FERRAGAMO BRANDED HOMES

CLIENT: TRIDENT INTERNATIONAL HOLDINGS

CATEGORY: Brand Strategy & Identity   |   




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CONTEXT
Trident International Holdings is a global group engaged in diversified activities with interests in horology, global corporate financing, telecommunications and luxury real estate development. It requires proposal to convey the world’s first penthouses from luxury brand Salvatore Ferragamo – to be housed in the tallest residential tower in the world.
CHALLENGE
Trident has a development in progress in Dubai called the Pentominium – a 516m tall, super luxury all-penthouse tower. It has signed an agreement with luxury goods designer Salvatore Ferragamo to custom design the interiors of all units occupying the highest 16 floors of the tower, to be named Salvatore Ferragamo Penthouses. This will be the first time for Ferragamo to be involved in a real estate brand. Their challenges include stiff competition, especially from the existing Armani Residences that occupy Burj Dubai (now Burj Khalifa), the world’s tallest tower.
SOLUTION
The key to establishing the Salvatore Ferragamo Penthouses brand presence is not to reinvent the wheel nor too obsessed with what others are doing. Just as the consumer experience the fashion icon’s products by enveloping himself in it – we proposed to extend this into a larger scale, where the consumer envelopes himself in the space of the brand to enrich his own life experiences. By leveraging on Ferragamo’s strong brand heritage, we extend the essence into the realm of living spaces.

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