Lift

How To Build a Business Model for a Multi-Dimensional Space For Creators & Artists?

Project Type
Innovation
- Service Design
- Business Model Design
- Research & Audits
Branding
Digital Marketing

Location
Saudi Arabia

Industry
Art & Entertainment

Project

Achievements
Silver Indigo Award for ”Best Branding for a Space”

Challenge

Lift is a modern co-working space that combines the creative atmosphere of an art studio with the community feel of an exclusive social club.

Lift wanted to give Riyadh’s high-profile art lovers something they were missing by providing them with a space where they can chill, experiment and connect with like-minded people. Lift sought to create an exclusive haven in which the modern Saudi artiste can find inspiration while feeling safe to work with freedom and privacy.

Intervention

We began our journey with Lift by looking at the ever-growing market of co-working spaces and highlighting the latest trends that govern the industry globally and locally, allowing us to gain inspiration from market leaders and position Lift within the competitive landscape.

Lift’s clientele was at the heart of our branding challenge. By identifying their social and cultural status, perception of art and visions for the future, we were able to determine their specific needs and wishes.

Once we had assessed the market and identified a target audience, we found Lift’s unique essence and personality and used it to carefully curate a complete brand identity. Brand guidelines were delivered to the client alongside a targeted business model that encapsulated Lift’s plan for success and how it will create value by identifying Lift’s key activities, partners and customer segments.

With the brand concept complete, we worked closely with interior designers to ensure it was reflected in the physical space.

Branding

Results

We successfully positioned Lift as the only exclusive social art club that offers young, high-profile women in Riyadh the chance to work, network and learn new skills in an age of cultural transformation in Saudi Arabia.

An “Explorer” brand personality was developed for Lift, promoting individuality and fostering discovery and exploration. Brand guidelines and identity were designed in line with the branding strategy.

We designed the physical experience in Lift according to the five senses, carefully selecting playlists, menus, scents and fabrics to make members feel at home. We analyzed Lift’s space layout and developed specialized areas according to members’ needs, such as a “letting it out” wall and “don’t bother me” area.

We designed a manifesto, staff behaviour guidelines and club rulebook to reflect Lift’s eccentric, judgement-free community, and assisted with the hiring process.

We studied Lift’s business model to guarantee revenue while meeting customers’ needs through meaningful value propositions. We also defined Lift’s operational processes, including its organizational structure and a detailed list of suppliers needed.