Insight
A key realisation was that this wasn’t a piece of real estate. To succeed, we had to create a luxury brand in which every detail was perfect. We also knew this tower had the potential to inspire the region as a whole and make Dubai a truly global city. These two insights would drive all our thinking.
Idea
The brand idea, ‘History rising’, captured how this tower was a symbol for the millennial shift, as the UAE matured into a global player, increasing its reach in the world. Like New York City’s Empire State Building 80 years earlier, this tower would change both the skyline and the way the Emirate was perceived around the world, showing the region’s growth and ability.
Impact
We developed a powerful visual identity with a simple wordmark and marketed the luxury serviced apartments through a 360-degree campaign, covering everything from the sales center experience to staff uniforms. We also launched a global roadshow, inviting select groups to experience the brand firsthand. The Burj Khalifa has since become an iconic global landmark, comparable to the Eiffel Tower, raising Downtown Dubai’s property value and establishing it as the most prestigious real estate on earth.
