Credits: Independent Studio | Creative Director: Amal Al Marri
"Salt Camp is a collection of our favorite moments." - Full project here
Selling itself as the Most Beautiful Building on Earth, the Museum of the Future is "an exhibition space for innovative and futuristic ideologies, services, and products." To celebrate the opening of one of Dubai's most famous landmarks, SALT decided to camp next to it.
Based on Salt Camp initial pop up, the new design is inspired by the museum's ideology, tone of voice and branding. The visual identity is inspired by the most beautiful horizons of our camping journey- the line where the Earth's surface meets the sky. Just like the horizon, the new identity is a meeting point between Salt Camp and the Museum of the Future - an exploration of the outdoors and a spectacle of the world onto the future.
Same as our previous pop up, we divided the space into different zones, each zone with a specific meaning and experience. However this time, we wanted these sets of experiences to tell a story, leave a lesson and encourage our community to discover and build a better future. We designed posters, created retail items and engaged in several activations to promote the Museum's mission & values.
Also, we wanted to enhance this transition between the past and the future. And what better way to do it more than by promoting the culture and the local traditions of the country? Showing where we were and where we are today. In order to do so, we covered the concrete on site with sand and brought camel's wearing co-branded outfits to welcome our guests.
Campaign Creation, Research, Strategy, Marketing, Brand Identity, Space Branding, Packaging
Date: 2021
