2019 Winners & Shortlists

Why is this work relevant for Brand Experience & Activation?

Dubai Holding’s (DH) energy and vision flows through the City’s iconic developments and business sectors. Early in 2017, DH moved its headquarters to an all-purpose campus opposite the Burj Al Arab. The HQ provides a dynamic environment for 150 staff. Our goal was to tell DH’s story, brand values and ideology in a compelling, immersive and innovative manner. We also capitalised on the opportunity to transcend bricks and mortar by using design to “shift and nurture” culture, to align with the brand’s transformative positioning and to instill into everyone entering the space: “We are Dubai Holding & We are Dubai”.

Background

DH’s ambitions for excellence and innovation have created a world-famous landscape that has underpinned the city’s success; with breath-taking developments and diversified businesses cementing Dubai’s global influence. DH drives growth in business, tourism, hospitality, real estate, media, ICT, education, design, trade retail and wellness sectors, as well as focusing on nurturing talent, innovation and building a smart city. Managing an AED130 billion portfolio of assets with operations in 24 countries and employing over 20,000 people, the investment conglomerate has laid the foundations of the country’s prosperity.

Describe the creative idea.

Today a company’s HQ is the cultural home for the business, and it must not only reflect the company ideals - but should be a snapshot into a mindset and drive internal culture. Our creative idea centred around creating ‘shifts’. Specifically, two in this case: 1) To reposition the brand in the hearts and minds of all those that enter the space from somewhat of an unknown entity to the catalyst behind Dubai’s success, and creating the haven of stability that we all call home today. 2) To capitalize upon the move whilst creating a space capable of inspiring the team: by bringing employees closer to the iconic results that their day-to-day work enables, it reminds them of the fact they’re a crucial cog in the progress and success that DH has become.

Describe the strategy.

The space documents DH’s meteoric rise through historic references, charting the conglomorate’s history, influence and impact on Dubai through a visionary and ethereal space. Accomplishing this meant everything was bespoke. 5,300 hand cut, hand finished copper rods of differing lengths suspended from 4km of framework below undulating MEP. Each one fitted with precisely mounted, controllable LEDs slowly chasing in unison, like wind across an oasis reed bed. The plinths were framed by hand painted, tension string walls communicating brand-centric messages that vibrate in and out of visibility. Additionally, hundreds of hand-stained ply slats and meticulous string infographics tell of local and global economic diversification. Five faceted Corian plinths dance through the space bestowing a wealth of custom that took months to sort and assemble, each meticulously identified and planned 3D software ensuring the perfect. Additionally, we contoured the entire building in 2km of LED that befit Dubai’s most premium neighbourhood.

Describe the execution

In researching and translating DH’s history into an interactive and visually impressive exhibition, we delved into thousands of archives, bringing to life the company’s story. Being a “living” space with a messaging agenda, it was designed more like a museum’s interior. All graphics are updateable, new “ticks”, ply slats, graphics, info panels and world destinations can be added to the Archive Wall at any time, as projects are realised. The plinths allow for the tray interiors to be raised or lowered as required, or information changes and different sized artefacts are accommodated. The fabric panels can be swapped in, out or moved along as nothing is permanently fixed inside the plinths for maximum adaptability. All internal and external LED lights are controllable via an app and whilst generally running at 15% power, they dim with the surrounding environment to save power and, are powered themselves by exterior solar panels.

List the results.

This is not a public exhibition, but a brand experience for selected B2B and B2G stakeholders. The space is used by people who work at Dubai Holding and their visitors. The space officially opened in August 2018. Since the opening, the space has had exceptional positive feedback from employees, who developed a new sense of pride for the company. The experience formed a catalyst to transform Dubai Holding's culture; resulting in more collaboration between the various teams and most importantly to communicate a common purpose and the impact their work has for Dubai. Besides that the experience has finally given Dubai Holding a vehicle to tell their tremendous success story and as a result further improved trust amongst investors and governmental officials.