Romani is an exclusive ‘designer mall’ retail village concept planned for Jebel Ali, Dubai.
The mall’s architecture and interiors are based on a remix of modern minimal design, juxtaposed with idea of a traditional Italian hilltop village, (only in Dubai!)
Romani, quite simply means ‘people of Rome’.
Create a strong identity for a designer fashion mall. This needs to coexist with the many strong recognisable brands sharing the space. So, to a degree, the brief was to stand up with these global fashion brands. To be part of their lexicon. But, equally not to compete openly.
A dynamic brand. The word mark Romani appears always in motion. Simultaneously expressive, while discreet. Distinctive typography and an iconic ‘statuesque’ photography style. A modern remix of classical and fashion forms. What’s the result? An idiosyncratic visual identity, which also remains recognisably of the world of fashion.
The Romani tagline, ’style is eternal‘ is inspired a famous Coco chanel quote… ’Fashion fades, but style is eternal’. And equally, is a play on the notion of Rome – as the eternal city.