The Katara Plaza is a new open-air shopping mall concept in the cultural district of Katara, located at the heart of Qatar’s capital, Doha. Katara Plaza offers a unique world class shopping experience, housing luxury stores and concepts such as Galleries Lafayette and the Middle East’s first Evian spa.
We were brought in help the owners create a strategy to communicate the essence of Katara Plaza – simplicity, elegance, exclusivity and originality. We relish these kinds of tasks where the intrinsic qualities of the brand need to stand out from competitive messaging.
Grow developed the brand strategy which focused on the lifestyle and location benefits of the property. The brand identity combines elements of the Portuguese-style architecture of the project and the letter K which anchors it to Katara. The visual language was built to be applied flexibly, supporting Katara Plaza’s brand proposition.