A CITY AND ITS STORY

  INTERNATIONAL SUMMIT AWARD 2009

CLIENT: AL WA'AB CITY

CATEGORY: Brand Strategy & Identity   |   Experiential & Digital Marketing   |   Interior & Retail Design   |   


 

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CONTEXT
Al Wa’ab City is a multi-billion dollar integrated community project in Doha, Qatar that aims to set the quality benchmark for urban Qatari living. When fully built, it will accommodate 8,000 people in over 2,000 homes, ranging from luxurious villas to contemporary apartments.
CHALLENGE
The client required a wide range of communication solutions, from the visualisation of each of its main real estate product, to product video, web design, its Customer Relationship Centre and more. Also, a campaign was also needed to maintain its brand messages during the month of Ramadan.

SOLUTION

Above- and below-the-line communication solutions are drawn up to communicate the city as an elegant beacon of a culturally-rich yet progressive Qatari community. Meanwhile, TV commercials – involving both live and animated sequences – were specially planned, produced and shot for broadcast during Ramadan season, enabling the brand to reach the living rooms of local Qatari community as they spend more time at home throughout the Holy month. The brand environment underlines Al Wa’ab City’s emphasis on defining the modern Qatari standard for modern living whilst continuing their refined tradition and culture. At the Customer Relationship Centre, careful attention had gone into the crafting of forms, spaces and the overall mood that a visitor will immerse in. In fact, it became the first-ever paperless, all-digital interactive show gallery in the Middle East. There were no static house models but interactions that respond to touch, movement and gesture – a destination for a potential buyer to appreciate the innate values of the brand beyond the physical products.

 

QUICK LINKS:

A GUEST OF THE PRINCESS
ORGANIC CAFE GOES CHIC
IDEAS AGILITY
SHAPING A DESTINATION
CASUAL FINE AMBIENCE


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