Marina Residences
Nakheel, one of the World's biggest real estate developers wished to develop a website for the development Marina Residences, positioned on The Palm Jumeirah and emphasize that these would be the last residential units available for direct purchase from the developer on The Palm Jumeirah.
The Challenge
Most people within the target audience have a mental image of marina, with the sight of boats, the sounds of birds, the smell of the ocean and a tranquil setting. An objective was to associate this mental image with Marina Residences, given the limited available render imagery. Another objective was to engage users through an interesting browsing experience as opposed to an expected informative layout.
The Solution
Instead of producing a common informational real estate website, we wanted to find a way to intrigue the visitor and encourage them to explore the different parts of Marina Residences.
Towards this end, we used an explorative interface that lets the user navigate through the site, and captures the attention better than standard menus. An important addition to this navigation was the discovered/unexplored function, which provides the user with an overview of which parts of the website have been visited, and which have not, and allows a user to click on any section to go there directly.
To create an emotional connection between the consumer and the place MR, ambient audio and music was produced for the website, which was applied across online media. The mix of ambient audio is adapted to the user’s proximity to the marina to increase the feeling of being close to the marina.
The Results
An interactive microsite that gets the viewer involved in the exploration of the Marina.
