LAUNCHING GOLD ON 27 - PLAYING ON SOCIAL STATUS AND DUBAI'S LOVE OF ANYTHING NEW.
Dubai’s iconic Burj Al Arab was looking to regain its rightful place at the top table of Dubai’s upscale social scene and as part of the hotel’s re-imagination for the future, the bar Gold on 27 was launched.
HB created the brand identity, visual language and the creative concept. The brand mark was based on the aerial view of an elegant cocktail glass with the name, Gold on 27, on the North-Eastern corner of the glass, exactly where the bar is located within the hotel.
The communication campaign 'The Rest Will Follow' makes a dual reference. Firstly to the unique environment and incredible cocktails available in the bar, ensuring that a great experience is certain to follow. At the same time, given Dubai’s constant yearning for 'the new' the line suggests that one’s social status will be elevated by being seen first at Gold on 27. Be one of the first to experience Gold on 27, Dubai’s hottest bar and the rest will naturally want to follow you.