BRASH - Destination and Hospitality Portfolio 2024
BRASH - Destination and Hospitality Portfolio 2024
BRASH - Destination and Hospitality Portfolio 2024
Introduction to Brash
Bespoke Methodology
Project Experience
Established in 2007
We connect every stage, from initial idea to activation. Through integrated We can increase your asset value
strategic consultancy, we:
We engage with every partner and component. realise visions We can enhance your brand reputation
We’re experts, especially in UHNW, luxury and future trends. position brands We can maximise your price point and sales volume
implement experiences
We understand complexities: commercial, corporate and civic. in order to elevate ambitious We can help redefine your category & sector
places and destinations
We’re a network, with an ecosystem of world-class partners. on the world stage. We’ll create platforms to grow regional & global presence
We’re global, with flagship projects in over 20 countries. We’ll give you leading-edge sales and marketing experiences
To lay the foundations for success, the first step we Using the insights from the first stage, we begin to Insights & vision
take on every project is to pinpoint problems and ideate. Drawing on our team of experts, we distill and Brand code
challenges. Working together, we’ll identify the knowns define the position and vision of the project before Brand architecture
and the unknowns, so we can ignite strategies and conceptualising a bespoke brand solution that visually Naming
Creative expression
solutions that will have a lasting impact. expresses your difference.
Design system
Digital design & development
iNTEGRATE iMPACT Photography, film, cgi, VR
Art direction
With the brand finalised, it’s time to integrate the vision The final stage is to implement everything we’ve done Copywriting
into a tangible plan. Using strategic thinking, we map out to craft and deliver a suite of impactful creative Print & literature
how to deliver the brand across various communication collateral. These assets will start the conversation Environments & signage
channels, so we can build engagement with customers Comms strategy & journey
between you and your audiences, setting your brand up
and employees and grow your global presence. Digital roadmap
for success as you step out into the world.
Internal engagement
Insight
Although Chelsea Barracks had aroused Located on the site of the Chelsea Barracks in London SW1 and promising
spacious city residences with the facilities of a country estate, this critically
controversy with an earlier masterplan proposal, a
acclaimed project remains the UK’s most expensive development.
new architectural scheme designed by British firm
Squire & Partners gave us the opportunity to create a Since the start, funding from Qatari Diar exacerbated the negative press
around foreign buyers of UK sites. So, after winning a pitch off the back of
destination brand that would capture the site’s our work with Emaar Group, we got involved early in the planning and
illustrious past and future legacy. placemaking process, conceptualising ‘London reborn’ – a strategy that
would mitigate any bad press by becoming a pivotal philosophy at the heart
of this destination brand.
Idea
A crucial first step was establishing the name. Although Chelsea Barracks
had attracted a lot of unwanted attention with its earlier masterplan, our
Guided by ‘London reborn’ – the best of London, insights showed that the positive heritage associations of the original
made in London – a unique and authentic brand name would far outweigh the negatives in the long run. That historical and
cultural connection helped create an undeniable sense of place, which led
experience unfolded. Rooted in history but with a us to create a respectful solution that felt quintessentially British.
modern edge to appeal to buyers, the
architecture and brand creative delicately
balanced the traditional and the contemporary:
the past and the future.
Impact
Solution:
Much like the exclusivity Mayfair represents, the vision was to create the most expensive and
unique residential development in the whole of London. This involved having the greatest
visionaries reimagine the grandest styles into a quintessentially British expression. Caudwell
knew they needed to assemble the best of the best.
So alongside New York-based architect Robert A. M. Stern, Paris-based interior designer JP
Molyneaux, and Indonesian-based spa designer Bensley, we worked with Caudwell to develop
a core brand concept that encapsulated their ambitions. We called it ‘The Finest Forever’.
Outcome:
From the unprecedented scale and elegance of the design and interior through to the Portland
stone façade that contributes to Mayfair’s conservation area, everything about 1 Mayfair
exudes excellence. Not to mention exclusivity. Comprising of a collection of penthouses,
apartments and townhouses costing approximately £10,000 sq/ft, plus residents’ amenities
including a spa, pool, gym and library, the planning required to deliver such grand floorplans is
something that will never be granted again.
This raises the bar for super-prime property not just in London, but on the global stage. There
are very few agencies who are genuinely able to work in this world-class space. So we are
proud to partner with Caudwell and help ignite the creative vision behind London’s most
desirable residences.
The brand has global ambitions in mind for the brand. Brash created the name Tulah.
‘Tula’ in Sanskrit meaning balance and ‘ah’ meaning relaxation. After all this is a brand
dedicated to the mind, just as much as body. The brand is soft and human, yet feels set
in the future through its purity, allowing the individuality of the resort to come through
and complement.
Insight:
Being the flagship project for Piramal Realty, it was imperative that Piramal Aranya
presented and amplified the greater ambition and vision. Our challenge was to create
an opportunity in a saturated market in South Mumbai, India.
We considered Piramal Aranya’s incredible location and potential. Taking inspiration
from the name Aranya - which means forest - and the heritage of the location’s
cosmopolitan spirit as it is set overlooking the botanical gardens, we created an
organic and natural brand to drive the experience. The brand demonstrates that in the
ultra-premium property market class, style and substance can outshine pomp, flash
and ostentation.
Idea:
We carefully considered spaces that provide a perfect perspective on life, making the
discerning residents one with the world that surrounds them - a celebration of life,
family and accomplishment.
Inspired by the heritage of Byculla and the cosmopolitan living, a motif was created as
part of the visual language which is used throughout the look & feel. It is luxurious and
fluid, with a multi-purpose usability, such as typographically, as a pattern and
embellishment.
Impact:
Opportunity:
Piramal Realty recognised a market demand for a lifestyle community that would provide
residents with a deep connection to nature without sacri cing modern amenities. The company
aimed to create a brand that would stand out in an increasingly saturated marketplace, while
simultaneously enhancing Piramal's reputation as an innovative real estate developer.
Approach:
With a vision to infuse life and energy into the identity of the new community, the team
developed the name and brand "Vaikunth." This brand encapsulated the essence of the project
– a harmonious blend of nature and modern living. To assert its position in the crowded
marketplace, the team executed a comprehensive branding strategy, leveraging both online and
o ine platforms to connect with potential buyers.
The community was designed to promote a peaceful coexistence with nature, featuring open
spaces, lush greenery, and sustainable practices, while also o ering state-of-the-art facilities
and amenities. To visually represent these concepts, the Vaikunth brand was created with a
vibrant and dynamic identity that resonated with the target demographic.
Impact:
The introduction of "Vaikunth" had a transformative e ect on Piramal Realty's market standing.
The brand struck a chord with customers looking for a living experience that embraced nature,
and the community rapidly gained popularity. The successful branding and unique positioning of
Vaikunth simultaneously boosted the reputation of Piramal Realty, emphasising its capability to
create and deliver innovative and appealing real estate solutions.
Opportunity:
The heart of the city presented a perfect canvas for SD Corp to construct a symbol of luxury
that would rede ne the urban skyline. The opportunity lay in developing a 50-storey
architectural marvel that would not only stand as a beacon of luxury living but also seamlessly
blend with the city's existing architectural landscape.
Approach:
With a commitment to world-class craftsmanship and cutting-edge design, SD Corp assembled
a team of skilled architects and designers. The design principle revolved around harmoniously
integrating aesthetics and functionality, positioning The Imperial Edge as a seamless extension
of the city's skyline.
Each residence within the tower was designed to re ect luxury in every detail – expansive
layouts, premium nishes, and state-of-the-art technology. An array of high-end amenities,
including a spa, tness centre, and private cinema, were incorporated, further enhancing the
lifestyle o ering.
In terms of exterior design, strategic use of contemporary design principles ensured the
building didn't just stand out but also melded seamlessly with its urban surroundings.
Impact:
The Imperial Edge, post-completion, will stand as a testament to the architectural prowess and
vision of SD Corp. It will rede ne luxurious living, setting a benchmark in the city's real estate
sector. Its stunning design has drawn signi cant attention, with each residence becoming a
sought-after address, thereby a rming SD Corp's ambition of crafting an architectural marvel.
The project will signi cantly enhance SD Corp's reputation as a leading player in high-end
property development, setting the stage for similar ambitious projects in the future.
Approach:
Marina Di Ventimiglia is the latest development from Marina Development Corporation (MDC). As one of the globe’s
best-performing private equity groups, MDC’s core aim is to create socially conscious and sustainable destinations
that elevate local communities and attract international tourism; all while regenerating otherwise forgotten pockets of
the Mediterranean.
Since 2018, we have worked in close collaboration with MDC. On the one hand, we’ve helped shape and evolve their
company’s overall ambitions. On the other, we’ve helped bring their vision into being by building ultra-premium brand
experiences for developments that revive Riviera living.
For this project, we worked with MDC to breathe life into Marina Di Ventimiglia. Overlooking the new marina operated
by Ports de Monaco on the Western Ligurian Riviera, Marina Di Ventimiglia aims to regenerate the local area while
creating an ultra-premium destination for international visitors.
Solution:
Presenting a rare opportunity for us to ideate a mixed-use destination and experience in a crowded yet bland market,
our role was to create a name, positioning and identity for this destination. Aware that other Riviera ports had
established appeals developed organically over time, the brand we created – Borgo del Forte, Marina San Giuseppe –
positioned the destination as a new chapter in the region’s story: a fresh take on ‘Riviera Living’ that delivers a curated,
considered and complete experience underpinned by provenance and heritage.
Anchored by a high-end residential and hotel facility, the project also includes transforming the city’s Piazza Del
Costituente into a centre for culinary excellence. While the creation of Borgo del Forte Campus with its international
school, accommodation, sports facilities and events space contribute to the area’s overall regeneration. This
combination of multiple experiences grounded by strong and relevant pillars (wellness, culture, leisure, arts and
philanthropy), creates a hugely desirable journey and experience: one that ultra-high net worth individuals looking for
a ‘second home’ lifestyle want to be a part of.
Outcome:
From brand ideation and creative expression right through to strategic approach and execution, our
long-term collaborative partnership with MDC has shown them how to bring their ideas into reality.
As well as fully realising their initial destination vision through the Borgo del Forte brand, we hope to
continue supporting MDC as they uplevel local communities and create future legacies by
combining prime real estate, hospitality, wellness and lifestyle offerings.
Approach:
Delivering three tourism communities along the Red Sea Riviera with a focus on ultra-luxury wellness,
AMAALA is one of the first giga-projects announced as part of Crown Prince Mohammed bin Salman’s
Vision 2030. When we were asked to collaborate on the destination branding for such a cutting-edge
project, we knew we had a unique opportunity to awaken the world’s imagination and unveil a new
dawn for the Kingdom of Saudi Arabia.
So, working directly with the Executive Leadership team to capture Crown Prince’s vision, we started
by introducing the name AMAALA. Meaning ‘purity’ in Sanskrit and conveying ‘new hope’ in Arabic, it
perfectly aligned with the purpose at the heart of Vision 2030, setting the tone for the aspiration and
magnitude of the destination.
Solution:
As a world-class health and wellbeing retreat in one of the most isolated places on the planet,
AMAALA is both a hidden jewel and a place for personal transformation. So, because the role of brand
in destination and placemaking is to create a sense of place that audiences can connect with, it was
important to unite the aspects of location and personal journey into an unforgettable experience – one
that’s perfect in all its detail. The idea of ‘Captivating Radiance’ emerged to underpin the narrative in
which sustainability is a cornerstone.
To continue to inspire and awaken people’s imaginations, we also planned an immersive launch event
at the Oceanic Museum in Monaco where visitors could be part of a CGI experience mapping whales –
a nod to the warm, clear water and abundant marine life the Red Sea Riviera has to offer.
Outcome:
With phase one set to be finished by mid-2024 and a full completion date of 2027, AMAALA will soon
be the world’s finest luxury tourist destination that’s hidden in plain sight. Easily accessible by air, road
and sea, it also opens up the Red Sea to super yachts, which will extend the Mediterranean season by
another four months, mitigating the need for the world’s elite to cross the Atlantic to the Caribbean.
Looking ahead, we are continuing our commitment to Saudi Arabia’s Vision 203o as we work on the
Riviera’s overall placemaking through the Red Sea International Airport project.