The Opus brand book by Fifth Estate, render by Zaha Hadid Architects
1. Zaha Hadid Architects (ZHA)
Awe-inspiring in every application, Zaha Hadid’s genius turns ordinary places into extraordinary visions for the future. Fifth Estate has worked across ZHA projects on more than one occasion, including The Opus in Dubai and Oman’s Downtown, a masterplan district within Oman’s Greater Muscat Structure Plan – one of the largest Zaha Hadid masterplans in the region. Our reverence of Zaha’s brilliance and our devotion to storytelling ensures that the details of the design and the inspiration behind the architecture are central to the identities we have created for each brand. As always, Zaha Hadid’s signature style prevails – her undulating forms and striking silhouettes bring drama, melding artform and architecture. This is certainly the case with The Opus [insert link to case study]. A living sculpture, the two towers of the building appear as though they are a single ice cube eroding from the centre as though melting. Zaha’s own celebration of water and adherence to organic forms give this development its exceptional aesthetic, which is why we developed branded assets to honour these details. By creating a brand book that echoed Zaha’s own hand-drawn lines, we heroed her vision while reinforcing the brand itself. When we work on projects with ZHA, we will always aim to echo her aesthetic, genius and unconventional approach in our own contributions to the brand as we are never in doubt of her generation-defining status.
Gilles&Boissier portrait, The Dorchester Dubai interior render
2. Gilles&Boissier
As we worked on the brand identity of the incredible Dorchester Collection Dubai [insert link to Dorchester case study] by Omniyat, we were in the orbit of Gilles&Boissier’s vision. This Paris-based studio specialises in interior architecture, design and the ‘art of living’ and the artistry brought to the interior design of this project combining private residences and a hotel offering was immense. In understanding their vision, we worked to create a brand identity that celebrated the creation, preserving the master brand’s allegiance to elegance and service. Furthermore, there was a clear intention to find a new expression of contemporary Dubai while remaining faithful to the proud heritage that accompanied the Dorchester name. According to the team: “For The Dorchester, Gilles&Boissier create a coherent ensemble where architecture, hospitality and the urban landscape come together to define a new benchmark for contemporary luxury living in Dubai.” Just as Gilles&Boissier accentuated proportions while mastering tasteful opulence, we sought to build a creative expression that found the balance of The Dorchester’s grand gestures and intimate details in every touchpoint to create a cohesive expression that saw interiors, architecture and brand identity seamlessly synergise.
3. Portia Fox
Fifth Estate created the brand identity for One Sankari in Dubai and had the pleasure of weaving through the elegance and opulence Portia Fox brought to the interiors. The exceptional residential project was an exceptionally premium confluence of architecture, design and luxurious lifestyle and the brand we created was crafted to honour the utter excellence and effortless way of life that awaited One Sankari’s residents. Just as Portia Fox’s interiors echoed fluid aesthetics that mirrored the seamless lifestyle on offer, our visual language and verbal identity were consciously crafted to unfold with this same sense of grace. Mirroring the building’s cascading architecture, the brand communicates a feeling between stillness and dynamism, restraint and richness, which acted as an homage to Portia’s exceptional interiors.
Portia Fox via @portiafoxdesign, One Sankari interior render
Just as Portia Fox's interiors echoed fluid aesthetics that mirrored the seamless lifestyle on offer, our visual language and verbal identity were consciously crafted to unfold with this same sense of grace.
One Sankari interior render by Portia Fox
Frequently Asked Questions
Who has Fifth Estate collaborated with in the past?
Fifth Estate has collaborated with a host of ground-breaking developers, brands and designers, including Zaha Hadid Architects, Gilles&Boissier, Portia Fox, Yodezeen, Foster + Partners, Omniyat, Majid Al Futtaim, Ministry of Housing and Urban Planning (Oman), TP Bennett and more.
What is the process of Fifth Estate collaboration?
Fifth Estate often works upstream to developer, architecture and interior design collaborators. Our role often involves understanding the vision for the completed project and building a comprehensive brand identity that honours the inspiration while selling the most compelling elements of the offer. Through our devotion to storytelling, we seek to draw vital elements of a project’s identity into the many branded touchpoints to communicate the richness of the offer to a variety of audiences.
Does Fifth Estate only work on placemaking projects?
No. Fifth Estate has a wealth of experience developing 360˚ brand identities and campaigns for placemaking projects comprising masterplan developments, international hotels, branded residences and entire-city transformations, but this is not the limit of our portfolio. Fifth Estate has worked extensively across numerous government ministry projects, healthcare initiatives and other strategic briefs.
