F&B · UAE · 2022
At.mosphere
At.mosphere sits 442 metres above Dubai, on level 122 of the Burj Khalifa — one of the world’s highest restaurants and lounges. Brandinc. led the brand strategy and brand identity for its relaunch, working alongside Emaar Hospitality and interior design studio 1508 London, whose redesign gave the space its new form.
The Position
By any measure, At.mosphere was already one of Dubai’s most successful venues — a location without equal, a menu and a setting among the most distinctive in the city. What it had outgrown was its brand, its interior and its overall experience; it deserved something grander. The relaunch answered on every front — 1508 London reimagining the space, Brandinc. leading the strategy and identity — so the brand finally matched the calibre of the experience, carrying the weight of the view rather than trading on the Burj Khalifa address alone.
The Logo
The At.mosphere logotype visualises the tower in the abstract — light and vertical, evoking the height and the location while acting as a quiet counter-balance to the Burj Khalifa itself. It fits the register of the new experience: refined, elevated, unmistakably of this place.
Art Direction
Every element of the identity was crafted to sit seamlessly within 1508 London’s interior — drawing on the colours, materials and detailing carried throughout the restaurant and lounge. From the menus and stationery to the smallest touchpoint, brand and space read as one, elevating the experience rather than competing with it.
