Oryx Signature has been signed by JBCM Event Architects for a long-term partnership to market & produce MOC27, a new four-day Motor, Outdoor & Camping Festival designed to bring together families, outdoor enthusiasts, clubs and adventure communities.

Backed by Dubai Department of Economy & Tourism and presented by DSF Auto Season, the event will take place at The Sevens Stadium Grounds from January 14 to 17, 2027.

Spanning more than 350,000 square metres, MOC27 will feature over 200 brands, more than 50 clubs and communities, and more than 50 activities.

Organisers said the festival aims to bring together the UAE’s growing outdoor lifestyle community, combining motors, camping, adventure, family entertainment and live experiences in one destination.

"MOC was never meant to be another car show or another desert party. It's a festival for dad, mum, son and daughter, built around the clubs and communities who live the outdoors every day. If visitors just watch and walk, we haven't done our job" said Justyn Cánovas, CEO & Senior Partner of MOC27 and JBCM Event Architects.

The Expo will be divided into five areas: Motors, Outdoor, Camping, Community Village and Festival.

Attractions will include 4x4s, motorcycles, outdoor sports, cycling, pets, camping equipment, cooking and travel products.

Exhibitors will be required to provide live demonstrations and exclusive MOC27 offers.

Visitors will also have opportunities to test-drive 4x4s on sand with instructors, ride dirt bikes on a dedicated test track and experience rooftop tents before purchasing equipment.

"More families than ever are exploring the UAE beyond its cities, and MOC27 gives that community a home. Together with JBCM, we're building a festival that puts the UAE on the global map for family outdoor living, and one that will return every season," added John Andrew Camillo, Founder & CEO, Oryx Signature.

The Main Arena will host product launches, demonstrations and professional and family competitions.

The Overland & Test Ride Zone will feature an articulation course, recovery training and the Overland Build-Off, while the CAC Village will serve as a meeting point for 4x4, motorcycle, hiking, cycling and marine clubs.

Non-profit clubs will receive free stand space, while members can access discounts of up to 30%.

Other attractions will include a hospitality garden, wildlife and nature area, wellness and women’s space, kids’ zone, Emirati majlis, TED-style talks and a hot-air balloon.

Seven food zones will serve live BBQ and street food, while evening programming will include live music, DJ sets and an open-air cinema.

The partnership combines JBCM’s 35 years of festival experience across more than 35 countries with Oryx Signature’s 18-plus years of UAE market expertise.

MOC27 is planned as the first stage of a wider outdoor lifestyle platform, with MOCRV and MOCMarine already in development to expand the concept into travel, recreation and marine experiences. -TradeArabia News Service