Project Overview
Mall of the Emirates, one of the Middle East's most desirable shopping and entertainment destinations underwent a two-year redevelopment programme with the aim of expanding its offering of high-end fashion and fine dining outlets. The construction took place within the mall iteslf by demolishing an inner courtyard with a fountain, a favourite hangout for families with children. The challenge was to reverse the potential negative sentiment by focusing on what's to come. The campaign included giant billboards covering the walls of the construction area as well as print advertising. 

Work Undertaken
Print & outdoor campaign
Mall interior

Saatchi & Saatchi Dubai

Personal Involvement
Concept creation
Art direction & design

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