The Opus, designed by Zaha Hadid and based in Dubai’s Business Bay area, is one of the most architecturally innovative buildings of recent years. It was commissioned by Dubai-based Omniyat Properties, which specialises in uniquely designed high-tech office buildings.

Omniyat Properties wanted to hold a London launch event to promote the new Dubai development and the Omniyat name. The chosen venue was the British Museum – itself a haven of legendary architecture and culture, and appropriately high profile for a launch of this kind.

The audience for the event represented top-level decision makers from across the real estate community: designers, investors, financiers, lawyers, architects. There were also representatives from the national and industry press.

A coordinated presentation would involve live theatre and a dramatic choreographed sequence, culminating in a ‘building reveal’ from inside a block of ice. This was followed by a specially commissioned night film of Dubai, with CGI footage of The Opus.

The event was a great success and achieved unprecedented levels of PR. Over 30 journalists attended, including the Financial Times and The Times.

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