The brand strategy behind DAMAC's Chelsea Residences
Campaign Middle East spoke with Amira Sajwani, Managing Director of Sales & Development of DAMAC Properties and Todd Kline, President – Commercial, Chelsea Football Club to uncover the 'why' behind the branded residence.
'To be at the forefront of branded residences, bringing different brand identities into our projects is something we're very passionate about,' Sajwani said.
To explore this interest, she stated the next arena that the group wanted to explore was health and longevity. 'This is a goal that aligns with the UAE's vision over the next 10 years as well,' she said, in reference to the UAE's National Strategy for Wellbeing 2031.
Further building on this, Kline spoke to Chelsea's incentive behind the partnership. 'While Chelsea is a football club at heart, we really are a lifestyle brand,' he said. 'This project is a great brand extension to actually have our fans and football fans in general to be immersed in all things Chelsea.'
Kline stated that DAMAC was an obvious choice to partner with to bring the Chelsea brand to the world. 'There's a very small percentage of our fan base that will actually get a chance to come to Stamford Bridge, or meet a player,' he said.
'A brand such as DAMAC is synonymous with luxury, design and craftsmanship and that's something that speaks right to the heart of what Chelsea FC is all about,' he said. 'To push the envelope and do things that have never been done before.'
Both brand ambassadors said that creating an immersive experience into the Chelsea FC brand is another factor behind the Chelsea Residences.
Sajwani listed several tailored amenities that the property will offer to consumers in the region. This includes a rooftop Chelsea FC branded football pitch, a fitness club that will offer the same treatments as Chelsea FC footballers and more.
'Consumers can expect the project to be as quirky as having the building light up every time Chelsea scores a goal,' Sajwani said.
Looking ahead, DAMAC and Chelsea FC plan to bring more experiences to audiences in the region and the UK over the three-year agreement leveraging the Stamford Stadium, social media campaigns, and digital experiences.
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