Palm Jumeirah Mall rebrand

Dubai Holding Asset Management retired the Nakheel Mall name and relaunched the Palm Jumeirah shopping centre as Palm Jumeirah Mall, pairing the new identity with a redeveloped wing and a run of dining and design tenants including Home Bakery, %Arabica, Konjiki Hototogisu, Gyu Kaku, Kartell and Lego. The rename repositions the mall as a lifestyle destination for Palm residents and visitors.

The brief

Palm Jumeirah residents and visitors, for a mall that Dubai Holding Asset Management wanted seen as a lifestyle destination.

The idea

The Nakheel Mall name was retired for Palm Jumeirah Mall, launched with a redeveloped wing of fashion, dining and design tenants such as %Arabica, Gyu Kaku, Kartell and Lego.

What to borrow

Timing a rename with new tenants gives shoppers something tangible to notice, so the identity change arrives with a reason to visit.