Rubeen Plaza. It’s in the name

It is not a mall nor a center. It is a plaza, an open space for the public to enjoy. The Rubeen Plaza was designed with social interaction in mind where comfort and self-care are the utmost concerns. It is an escape from real-life where time – the most precious commodity – is enjoyed and the hassle of urban living is converted into the sheltered relaxation of urban therapy.

The Rubeen Plaza is not a functional response to a social need. It is rather a social interpretation of a functional need.
It caters to the on-the-go purchase, to the dwelling shopper as well as to the social visitor. The Plaza offers an upscale communal shopping experience that can be enjoyed alone or with friends and family but, above all else, it is a place to rest, focus, think or even be inspired. It is designed to be a cocoon where people experience a new side of the life in Riyadh.

THE BRAND

This brand portrays the protected environment any visitor of Rubeen Plaza can enjoy and it does so resourcing to both design and materials.
The design itself expresses the exclusivity of the Plaza’s experience it self with its high contrast and neo-classical typography. It also mirrors the feeling os exclusiveness and protection with a symbol that, by using key letter of the brand name, results in a fortress-like shape. The entire brand culminates in a system in which all elements speak the same language and harmonically communicate an upscale experience with the customer at its core.

WAY-FINDING

The wayfinding strategy for Rubeen Plaza focuses on the implementation of wayfinding principles through a new suite of signs based on the brand.

RUBEEN SQUARE SPACE BRANDING

BRIEFING

The owners of the Rubeen Plaza mall requested for the development of a concept for an installation capable of redefining the atmosphere of the mall’s central square.

CONCEPT

The design premisses intended to generate a solution that could functionally complement the activities of the square whilst maintaining an abstract, almost sculptural presence on the square. A modular system was devised for three layers of elements:
– benches
– kiosks
– shading canopies
All elements will be arranged following a geometrical grid, forming clusters that can be easily re-arranged to form different configurations simultaneously re-organising the square.