MECSC (Middle East Council of Shopping Centres Annual Convention )
DATE
:
APRIL 21-22, 2008
VENUE
:
DICEC, DUBAI, UAE.
THE OBJECTIVES
Nakheel, Dubai’s master developer of the iconic “Palm Trilogy” and world class shopping destinations participated in the annual Middle East Council of Shopping Centres.
The objective was to officially promote Nakheel Shopping Malls (NSM) as the retail property division of Nakheel, providing the planning development and management services to maximize retail opportunities within its residential developments.
In addition, to promote existing retail projects and unveil new projects being developed to include:
- Ibn Battuta Mall redevelopment
- Palm Mall Jumeirah
- Palm Mall Deira
- Great Mall Dubai
- India Mart
THE CHALLENGE
To meet the demands of the dynamic global market targeting the retail community and media, the stand must showcase the Nakheel brand creatively; it must be visually impactful and interactive which tells the story with a lasting impression.
The design should create a statement about the vast retail space being developed over the coming years, which is the largest in the region. Apart from that, the build up for the exhibit was only two days but in normal circumstances, a double storey stand of this size would take more than the allotted time.
THE SOLUTION
The combination of branding and ingenuity in our design earned our client’s approval. We were able to showcase the projects and provide receiving and meeting areas. To address the requirements, we developed the stand showcasing the five projects with a private VIP lounge on the second level.
The highlight was the floating canopy, combining light-weight materials and integrating the logo and the corporate colors, a visual display of technical innovation, originality and creativity. The proper lighting effect in the cozy business environment made guests more welcomed. We assembled the stand in only 50 hours. The high quality stand demonstrated the skills and craftsmanship with proper planning, sequence and coordination. Hence, we have accomplished the client’s needs and exceeded their expectations.
