Penetrating the sky at a mighty 830m high, the Burj Khalifa is currently the world’s tallest building. Built by Emaar to transform global perceptions of Dubai, this ambitious project established the building as a luxury brand and the region as a world-class destination.
So much more than a piece of real estate, the vision for the Burj Khalifa was to create a symbol that represented the UAE’s millennial shift into an inspiring global player of growth and credibility. Just like the Empire State Building intended for New York, the Burj would change both the skyline and the way the Emirate was perceived around the world. But to succeed, every detail had to be perfect. So, as the prime developer in Dubai at the time, Emaar assembled a dream team of 50 partners around the world.
From planners, architects and engineers to wind tunnel experts, construction teams and interior designers, we joined the line-up in charge of creating a destination brand that would transform Downtown Dubai. And because we built strong relationships with everyone, the role of brand was held front and centre, making the project as much about the product and city as it was about beauty and seductive ambition.
Built around the concept of ‘history rising’, we spent a decade nurturing the first premium destination in the city. As a series of towers, the powerful yet minimal visual identity evoked the precision of the project and the single-minded ambition of its purpose. And the Burj’s tallest tower was Dubai’s first location to have a branded residence with a suite of Armani apartments.
By anchoring the Burj to such a prestigious brand, it guaranteed service levels while increasing desirability, creating a halo effect that makes Downtown Dubai ‘the most prestigious square kilometre of real estate on earth’.
Still one of the most iconic and prestigious developments to date, it was incredible designing this 360-degree experience.
From developing the world’s first Armani Hotel and Residences to launching the exclusive Burj Club. From creating brand books and films to producing advertising and marketing campaigns. From training staff members to delivering an international sales ‘Discovery Tour’ that positioned our client in front of influential players for the first time.
We were there every step of the way.