The Point

client : Confidential
branding : Sport Brand Strategy
services : Architecture, Interior Design, Branding & Marketing
typology : Destination Mixed-Use
location : Confidential

The Point aims to cater to a young, upwardly mobile millennial crowd that seeks a stylish, cutting-edge branded residences in an integrated, exciting and mixed-use environment destined to be a unique destination.

This 130,000m2 mixed-use project comprises of a 300 key branded hotel with 150 branded residences, a specialized retail pavilion, a signature special events pavilion with underground parking and services.

Central to the project is the 27,500m2 branded eventscape which is designed as a landscape plaza that is equipped with media and show-case technologies, allowing for the entire area to transform into a stage set for special events. The plaza is composed of an “eventscape” park for sculpture displays, special media-oriented events, live performances but also a contemplative park for residents and visitors. The media display will be programmed to offer an annual series of sporting and musical events broadcast live from The Point. These unique LED screens will bring life to the project throughout the year and transform the project into unique one-of-a-kind urban experience.

Positioned as a market-changer, the project’s desired end-users are discerning, educated and connected individuals that seek distinction, style, taste. The integrated nature of the various other functions – lifestyle, special events venue, media plaza and park will foster a unique urban synergy.