One of the largest and most renowned shopping malls in Qatar, Doha Festival City (DHFC) has decided to engage in a brand relaunch initiative which a primary focus on “geared towards a stronger engagement with the community, creating memorable moments and offering unique experiences”.
Robert Hall, General Manager at DHFC remarked that “Our visitors are who we value the most, the very reason for the DHFC’s existence. The main purpose of this brand relaunch is to create more engagement, making our guests feel like they are truly part of the DHFC family.”
Rather than moving away from the entire brand pillars and philosophy, DHFC will focus on the experiential side with an interactive approach that would stimulate all the five senses of the visitors.
Aligning towards this major tonal shift, the facility has scheduled several events and activations such as DHFC’s Perceptual Art display, formed by a 3D sticker and 50 hanging art pieces delivering “The one and only” tag line with visitors being urged to create memories by taking photos and interacting with the art pieces.
To maintain a sense of mystery and immersive’s across the facility, DHFC’s “The one and only” tagline will be hidden from plain view with visitors being able to see the full message only from a specific vantage point.
DHFC is also partnering with Mazaji FM for an interactive media platform created through a radio show “Ghaddh’a” in Arabic which will be aired daily from 7 PM to 8.30 PM within the mall.
The highly interactive show which will be hosted by Hassan Sager and Ahmad al-Aglan will urge guests to participate in a myriad of competitions and games with celebrity guests joining in every day.
The mall will also feature a host of offers and special deals for guests to celebrate the end of the season. DHFC’s website will provide additional information on its initiatives.
It has also collaborated with the Teal Society for corporate social responsibility (CSR) initiative for October’s Breast Cancer Awareness Month which is sponsored by Jamie’s Italian restaurant, combined with the #FestivalCares and #QatarUnitesUS digital campaigns.
November will see DHFC hold “Fashion Month” with exclusive fashion shows and fashion-related installations featuring local designers, fashion stakeholders, DHFC retailers and guests.