HP and Ed Hardy rock Dubai

Hosted by ex-baywatch star Jeremy Jackson, guests were treated to a cacophony of fashion, image and music by world renowned DJ Rush and DJ Mouss. Guests were also given the opportunity to star in their very own Ed Hardy fashion shoot with HP providing personalised photographs in frames as a take home momento from the evening.

"We're thrilled to be able to partner with Ed Hardy by Christian Audigier and to be able to present Dubai with such a unique event," said Sherifa Hady, Consumer Business Manager, Imaging and Printing Group, HP Middle East. "The Ed Hardy brand was a perfect fit for the consumer portion of our "What do you have to say?" marketing campaign providing the ideal meeting of style, form and function."

"We will continue to sponsor events across the Middle East where HP is able to extend the experience of a concert or a fashion show into something more personal. HP has the technology and the expertise to create printing experiences that are relevant, empowering guests to transform their personal content in new and exciting ways," said Hady.

Hosted at the 400 Club in the Fairmont Hotel, the Dubai leg of the tour was supported as part of HP's largest marketing campaign, "What do you have to say?"

Launched in the Middle East with a special "Dinner in the sky" concept, HP's "What do you have to say?" campaign puts HP's Print 2.0 strategy in action, by inspiring customers with new ideas to express themselves and providing easy online tools to mash, create and publish digital content in new, exciting ways.

Print 2.0

Print 2.0 is an approach to expanding HP's strategic focus from the PC-enabled world of printers towards a more open, Internet-enabled one, leveraging all forms of personal and professional digital content.

Today, people's experiences no longer revolve around the PC with a printer attached to it. People use digital devices to create and share content over the Internet. As more and more content moves from the desktop to the web, HP is working to make printing relevant and meaningful.