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This weekend, two trailblazers are set to merge in a celebration of creativity and exploration. Defender, a symbol of resilience and adventure, joins forces with Sole DXB, the Middle East’s leading contemporary culture festival, as its Official Vehicle Partner for 2024. From December 13 to 15, Dubai Design District (d3) will host an experience that merges the raw spirit of the great outdoors with urban culture that’s celebrated at the festival.
Few brands embody the essence of exploration as expressively as Defender, a vehicle that has journeyed across deserts, jungles, and beyond. Partnering with Sole DXB, known for its dynamic fusion of music, art, and fashion, underscores a shared ethos of pushing boundaries and embracing the unknown. This collaboration will highlight Defender’s ability to seamlessly navigate both the untamed wilderness and the bustling streets of Dubai.
At the heart of this partnership is a bespoke activation by Defender, inviting festival-goers to immerse themselves in its adventurous ethos. The Defender Grandstand promises to be a festival highlight, bringing the OCTA to life in a space designed to inspire discovery.
Music, an integral part of Defender’s DNA, takes centre stage at Sole DXB. Renowned artists such as James Blake, Tems, and The Roots will lead the festival’s stellar line-up, joined by emerging regional talents whose sounds capture the vibrancy of the Middle East. From hip-hop beats to melodies inspired by the desert, each performance will embody the unrelenting energy and pioneering spirit that Defender has championed for decades.
Defender’s appeal extends far beyond its four wheels. It’s a symbol of resilience, exploration, and creativity, a lifestyle statement that resonates with those who see the world as an endless journey. “With its relentless spirit of adventure and design that harmonises modernity with heritage, Defender is more than a vehicle—it’s a cultural icon,” said Bruce Robertson, Managing Director JLR MENA. “Sole DXB’s dedication to celebrating diverse urban art forms aligns seamlessly with Defender’s mission to push boundaries and create transformative experiences.”
From its origins in 1948 to its latest innovations, including the electric hybrid Defender 110, the brand continues to redefine what it means to be a modern adventurer. Whether traversing uncharted landscapes or navigating vibrant cityscapes, Defender thrives in every setting, reflecting its ability to adapt while honouring its heritage.
Sole DXB has long been a cornerstone of the region’s cultural landscape, attracting a diverse global audience with its dynamic mix of live music, fashion drops, art installations, and workshops. With more than 35,000 attendees from 80 countries at last year’s event, the festival continues to serve as a powerful platform for creative expression and cultural exchange.
This December, Defender and Sole DXB invite you to explore a world where adventure meets artistry. From the festival’s live performances to the enduring spirit of exploration embodied by Defender, this collaboration promises to redefine boundaries and inspire those with a knack for adventure.
