Emaar
Defining Dubai
Opportunity
Emaar has been instrumental in shaping and exporting a distinct Dubai-centric vision of luxury living to the world. As the developer behind global icons such as the Burj Khalifa, Downtown Dubai, New Year’s Eve celebrations and The Dubai Opera, it has come to personify and “define Dubai.” Having successfully positioned Emaar as the purveyor of a unique lifestyle offering at Cityscape the previous year, the challenge for 2016 was to push this further. The goal was to cement its reputation as the UAE’s only home-grown, international luxury lifestyle brand while differentiating it from neighbouring competitors who could not claim the same legacy or global influence.
Solution
Our creative platform, “Defining Dubai,” became the focal point for Cityscape Global 2016. It allowed Emaar to reinforce its position as the sole provider of premium lifestyle living while owning a narrative its peers could not. Building on an already established visual language, we chose to evolve rather than reinvent, refining the pavilion design to enhance its sophistication and clarity. The space embodied the elegance, ambition and cultural impact synonymous with Emaar, ensuring every detail reflected the brand’s stature and vision.
Result
The pavilion succeeded in reinforcing Emaar’s position as the brand that defines Dubai, delivering a seamless continuation of its luxury lifestyle narrative. The design was widely recognised for its impact and execution, winning “Best Stand Design” for the year and securing further acclaim at the IDEX Awards 2017. The result was not only an award-winning presence but a clear statement of Emaar’s ongoing influence in shaping the global perception of Dubai.
Defining Dubai through design evolution
By refining rather than reinventing, we created a pavilion that elevated Emaar’s established visual language, projecting its unique luxury lifestyle brand with clarity and confidence while securing industry recognition.
