Simple in conception, difficult to execute, the vision and ambition of Etihad is clear and unequivocal – to be the best.
It was our job to help them achieve it. In 2008, the airline put together a consortium of agencies, each charged with a role in developing, designing and delivering the highest possible standards of customer experience. Our role? To act as the central point of contact and control, establishing the core creative strategy and ensuring that the whole creative project ‘glued’ together.
We started with an extensive ‘co-creation’ process that helped us understand what the ‘future of flight’ might be, Then came the creative idea – ‘a luxury boutique hotel with Arabic modernism’.
‘a luxury boutique hotel with Arabic modernism’
Reflecting the attitude and aesthetics of Abu Dhabi, the idea was to create a world that expressed excellence, authenticity, diversity and luxury. True to the heritage of the region, yet international and contemporary in outlook, the idea and its execution represented the best of the best.