Chelsea Residences by DAMAC

A branded-residences project built out of DAMAC's three-year global partnership with Chelsea FC, positioned around health and longevity and pitched at fans who will never reach Stamford Bridge. Amenities carry the club's identity, down to a rooftop Chelsea pitch and a building that lights up when the club scores, with social and digital experiences planned across the UK and the region.

The brief

Chelsea FC fans around the world, most of whom will never get to Stamford Bridge.

The idea

Out of a three-year club partnership, DAMAC built branded homes themed on health and longevity, with Chelsea identity throughout, a rooftop pitch and a tower that lights up whenever the club scores.

What to borrow

A sponsorship can become a product, letting fans live inside the club's world beyond watching it.

Brand	DAMAC Islands
Agency	Not named on the source
Talent	Not named
Channels	social, digital
Source	Campaign Middle East