A’Thuraya City | MOHUP
Majestic by nature
A’Thuraya City rises as an earthly star, poised between the mountains and the cosmos. Fifth Estate was commissioned to define the identity, narrative and brand system for this landmark development, translating its celestial meaning and royal significance into a living, inhabitable vision. Conceived as the most premium neighbourhood in Muscat, A’Thuraya is positioned as a place of elevation in every sense: geographic, emotional and cultural. The brand sets the foundation for a city that invites residents to ascend, connect and live among the stars.
- Brand Naming
- Brand Strategy
- Brand Identity
- Brand Collateral
- Brand Video
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With the vision established, Fifth Estate’s role was to give A’Thuraya City its gravitational pull. This was not simply about branding a place, but about crafting a mythology capable of guiding how the city is experienced, remembered and revered. Drawing on the constellation of meanings embedded in the name A’Thuraya, we authored a narrative that frames the city as both a royal legacy and a shared aspiration.
Inspired by the surrounding mountains and the celestial skies above, Fifth Estate developed a comprehensive brand system rooted in three defining ideas: brilliant elevation, majestic connections and natural devotion. These principles informed every aspect of expression, from language and imagery to identity design and tone of voice. The city’s story unfolds with warmth and restraint, balancing regal presence with human intimacy.
Beyond aesthetics, the brand functions as a compass. It guides sustainable design, community life and future growth, ensuring A’Thuraya evolves without losing its soul. The result is a city brand that does more than describe luxury. It elevates it, grounding aspiration in nature, culture and a shared sense of destiny.
Developer: Madinat Al Foutain, Oman
Shaped by Fifth Estate, A’Thuraya City is unveiled as a celestial benchmark for elevated living, positioning Oman’s most aspirational address at the intersection of nature, culture and the future.
A City Aligned to the Stars
Fifth Estate defined A’Thuraya City’s strategic positioning and narrative architecture, anchoring the development in its celestial meaning and royal significance. This foundational work established the city as a legacy project, guiding how elevation, aspiration and identity are expressed across every dimension of the brand.
Where Nature is the Muse
Drawing directly from the mountain landscape, Fifth Estate crafted a visual and verbal identity that celebrates natural devotion. Earth-toned palettes, tactile textures and poetic language combine to honour the environment while elevating it, creating a new vernacular of authentic, sustainable Omani luxury.
