Durrat Al Bahrain, the Kingdom’s largest planned luxury residential, commercial and tourist resort development, last night launched its new brand.
Created around the central brand idea of “urban living, island style”, the new brand will act as a focus and inspiration for everything that Durrat Al Bahrain says and does, and will see its associated values embedded across Durrat Al Bahrain’s business to create an experience for residents, visitors and employees. The idea of “urban living, island style” is derived from the contrasting nature of life at Durrat Al Bahrain both in terms of its geography, where the desert meets the sea, and what life will be like – a vibrant and contemporary urban environment, full of different and contrasting opportunities on an idyllic island resort.
Durrat Al Bahrain’s new brand is supported by three essential values: vibrancy, enchantment and edge. Vibrancy will ensure that Durrat Al Bahrain is visually associated with bright and vivacious colours, and, behaviourally, it will always be engaging and pro-active. The resulting experience for homeowners and visitors will ensure that Durrat Al Bahrain is exhilarating and energising, full of excitement and things to discover and enjoy. Durrat Al Bahrain is an enchanting place, where everyone can find peace and fulfilment. It offers privacy and the opportunity to take part in a host of social and sporting activities. Above all, Durrat Al Bahrain’s enchantment means that it is a place where most things are possible and every day is different. Edge means that Durrat Al Bahrain is truly contemporary, and will always be at the forefront of the latest design, technology and thinking.
Durrat Al Bahrain’s new icon is a circle of entwined blue and yellow, representing the land and sea, reflecting the embodiment of Durrat Al Bahrain’s natural environment as well as its offer of two worlds in one: island living with a vibrant cosmopolitan lifestyle. It also conveys how Durrat Al Bahrain offers contrasting lifestyles which complement one another: island and city; desert and sea; holiday and home. The new icon and lettering will be used in all branding and marketing material and channels to communicate and reinforce the promise of the Durrat Al Bahrain.
Durrat Al Bahrain’s new brand will be used in a full media campaign to create maximum awareness and to build brand awareness which will be conducted over the next few months. The launch of the new brand comes at time when Durrat Al Bahrain is seeking to increase the marketing of the island resort to international markets. With its new brand platform, Durrat Al Bahrain will be able to communicate its promise consistently in many different markets to potential home owners and investors alike.
The new brand was launched last night at a VIP event held at the Banyan Tree Desert Resort and Spa, and was attended by hundreds of VIPs where guests experienced the new Durrat Al Bahrain brand.
Commenting on the new brand, Mr. Jassim Al Jawder, CEO of Durrat Al Bahrain, said, “Durrat Al Bahrain’s offer is unique – no other development offers urban living in an island setting. It offers a harmonious blend of distinct lifestyles across its five districts, allowing people to live their lives the way they want, surrounded by the pristine waters of southern Bahrain. We are extremely proud of the new brand and we believe it will help us communicate the promise of Durrat Al Bahrain across all markets, as well as engaging and motivating our employees. The new brand will help us to compete successfully by differentiating us as we create and convey the Durrat Al Bahrain experience.”
Mr Abdulkhakeem AlKhayyat, Chairman of Durrat Al Bahrain, said, “Our new brand embodies all that is unique about Durrat Al Bahrain. We are creating what will become a world renowned destination and we now have a means of communicating its promise across the world. The team at Durrat Al Bahrain have achieved so much – I believe that this is a significant moment in that journey.”
Set in the azure waters of south Bahrain, the 21 km² development will offer The Islands, designed into two circular rows of six Atolls and five Petals, are 11 islands of luxury residential villas, gardens and beaches in an enchanting setting offering a sanctuary of peace and tranquillity. The Crescent will be the urban hub of Durrat Al Bahrain, where residents and visitors will be able to lose themselves in a vibrant, cosmopolitan world of sensational dining experiences and exclusive designer shopping, right in the heart of Durrat Al Bahrain. Residents, businesses and visitors will not only be able to live island lifestyles, but they will also benefit from the Golf Course, an 18 hole golf course designed by Ernie Els, the world-renowned golf champion. The Golf Course will comprise a challenging course, a club house, a driving range, a luxury hotel complex and 1400 stylishly designed luxury residential villas and apartments arranged around landscaped waterways. In partnership with Tameer, Durrat Khaleej Al Bahrain will also offer The Marina, one of the region’s leading marinas covering 700,000 m², offering 400 berths in a stunning location across three islands. Residents and visitors will be able to sail, jetski, cruise on a motor boat or simply soak up the quay-side activity.
About Durrat Al Bahrain
Durrat Al Bahrain is owned by the Durrat Khaleej Al Bahrain Company, in which the Government of the Kingdom of Bahrain and Kuwait Finance House – Bahrain each hold a 50 percent stake. Durrat Al Bahrain, a 21 km² area of pristine waters and untouched beaches, once complete, is expected to be approximately the size of Manama, Bahrain’s capital city.
Durrat Al Bahrain has been planned as a world-class residential, commercial and tourist destination, offering a unique island based urban lifestyle. It is where the buzz of a world-class city meets the beauty and tranquillity of an island. Upon completion by 2010 it is expected that there will be more than 60,000 permanent residents as well as some 4,500 visitors a day.
