AdvertisingCreativeDigitalFeaturedMarketingNewsThe Work

Meraas’ campaign draws a new canvas of creative living

By Jalaja Ramanunni

Meraas has launched a marketing campaign for its Design Quarter at Dubai Design District (d3), the latest flagship offering from Meraas.

Traditionally, real estate marketing in the region has relied heavily on celebrity endorsements, beautiful imagery and luxury gifts to attract interest. Design Quarter at d3 is designed to be a creative hub, a place where artists, designers and creatives can live, work and collaborate.

Mirroring the living experience it portrays, Meraas’ campaign brings an element of fun that residents can expect in the community.

Meraas collaborated with three artists to launch their advertising campaign. Meraas’ Instagram account features short video clips where the artists – animator and graphic designer Sebastian Curi, illustrator and animator Miguel Camprubi and artist and illustrator Brolga – speak about the collaboration.

Khalid Al Malik, CEO, Dubai Holding Real Estate told Campaign, “Design Quarter at d3 is not just about redefining living spaces, but also about redefining living experiences. It was critical for us to evaluate how we communicate these experiences and immerse our customers in the community we are promising. When building our campaign, we aimed to embody the creative, energetic and inclusive spirit of Design Quarter at d3 – a home uniquely curated for the city’s creative community. We collaborated with young emerging artists to reimagine the project and use their creativity to launch our advertising campaign to market. Launching by the creative community is a testament to our belief in embracing creativity and making it a way of life.”

Design Quarter at d3 is the latest addition to Meraas’ portfolio of mixed-use communities, following City Walk and Bluewaters. The project is the first residential offering at d3 and its first phase will have a total of 558 units. The project’s architectural design is inspired by d3’s industrial heritage.

Malik adds, “At Meraas we are revolutionising the way we think about real estate. With the launch of Design Quarter at d3, we want to encourage people to embrace creativity and make it a way of living. We are pioneering a new era of imaginative and innovative living spaces that are redefining the very concept of ‘home’.”