Emaar – Cityscape 2016

Defining Dubai

Opportunity

Emaar has almost single-handedly defined an ownable, ‘Dubai-centric’ vision of luxury living and projected it to the world. This perception has been instrumental in helping Dubai be crowned the 10th most influential city, and the UAE the 19th most influential ‘Country brand’ in the world respectively. Having successfully helped Emaar position themselves as the “purveyor of a unique lifestyle offing” at Cityscape 2015, in 2016 we thought the brand could push this even further. We believe that Emaar is currently the only home-grown, international luxury lifestyle brand to come out of the UAE. They put Dubai on the map with the likes of the Burj Khalifa, Downtown, the NYE celebrations and The Dubai Opera house. They have literally come to personify and “Define Dubai”.

Solution

Defining Dubai was our central idea for Cityscape Global 2016. It built allowed us to continue the conversation as the sole provider of premium lifestyle living whilst once side-stepping our neighbours and peers by owning a positioning they could never. Having already built a strong brand visual language we elected an evolution not a revolution throughout the pavilion.

Results

Best Stand Design of 2016
IDEX Awards 2017

Defining Dubai was our central idea for Cityscape Global 2016. It built allowed us to continue the conversation as the sole provider of premium lifestyle living whilst once side-stepping our neighbours and peers by owning a positioning they could never. Having already built a strong brand visual language we elected an evolution not a revolution throughout the pavilion.

The pavilion did just that and won the award for “Best Stand Design” for the whole of 2016.