Majid Al Futtaim Properties
Transforming Places into Communities
Opportunity
Majid Al Futtaim (MAF) is one of the Middle East’s most influential developers, known for shaping destinations that transform how people live, work and shop. With a portfolio that includes mixed-use districts, iconic malls and retail concepts that have redefined the region’s built environment, MAF has consistently placed innovation and community at the centre of its vision. The goal for this stand was to move beyond the traditional presentation of grand masterplans and instead focus on MAF’s human-centred approach to urban planning. The ambition was to create a presence that reflected the brand’s commitment to building vibrant, inclusive communities and showcased the positive impact its developments have on the people who live, work and spend time there.
Solution
Ochre designed an open, inviting pavilion that encouraged visitors to explore freely. Softer, ethereal spatial elements contrasted with the typically corporate and imposing aesthetic of large developer stands. At the heart of the space, a central showcase celebrated the people whose lives are touched by MAF every day, making them the true ambassadors of the brand. This focus on real human stories reinforced MAF’s role as a creator of places designed for connection, wellbeing and community life.
Result
The stand successfully shifted the narrative from buildings and masterplans to the people who bring MAF’s developments to life. Visitors responded positively to the more personal, approachable atmosphere, recognising the brand’s commitment to community and inclusivity. This presence set a new precedent for MAF at industry events, establishing a people-first brand language that could be built upon in future editions.
Putting people at the heart of the masterplan
We designed an open, approachable pavilion that celebrated the lives touched by MAF every day, using softer spatial elements and human-focused storytelling to bring their people-centric vision to life.
