By Zaha Hadid
The Opus
The Project
The Opus by Zaha Hadid is the most comprehensive embodiment of the artistic vision of the late Dame Zaha Hadid. The Opus marked Zaha Hadid’s debut in the Middle East as well as her final farewell project in the region. ME Dubai is the first ME by Melia hotel in the Middle East and is the only hotel in the world to be designed both inside and out by the late Zaha Hadid.
Fifth Estate relaunched this iconic landmark following the death of the Starchitect. The challenge was to unify three powerful and distinctive brands of Zaha Hadid, Me by Melia and Omniyat to create The Opus, respecting the integrity of each yet creating a seamless and artistic journey.
Project
The Opus by Zaha Hadid
Client
Omniyat
Project Details
96 Serviced Residences
175 Offices
Restaurants & Bars
Entertainment Zone
Discipline
Mixed Use
Location
Dubai, UAE
Architect & Interior Designer
Zaha Hadid
Hotel Managed By
Me by Melia
Opening Date
2020
Value
$460 Million
Impact
Since the launch Fifth Estate has been honoured with numerous international awards and prestigious recognitions for its work on The Opus by Zaha Hadid. In 2020, The Opus by Zaha Hadid and ME Dubai have been rated as the most fashionable and luxurious projects in the region.
Project Scope
- Brand strategy and positioning
- Brand narrative
- Brand identity and visual language
- Brand video & animation
- Bilingual brochure
- Commercial brochure
- Floor plan
- Print & outdoor campaign
Zaha Hadid
Zaha Hadid
A sculptural and emblematic
landmark for Dubai,
imagined by pure genius
The design strategy was centered on the strongest aspect of the project, namely Zaha Hadid, who designed absolutely everything, from the stunning exterior of the building, the impressive lighting of the Void that hollows the building like a cube of melting ice, to the interior and its nature inspired furnishings. The Opus is indelibly and powerfully marked as a Zaha Hadid masterpiece, a true work of art in all its elements.
The Opus by Zaha Hadid, Brochure Cover
The Opus by Zaha Hadid
The Opus by Zaha Hadid, Brochure Spread
Following Hadid’s death, a new set of collateral was produced, to pay homage to her amazing career and contributions to architecture and design.
The Opus by Zaha Hadid, Brochure Spread
Zaha Hadid was inspired by nature, thus the typography incorporates the same natural forms, the undulating curves that marked Hadid as the Queen of the Curve, and the flow and energy present in her work. This in turn allowed the typography to link to the energetic and trendy Melia brand, representing it as cutting-edge, experiential and adventurous, while Omniyat’s philosophy of creating sumptuous livable works of art are embodied in the refined and luxurious feel of the typography.
The Opus Spaces
The strategy was to embody and pay homage to the iconic work of the legendary artist Zaha Hadid, who designed every single aspect, from the exterior to the interior, of this remarkable and unique development. Fifth Estate developed highly artistic and innovative strategic and creative direction which included creative brand collateral that were works of art themselves, highlighting the transcendent nature of Zaha’s design.
Me by Melia
An artistic, curated, creative and glamorous identity that is consistent with the overall brand identity of Me by Melia, as well as the opus by Zaha Hadid.
