British luxury brand Jaguar says that its strategic partnership with the Dubai Opera House will help it deliver “unforgettable” sensory experiences and events.

Located in downtown Dubai, the $330-million opera house hosted its first ever concert last Wednesday. 

Jaguar Middle East and North Africa is the official vehicle partner of the destination, which has the capacity to seat 1,900 people and will host everything from concerts and theatre to sporting events.

As the latest extension of Jaguar’s ‘The Art of Performance’ creative communications platform, the partnership represents the “ultimate medium to express the brand’s commitment to recognising creativity and performance that excites the senses and pushes past the limits of convention to become art.” 

Jaguar says the collaboration gives it a powerful stage to continue delivering unforgettable sensory experiences that the automotive brand is renowned for. 

As the vehicle partner, Jaguar will activate a number of interactive experiences and events over the course of the next three years, to bring to life ‘The Art of Performance’ in new and captivating ways. 

Jasper Hope, Chief Executive at Dubai Opera, said: “Jaguar Middle East and North Africa is an optimum partner to help us bring arts and music to life like never before. We are thrilled to be working hand in hand with them to create, curate and share new and captivating experiences over the next few years.”

Christopher Wilde, Brand Director at Jaguar Land Rover Mena, said: “There are clear synergies between Dubai Opera, Jaguar’s brand values and Jaguar’s ‘The Art of Performance’ platform. From its stunning, world-class architecture and heritage to its innovation and enchanting, modular interior design, Dubai Opera delights the senses through technical artistry. We are delighted to be able to harness this opportunity to shine a spotlight on performing arts and create immersive moments that excite the senses and take breaths away.” 

The Ibda’a platform is the local expression of Jaguar’s ‘The Art of Performance’ platform which supports a diverse range of talent in the Middle East and North Africa.