Arada, guided by a sentiment of “connected life,” presented a 600 sq. m. exhibit at Cityscape Global in Dubai, UAE. The exhibit, with an open plan that boasts entryways from 360 degrees, involved understated materials in natural finishes that convey Arada’s urban communities created for a modern and connected lifestyle.
“We wanted to really embody the brand ethos. We brought in a multitude of natural elements and focused on balancing what Arada stands for: premium accessibility paired with privacy and an emphasis on green space,” explained Melissa Bayik, Head of Brand, Arada.
Over the course of the event, the stand drew attention from prominent visitors such as HH Sheikh Hamdan bin Mohammad Al Maktoum, Crown Prince of Dubai, and HH Sheikh Mansour bin Mohammed Al Maktoum.
The exhibit design was executed over two full months, with the full scope of the design vision having begun strategic planning more than nine months ago. “We actually developed a signature font for Arada – an open and approachable typography paired with geometric symmetry. It reflects the transformational approach of Arada, and how we intend to positively impact Sharjah and the UAE as a whole,” Bayik continued.
Initially presented at the Arada Broker Awards by Chief Executive Officer Ahmed Alkhoshaibi, Bayik and her team undertook the brand evolution as a way to converse directly with the homeowners and investors of Aljada and of Nasma Residences.
“Arada as a company is evolving, and our presence at Cityscape had a number of focuses. Visitors to our exhibit especially enjoyed the Arada virtual reality experience presenting Sarab, our Garden Homes, the Misk Penthouse, and the Boulevard leading to our crowning jewel: the Central Hub designed by Zaha Hadid Architects,” explained Alkhoshaibi.
“Our tech infusion included the Arada Smart Home center; it showcases how we are integrating advanced Smart Home technology as a service to Arada apartment buyers. Our clients have been extremely engaged with the possibilities presented by our Smart Home focus, specifically the energy savings it allows for,” he continued.