant's interior. Its hexagonal geometry echoed the space itself.
01 — WOOD
A custom wooden form drawn from the restaurant's interior.
02 — HEXAGONAL FORM
The geometry of the space, held in your hands.
03 — ACRYLIC Q
The brand's mark at the centre.
04 — CHOCOLATE
Colour and play, bringing HuQQabaz's energy into the details.
05 — GLASS
A final layer carrying the restaurant's name.
Layer by layer,
the invitation revealed the brand.
04 / THE BUZZ
to Conversation.
The invitation wasn't designed to stay private.
Guests began sharing it online, turning individual invitations into public curiosity.
Before HuQQabaz had officially opened, people were already seeing the name and anticipating its arrival.
The opening hadn't started.
The conversation already had.
05 / THE PLAN
before the night.
Opening night started long before the first guest arrived.
We planned the experience from beginning to end, the arrival, guest flow, entertainment, production, coverage and the sequence that connected every moment.
ARRIVAL
Red carpet · Branded backdrop · Ushers · 360 experience
ENTERTAINMENT
Light dancers · Saxophonist · DJ · Magician · Huqqa experience
PRODUCTION
Event flow · Timing · Coordination · On-ground direction
CONTENT
Photography Dawas · Video Dawas · Drone coverage · Social moments
THE OPENING MOMENT
Ribbon cutting · Key shots · Media-ready coverage
Every detail had a place.
Every moment had a time.
Then
the doors
opened.
06 / OPENING NIGHT
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Hundreds of details.
One connected experience.
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07 / THE AFTERMATH
The conversation didn't.
Opening night gave people something to experience.
Then they gave it another life online.
Guests, creators and influencers shared moments from the night across social media the entrance, the entertainment, the atmosphere and the restaurant itself.
What happened inside HuQQabaz quickly moved beyond its doors.
One night.
Hundreds of screens.
08 / THE RESULT
Six months of momentum.
6 MONTHS
The opening created the kind of attention HuQQabaz needed to establish itself in Amman.
The invitation sparked curiosity.
Opening night gave people something to talk about.
Guests and influencers carried it across social media.
Media coverage extended the story.
And ongoing content kept the brand visible after the launch.
According to UBlac's original case study, the momentum surrounding the opening helped keep the restaurant packed for the following six months.
The opening lasted
one night.
The momentum
lasted months.
09 / THE PRESS
So did the media.
The conversation moved beyond social media.
Coverage of the opening reached local media, extending the launch beyond the guests who attended and putting HuQQabaz's arrival in front of a wider audience.
The original case study says the launch attracted attention from Jordanian news publications, so this is grounded in what was reported about the campaign.
10 / CONTENT
an ongoing story.
The grand opening introduced HuQQabaz to Amman.
Our next job was to keep showing people why they should come back.
We continued creating social content around the restaurant, turning its food, nightlife, atmosphere and experiences into an ongoing presence beyond launch night
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11 / PHOTOGRAPHY
A feeling.
We returned regularly to photograph HuQQabaz beyond the opening night.
The shoots explored the restaurant as a complete experience, its food, people, atmosphere, interiors and the different spaces within it.
Not simply somewhere to eat.
But the place to be.
HuQQabaz came to Amman.
We made sure Amman noticed.
From the first invitation opened to the final piece of content shared, every touchpoint was part of one connected launch experience.
