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Entrepreneur
6 days ago
- Business
- Entrepreneur
Rush, Risk, and Reinvention: Wael Mckee's Views on How Dubai Is the New Canvas for Global Brand Innovation
You're reading Entrepreneur Middle East, an international franchise of Entrepreneur Media. When Wael Mckee landed in Dubai in 2011, it didn't take long for an opportunity to come knocking, three days, to be exact. From freelancing for an agency to leading high-end creative transformations for luxury brands, Mckee didn't just build a career in the UAE; he found a playground for creative ambition and experimentation. "Dubai is fast," he says, "but that speed is the opportunity." Mckee's story is uniquely his, but the foundation of it, an artist chasing possibility and finding a city built on vision, is a shared experience among many creatives who have turned to the UAE as a launchpad. The UAE is not just innovating in architecture, infrastructure, and technology; it's setting a global precedent in branding culture, with Dubai as its epicenter. "Dubai doesn't wait," Mckee explains. "It's a smart city with luxury roots, but it also allows for bold, immersive ideas to thrive. You just need to keep up." It's this relentlessness, this momentum, that defines Dubai's entrepreneurial spirit. Mckee, who grew up in Syria, saw the city as a place where effort and vision were rewarded, not buried under bureaucracy or hierarchy. "Back home, there were always walls," he says. "In Dubai, the only difference between you and the next person is what you are doing. That's rare." But what makes Dubai such a powerful stage for brand innovation? For one, there's an inherent hunger in the city's marketing culture. "If you are number one today and you relax, you are number seven tomorrow. It's like the stock market," Mckee says. That urgency drives a willingness to take risks, and with it, the potential for breakout creative work that earns global attention. "There's a reason so much viral content comes from here," he continues. "You see campaigns that take symbols, icons of ambition, and push them to their limits." That spirit of symbolism and spectacle is something Mckee wants to amplify in his next chapter. While he's not officially announcing it yet, he hints at a new creative agency in development, one that brings together a collective of the industry's elite to work with brands that dare to push creative boundaries. "I don't want stereotyped campaigns," he says. "I want to work with brands that ask, 'What haven't we done yet?'" And Dubai offers the ideal environment to cultivate those kinds of clients. The city's infrastructure makes rapid innovation possible, but its cultural blend, where traditional Middle Eastern aesthetics meet digital futurism, creates a unique creative palette. "You don't have to choose between classical and modern here," Mckee says. "You can do a 3D-printed sculpture with handcrafted elements. You can take a centuries-old motif and animate it in AR. The fusion is the point." This philosophy defines Mckee's approach to branding. Technology is not a gimmick to him; it's a tool, one that should enhance the emotional resonance of a campaign, not overwhelm it. "There's a time for classical. And there's a time for tech. The trick is knowing when each serves the story best," he says. He applies this thinking even in public art, where he's explored creating modular sculptures that blend digital fabrication with human craftsmanship. "The foundation might be 3D printed," he explains, "but we finish it by hand. You can't automate soul." Dubai, he says, understands that nuance. "It's the only place I know where a sculpture can be futuristic and heritage-rich at the same time," he shares. As Mckee reflects on his time in the UAE, it's clear he sees the country not just as a backdrop, but as an active participant in his creative journey. "They built a city out of sand," he says. "They took risks, moved fast, and believed in big dreams. If you come here with that same energy, you will find your place." The region is not without its challenges. He admits that the cost of failure in a city this fast can be high. But the rewards, he insists, are worth it. "You can heal from failure," he says. "What matters is that you are playing the game. That you are trying to lead, not follow." For global brands looking to learn from the UAE, Mckee offers two lessons: never stop running and never play it safe. "Creativity thrives where there's tension between vision and risk," he says. "And Dubai is full of both." As he builds his next venture, Mckee is not looking to replicate what's already been done. He's looking to shape what's next. "I want to bring together minds who live and breathe originality," he says. "And I want our work to represent not just luxury, but the future of storytelling. That's what this city inspires."
Int'l Business Times
09-07-2025
- Business
- Int'l Business Times
Wael McKee: The Visual Disruptor Behind the Luxury Brand Aesthetics
At first glance, Wael Mckee's story is one of classic creative ambition: a Syrian artist who came to Dubai in pursuit of a dream. But peel back the layers, and one would find a singular force in luxury branding; someone who merges old-school instinct with next-generation tech to redefine what visual branding means in a digital age. "I've always believed in being disruptive," Mckee says, seated inside a sunlit Dubai studio lined with digital art prints and brand campaign mockups. Good design doesn't just look good. It transforms how you feel, how you remember, how you engage." For over eight years, Mckee has shaped the creative identity of one of the leading global executive aviation services companies, serving as its Creative Director. In a sector where status and elegance intersect, he has built immersive experiences that go far beyond the logo, turning private terminals into visual spectacles, from anamorphic 3D LED installations to interactive web campaigns that redefine customer engagement. But Mckee's creative path started long before the Gulf. At the age of eight, growing up in Syria, he didn't even have a photo of himself. So he drew one. "I would sit in front of a small mirror and sketch what I saw," he recalls. "It wasn't about vanity; it was necessity. I had no picture of myself, so I created one. That's when people around me realized I had something." By 16, Mckee was teaching 3D modeling software. At 18, he launched a startup in Syria offering architectural renderings, at a time when most architects still worked entirely on paper. "We didn't even realize how ahead of the curve we were," he states. With a degree in Management Information Systems under his belt, Mckee faced a pivotal decision: pursue a scholarship in Germany or take a chance on Dubai. He chose the latter, sensing the city's creative promise. It was a bet that paid off. After early stints with global agencies and a luxury concierge firm, Mckee was headhunted in 2017 to lead creative efforts for an executive aviation services company on the cusp of transformation. He helped reposition the company not just as a transportation provider, but as a luxury lifestyle brand; one that competes not just on service, but on emotional connection. He says, "My ultimate goal was to create a curated visual identity that goes beyond mere aviation. It's about what you feel in that moment, even if you're not flying." He also speaks passionately about the possibilities of interactive digital branding, from 360-degree VR tours for high-end restaurants to browser-based campaigns that require no apps or downloads; just an effortless user experience. Mckee's mantra is staying "ahead of time." Whether it's adopting gyro-enabled websites that don't require apps or pushing interactive art into the realm of branding, he prides himself on staying on the cutting edge. "Technology is only as powerful as the emotion it can carry," he says. "And I always ask: what's the one thing your audience doesn't expect but will love ?" He's also fiercely hands-on, even as he leads teams across multiple disciplines. "I'm not the kind of creative director who just points. I know how everything works. That's why my teams trust me; I speak their language." Wael Mckee's portfolio spans far beyond the Gulf. He's worked with a modeling agency in Munich, Germany, and is actively expanding his creative services globally, particularly in markets that are beginning to embrace the intersection of tech, art, and luxury branding. Still, his roots remain deeply tied to the region. "The UAE gave me the canvas to paint my biggest ideas," he says. "It's a place where luxury, ambition, and creativity converge." As Mckee expands his services globally, he's driven by a desire to export not just aesthetics but experience. "I want to take the kind of immersive, intelligent branding we've done in the UAE and offer it to clients worldwide," he says. "Luxury isn't a logo. It's how you make people feel." And surely, he knows how to do that.
