In today's landscape of hospitality and lifestyle, design has moved beyond the ornament – it has become a powerful tool in design marketing and serves as a language of emotions, memory and identity.
It's not just about aesthetics – it's about storytelling, differentiation and generation of permanent emotional response.
Whether by the ambience of a restaurant or through the craftsmanship of a finely made jewelry, design embodies the values of a brand and shapes how it combines with its audience.
Two current projects – the start of MyATA Platinum and the upcoming clubhouse of Azza Fahmy Jewely – illustrate how brands use design to anchor their positioning and deepen customer loyalty.
From space to history
Ekaterina Korsunova, CMO of MyATA Platinum, comments: “Design innovation has developed into a powerful strategic tool for brand communication in the high-end hospitality sector. Nowadays, the perceptions, memories and long-term connections of the guests are influenced by mood, ambience and sensory design.”
MyATA Platinum, the world's largest 3D printed restaurant, was opened in Dubai with interiors in April to captivate both influencers and guests. It is a room that was not only developed for eating, but also for organic digital stories.
Corsunova comments: “Without a single spoken word, the area tells a story of brand identity. Instead of just being a” beautiful picture “, the area itself becomes a media format that inspires organic UGC. This award supports our entire marketing strategies through what could be called architectural stories. “
It adds: “If the event location turns into a personal memory and not only to a service encounter, there is an actual brand value – the transition from a transaction to an emotional experience. The ambience creates a sensory story that goes beyond the decor. Instead of going with the statement, 'I have eaten there. “
Expansion of the brand identity by immersive rooms
In the entire region we see jewelry brands that extend their design language beyond products into immersion rooms.
In a collaboration with Marakez, Azza Fahmy Jewely will present a signature Beach Clubhouse in Ramla in Ras El Hekma, a travel destination that combines contemporary refinement with the Egyptian heritage.
The Azza Fahmy Ramla Beach Clubhouse In the summer of 2026, will be a multi-sensory experience that connects architecture, craftsmanship and curated stories about 750 m² indoors and outdoors.
This is a brave step for the brand – and expands from jewelry to spatial design with a project that is redefined in Egypt and in the region, which means coastal luxury.
Fatma Ghaly, CEO of Azza Fahmy Jewmy, said: “By combining our cultural heritage with contemporary design, we want to celebrate the essence of Egyptian identity in this breathtaking coastal knowledge. Azza Fahy is an Egyptian design house that celebrates cultural stories and craftsmen.
She continues: “With our upcoming Beach Clubhouse in cooperation with Marakez, we expand this philosophy beyond jewelry into a physical space that reflects the same design ethos and the same brand identity.”
Basil Ramzy, CEO von Marakez, commented: “The collaboration of Azza Fahmy X Marakez will not only enrich the identity of Ramla, but also strengthen our commitment to the thoughtful development and demonstrate how design is able to increase the way people are connected with its surroundings.”
The upcoming Ramla Beach Clubhaus from Azza Fahmy Jewelty translates the brand's design language into a spatial experience. The space is developed from the use of complicated motifs and historical references to reflect the brand's commitment to the brand for storytelling and craft. From architectural details to sound and culinary curation, the environment should involve several senses and focus on the long -term focus of the brand on the cultural expression.
Ghaly adds: “Our audience has always been deeply connected to the culture. For this project, we are talking to people who are looking for more than just a seasonal goal – they are looking for meaning, beauty and belonging. It is the same community that has supported our brand over the years: creative thinkers, flavor and culture. People who appreciate themselves in culture.
The power of design marketing
Regardless of whether it is an event location or a brand club house, the goal is the same: to offer more than one goal – to offer meaning. In this developing context, design marketing plays a crucial role in the design of the way in which rooms communicate brand values and build emotional connections.
As Korsunova aptly expresses, “value + emotion + meaning + differentiation = branding is the new formula that defines marketing success in the modern world.”
It adds that materials, lighting and spatial planning become marketing tools for emotional engagement. It is a step towards spatial branding in which the guests not only consume, but also participate, but participate.
Since brands double the sensory design, the formula for success changes. Design is no longer sufficient – emotion is the new currency.