Brand Strategy, Brand Identity, Customer Journey, Brand Launch

Dubai, UAE

Developing the sales experience for a trend-setting branded residences collaboration 


A new model

When our long-time client Emaar entered a JV with Giorgio Armani, the branded residences concept was still relatively new. We therefore needed to create a sales experience 
that would not only capture global buyers’ imagination, but also set a trend for other luxury brands to follow.
This was also an unforgettable opportunity to collaborate directly with Giorgio Armani himself. He was personally involved in every aspect of the project, meeting with the Brash team and signing off every deliverable.


Curated and bespoked

We decided to design a buyer’s journey and experience elevated far above the norm. Key aspects to this were:
-Curating every detail. For example, we sourced luxury papers and fabrics with the Armani studio in Milan.
-Creating a ‘global roadshow’ we then bespoked to each market it visited, from Moscow to London and Mumbai.
Other major touchpoints that we delivered included the marketing suite (sales pavilion) and all launch collateral.


Maximum value

Our sales experience and launch attracted the results both parties hoped for, achieving a record-setting price per sqm.
To this day, the Armani Residences remain a valued trophy asset for their owners, and a benchmark for any luxury brand looking to create a branded residences offering.