Authority by AVANTGARDE identified and secured brand partners aligned with AURA’s positioning and developed moments to introduce the collaborations to media and influencers, in a way that also aligned with key calendar moments such as the festive holidays.
In 2024, we partnered with Diptyque for AURA’s first festive collaboration, unveiling a unique bespoke Christmas tree installation in the venue’s foyer as part of AURA Art. The launch was marked with an intimate media and influencer dinner on the Palm deck, designed to introduce guests to both the installation and the AURA Art concept.

To anniversary this moment, the following festive season in 2025, Authority secured a partnership with Swarovski, featuring a five-metre Swarovski Christmas tree installation alongside curated brand touches within the AURA Boutique. The collaboration was again then amplified with an intimate media and influencer dinner.

For both activations, Authority managed partner sourcing, media and influencer invitations, and press activity to drive visibility around the collaborations.

Lastly, in 2025, Authority worked with lululemon and Dermalogica to secure them as a brand partners for AURA’s “Tri in the Sky” as part of Dubai Fitness Challenge. Both were included in the recovery and discovery zone where competing guests were invited to explore this area following the race and enjoy mini treatments, samples and discounts to take home with them, aligning AURA with these household name, global brands.