The Opus by Zaha Hadid | Omniyat
Imagined by pure genious
The Opus by Zaha Hadid is one of the most significant architectural landmarks in Dubai. Conceived as a mixed-use development in the Burj Khalifa district, it stands as the late architect’s first and final project in the Middle East, and the only building she designed in its entirety, inside and out. More than a development, The Opus is a living work of art, bringing together residences, offices, hospitality and culture within a singular, sculptural form.
- Brand Naming
- Brand Strategy
- Brand Identity
- Brand Collateral
- Brand Video
Read more
Following the passing of Zaha Hadid, The Opus entered a pivotal moment. The challenge was no longer simply to launch an iconic building, but to honour a legacy while reintroducing the project to market with renewed relevance and clarity. The task required sensitivity, precision and an unwavering respect for authorship.
Fifth Estate was entrusted with relaunching The Opus by unifying three powerful identities: Zaha Hadid, Omniyat and ME by Meliá. The ambition was to allow each to retain its distinct character while creating a seamless, immersive experience. The positioning reframed The Opus as both a tribute and a forward-looking destination, anchoring the narrative in artistry, permanence and cultural significance.
Visual and verbal expressions were developed as extensions of Hadid’s philosophy. Typography became a central unifying device, inspired by her fluid forms, natural curves and the interplay of light and shadow that defines the building’s void. Imagery, language and composition were treated as works of art in their own right, mirroring the architectural ambition of the structure itself.
Beyond brand expression, the work extended across every touchpoint of the experience. From bespoke print collateral and digital campaigns to immersive site events and international exhibitions, the relaunch positioned The Opus not as another luxury development, but as a once-in-a-generation landmark. The result is a brand that preserves legacy while sustaining desire, ensuring The Opus remains an enduring icon within Dubai’s cultural and architectural landscape.
Developer: Madinat Al Foutain, Oman
Fifth Estate reintroduced The Opus by Zaha Hadid as a cultural landmark, honouring an architectural legacy while shaping one of Dubai’s most iconic mixed-use destinations.
A Legacy Reawakened
Fifth Estate led the strategic relaunch of The Opus, repositioning it as both a tribute to Zaha Hadid and a living, contemporary destination. The narrative balances reverence with momentum, allowing the building’s cultural significance to resonate while maintaining relevance within a shifting market.
Where Architecture Becomes Language
The identity system draws directly from Hadid’s design philosophy. Fluid typography, sculptural composition and controlled contrast translate architectural principles into brand expression, creating a cohesive visual and verbal language that feels artistic, intentional and unmistakably authored.
An Icon, Fully Orchestrated
From immersive launch events and international exhibitions to print, digital and experiential environments, Fifth Estate shaped every touchpoint of The Opus experience. The result is a unified brand world that elevates perception, engages discerning audiences and secures The Opus’s place as a lasting architectural and cultural icon.
