September 29, 2019
Al Khiran
The New Pulse of Kuwait
Al Khiran
Going from destination branding to creating the social epicentre of the city.
Tamdeen Group, one of Kuwait’s prominent shopping mall developers, entered Al Sabah Sea City in the south of Kuwait with a clear and forward-looking vision: to create a touristic leisure destination centred around retail entertainment.
Al Khiran is located on the southern coast of Kuwait at the coastal gateway to Al Sabah Sea City, the country’s largest and most ambitious mixed-use destination that aims to attract hundreds of thousands of local and regional visitors and residents.
With its unique location, a 950-berth marina, luxury hotels, a 60,000 square-foot shopping mall, and over 60 dining and leisure components that connect all residents and visitors on a human level, Al Khiran is set to become the epicentre of everyday life at Al Sabah Sea City.
Market insights
Brand strategy
Brand identity
Brand language
Brand story
Brand guidelines
Bringing a master plan concept to life as a positive social scene that connects hearts.
Ninth Space was tasked with creating a brand that would portray an existing and natural lifestyle community of the Al Sabah Sea City and, in doing so, positioning Al Khiran as its heartbeat. The positivity of the brand set a new benchmark for lifestyle destinations in Kuwait, creating an ambience of cosmopolitan charm that married perfectly with the expectations of the region’s younger generations.
The branding work was developed on the “social connectivity” of modern youth and millennials. We developed a brand that can transform and evolve visually without compromising its own identity, creating a brand language that enables our target audiences to understand, resonate with, and engage with Al Khiran naturally and intuitively.
Inspiring people to engage before even breaking ground.
The brand language is able to flex across residential, hospitality, leisure, entertainment, and shopping without feeling segmented or engineered. It has an informality that feels like it was made by its audiences. In doing so, we were able to convey that Al Khiran is their epicentre – the heartbeat of their community and the centre of their everyday life.
Keeping brand longevity and timeless architecture in mind, Ninth Space successfully brought a concept to market, which at the time had not yet broken ground, as it was very much alive already. Al Khiran is already the new pulse of Kuwait – the heart and soul of Al Sabah Sea City.
The brand strategy and brand language demonstrated that traditionally structured and tiered brand hierarchies are no longer necessary as communication tools. Audiences today are intuitively more fluid and able to engage with brands on multiple levels without a need for structure. Al Khiran portrays a natural place that is in fact a strategically engineered destination, evolving over time with its people.
