Edelman UAE, the country’s largest communications agency, announced today its move to a vibrant new work space in the main building of the twoFour54 Media Zone in Abu Dhabi. The offices will be home to the MENA headquarters of the global agency. The versatile and thoughtfully designed space provides the opportunity for ambitious growth in the capital with capacity for the Abu Dhabi-based team to double. The design is inspired by the idea of ‘cultural villages’ - distinct neighborhoods that make up great cities, such as Soho, Wall Street and the Upper West Side in New York. Each neighborhood has its own unique personality, people and purpose - yet linked by a common thread.

“We are storytellers at our core, and this space is a true reflection of the full-service communications consultancy we are today,” said Tod Donhauser, CEO, Edelman UAE. “Our teams – public relations, digital, experiential and content – each have their own characteristics yet are integrated into a greater whole in the form of Edelman – just like the ‘neighborhoods’ we’ve created in our office.

“For Edelman, the opening of this space marks a significant investment in Abu Dhabi, and a testament to the continued growth potential we see the region. As we continue to bring communications marketing to the region, create insight-driven and high-impact creative campaigns, our new space – designed to encourage creative thinking and collaborative working – enables us show up differently and solve problems for our client in more innovative and holistic ways.”

HE Maryam AlMheiri, CEO of Media Zone Authority and twofour54 said: “Edelman has been a valued strategic partner in the twofour54 community and has contributed greatly towards building Abu Dhabi’s reputation as a leading hub for media and entertainment. As a strategic communications consultancy, Edelman’s work has enabled the growth of many companies in the region across a range of sectors, adding greatly to the ecosystem within the media industry. twofour54 is proud to provide Edelman, since its commencement in Abu Dhabi, with the right platform to enable its growth. I am delighted that Edelman has renewed its commitment to the Capital and wish them continued success from their new headquarters within twofour54.” 

In keeping with urban, yet sophisticated Edelman offices around the world, the approach in Abu Dhabi is modern and open, designed by award-winning UAE architect Pallavi Dean. “The office is built around the theme of a community with a deep appreciation of the modern Arabia that the UAE’s capital represents. At one end, we created what we call the ‘festival space’, with an Amphitheatre and café-style seating, where people come to eat, chat and be entertained,” she explained “At the other end we have the main workspace, and in between are a series of collaborative areas. Finally, there’s a single, powerful architectural gesture drawing everything together - the sculptural wooden canopy spanning the length of the office. It’s a subtle nod to the High Line linear urban park in New York, and the spectacular Sheikh Zayed bridge that visitors cross on their way to the office.
Edelman and Pallavi Dean Interiors insisted that the office should support, where possible, the work of local artisans and artists. The space features signature furniture pieces by Emirati designer Khaled Shafar; much of the joinery was custom-built by an Indian carpenter in his UAE workshop; the carpet is designed by a Swedish artist based in UAE; and the giant mural of Abu Dhabi landmarks was conceived and hand-painted by a UAE-based Filipino graphic designer.  The space was also designed with sustainability in mind. More than half the furniture was reused or re-purposed. All paints are non-VOC, and recycled veneers were used for the main wooden sculpture that flows throughout the space. Low energy LED lighting is used throughout, while smart thermostats regulate the temperature to minimize use of air conditioning. 

Edelman entered the region in 2009 with the opening of its first office in Abu Dhabi. Since then the agency has built an unrivalled expertise in the capital, bringing the best global communications thinking and regional experience to some of the Emirate’s leading government, corporate, healthcare and financial institutions.  

About Edelman
Edelman is a leading global communications marketing firm that partners with many of the world’s largest and emerging businesses and organizations, helping them evolve, promote and protect their brands and reputations. Edelman was awarded the Grand Prix Cannes Lion for PR in 2014; six Cannes Lions in 2015; and the Grand Prix in the Titanium category in 2016. The firm was named “2016 Global Agency of the Year” by the Holmes Report; one of Advertising Age’s “Agencies to Watch” in 2014; and one of Forbes’ “14 Most Influential Agencies of 2014.” In 2015, Edelman was among Glassdoor’s “Best Places to Work” for the fifth time. Edelman owns specialty firms Edelman Intelligence (research) and United Entertainment Group (entertainment, sports, experiential), a joint venture with United Talent Agency. Edelman is an equal opportunity employer of all protected classes, including veterans and individuals with disabilities.