---
source_url: "https://fifthestate.studio/work/the-opus/?utm_source=openai"
title: "The Opus by Zaha Hadid | Omniyat - Fifth Estate"
mirrored_at: 2026-08-10T01:01:02.870Z
host: fifthestate.studio
cited_in_42a: true
mirror_canonical: "https://index.42a.ai/fifthestate.studio/work/the-opus/index__q__utm_source_openai"
---

> **Original source:** https://fifthestate.studio/work/the-opus/?utm_source=openai

The Opus represented a number of firsts: not only was it the only hotel in the world to be designed inside and out by Zaha Hadid, but it heralded the arrival of luxury international hotel brand ME by Meliá in the Middle East – a branch of the project Fifth Estate also launched. But then there was the design of the building itself. Emerging as a single cube eroded by a fluid void, The Opus’s two towers seem to mimic the aqueous movement of ice – the building is a living sculpture, singular in style and sensibility. And all of these exceptional elements were definitive threads in the brand identity, naming, narrative and experience Fifth Estate wove together to see this development shine.

The star quality of The Opus put it solely in the realm of an ultra-exclusive target audience, guiding both the identity itself and the means of promotion. Our approach affirmed The Opus as a trophy asset in Dubai, foregrounding the genius of Zaha Hadid, the devotion to every executional detail and the exclusivity of the offering. Through a highly artistic and innovative strategic and creative direction that hinged on hand-drawn, three-dimensional and meticulously crafted details, every piece of brand collateral was a work of art in itself – an immersive, comprehensive, physical and virtual journey that invited the audience in.

Exhaustive digital assets, customer journey mapping, web experience and iPad app design were just a taste of the scope of work, with immersive physical and experiential activations cementing The Opus as an extraordinary offering. From the exceptional, award-winning typography that honored Zaha’s love of natural forms and undulating curves that inspired the building’s void, to the dimension-defying 3D cover of the project’s brand book, this brand strategy and identity mastered the miniscule to speak volumes. The Opus’s powerful status today and the awards it has won showcase this excellence in every part of its execution – in building, branding and being.

### Awards

-   Indigo Awards 2018 Silver for Book Design
-   Indigo Awards 2018 Silver for Typography