RICHMIND UNVEILS OOH CAMPAIGN FOR ZAHA HADID ARCHITECTS IN DUBAI

Richmind, a curated premium developer, is making a striking entrance into the UAE market. Ahead of the launch of its brand and inaugural flagship project, they have unveiled a disruptively original marketing campaign that is already turning heads.

Ditching the traditional real estate playbook, Richmind has introduced a stunning concept on billboards at SZR and Hessa St, with the hero of the design being an original sketch by Zaha Hadid architects. No glossy renders, no skyline imagery, no direct sales messaging — just conceptual art. This minimalist yet powerful approach is unlike any design previously showcased by any developer, and the move seems deliberate given that it is sparking curiosity amongst the general public.

Far from a mere marketing stunt, this initiative is a conversation starter. By leveraging artistic brilliance instead of conventional property visuals, Richmind is reimagining how premium developments are introduced to the world. The campaign is already generating intrigue.

“For this billboard design, we felt the most obvious thing to do is let the artists who breathe life into our products shine. They are true masters of their craft so it would be a disservice to ourselves not to put that front and centre,” said Hamza Bukhari, Marketing Director, Richmind. “We truly want to live our brand values, not just have them on paper. I’m convinced our audience will understand what our ethos stands for and you’ll see more of that reflected in our work in the near future”.

The hoardings will be live starting February 19, 2025, adding to the anticipation surrounding Richmind’s upcoming brand launch and VIP meet.