Emaar reveals new brand by Enterprise IG

"Enterprise IG understood the concept that in order to land a successful brand within the UAE and Middle East market, you not only have to win the mind of the consumer but inspire, motivate and grab their heart. 29 Burj Dubai Blvd did just that and more," said Alex John Andarakis, Executive Director - Marketing & Sales of Emaar, one of the world's largest property development companies.

With so many new luxury buildings competing for investors' attention not only in Dubai but also in the immediate Downtown Burj Dubai area, it was essential that Enterprise IG develop a name and brand for the towers that would enable this property to attract premium investors thereby generating brand-driven business growth.

For this project, master brand builders Enterprise IG used a multi-disciplinary approach to capture the offering, define the personality, experience and promise of the brand and, only then, moved forward to develop the identity that is truly representative of the experience.

"In particular, we have focused the brand on the people who will live there; young professionals who are career oriented, successful and want an exclusive address that is in the heart of the city, but also an urban retreat they can escape to," said Matthew Laubscher, Executive Creative Director, Enterprise IG Middle East.

"The name '29' is deliberately understated and projects a confident mystique and talks the language of a luxury brand. Creatively, we were inspired by the Art Deco architecture style. The brand development needed to capture this architectural style, whilst remaining contemporary in nature, in order to deliver a true experience that the young, successful target audience would expect to receive from such an exclusive address."

Enterprise IG also extends the brand experience across all brand elements, from the brochure and marketing collateral through to advertising and promotional elements, by using black and white images typical of a fashion brand along with sharp, concise language reflecting the essence of 29 Burj Dubai Boulevard.

Emaar, the internationally renowned UAE-based property developer, partnered with Frank Williams to design and develop the exclusive address of 29 Burj Dubai Boulevard.

Frank Williams is respected and revered for his skyscraper design contribution to the New York Skyline, such as the Trump Palace, Four Seasons, W Times Square, as well as his architectural creations worldwide. Williams' innovative designs incorporate a refined understanding of modern urban living as well as respect for the local climate and culture of the surrounding areas.

"The launch of our first Frank Williams building was a landmark occasion for Emaar, and with the wonderful collaboration between the respective teams at Emaar and Enterprise IG, we were able to break through the clutter and lack of creativity that has started to characterize the real estate sector," concluded Mr. Andarakis.

Located on the Burj Dubai Boulevard, 29's two high-rise towers are in the heart of the Downtown Burj Dubai area. Inspired by New York 1930's Art Deco Style the design has been subtly infused with modern Islamic detailing lacing the façade. The towers stand at forty-four and forty-five stories respectively and offer luxurious studio, 1, 2, and 3-bedroom apartments designed with floor to ceiling windows to optimise the experience of natural light. 29 Burj Dubai Boulevard's quietly situated entrances feature a double story reception lobby along with a welcoming doorman in typical New York manner and allows easy access linking to the diversity and excitement of the boulevard. 29 Burj Dubai Boulevard will showcase inspirational works of art selected from the leading artists and galleries across the region.

The Downtown Burj Dubai development comprises Burj Dubai, the Dubai Mall, Burj Dubai Boulevard, Burj Dubai Square, The Lofts, Burj Dubai Lake Hotel and Serviced apartments, Old Town and Old Town Island.