Kelly Rowland: TW Steel Pop Up Concert in Dubai


TW Steel global brand ambassador and Grammy Award winning singer Kelly Rowland surprised travelers passing through Terminal 3 of Dubai International airport today with an exclusive performance as part of a ‘Pop Up’ concert featuring fellow TW Steel ambassador DJ Mitchell Niemeyer.

With Kelly visiting Dubai as the headline artist performing at the Dubai Air Show Gala Dinner on Tuesday night, TW Steel, together with Dubai International and Dubai Duty Free, seized the opportunity to add a little extra fun to the travel experience for visitors passing through Terminal 3.

Needless to say a crowd quickly gathered at the terminal as Mitchell Niemeyer took to the assembled stage and began to entertain travelers with the DJ’ing skills that have seen him in-demand all over the world from his native Holland through to the likes of Ibiza, London, Hong Kong, New York, Las Vegas and Miami.

Suitably pumped up, the crowd then went crazy when Kelly Rowland, currently a judge on the US version of The X Factor, appeared and subsequently performed her global hit ‘When Love Takes Over’.  The four-time Grammy award winner wowed the audience, who naturally were all reaching for their phones to capture Kelly’s exclusive pop-up show.

“This was a truly unique experience and proof that we continue to do things ‘Big Time’,” enthused TW Steel CEO and co-owner, Jordy Cobelens.  “Kelly was amazing, as always, and she really loved the idea of a surprise ‘Pop Up’ concert.  Dubai International and Dubai Duty Free offer outstanding experiences and they’re always looking to enhance consumer engagement.  We share those values and together we’ve executed an engaging event for travelers visiting the airport.  Kelly and Mitchell are fantastic entertainers and I think we really captured something special for our brands with this exclusive ‘Pop Up’ event.”

“It was a lot of fun to do something a little more ‘out of the box’,” said Kelly Rowland after her performance.  “You could see the surprise on people’s faces as all of a sudden a concert breaks out in the middle of the airport terminal.  I know TW Steel likes to make bold statements and this was certainly a hit with travelers.  I always love coming to Dubai and now I’ve got yet another memorable experience from a visit here!”

Kelly’s performance followed a visit to the Hour Choice store in the ‘Mall of the Emirates’ on Monday, the store owned by TW Steel’s partner in the region, the Rivoli Group.  With fans and media on-hand to greet Kelly, she promoted her two Special Edition CEO Tech timepieces launched last year, CE4006 and CE4007 (44mm).

TW Steel is a private, family-owned company founded in Amsterdam in 2005 now retailing in over 100 countries and counting worldwide.

The brand is the ‘Official Timing Partner’ of the Sahara Force India Formula One Team, is an ‘Official Sponsor’ of the Yamaha Factory Racing Team in MotoGP, and enjoys a stellar brand ambassador portfolio including Kelly Rowland, David Coulthard, Emerson Fittipaldi, Mick Doohan and Dario Franchitti.

Written by Juliet Schroder

Juliet is the founder and executive producer/host of Celeb Secrets and Celeb Secrets Country. When not reporting on the latest news in pop culture and country music, she enjoys traveling, spending time with friends and family, and exploring the latest fashion trends.

Juliet holds a B.S. in marketing from St. John's University.