Deﬁning a strategy and style to enable a global brand to enter a new regional market
Amman in Jordan was chosen by Ritz-Carlton as the location for its inaugural branded residences product in the Middle East. Spread across a 20-storey tower, 90 luxurious homes will elevate the concept of private ownership and living by combining it with the distinctive amenities and facilities of the adjacent The Ritz-Carlton Hotel, plus its world-renowned service and opulence.
While the global brand obviously had core aspects already in place, their regional partner – Al Eqbal Development – engaged Brash to ensure exactly the right expression for this market, in terms of brand story, appeal and look. While ‘outsiders’ might assume Middle East = glamour and glitz, we knew a more nuanced approach was appropriate.
We identified the perfect balance: a note of quiet pride in what the property says about contemporary Amman, combined with a reassuring sense of perfection and excellence. We expressed this through sophisticated messaging and creative material that ‘acts and speaks softly and calmly’, rather than being strident or bold.
Construction is underway on both Hotel and Residences, with completion planned for 2021. Bolstered by our solution, market interest has been exceptionally strong.