Oct 2010
On 4th October 2010, Dohaland* Qatar launched its flagship 35 hectare property development, Musheireb**, at Exporeal*** Munich 2010.
This 3 day exhibition was a very important moment for Dohaland as it was the first international show that the company was attending and the first time that the Musheireb project was being introduced to the European market.
Dohaland approached Action Impact to design and deliver a 150sqm experience that not only showcased their flagship development, but also reflected the architecture, history and heritage of Qatar. The space was to be converted into a beautiful gallery where visitors’ curiosity and intrigue about Qatar was balanced with the need to create a positive environment for Dohaland to conduct business development and brand marketing.
Action Impact wanted to create a stand that was reminiscent of the streetscapes of Doha; visitors would feel like they are no longer at an Exhibition in Munich, rather walking through the streets of the Musheireb project in Doha. To achieve this, Action Impact took inspiration from the human senses and Qatari architecture. Every wall, graphic, visual, artifact, lighting, projection, material and colour were carefully considered, detailed and positioned to collectively ensure the true representation of Dohaland and Qatar.
Every element on the stand told a story; the stand structure and design was reflective of Qatari architecture, the soft lighting peering through the beautiful Qatari inspired Mashrabia ceiling represented the warmth of the Doha sun, the graphics and artifacts allowed visitors to interact with Qatar’s past and Dohaland’s vision for the future, the AV and projection complimented the graphic journey from the past into the future and last but not least at the heart of the stand was a striking wood-based model of the Musheireb project.
Attracting ongoing attention from visitors and media alike, there was no doubt that the Dohaland stand at Exporeal 2010 was a success.
*Dohaland is a subsidiary of Qatar Foundation for Education, Science and Community Development and was set up in April 2007. Dohaland is an advocate of Qatar Foundation’s aspirations and ideals which will create leading edge urban living concepts that build on traditional Arabian architecture and design and contribute to the social and cultural heritage of Doha. Aligned with 'Qatar National Vision 2030' led by His Highness Sheikh Hamad bin Khalifa Al Thani, Emir of Qatar, Dohaland’s mission is to enhance and contribute to the social dynamism, cultural heritage and quality of life in Doha, Qatar and beyond.
** Musheireb is a 35-hectare site which will transform the architectural centre of Doha the capital city, recreating a way of living that is rooted in Qatari culture. This project will be recognised worldwide as defining a new architectural language for the 21st century. The project Musheireb was created to bridge the gap between the historic Doha of the past, and the leading, global metropolis it is today. This project maps what made Qatar’s traditional architecture and urban planning work well in the past, and applies what it has learned to for a sustainable and beneficial community of the future.
***Exporeal is the largest trade fair for commercial real estate and investments. Now in its 13th year, Exporeal is held on a yearly basis in Munich Germany and attracts more than 35,000 property experts from 73 countries coming together in one place for three days.
