GOYA STUDIO
GOYA STUDIO
Taste has already mastered food, drink and entertainment. Wellness and longevity is the next lifestyle layer.
The opportunity isn't to add another category. It's to build a wellness destination that feels native to the festival, not bolted onto it.
The audience is already changing. Wellness is becoming part of how Dubai eats, moves, recovers, socialises and spends, and Dubai's own government has just made that shift official: the Dubai Longevity Authority launched in June 2026 to position the city as a global healthy-ageing hub.
$6.8T global wellness economy in 2025, on pace for $9.8T by 2029 (Global Wellness Institute) · Dubai Law No. 17 of 2026 establishes the Dubai Longevity Authority (Government of Dubai)
A collection of wellness booths.
A destination people actively seek out, stay in, photograph, share and talk about.
GOYA Studio is a cross-cultural creative curation studio based in Dubai, serving the GCC. Three reasons the operator seat belongs to it specifically.
Every brand, venue and creator inside this hub is sourced through that same index: a hand-vetted, proprietary network of 500+ premier partners across the region, spanning brands, venues, creators, wellness communities and trusted execution partners.
GOYA Studio delivers the anchor brand, four to eight additional vetted wellness brands spanning recovery, beauty, and functional nutrition, full creative direction and build-out, and day-to-day commercial operation for the full run of the festival. MENA provides the platform. GOYA Studio curates and activates everything inside it.
Gato Dates makes its Middle East debut here, the kind of moment audiences screenshot and the press chases. But the bigger prize is what it sets up: Taste becomes where global wellness brands choose to debut regionally, and where the region's actual wellness community shows up, not once, but every year.
The GOYA Studio Sense Index: a proprietary, hand-vetted ecosystem of 500+ premier local partner venues, cultural tastemakers, and trusted execution partners across the Middle East.
A K-pop concert, five Seoul lifestyle zones: sold out, even on a weekday.
Beauty · Picnic · Studio · Snacks · Goods
Where Korean dessert culture met Middle Eastern craft: a remote desert venue transformed into an iconic pop-up, plus a two-week café takeover at Wafi Mall.
Middle East Debut · Hero Attraction · Content Anchor · Premium Wellness-Lifestyle Hook
Gato Dates is not simply another participating brand. It's the hero brand GOYA Studio is bringing to the region for its first Middle East debut.
Dark-chocolate-covered Medjool dates from founders Gabriella Labi and Tonya Reznikovich. Already on shelf at Erewhon, Goop, Bubble Goods and Farm to People, moving 220,000+ dates a month, with zero presence anywhere in the Middle East. Anchoring the Hero Zone here is designed to bring that same first-in-market energy into the festival, extending dwell time at the hub and amplified through GOYA Studio's own creator network before the gates even open.
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Gato Dates is the hook.
The ecosystem is the story.
Gato Dates creates the cultural hook. GOYA Studio then builds the local ecosystem around it, the participation, community, content, conversation and commercial activity that turns one hero brand's debut into a destination.
Gato Dates anchors the top of the hub as the destination brand. Every path to the Central Elixir Bar, designed as the visual and commercial centre of gravity, runs past a tightly curated selection of 4–8 brand pods flanking it, so footfall pulled in by one brand compounds into interest for all of them.
The Hub isn't bolted onto the festival as an unrelated wellness exhibition. It reads as a new lifestyle layer inside Taste's existing food, drink and entertainment ecosystem, culturally cool and social rather than clinical, built to lift discovery, dwell time, social sharing, product sampling and commercial activity across the whole event.
Proposed floor plan — 100 sqm, bar-centric flow, four zones
Warm oak fabrication throughout. Evening indirect ambient lighting. Cream linen architectural surfaces, tactile and social rather than clinical. Every queue for the bar is a queue past the curated brand pods first.
Preferred 10m × 10m allocation, subject to final venue layout and MENA approval. Basic venue utilities required for the Elixir Bar, subject to venue technical approval.
GOYA Studio doesn't simply populate the Hub.
GOYA Studio creates the network effect around it.
Taste already owns the festival platform. GOYA Studio helps turn wellness into a destination inside it.
Wellness reads as a native part of Taste's food, drink and entertainment ecosystem, not a side booth bolted on.
Built to pull people in and hold them there, not just something they pass on the way to the next stage.
A genuine slice of the region's wellness and longevity community, inside Taste's main content lineup.
Gato Dates' Middle East debut, plus every curated brand's own creator network, compounding into content before, during and after the festival.
A share of brand participation revenue and Elixir Bar sales, incremental to the existing sponsorship model, with no upfront spend.
A wellness proposition Taste can build on again in future editions, not a one-off activation.
This isn't a request for a discounted sponsorship. It's a proposal to operate and commercialise Wellness & Longevity Hub inventory MENA Live Events already owns. GOYA Studio brings the brands, the curation and the commercial engine, turning existing Hub inventory into a living destination.
Fixed Sponsorship Model → A Performance-Led Partnership
No upfront sponsorship fee for GOYA Studio · No traditional booth rental model · No unnecessary risk for Taste.
Who contributes what, to create the upside.
GOYA Studio's contribution is strategic, creative and commercial. Brand-specific and production costs are scoped separately by partner and requirement.
Not a single 10×10m line item. A stack of partnership layers, each with its own way in.
Four layers. One agreement. Each one compounding the value of the same 10×10m.
Final inventory to be mutually agreed, subject to final campaign calendar and MENA approval.
A performance-led partnership between MENA Live Events and GOYA Studio.
or write directly: goya@goya-studio.com