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Palm Mall: The Difference

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Nakheel

Brand Creation and Launch Campaign

Overview

Only in Dubai… Placed strategically at the heart of its most salubrious man-made island, Palm Jumeirah, Palm Mall is an ambitious mixed commercial and residential project designed to attract the Emirate’s most affluent and influential figures and visitors. Positioned as a world fashion hub, we worked with its developers and architects to create to uniquely inspiring experience that promised ‘a world where fashion comes to life’.

Palm Mall, Dubai is an ambitious mixed commercial and residential project designed to attract the Emirate’s most affluent and influential.

Bold, theatrical, sophisticated yet liberating, Palm Mall featured an authentic international fashion brand identity, a continuous cat walk, cutting edge interiors, a fashionista club and an array of cultural experiences to engage guests and residents in a lifestyle that would make the difference to both their work and play - and social position.

We worked with its developers and architects to create to uniquely inspiring experience that promised ‘a world where fashion comes to life’.
Strategy

Dubai is home of the incredible. Everything about the city is impressive. So when tasked with positioning and branding its premier shopping mall, we had to think big. Shopping is more than a pastime in Dubai, it's a social and cultural activity. We wanted to create a shopping mall and residential lifestyle experience that would attract the world's biggest fashion and retail names and provide an iconic address to Emiraties. More than somewhere you go to shop, Palm Mall was part of a contemporary, fashion forward lifestyle. A community if you like that lived fashionably. The benefit? The difference. A comtemporary cultural understanding that placed you and your brand at the epicentre of world culture on the most iconic and audacious architectural wonder in the modern world.

Shopping is more than a pastime in Dubai, it's a social and cultural activity.
Identity

The Palm Mall identity had to speak to an authentic fashion experience but also the lifestyle dimension that the commercial, entertainment and residential complex and community offered. Using a classic and elegant namemark and overlaying the 'Ms' in Palm Mall, we were able to create a graphic language that could express both singularity and dimensionality; facets of a lifestyle that would be colourful, vibrant and at the cutting-edge. This graphic language transformed into a form language that intergrated into architecture and interior design.

The Palm Mall identity had to speak to an authentic fashion experience but also lifestyle dimension.
Photography

You can't be fashion without fashion photography. Working with some of the world's best fashion photographers, we created a library of photographic images and video that could be used in marketing material but also ambient imagery and video throughout Palm Mall. We wanted to create an immersive culture of fashion, and constantly refresh the material and atmosphere with both posed and behind the scenes images and 'moments'. This was achieved by having fashion photographers and videographers 'shoot the shoots'.

We wanted to create an immersive culture of fashion.
Content

A number of branded content pieces including video and original music were created for the Mall and Residential Towers for use in advertising, online promotion, in-flight TV, large format ambient projection, direct marketing, display suite TV and social media. Deliberately etherial and 'experiential', the content was designed to capture the unique fashion culture and atmosphere of Palm Mall living.

Content was designed to capture the unique fashion culture and atmosphere of Palm Mall living.
Advertising

The majority of property marketing material in Dubai is property centric, with very little sense of brand culture or lifestyle. For Palm Mall we wanted to create material that immediately cut through, gave a strong aspirational, fashion identity and felt international in its consequences. From advertising, to direct marketing, to brochures and collateral, the Palm Mall and Residential campaign suite felt iconic and exciting, giving audiences a taste for a retail and lifestyle experience unlike any other.

Publication

A core part of our communication and community-building strategy was the creation of 'Fabric', a multi-channel publication and CRM platform. Membership and subscription were initially invitation only. Members received the Fabric magazine and exclusive access to the Fabric website with world fashion and lifestyle news and updates on Palm Mall. Fabric also hosted events and experiences, including new season fashion parades and 'meet the designer' evenings.

'Fabric' was created as a multi-channel fashion publication and CRM platform in one.
Digital

Our digital strategy and platforms included a multilingual brand campaign site, Palm Mall website and Residential Towers marketing microsite. All platforms followed a content rich strategy to communicate the unique fashion orientated lifestyle, architecture and experiences of Palm Mall which were continually changing and evolving.


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