Samsung powers UAE’s communities, turning shared passions into memorable moments

Samsung Gulf Electronics has been building a community-wide program that encourages healthier, more active and more creative living across the UAE. Across car meets, desert drives, and stargazing nights, Samsung has been showing up where communities come alive, bringing people together around a simple belief that technology is at its best when it pulls people together and helps them make the most of the moment.

The program is not a one-off event but a wider approach in which Samsung works alongside established local communities, supporting the activities they already love and giving members the tools to document and share them.

Across each activation, Galaxy devices sit at the center of the experience, from the Galaxy S26 Series capturing and editing content to Galaxy Watch8 and Samsung Health guiding healthier habits.

“Communities are where culture is built, and we want to be part of that in a way that feels real,” said Shafi Alam, Senior Director and Head of Direct-to-Consumer and Corporate Marketing Division at Samsung Gulf Electronics. “Our role is not to create these communities, but to support the ones that already exist and give their members better tools to connect and create. When a photographer captures the Milky Way or a driver frames the perfect shot in the desert, Galaxy technology helps turn that passion into something they can build on and share.”

Capturing the drive with Dubai Petrol Heads

Samsung partnered with Dubai Petrol Heads for a car meet that drew more than 1,200 attendees and over 400 cars, making it the community's biggest gathering yet. Members put the Galaxy S26 Ultra to work across an AI Photo Assist competition and Nightography car shots, capturing their vehicles in detail across changing light. 

Stargazing with Dubai Astronomy Group

With the UAE-based Dubai Astronomy Group, Samsung hosted Stargazing under the Milky Way, an evening of talks and cultural storytelling in the AlQuaa Desert that welcomed a total of 167 guests. They used Nightography and Astrophoto to capture the night sky in detail, showing how Galaxy cameras perform in the most demanding low-light conditions.

Into the desert with Nine Seven One Off-roading

Samsung joined the Nine Seven One off-road community, home to 5,000 members, for a full-day desert activation centered on content creation. Across a convoy drive through the dunes, members used the Galaxy S26 Series to shoot and edit their own films, drawing on features such as Horizontal Lock, Super Steady, Nightography, and Photo Assist, before closing the day with a content creation challenge and a celebration alongside key community members.

Together, these activations point to a clear ambition for Samsung to be an active part of the UAE’s lifestyles and subcultures, not simply a maker of the devices people use. By meeting communities where they are and equipping them with intuitive, AI-powered tools, Samsung is positioning Galaxy technology as the natural companion for connection, creativity and wellbeing.

More community activations are on the way across the UAE. To find out what is coming next and how to take part, interested parties can follow Samsung Gulf Electronics across its social channels.