BRED Abu Dhabi presented by Hypebeast, the region’s ultimate neo-culture festival, is gearing up to bring visitors a jam-packed line-up of entertainment and one-of-a-kind experiences by local, regional and international brands. From live performances to exclusive fashion and retail drops, street food concepts and much more, Yas Bay is set to transform into the ultimate urban culture scene between 26 and 30 April.
Created to celebrate the region’s rich identity, BRED will showcase the influence and impact of neo-culture on music, art, fashion, food and sports. Conceptualised and produced by Brag, in partnership with the Department of Culture and Tourism – Abu Dhabi, the festival was born out of a natural and strategic partnership with Hypebeast, a leading global platform for contemporary culture and lifestyle.
Named after the “Born and Bred” idiom and the glory of ‘Black and Red’ sneakers, BRED brings visitors a packed agenda of bespoke experiences.
International and regional urban hip-hop and R&B superstars are set to descend onto Abu Dhabi to take the stage at THE ARENA, bringing visitors headlining performances that will have them jamming to their favourite tunes. The BRED Opening Party will feature hip hop legend DJ Jazzy Jeff, the electronic music icon Omar Soulayman, and beloved British-LebaneseDJSaliah, on 26 April. 2Chainz, Dave East, and Armani White will celebrate 50 years of Hip Hop on a special DefJam night on 27 April. The weekend will see explosive live performances by Grammy-nominated artist 6LACK on 28 April, followed by multi-platinum artist Big Sean and grime British rapper and songwriter Giggs on 29 April. At the BRED Closing Concert on 30 April, the stage will be home to headlining performances by Moroccan rapper Tagne and Tunisian artist Balti, and more.
Recently added to the brimming music line-up is Egyptian trap sensation,Afroto, who will take the stage on 30 April.
Throughout the festival, visitors will be met with vibrant art displays by various artists whose awe-inspiring work will be showcased on the walls of the space. NEO GALLERY will be home to a curated collection of prints, paintings, and photography by a diverse selection of artists and organisations. Festival goers can also enjoy live screen-printing sessions or take part in a paint jam experience.
Dedicated fashion and retail space THE ALLEY will feature a curated mix of local, regional and international labels rooted in street culture, including limited-edition collections and drops. Making its debut regional appearance is Spanish handmade jewellery brand TWOJEYS. The unisex brand, created in 2019 by Joan Margarit and Biel Juste, will bring visitors an exclusive collection of unique and timeless pieces inspired by Californian style. Coming to the Middle East for the first time from the US, Astral Labs will also be debuting its exclusive sneaker line at BRED. The POP Zone will further showcase multiple local, regional and international brands including Sure OK, Love Closely, PAR (Plant Art Repeat), Basement Lab and ZAKARIA BENDRIOUICH. Other brands debuting at BRED include Bey&Bey, who will bring their limited-edition “Desert of the Future” collection of t-shirts and denim jeans to the festival. Atlas Collectif powered by Runners Tribe will offer visitors a curated selection of running and transitional sportswear, while Saudi brand Socius is set to bring its elevated creative streetwear styles.
Festival goers may also look forward to the debut of the exclusive HBX space in the Middle East, an experiential and cultural platform presented by Hypebeast. Amongst installations and panel discussions, the space will feature highly-curated fashion labels such as Mallet London, a contemporary British label known for its premium footwear and urban aesthetic; Pleasures, a Los Angeles-based streetwear brand known for its punk, metal and grunge inspired designs; Daily Paper, a clothing label inspired by the founders’ own African heritage and their passion for authentic casual wear; KICKS CREW, a marketplace for sneakers, apparel and accessories; and Filling Pieces, an Amsterdam based footwear label aiming to bridge the gap between the high-end and street footwear.
In addition to leading entertainment and heart-pumping activities, BRED will feature local and international culinary experiences including some of the finest street food concepts from around the world. Visitors can get a taste of Southern comfort food at Sweet Chick, the New York restaurant famous for its gourmet chicken and waffles, or head over to Meltsmiths for melted British cheese sandwiches served up on local organic artisan bread. Homemade sandwiches and unique brunch bites will be available at restaurant-meets streetwear imprint Paperboy Paris, while New York’s first and only Bahrain-owned bakery, Librae Bakery, introduces visitors to a menu influenced by flavours from the Middle East. Hypebeans, the culinary extension of Hypebeast, will also make its way to the festival, offering visitors a beverage menu crafted from a meticulous blend of coffee beans roasted by Japanese artisans. Popular local food vendors also making their way to the festival include Ravi’s, Lento, FOMO, Maiz Tacos, La Carnita, Not So Guilty and more.
Celebrating streetball culture, THE COURTS will feature basketball hype courts. Visitors are invited to take part in the grittier and more fast-paced version of the beloved game and will witness tournaments, All Star games and the ICONIC Dunk of the Decades! Football enthusiasts can also test their goal-scoring skills at the BRED Futsal Court along with freestyle football shows, tournaments, skill sessions and other challenging activities.
For gaming enthusiasts, THE GAME ZONE by Galaxy Racer (GXR) – the largest e-sports, gaming and lifestyle organisation in the world – will be the perfect urban-style space. Equipped with e-gaming setups, tournaments, a BRED Chat/Podcast area, console area and speaker chillout lounge, THE GAME ZONE will be the perfect hangout for visitors of all ages!
Tickets are on sale through BRED’s official website at www.bredabudhabi.com. General Admission tickets offer visitors full access to BRED Abu Dhabi for one day, excluding concerts and paid attractions (AED 50 on weekdays and AED 75 on weekends). Available in limited quantities, visitors can also get their hands on the Festival Pass for AED 495, guaranteeing them access to the complete festival experience. Access to concerts on 27 April include BRED Plus passes at AED 195, BRED Fanatic passes at AED 295 and BRED VIP passes at AED 345. Doors will be open from 5pm to 12am on 26 and 27 April and from 5pm to 2am between 28-30 April.
Visit www.bredabudhabi.com for more information about the festival and follow its social media channels for updates on festival timings, prices and the latest news.
Website: bredabudhabi.com
Instagram & TikTok: @bredabudhabi
