JTI Dubai Lounges
Engaging Moments of Pleasure
Brand Environments
Brief
We were asked to develop and deliver a series of lounges at Dubai Airport as key, strategic consumer-facing experiences to support a major local market launch for Ploom.
The challenge was to build brand awareness, communicate the stories and product ranges, and reinforce their premium positioning – while creating welcoming spaces for brief moments of enjoyment for a transient, culturally diverse mix of travelers.
Big Idea
We broke away from the convention of sterile, uninspiring airport lounges, creating a distinct design languages for three brands – Winston, Camel, and Ploom – each brand concept designed to express unique character, with lounges developed to enable each to coexist harmoniously within the same environment.
Underpinning the designs were a series of signature brand touchpoints for each brand, enabling visitors to interact with products and stories through light-touch engagement and education tailored to the average five-minute stay.
Result
Eight lounges have now been opened, totalling more than 10,000 sqm across four airport terminals. Jordan Design oversaw the entire concept design, design development, prototyping, managed delivery and on-site installation.
- Creative, Design & Spatial Strategy
- Concept Design & Development
- Architectural Development
- Project Management & Installation
