Only in Dubai can such things happen. Placed strategically at the heart of its most salubrious manmade island, Palm Mall is an ambitious commercial and residential complex designed to attract and entertain the Emirate’s most affluent and influential figures and visitors. Positioned as a world fashion centre, we worked with its developers and architects to create to uniquely inspiring experience that promised a world where fashion comes to life. Bold, theatrical, sophisticated yet liberating, Palm Mall featured an authentic international fashion identity, a continuous cat walk, cutting edge interiors, a fashionista club and an array of socially driven cultural experiences to engage guests and residents in a lifestyle that would make the difference to both their work and play. In addition to helping shape the offer, we created the launch marketing platform and transmedia campaign.