As Dubai Marina is set to become one of the most sought-after pieces of real estate in the world, its branding evolution is also on-track to breaking an entirely different record: A Guinness Book of World Records™.
Dubai Marina, located between interchange five and six on Sheikh Zayed Road has been billed as a one-of-a kind, cosmopolitan marina experience and one of the largest man-made marinas in the world, expected to be completed by the end of the decade. Emaar Properties and Enterprise IG, the global brand agency, which has been employed in the evolution of the Dubai Marina brand, chose to introduce the new brand language through the outdoor expression of the brand wall, illustrating the unique and spirited atmosphere of Dubai Marina.
Recently completed at an impressive length of approximately 2.6km, the brand wall is by far, the longest anywhere. With the wall’s images having been shot by an international lifestyle photographer, the scenes reveal a series of unique and telling aspects of the Dubai Marina lifestyle.
“The intention of this brand wall was to introduce the market to the exceptional lifestyle found on the other side of the marina.” says Graeme Erens, Design Consultant at Enterprise IG Middle East. “When we designed the brand communication for use along the Dubai Marina perimeter wall we didn’t expect the project to be in the running for a World Record ™ title.”
To be considered for an entry into the Guinness Book of World Records™, several criteria must be met, including legal adjudications authenticating the World Record™ claim by independent judges, media coverage, photographs and video footage.
The Dubai Marina project, one of the boldest Emaar developments to date, is being built between the Arabian Gulf and the desert landscape. It is one of the first planned city’s of the 21st century and will contain 265 high-rise towers, housing at least 250 000 residents, boardwalk restaurants, shopping promenades, yacht clubs and hundreds of yacht births within the community.
As for the Dubai Marina brand wall, its future status as the World’s Longest Outdoor Brand Communication tool is likely to become official in the coming months, upon official confirmation by the Guinness Book of World Records ™.
About Enterprise IG
Enterprise IG, the Global Brand Agency, offers strategy, design and engagement to its portfolio of global clients with 27 offices located in 22 countries with an expanding presence in the Middle East. Clients include Royal Mirage, Madinat Jumeirah, Spinneys, Burj Dubai, Arabian Ranches, Kuwait Cinemas, Barr al Jissah, Al Rajhi Bank, Riyad Bank, Al Shaya and Qeshm Tobacco Company. Internationally, Enterprise IG has developed global brands such as Coca Cola, Vodafone, Mercedes and the Hilton Hotels and is a member of the WPP Group Plc, the world’s most comprehensive communications services group. Website www.enterpriseig.com.
