By Event curation in the UAE has become a vital part of the cultural and commercial fabric of the region. More than just organizing gatherings, it’s about designing experiences that bring people together, elevate local talent, and reflect the vibrancy of the communities they serve. From concept to execution, successful event curation demands a deep understanding of audience behavior, brand identity, and spatial storytelling. It’s a space where creativity meets strategy—where every detail, from vendor selection to ambiance, plays a role in shaping how people engage and interact.
Certain individuals stand out in this industry for their ability to consistently deliver events that not only entertain but also inspire connection and community. These are the visionaries who understand that the true power of an event lies in its ability to foster meaningful experiences. Among them is a figure with whom we had the chance to have a conversion with for this interview, an event curator whose 18 years of experience has played a key role in redefining what community-centered events can look like in the UAE—blending elegance, authenticity, and a genuine passion for bringing people together.
A Visionary Curator Shaping the UAE’s Event Scene
Chelsea Beeke, founder of Chelsea Beeke Events, has built a reputation as one of the region’s most creative and community-driven event curators via her work on Chelsea Beeke Events.
“What began as a boutique event company has evolved into a leading name in the region, known for crafting stylish pop-up markets, brand activations, and community-driven experiences. Rooted in creativity, connection, and a deep love for bringing people together, the company has grown alongside Dubai’s vibrant event landscape while maintaining its signature warmth and personal touch.” Chelsea shared with us when explaining how far Chelsea Beeke Events come considering its origins, becoming a brand with the power of providing experiences that celebrate both local culture and entrepreneurial spirit.
The Waitrose Weekly Community Markets
Chelsea is also the curator of the Waitrose Weekly Community Markets in Dubai and Abu Dhabi. Using her vast experience, Chelsea has played a pivotal role in transforming these events into high-impact platforms that bridge commerce and community.
“As the curator of the Waitrose Weekly Community Markets in Dubai and Abu Dhabi my vision is to evolve these events into vibrant, go-to destinations that not only showcase quality local brands but also deepen the connection between community and commerce. I aim to elevate the experience with thoughtfully curated vendors, engaging activities, and a refined atmosphere that reflects the values of the Waitrose brand—quality, trust, and community.” Chelsea shared when explaining her vision for the future of the Waitrose Weekly Community Markets in Dubai and Abu Dhabi as she seeks to create a more immersive, value-driven market experience that resonates with both consumers and businesses.
“By introducing fresh concepts, seasonal themes, and collaborative partnerships, I want these markets to become more than a shopping experience—they’ll be a space where people gather, connect, and discover something truly special.” she added.
As Chelsea Beeke continues to redefine the event curation scene in the UAE, her ability to blend creativity with strategic insight has proven invaluable to both businesses and communities. Through her work with Chelsea Beeke Events and the Waitrose Weekly Community Markets, Chelsea has shown that successful event curation goes beyond logistics—it’s about creating immersive experiences that foster connection, support local entrepreneurs, and reflect the unique values of the brands involved. With her focus on thoughtful vendor selection, engaging activities, and an atmosphere that promotes community, Chelsea has placed herself as a leader in the industry, driving both commercial success and authentic community engagement. Her vision to evolve the event experience ensures that her impact on the UAE’s event scene will continue to resonate for years to come.
