FIX Dessert Chocolatier, the Dubai-based brand behind the viral “Original Dubai Chocolate,” is launching a large-scale community art installation at Kite Beach this weekend, inviting residents to share messages of kindness and positivity that will later be incorporated into a limited-edition product release.
The two-day activation, titled “Messages from the UAE,” is being held in partnership with Careem and will run from May 9 to May 10 between 4 pm and midnight.
At the center of the experience is a giant interactive FIX Hero Box installation, where visitors can submit personal messages via on-site digital tablets. The messages will be transformed into a live digital word cloud and later incorporated into the design of a future limited-edition FIX Hero Box set to launch later this year.
The initiative reflects the growing trend of consumer brands creating community-driven experiences that blend social engagement, digital interaction, and physical retail storytelling.
Sarah Hamouda said the concept was inspired by the emotional impact of small gestures and handwritten messages.
“We wanted to create a space where people could pause, share a few words, and feel part of something bigger,” she said.
FIX also said the installation will highlight the UAE’s growing ecosystem of home-grown brands by distributing more than 5,000 goodie bags featuring products and vouchers from local businesses, including Parker’s, Salt, Somewhere, BRED, Bake My Day, and Humantra.
The collaborative nature of the event underscores how local consumer brands in the UAE are increasingly leveraging experiential marketing and community-led campaigns to build customer loyalty and cultural relevance.
Founded in 2021 by Sarah Hamouda and Yezen Alani, FIX Dessert Chocolatier gained international attention after its “Can’t Get Knafeh of It” chocolate bar went viral across social media platforms, turning the brand into one of Dubai’s most recognizable home-grown confectionery labels.
The company’s rapid rise also reflects the broader global popularity of Dubai-inspired luxury desserts and social media-driven food trends, particularly among younger consumers.
The installation will update submissions in real time across both evenings, transforming the collected messages into a live public artwork reflecting the diverse voices and communities that make up Dubai.
According to FIX, the final limited-edition Hero Box inspired by the campaign will later be sold through Careem and at Dubai International Airport.
The event additionally reinforces Kite Beach’s growing role as a hub for lifestyle, wellness, and community activations within Dubai’s cultural and consumer landscape.
