MERED is back on the UAE’s outdoor advertising circuit with a fresh campaign for ICONIC Residences, their luxury project designed in collaboration with the legendary Italian design house Pininfarina. It’s been seven months since their last OOH appearance, and this return feels intentional, unhurried, composed, and striking in its restraint. For a brand that builds high-end destinations rooted in timelessness and craft, this kind of quiet reentry isn’t just expected ,it’s strategic. The campaign unfolds across digital and static billboards with a distinctive design language. At the center is a soft render of ICONIC Residences, architectural, clean, and lit with a warm horizon glow that suggests both early morning ambition and late-night calm. Flanking either side are deep black panels, chosen not just for contrast but for how they allow everything else to breathe. “Live Iconic” is the only copy that speaks, set in crisp white type in both English and Arabic, placed with intention rather than noise. There are no promotional headlines, no limited-time offers, no add-ons, just a sense of permanence and clarity. The bold statement ICONIC Residences design by Pininfarina sets the tone for the entire project. Known globally for designing some of the world’s most luxurious cars and lifestyle products, Pininfarina brings its unmistakable Italian design heritage to the heart of this residential development. The result is a living experience that combines sleek aesthetics, functional elegance, and a visionary approach to space. With ICONIC Residences, design becomes more than just architecture—it becomes identity. The overall effect is one of editorial minimalism. You don’t just glance at the billboard, you register it. The typeface is lean and elegant, the image subtly saturated, the entire layout symmetrical without being stiff. Even the absence of color feels like a choice rooted in confidence. It’s the kind of campaign that understands that the real luxury isn’t shouting, it’s knowing when silence says more. The billboard has been placed on hoarding boards in the second week of July.
