Arada exhibits design ethos at Cityscape in Dubai

04 October 2018

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.


Melissa Bayik, Arada Head of Brand, with team members and Zaha Hadid Architects at Cityscape in Dubai

“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.


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

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 Arada exhibit boasts an open plan with entryways from 360 degrees

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.


Arada’s LED screens projected a variety of brand experiences curated by the design team

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.


The materials selected and natural finishes convey the brand’s modernity and urban essence

“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.


The majlis area allowed for privacy while still maintaining Arada’s spectrum of openness, quality, and light comfort

“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.;

 


The Aljada Central Hub model presented the design by Zaha Hadid Architects put forward in a global competition in March 2018

Related: Arada Vice Chairman HRH Prince Khaled bin Alwaleed presents Aljada’s Central Hub at Cityscape Dubai to HH Sheikh Hamdan bin Mohammed


The Arada virtual reality experience onsite at Cityscape 2018 in Dubai, UAE