On Dubai’s major highways, a new series of panoramic billboards has surfaced, spotlighting VELA Viento; Omniyat’s exclusive waterfront community at Marasi Bay, developed in partnership with the Dorchester Collection. The real estate visuals transform the roadside into a canvas for ultra-luxury living, positioning the development as both architectural landmark and lifestyle statement after Omniyat’s last OOH appearance. The billboards are very much dependent on blues drawn from the depths of the oceans, offset by images of yachts cutting through water and sculptural towers piercing the bay. Set against deep ocean blues and anchored by imagery of those sleek yachts and architecture, the campaign balances lifestyle aspiration with architectural grandeur, turning everyday commutes into invitations to luxury living. The copy “Live in Marasi Bay, an Exclusive Waterfront Community” is concise yet evocative, tapping directly into Dubai’s long-standing equation of waterfront living with exclusivity and status. The aesthetic is sleek and cinematic, emphasizing freedom, movement, and escape while grounding the message in the authority of Omniyat’s luxury brand DNA. The campaign enjoys maximum visibility through placements along Sheikh Zayed Road, one of Dubai’s most high-traffic arteries, as well as other premium locations cutting through key business and residential zones. These extended horizontal mega-billboards dominate the skyline, ensuring VELA Viento stays front of mind for both residents and international visitors commuting through the city. Their size and strategic positioning elevate the development’s sense of prestige, mirroring the scale and ambition of the project itself. With this campaign, Omniyat succeeds in making VELA Viento a symbol of Dubai’s evolving luxury narrative. It’s not only an invitation to live in Marasi Bay; it’s a reminder that luxury in Dubai continues to be as much about image and aspiration as it is about architecture and lifestyle. The ad hit Dubai’s hoardings in the third week of August.
