Downtown Lusail
Transforming the greater landscape of Doha
Why?
Insight
Following the success of Chelsea Barracks, Brash was invited by Qatari Diar to reposition Lusail City—Qatar’s most ambitious urban development. Spanning 38 square kilometers, Lusail was designed to embody innovation, community, and national pride. With its stadium hosting the 2022 World Cup opening ceremony, Lusail became a global stage to showcase Qatar’s future-facing spirit. Brash created brands for key precincts—Al Seef, Boulevard and Plaza—to reflect a vibrant, multicultural society. The strategy positioned Lusail as a thriving, sustainable, and iconic uptown: a bold new centre of gravity for Doha, blending creativity, inclusivity and progress into a dynamic modern lifestyle.
Lusail Downtown emerges as Doha’s vibrant new heart, uniting culture, innovation, and community into a magnetic, world-class urban experience.
What?
Idea
While key experiences were central, Brash recognised the need for a unifying identity—leading to the creation of the Lusail Downtown brand. This overarching name provided clarity and cohesion across Al Seef, Boulevard and Plaza, framing their purpose within a broader vision. An experiential customer journey was crafted to reflect the depth and vibrancy of each destination, positioning Lusail Downtown as Doha’s cultural and lifestyle hub. Anchored by the idea of ‘Magnetism’—a powerful force drawing people in—the brand narrative guided all touchpoints, shaping a dynamic, integrated experience across the grand plaza, iconic boulevard and striking waterfront.
Why?
Impact
The Plaza District, defined by four iconic towers provides both focus to the city and to the Plaza itself. The four towers are strategically positioned to not obstruct views and take full advantage of the coastal panorama. Lusail Plaza has been designed as both a destination and a vital link within the overall City master plan. The connection of the Lusail Boulevard to the Lusail Corniche is an iconic feature and a fundamental driver of the master plan.
Lusail Downtown is quickly becoming the epicenter of a new lifestyle and energy for the region, a beacon that will shine the spotlight even brighter on Qatar.
With Lusail Boulevard capturing the excitement and vibrancy of the destination, Lusail Plaza being centered around being grand and impressive, Seef Lusail showcases its refreshing and enchanting nature.
All 3 key assets have been considered as unique experiences in their own right, whilst collectively driving a total, exciting and enchanting brand experience through a carefully considered and magnetising customer journey.
