‘There are rare moments in time when someone, or something, decides enough is enough and dares to be different – to reorganize, rebuild and improve the status quo. This is one of those times and we are Qatari Diar, the real estate investment company of Qatar.’
- Exhibition panel inside Harrods, written in English and Arabic.
Despite the relentless media attention and drama surrounding their Chelsea Barracks development, Qatari Diar remains intent on appealing to British investors. In a campaign titled ‘The Rare, Precious & Beautiful’ Qatari Diar has transformed 3 large bays of the Harrods Knightsbridge frontage into a real estate investment stand. Featuring models and videos of key projects under development including the St Regis Cairo, Bramah Chelsea and the massive Lusail city in construction outside of Doha. Promotional DVDs and brochures presented construction shots and interviews with CEO Ghanim bin Saad Al-Saad.
Created by Barwa Media, itself an arm of another Qatari property company, Barwa Real Estate, the campaign also included 200 black taxis roaming London sporting the Qatari Diar logo.
But why at Harrods? Investing in foreign real estate development seems like an unlikely impulse in the context of a London high street, even in pricey Knightsbridge. But with no marketing agent present in the stand there was no hard selling. Passers-by and unlikely-looking potential investors briefly paused to peer through the windows and point at the models before continuing down the Brompton Rd, perhaps with a slightly less sensationalised view of what else the Qataris have been working on.