The Galleria Al Maryah Island appointed Brazen as its retained PR and social media agency for three years — covering Abu Dhabi's premier luxury retail, dining and lifestyle destination, a JV between Mubadala and Gulf Related.

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The brief spanned two phases: sustain the luxury positioning of the established Galleria Collection, then lead communications for the landmark $1 billion expansion.

We conceived and owned the overarching brand positioning — #AtTheGalleria — running across all PR and social activity and keeping the destination in the cultural conversation year-round.

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A creative consumer press office amplified luxury brand moments, high-profile events and The Dining Collection, including the Bulgari pop-up and restaurants Coya, L'ETO and Nusr-Et. In parallel, a corporate programme delivered C-suite profiling through front pages, six-page features and broadcast appearances.

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For the $1 billion expansion, we delivered a heavyweight B2B and B2C launch campaign that repositioned the destination for a wider audience while protecting the prestige of what came before.

• 1,000+ pieces of coverage across the three-year partnership
• $15.5 million in PR value — a 45% increase on KPI year-on-year
• 300 million+ total audience reach
• $8 million in PR value for The Dining Collection alone — 140% above KPI
• 123 tier-one media and influencers at the expansion launch event
• #AtTheGalleria used 20,000 times on Instagram in its first year
• Coverage across Harper's Bazaar Arabia, Caterer ME, The National, Grazia ME and Al Khaleej

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Winner, MEPRA Gold — Best Retail Campaign. Shortlisted, PRCA MENA — Best Media Relations and Best B2C Campaign.

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We made The Galleria the most talked-about retail destination in Abu Dhabi — and we know how to do the same for you.