As Emaar’s lead brand agency, we were asked to create an identity for a new breed of development in the region.
In a region famed for high-end hospitality, where the major brands pile luxury on luxury in a bid to outdo the competition, standing out from the crowd is a challenge. When it decided to create a new hotel brand, Emaar eschewed this luxury arms race. We created a brand that targeted a new breed of traveller, with a distinctly contemporary offering.
The Address Hotels and Resorts
Based on our in-depth analysis of luxury hospitality trends, Emaar decided to devise its own brand, defining excellence in hospitality just as they already did in property. But instead of taking the traditional, Arab-influenced, super-luxury route, they would create a new category in the region.
This new hotel, called The Address, was aimed at the urban, cosmopolitan CEO. Highly travelled, when they arrive in a new location, they want to feel at the centre of things. With a name and positioning now in place, we needed a brand architecture and identity that would bring it to life. We created four brand extensions: retreat, resort, urban and flagship, with a robust structure determining which elements would remain consistent and which would flex.
The Address has become one of Dubai’s most desirable hospitality brands, highly visible across the territory and sought after by visitors and locals alike.