Approach
When we were invited to develop the brand strategy, the goal was clear: to challenge what branded residences could mean in the UAE, and to create a destination that would stand as a true marker of its time.
Branded Residences Development
MERED Residences Real Estate
Dubai, UAE
When we were invited to develop the brand strategy, the goal was clear: to challenge what branded residences could mean in the UAE, and to create a destination that would stand as a true marker of its time.
Research uncovered two powerful opportunities. MERED's track record in shaping cities and holding developments to an exacting standard offered a foundation for genuine, lasting value in a market where that promise is often made and rarely kept. Pininfarina brought something equally distinct, a proven ability to create work that doesn't date, where beauty is never decorative but always purposeful.
Through a series of collaborative workshops, a shared set of values emerged, connecting both companies at a deeper level. The philosophy that took shape became the guiding truth for the brand: Beauty in Harmony. Timeless Value.
This was an articulation of a belief both companies already held, independently, and had spent decades expressing through their work. Naming it gave the brand a foundation that no amount of competition could easily replicate. The result was ICONIC Residences Design by Pininfarina.
The partnership with Pininfarina proved that when two legacies align around a shared belief, the result is something neither could have built alone and set a new standard for what branded residences in the region can be.
MERED Residences Real Estate & Ninth Space
