How our The Mill’s Creative Strategy team marketed Dubai’s most exclusive housing community
From the beginning, Lamar set out to do something different.
Their dream was to build a new kind of luxury housing development, one of daring modernist silhouettes and superior construction materials—something that felt cinematic and classic and bucked the glitzy design trends of ostentatious Dubai. That dream was called Sea Mirror.
Accordingly, Lamar felt that Sea Mirror required a different kind of marketing approach. This reflected their ambition but was also a practical necessity. Their Sea Mirror villas were aimed at ultra-high-net-worth individuals (UHNWI)—an audience of wealthy, busy people who are notoriously difficult to target. Lamar knew they had to do something different. So they came to The Mill.