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Campaign Middle East
العربية
DigitalFeatured
Hiba Faisal
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Inside the BRABUS Island branded residence launch

Hiba Faisal
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AbdelMohsen says, “We didn’t hire influencers. We invited the kind of people whose presence alone influences. They came, they posted, and they made sure the right audience saw it.”

The launch of BRABUS Island shows how branded residences turn brand DNA into lifestyle experiences beyond property.

Branded residences are fast becoming a frontier for luxury names looking to extend influence beyond their core industries. As Campaign Middle East recently explored Armani, DAMAC, and Mr. C are reframing homes and transforming brand equity to not just a label but a lifestyle. Into this space steps BRABUS – the German performance marque – with its first ever branded residential project, BRABUS Island, unveiled in Abu Dhabi earlier this summer.

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. The ask: deliver a fully immersive brand experience th


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Tags:BRABUSBRABUS IslandBranded ResidencesCosmo DevelopmentsInnovation CrewReportage GroupSony AbdelMohsen
the authorHiba Faisal
Hiba Faisal is a Junior Reporter at Campaign Middle East, part of Motivate Media Group. She handles coverage on influencer marketing and the luxury industry, and is also tasked with the brand’s social media presence. Alongside her daily reportage, she produces and edits video content for Campaign’s digital platforms — including Reels, interviews, and behind-the-scenes features. She specialises in capturing how brands build emotional connections with their audiences by prioritising relevance and authenticity through co-creation and storytelling.
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