Latest news with #brandedresidential
Gulf Business
a day ago
- Business
- Gulf Business
BRABUS Island launch transforms Emirates Palace in 48 hours
Image: Supplied BRABUS Island, the first-ever branded residential project by German high-performance brand BRABUS, made a dramatic entry into the Middle East with a high-octane launch event at Emirates Palace. The unveiling, developed by Cosmo Developments – powered by Reportage Group – was brought to life by creative agency Innovation Crew, tasked with executing a fully immersive brand experience within tight venue limitations and an even tighter deadline. The brief was ambitious: convert one of the most opulent venues in the world into a signature BRABUS experience. The challenge? No structural changes allowed. The transformation had to reflect BRABUS' iconic black-on-black aesthetic, all within 48 hours. 'We had just a few days to finalise the creative, plan the journey, source materials, rehearse, and execute,' said Sony AbdelMohsen, general manager of Innovation Crew. 'When they told us they wanted to dim the gold, I laughed. But they weren't kidding – and neither were we, once the brief was in.' Sony AbdelMohsen, general manager of Innovation Crew At the time, Innovation Crew was already handling eight major campaigns across eight countries. To meet the deadline, the agency mobilised over 50 specialists across production, design, technology, and guest experience. Additional team members were flown in from Riyadh and Cairo to reinforce the Dubai-based core team. Leadership remained on-site to oversee every phase of execution. To reflect the BRABUS brand DNA, the agency sourced bespoke materials from across the UAE – from carpets and cutlery to furniture and textiles – all designed to match the brand's minimalist, high-impact palette. Emirates Palace staff coordinated closely with the production team to ensure installations adhered to strict preservation standards. Read: 'We couldn't alter the structure, but we had to silence it,' added Sony. 'Every shadow, spotlight, and surface was calculated. And if black plates and cutlery were missing across the UAE in April or May, you can probably blame us.' The result was a striking, multi-sensory experience that captured the essence of the BRABUS brand while fully respecting the heritage of the venue. The event achieved strong digital momentum, with widespread organic impressions across social media platforms, and has since been recognised as one of the year's most commercially successful real estate showcases. Innovation Crew is no stranger to executing standout experiences. The agency's portfolio includes some of the region's most high-profile activations, such as the Pepsi Titan takeover at Ain Dubai, ADNOC's Youth Centers closing ceremony with CAF, British Petroleum's West Nile Delta launch, Philips' Guinness World Record event at the Pyramids, and the opening of BSH's first factory in Africa.
Zawya
4 days ago
- Business
- Zawya
Innovation Crew transforms Emirates Palace in 48 Hours for BRABUS Island launch
UAE: BRABUS Island, the first ever branded residential project by German performance brand BRABUS, made its regional debut in April with a high-speed launch at Emirates Palace. Developed by Cosmo Developments - powered by Reportage Group - the concept was unveiled at an event produced by Innovation Crew, who were tasked with delivering a fully immersive brand experience under strict venue and time constraints. The event introduced one of the boldest real estate concepts in the region. The brief was clear: transform one of the world's most iconic venues into a trademark BRABUS experience. No walls could be touched. The brand's bold, black-on-black aesthetic had to be felt in every detail. And it had to be done in 48 hours. 'We had just a few days to finalize the creative, plan the journey, source materials, rehearse, and execute,' said Sony AbdelMohsen, General Manager of Innovation Crew. 'When they told us they wanted to dim the gold, I laughed. But they weren't kidding - and neither were we, once the brief was in.' At the time, the agency was already managing eight large-scale campaigns across eight countries. With just 48 hours on the clock, the transformation was delivered on schedule. Additional crew were flown in from Riyadh and Cairo to support the Dubai-based team, with more than 50 specialists managing production, design, guest experience, and technology. Innovation Crew's leadership was also present on-site throughout the execution. To match BRABUS' signature black-on-black aesthetic, custom materials were sourced across the UAE, including carpets, furniture, cutlery, and textiles. Emirates Palace staff worked in close coordination with the agency to ensure all installations respected the venue's preservation guidelines. 'We couldn't alter the structure, but we had to silence it,' added Sony. 'Every shadow, spotlight, and surface was calculated. And if black plates and cutlery were missing across the UAE in April or May, you can probably blame us.' The result was a powerful sensory environment that brought the BRABUS universe to life without compromising the heritage space. The launch sparked significant digital traction, generating organic impressions across social media and online platforms, setting the benchmark for future branded real estate projects. It has been recognised as one of the most commercially successful real estate showcases of the year. This was not Innovation Crew's first moment in the spotlight. The agency is behind some of the region's most talked-about experiences, including Pepsi Titan's iconic takeover at Ain Dubai and other landmarks in the region, ADNOC's Youth Centers closing ceremony in collaboration with CAF, British Petroleum's West Nile Delta launch, Philips' Guinness World Record event at the Pyramids, and the opening of BSH's first factory in Africa. About Innovation Crew Group Innovation Crew is a regional BTL powerhouse with a presence across the MENA region, specializing in high-profile brand launches and immersive experiences. With teams in Dubai, Cairo, and Riyadh, the agency is trusted by brands like Pepsi, Lay's, Samsung, Nissan, and Total Energies to deliver seamless, high-impact execution when it matters most. Website: For more information or interviews, please contact: Your Wordsmiths - Content & PR Neha Kaul neha@
Zawya
16-07-2025
- Business
- Zawya
Dubai welcomes the world's first olympic champion-branded residence by LEOS Developments in partnership with Tom Dean
Dubai is experiencing a rapid rise in branded residential developments, with over 140 branded projects set for delivery by 2031, marking a 160% growth in the segment over the last decade Dubai, UAE – LEOS Developments has announced the launch of Hadley Heights 2, a new residential project in Dubai Sports City and the world's first branded residence developed in partnership with an Olympic champion. The Olympic edition project is co-branded with three-time gold medallist Tom Dean and is designed around the principles of performance, wellness, and innovation. The partnership marks a new chapter in branded real estate—one where athletic excellence meets aspirational urban living. Drawing on Tom Dean's elite sporting experience, Hadley Heights 2 offers a full suite of Olympic-level amenities, including AI-powered gyms, rooftop running tracks, outdoor CrossFit zones, immersive sports simulators, wellness parks, and play areas for children. 'As Dubai continues to evolve as a global centre for innovation and wellness, we believe communities should reflect that ambition,' said Rui Liu, Chairman and Founder of LEOS Developments. 'Our partnership with Tom Dean brings a new level of authenticity and inspiration to the project. Hadley Heights 2 aims to create a residential experience that supports physical wellbeing, personal growth, and meaningful connection—values that resonate with today's residents and tomorrow's leaders.' Building on the early success of Hadley Heights (Phase 1) in Jumeirah Village Circle, t [1]  The arrival of Hadley Heights 2 is well-timed to meet this growing demand for branded, high-quality, lifestyle-driven developments that cater to both end-users and long-term investors. Strategically located in Dubai Sports City, the development offers direct access to major roads, including E311 and Hessa Street, as well as proximity to both international airports, Dubai Marina, and Palm Jumeirah. The upcoming Yellow Metro Line is expected to enhance connectivity further. The surrounding area includes international schools, golf courses, and elite training academies, making it a sought-after location for families and investors. Hadley Heights 2 sets a new benchmark for futuristic sports living in Dubai Sports City. Engineered for tomorrow's champions and shaped by one, this visionary development fuses bold, aerodynamic architecture with next-generation wellness, performance, and digital innovation. About LEOS Developments LEOS Developments is the only truly British real estate developer to achieve outstanding success in Dubai's highly competitive mainstream property market. With deep roots in prestigious UK heritage and an impressive portfolio of landmark developments in London, LEOS has uniquely positioned itself as the fastest-ever developer to earn Master Developer status in Dubai, setting new industry benchmarks for speed, innovation, and execution. An official AFC Bournemouth Premier League sponsor, LEOS Developments specialises in residential, commercial, and mixed-use developments, offering an end-to-end suite of services, from land sourcing to asset management. With a growing portfolio of world-class communities in Meydan, Jumeirah Village Circle, Jumeirah Village Triangle, Dubailand, and Greenwood Royal, LEOS continues to redefine global real estate standards, blending authentic British excellence with exceptional performance. To know more about LEOS Developments, visit For media inquiries contact: Kashish Punjabi | Amjad Mkayed Ruder Finn Atteline Email: leos@
