The new mall, situated in the prestigious area of Abu Dhabi, is home to the first Macy’s outside of America and conveniently connects to the high-end Galleria Mall. Working with our friends at The Leap Collective, we created the design strategy for the different stages of the mall opening.

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We updated the identity and made a set of guidelines which included two creative visual stages for B2B and B2C to be implemented over the course of two years.

We created a unique visual narrative by splitting up the pieces of the brand and working them into the brand’s communications as graphic elements.

We included many assets within the brand guidelines including mall fascias and hoardings.