As part of our approach, we needed to ensure that a longer-term brand and placemaking strategy could be delivered locally whilst also considering the emerging infrastructure. We conducted a full market review against comparable global destinations, looking at their attractions, tenant mix, audience profiles, user trends and accessibility to identify the critical components to making this a unique place for Dubai and beyond. With the destination’s ‘never sleeps’ reputation, our ‘Always On’ concept was developed to signify One Central’s status as a hub of international finance, trade and commerce.
Our events strategy focused on a curated programme of large scale, headline-grabbing events through to smaller, more themed and partner collaboration events, alongside a proposed budget and recommended delivery partner.
Following our appointment and strategic delivery, One Central has successfully established itself as an award-winning global destination, strategically positioned at the crossroad of international trade, finance and business.