Shaping The Cityscape: Al Maabar

Global real estate developer, Al Maabar, is working on a number of large-scale projects across Morocco, Jordan and Libya. It wanted to create an innovative showcase for its achievements aimed at both investors and buyers – helping to bring its far-reaching vision to life.

We were asked to create an interactive stand and content that would make a real impact at Cityscape Global, a vast exhibition that takes place in Abu Dhabi every year.

We designed a double deck structure around an unmissable 19-metre curved screen, visible from both floors and playing a tailor-made film telling the story of Al Maabar’s ongoing work.

The sense of theatre was enhanced by an interactive touchscreen project map on plinths and walls around the stand, offering more information through dynamic audio-visual messaging.

Physical models of developments were exhibited on the ground floor, building on the film content to deliver a physical dimension that engaged the senses in a more tangible way. Meanwhile, a series of striking, high impact graphics conveyed strong, sophisticated branding and attracted attention from across the exhibition.

A VIP and PR meeting room on the second floor offered a private space for media interviews and business meetings, as well as a stunning view of the stand and its curved screen centrepiece.

Speaking about the success of the exhibit, the Director of Marketing & Corporate Communications, Karam Annab, said “This innovative stand offers a virtual journey of the Al Maabar story since its inception in 2007 – and showcases the contemporary lifestyle that our developments enable across the region.”