The Dubai Design District (d3 for short) is a one-of-a-kind initiative in the world of design. A 20 acre development in the heart of Dubai, d3’s purpose is to provide artists, designers and thought-leaders with state of the art, purpose-built facilities, workspaces, studios and event space to promote, discuss and showcase the very best in the design, fashion, art and luxury sectors.
However, the d3 brand was coming up against enduring perceptions of the limited role of fashion and art in the MENA region, coupled with Dubai’s reputation as an ostentatious, money-centric metropolis. It was proving difficult for d3 to compete perceptually with more organically grown design and art enclaves, such as London’s Shoreditch or New York’s Lower East Side.
Souter/Partners developed a comprehensive brand and digital marketing strategy to help position d3 optimally for both the region and globally. Through the use of a powerful manifesto statement, d3’s purpose and core attributes (UNITE CREATE INSPIRE) formed the foundation for a wide range of brand-based experiential touchpoints that clearly and powerfully positioned d3 as a creative force for the MENA region as well as placing it in the peer set of other global design centers worldwide.
