Emaar - Old Town, Dubai: Arabian Flavour, International Appeal Building an experience of vibrant diversity

  • Context

  • In the heart of Dubai’s new Downtown district, The Old Town is a vast city within a city. In The Old Town, visitors are transported to a luxurious interpretation of a rich Arabian heritage. Winding paths and alleyways are punctuated by boutique shops, luxurious hotels, coffee houses and international restaurants. The Old Town is a journey through market squares, inner courtyards and the sights and sounds of ancient Arabia.

  • Challenge

  • The signage and wayfinding task, together with the naming and branding of the three hotels, required diverse capabilities. More than 5,000 signs in dual languages and over 1,000 collateral items in the hotels necessitated a wide range of technical, creative and design personnel. The outcome provides an integrated brand experience in which synergies exist at every touchpoint, from car park signage to printed pillow cards.

  • Solution

  • Old Town is a singular branded destination in which multiple brand experiences co-exist. Signage unifies and informs whilst the individual components reinforce the ‘old Arabian’ theme within individual design schemes. An eclectic graphic mix provides a sense of vibrancy – contributing to the experience of Old Town as a place of variety and discovery.

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