A new movement is capturing the spirit of the people in Abu Dhabi—one smile at a time. Project Joy is not just a campaign; it’s a city-wide initiative that celebrates happiness in its most authentic form. From rollercoaster laughter to quiet moments of connection, the project shines a light on what brings people together in Abu Dhabi: joy.
Where It All Began?
Project Joy was introduced by Miral. It started with a short film that imagined a world without laughter, until one child’s joy on a theme park ride sparked a chain reaction. The film, though fictional, was rooted in a very real truth—that joy is contagious, and small moments of happiness can create big changes.
Miral launched Project Joy to highlight the power of play, wonder, and shared experiences in creating meaningful connections within the community. The initiative reflects Miral’s mission to build destinations that bring people together and inspire moments of happiness that last a lifetime.
Miral’s heartfelt story struck a chord across the city, reminding everyone of the importance of joy and the role it plays in shaping a thriving, connected community. It set the tone for what would become a powerful, community-driven campaign—one that continues to inspire and uplift through real human stories.
The Power of a Real Smile
To bring the message to life, Project Joy expressed real smiles by everyday people, smiling and laughing, including the employees of Miral, who have experienced meaningful moments across Abu Dhabi’s attractions, public spaces, and, of course, at Miral. Their smiles are now part of the city’s fabric, photos seen in galleries, billboards on highways, and digital screens, reminding passersby of the joy that surrounds them.
This initiative was designed to celebrate real emotion, capture local spirit, and reflect the diversity of the city’s people. These smiles don’t just represent happiness; they symbolise resilience, hope, and shared humanity.
More Than Just a Campaign
What truly makes Project Joy stand out is Miral’s long-term vision and deep commitment to community well-being. This is not just a one-off campaign or a fleeting seasonal event. Instead, Project Joy reflects Miral’s dedication to embedding happiness and togetherness into the very fabric of life in Abu Dhabi. It’s about making joy an everyday experience, not just a special occasion.
Through Project Joy, Miral aims to create lasting moments of connection that transcend age, gender, or ability—ensuring that joy is accessible to everyone, whether it’s a child on their first theme park ride, a family creating memories together, or a group of friends exploring a new experience. By bringing people from different cultures and walks of life together, Miral is shaping destinations and experiences that foster inclusivity, spark imagination, and strengthen the bonds that make Abu Dhabi a vibrant, welcoming city for all.
This vision goes beyond entertainment—it’s about building a community where joy is a shared value, and where every moment has the potential to inspire happiness and bring people closer. Project Joy is a testament to Miral’s belief that the true power of a destination lies in the smiles it creates and the memories it helps people build together.
Investing in a Joyful Future
While the project is emotional and heartfelt, it also carries strategic importance. Miral’s commitment to joy contributes to its appeal as a destination that balances innovation with quality of life. In this environment, initiatives like Project Joy help spark investment opportunities in Abu Dhabi—especially in sectors like tourism, entertainment, wellness, and creative industries.
Businesses that align with this vision of shared joy and community engagement find themselves part of something bigger. From wellness centres to retail pop-ups and cultural activations, there’s room for growth and collaboration.
For entrepreneurs and visionaries looking to contribute meaningfully to the city’s future, there are numerous ways to engage through business partnerships, urban experiences, and purpose-driven Miral projects.
What It Means for the People of Abu Dhabi
For Miral, Project Joy isn’t just about grand gestures—it’s about the everyday moments that make life in Abu Dhabi special. It’s a reminder that joy lives in the simplest things: a child’s laughter on a ride, a smile exchanged between strangers, or the quiet contentment of a shared experience.
Miral’s commitment to joy is for everyone—not just for tourists, but for the people who call Abu Dhabi home. Whether you’re an artist, a teacher, a delivery rider, or a CEO, Miral sees you, celebrates your happiness, and invites you to be part of a community that values connection and belonging.
A City Where Happiness Has a Home
Thanks to Miral’s vision, Abu Dhabi is becoming known for more than its skyline and cultural icons. With Project Joy, the city is building a reputation for something even more powerful: its heart.
Miral is showing the world what it means to prioritise joy in urban life. Abu Dhabi isn’t just a place for world-class events—it’s a place for world-class emotion.
So, whether it’s a smile captured on camera or a laugh shared with loved ones, Project Joy is Miral’s way of reminding us all: happiness isn’t a destination. It’s a journey, and Miral is proud to lead the way in making Abu Dhabi a city where joy truly has a home.
