Bringing the partnerships behind Dubai’s most luxurious branded residences to life. Leaders of luxury living, Omniyat are the UAE’s best at creating world-class residences. A new partnership with hospitality operator Dorchester Collection presented an opportunity to combine their drive for design with service excellence in a series of branded residences. But first, a meeting of minds was needed.
Omniyat are reputed for their work with high-profile architects on landmark buildings. Collaborations with the late visionary architect Dame Zaha Hadid on The Opus and award-winning architectural firm Foster + Partners on The Residences have crystallised Omniyat as global frontrunners of the luxury lifestyle.
To evolve their portfolio, Omniyat partnered with acclaimed hospitality brand Dorchester Collection on a series of branded residences in some of Dubai’s most exclusive locations.
Offering homeowners access to bespoke services – a concierge, food and beverage offers, spa treatments – branded residences are privately owned apartments operated and managed by a hotel. From a branding perspective, having access to an elevated way of life from the comfort of your own home creates an unrivalled sense of place. By anchoring a new development to an established service-based brand, the sales appeal rockets while adding a premium to the property price. But behind the scenes there are challenges.
In this case, Omniyat knew how to sell property, not lifestyle. And Dorchester Collection knew how to sell to hotel guests, not residents. Having worked on the first ever branded residence in Dubai (Armani in Burj Khalifa), we were perfectly placed to help.
With our big-picture understanding of projects like this – from the construction phase and service delivery through to the importance of executing a unique brand experience and proposition – we helped both teams position and articulate the benefits of the partnership, for their customers and themselves.
Our ongoing branding partnership with Omniyat has cemented their reputation as the developer that truly understands luxury lifestyles and tastes. And in a location where excellence is a marker of success, we’re excited to see what’s next for Omniyat.
