In the dynamic cityscape of Dubai, a remarkable creation has emerged, a space that marries the raw beauty of brutalist architecture with the vibrant world of art, culture, and collaboration. Designed by Moloobhoy & Brown, Foundry stands as a testament to the power of visionary design and the importance of cultural spaces within modern communities.
Emaar, a prominent force in Dubai’s urban development, saw an opportunity to enrich their expansive communities across the Emirate with cultural destinations. Starting with Downtown Dubai, their ambitious plan was to craft multifunctional spaces that would draw in the surrounding community, fostering a sense of connection through the shared experience of art and culture. It was in this context that Moloobhoy & Brown were called upon to help shape and define the brand for this exciting new venture.
Collaborating closely with the project team, they took the envisioned brand strategy and transformed it into a cohesive visual design system, giving birth to Foundry. This space is not just an ordinary venue; it’s a haven for those seeking to discover contemporary artworks, experience innovative pop-up activations, browse through unique design stores, and work in a collaborative co – working environment.
The very name and identity of Foundry pay homage to the brutalist aesthetic that defines its interior architecture. Brutalism, with its minimalist approach that lays bare the building materials and structural elements, serves as the inspiration. The industrial – sounding name evokes the strength and rawness of this architectural style. The logo, a key element of the brand, was ingeniously crafted to exist in both 2D and 3D, mirroring the minimalist interior design and the diverse art forms that would grace the space. It’s a visual representation of the duality and complexity that Foundry embodies.
At the heart of the brand design system lies the ‘F’ brandmark. This simple yet powerful symbol acts as the anchor for all communication materials. Whether it’s a poster promoting an art exhibition or a digital advertisement for a co – working event, the ‘F’ brandmark ensures that the work of the artists and the message of Foundry have maximum impact across both print and digital platforms.
The brutalist interiors of Foundry are a sight to behold. Exposed concrete and brick walls stand as a testament to the building’s structure, while angular geometric shapes add a sense of modernity and order. The predominantly monochrome colour palette gives the space a sleek and sophisticated look. These distinct characteristics of the brutalist design not only define the physical space but also guide the brand identity, from the choice of typography to the colour palette, signage, and wayfinding systems.
Foundry has become more than just a physical location; it’s a cultural landmark in Dubai. It represents a bold step in integrating art, culture, and community within the modern urban landscape. By blending the unapologetic rawness of brutalist architecture with the creativity of the art and design world, Foundry offers a unique experience that is both visually stunning and intellectually stimulating. It’s a place where ideas are born, where artists find inspiration, and where the community comes together to celebrate the richness of culture.
