When Aldar wanted to build an iconic lifestyle brand for Abu Dhabi; we saw an opportunity to ‘Bring Life to Living’, curating an destination that would give its residents a home other than a place to live.
Abu Dhabi was lacking a development that would allow residents to create a real, lasting legacy. Aldar wanted a new development that could add to the greater fabric of Abu Dhabi. We saw the merit of delivering residents a harmonious equilibrium: between the privacy of Yas Acres and the vibrancy of Yas Island.
Through a robust brand insight process, we delivered a strategy that would see the residential offering of Yas Island mature and evolve—becoming far more than the sum of its parts. Our research showed that, despite an eclectic market of lifestyle opportunities, Abu Dhabi’s environment was not one of long-term living. With this opportunity on the horizon, we began to craft our brand around the brand idea ‘Cherished’.
We created a development that encouraged investors to treasure the life that Yas Acres would create. Phase One (comprising 267 units) was a 100% sell-out, yielding Aldar over 1bn AED in sales.