Insight
Following Brash’s launch of London’s most desirable development ‘Chelsea Barracks’, the Qatari Diar team invited Brash to help reposition and re-energise their master development in Qatar; ‘Lusail City’ and create brands for the key experiences: Al Seef, Boulevard and Plaza. Lusail City highlights the great urban development of the State of Qatar, developed over 38 square kilometers with integrated services and an advanced infrastructure. Lusail City’s role was to transform the greater landscape of Doha, evolve the spirit of its society and expand the fabric of the city. At the same time it needed to elevate the nation of Qatar, acting as a tangible proof point of it vision for a prosperous future for all
Idea
An experiential customer journey was designed to support and capture the intensity and breadth of each experience, collectively delivering the new cultural hub and magnetic attraction center for Doha and Qatar. The brand narrative, underpinned by the idea of ‘Magnetism’ – an undeniable and powerful force drawing all in – acted as a guide to create and measure any brand manifestation towards Lusail Downtown’s new brand, a paragon for an exceptional integrated experience. The grand plaza, extraordinary boulevard and glorious waterfront melt together to create a truly distinct community.
Impact
The Plaza District, defined by four iconic towers provides both focus to the city and to the Plaza itself. The four towers are strategically positioned to not obstruct views and take full advantage of the coastal panorama. Lusail Plaza has been designed as both a destination and a vital link within the overall City master plan. The connection of the Lusail Boulevard to the Lusail Corniche is an iconic feature and a fundamental driver of the master plan. Lusail Downtown is quickly becoming the epicenter of a new lifestyle and energy for the region, a beacon that will shine the spotlight even brighter on Qatar. With Lusail Boulevard capturing the excitement and vibrancy of the destination, Lusail Plaza being centered around being grand and impressive, Seef Lusail showcases its refreshing and enchanting nature.
