About Laura
For over 15 years, I’ve worked at the intersection of creativity and production — managing teams, budgets, and ideas to bring unforgettable experiences to life.
I’m passionate about the production process: the build, the details, the problem-solving, and the moment everything comes together on site.
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Whether delivering a global brand launch or an intimate event, I approach every project with a balance of creative curiosity and operational precision.
I value teamwork, clear communication, and the shared energy that drives great production — because that’s where the real magic happens.
My Projects
AD DIRIYAH SEASON, KSA 2019
I had an honour to be part of the team that transformed 130,000 square meters of land next to the historical city of Al Diriyah into a spectacular four zoned Oasis of Nurture, Reflection, Imagination, and Ignite. It was designed to pay tribute to Al Diriyah’s historical importance, reflect the rich heritage, architecture of Saudi Arabia and celebrating the opening of Saudi to the global community. I was a zone manager for the Reflection zone and was working on developing the concept, sourcing and contracting suppliers as well as making sure daily operations is run smoothly.
TIFFANY & CO FESTIVE TAKE OVER, UAE 2024
Tiffany & Co.’s Festive Takeover transformed Abu Dhabi into a radiant landscape of artistry and emotion. From the ethereal Jubail Mangroves—brought to life with weekly live musical performances under the stars—to bespoke pop-up installations at the Bassam Freiha Arts Foundation and the Four Seasons on Al Maryah Island, every activation reflected the brand’s timeless craftsmanship and elegance. A luminous celebration of creativity, nature, and human connection, the project reimagined Abu Dhabi’s landmarks as glowing expressions of Tiffany’s iconic spirit.
VCA POETRY OF TIME, DUBAI WATCH WEEK, 2023
With the Poetry of Time®, Van Cleef & Arpels instills a distinctive dimension into the art of watchmaking: that of dreams and emotions. The Maison’s creations interpret the measurement of time as an invitation to imagine, wander and revel in happiness. The Maison draws from its history and emblematic sources of inspiration to depict the poetry of each instant. Within Van Cleef & Arpels' Workshops in Paris and Geneva, marvels of watchmaking technology mingle with precious materials and traditional savoir-faire to tell stories that bring the dials to life. Innovating complications, rare skills, and High Jewelry expertise combine to create a sense of wonder. From one collection to the other, each piece recounts a moment of grace and enchantment.
THE HARRODS HIVE, 2023
Harrods Hive is an international initiative by Harrods, the world’s leading luxury department store, that connects industry leaders with emerging local talents through networking events and panel discussions.
Maestra, as an event builder, provided a full turnkey solution. The event featured a dome-shaped wall made up of almost two hundred hexagonal shapes, resembling a beehive, as well as other scenic elements such as a greenery wall, stage, backdrop, social sharing, and entrance tunnel.
Although it may appear simple, the main technical challenge of the project was creating complex hexagonal shapes. The team experimented with multiple designs over two days before finally developing three designs through trial and error to achieve the desired outcome. Another challenge was dismantling and installing the three setups within a few hours, which required our team’s expertise and quick response.
CRWWD CILVER MOUNTAIN LAUNCH, 2023
Guests were greeted by a captivating entrance tunnel made of sheer fabric, setting the tone for a translucent and mysterious ambiance. As they entered the event space, they were transported to a breathtaking white alp, brought to life by our skilled event fabrication team.
Intricate styrofoam carvings perfectly replicated rocky formations, while cloud installations added an ethereal touch. To add a playful element, a snow fight zone was incorporated, evoking a sense of joy and childlike wonder.
NIKE BEACON STORE LAUNCH CITY WIDE CAMPAIGN, 2018
To honor third generation kids of Dubai and as part of the new Nike flagship store in the Dubai Mall, Nike launched a huge guerrilla marketing campaign. This involved the spread of the NIKE Swoosh DXB logo around the city.
projects@laurajar.com | +971543887884