Aug 2007
Action Impact were asked to brand the new offices and reflect on the key messages of Dubai Industrial City and its sub brands. The idea was to create a gallery/museum feel for visitors by presenting the history of Dubai Industrial City throughout the years.
The impressive glass building with light marble floors and beige walls presented a huge blank canvas that needed the addition of a lot of warmth and colour. With this in mind, a stunning bespoke theme was created, making strong use of warm dark wood and large striking steel frames for all the public gallery areas and private meeting rooms. High quality furniture enhances the reception area and a unique industrial touch was added with the creation of some steel plants.
Without a doubt though, the masterpiece of the entire proposal was the commissioning of two spectacular steel sculptures from a specialist artist in LA.
The first of the sculptures dominates the room with two robotic arms encased in a free standing glass and steel structure. This sculpture represents Dubai Industrial City's well known 2006 campaign and includes over 1000 parts sculpted together. The arms are robotic in nature but are inspired by the human hand and by extension they represent the spirit of Dubai Industrial City's creativity and perseverance.
The second of the sculptures is an impressive hanging mobile that elegantly sits within a large atrium space. Spanning the height of 3 office floors and hanging over 12 metres high, the mobile begins with a sphere that represents Dubai Industrial City's global reach. Each section of the sculpture uses industrial imagery and exposed machinery in a fluid, graceful form.
The overall work spirals upward, the gears within each section rolling open and changing as it climbs to greater heights. The sculpture in its entirety represents Dubai Industrial City's growth, change, and adaption in the world of industry.
With some inspirational pieces around the building, Action Impact have captured the brand and created an experience for both visitors and staff alike.
