Ahead of the launch of its brand and inaugural flagship project, Richmind, a curated premium developer in the UAE, has unveiled a disruptively original marketing campaign that is already turning heads.
Ditching the traditional real estate playbook, the housing developer has introduced a stunning concept on billboards at Sheikh Zayed Road and Hessa St, in Dubai with the hero of the design being an original sketch by the world-renowned Zaha Hadid Architects.
No glossy renders, no skyline imagery, no direct sales messaging — just conceptual art conveyed through a mega outdoor ad.
This minimalist yet powerful approach is unlike any design previously showcased by any developer on OOH media, and the move seems deliberate given that it is sparking curiosity amongst the general public.
