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The Bonito Way


What is Bonito? Our brand ambassador John Beach probably said it best: “It’s about passion, it’s about life and living with joy.” That is the spirit we carried in us throughout the process of creating and accomplishing our vision. We wanted the people to experience this unique celebration of music and share this thrill with one another. In this documentary you will be able to accompany us on the journey that took us from the lab on Mallorca all the way to the Rooftop of the W Hotel for the Grand Prix of Abu Dhabi.

We were hired by the event company Hype Sauce in mid November to design, produce and execute a VIP club in the form of a 10 day music festival exclusively for the F1 final of 2021. In addition to the grandeur of the event, the 22 day deadline kept the entire team sharp and demanded of everyone to come together to deliver a performance worthy of the guests expectations. As you might guess, this tight window caused us to go through a few ups and downs while remotely creating a club-concert-like layout and stunning set design before arriving at the location.

This short film will demonstrate the commitment and effort that was put in by the team, once they touched down in Abu Dhabi and especially by the on-site workforce who worked tirelessly to build what would become a one of a kind spectacle. It was the pressure to overcome this challenge that brought these culturally diverse brands and its members together to produce something bigger than just the sum of its parts. A high level hospitality service with an exceptional food and beverage selection right on top of the most important sporting event in that period.

Once all the pieces were in place it was time to do what we do best and that is to put on a show, engage the crowd and create moments that stay with us forever. Many of our guests couldn’t help but come back and immerse themselves in the Bonito atmosphere on nights back to back. 2021 was the pop-up event, the birth of Bonito Club if you will, so we made sure to deliver, attracting the lights of Fernando Alonso, Kun Aguero, Eva Longoria and plenty of other Formula 1 drivers, footballers and other celebrities.

This year the event will be even bigger. Bigger DJs, bigger investors and a bigger show. While we only had 22 days to fulfill our mission in our first rodeo, we now have 5 months as the team has already started with the necessary preparations. We are excited to welcome you once again into our world and to experience the “Bonito Way” which is to share this thrill, joy and passion for music with the ones around you. That is what this documentary is all about, giving you a glimpse into our world, the Bonito world.