By REAL Aug 2025

Ajdan, a premier luxury real estate developer, sought to elevate their brand visibility and engage international investors and clients through a unique retail activation. Their vision was to create an immersive, high-impact experience that aligned with their brand’s premium positioning, while leveraging one of the most prestigious retail environments in the world—Harrods, London.

Ajdan’s objectives were clear:

• Amplify brand awareness internationally.

• Attract media coverage and public attention.

• Engage directly with high-net-worth individuals and potential clients.

• Showcase their new and ongoing luxury projects in an experiential manner.

Our Role: End-to-End Partnership

At Real, we delivered a fully integrated service, managing every stage of the project from strategic consultation to execution and post-event coordination. Below is a detailed breakdown of our services, structured into clear steps:

Step 1: Strategic Consultation and Concept Development

We began by understanding Ajdan’s brand values, target audience, and objectives for the Harrods activation. Our team:

• Conducted brand and competitor analysis to align the pop-up concept with luxury market expectations.

• Developed a creative concept reflecting Ajdan’s identity while engaging international clientele.

• Provided layout and experiential design advice to maximize visual impact, customer flow, and interaction points within the allocated Harrods space.

Outcome: A design blueprint that fused brand storytelling with functional, customer-oriented layout planning.

Step 2: Design Finalization and Vendor Coordination

Once the concept was approved, we moved into the execution phase:

• Detailed design plans and 3D mock-ups were prepared for review and approval.

• Sourced and coordinated with high-quality vendors and contractors, ensuring compliance with Harrods’ operational standards.

• Selected premium materials and finishes that reflected Ajdan’s luxury positioning and ensured durability during the activation period.

Outcome: A fully approved design ready for build, balancing aesthetics, functionality, and brand consistency.

Step 3: Pop-Up Build and Execution

Our team managed the entire on-site construction process, ensuring timely delivery and adherence to quality standards:

• Supervised assembly of the pop-up structure, furniture, and displays.

• Installed digital screens, interactive displays, and branding elements for maximum visual appeal.

• Ensured compliance with all health, safety, and operational requirements of Harrods.

Outcome: A visually stunning, fully operational pop-up ready to welcome visitors and media attention.

Step 4: Day-to-Day Management and Marketing Integration

During the activation period, we provided full operational and marketing support:

• Managed daily operations, including staff scheduling, hospitality arrangements, and visitor flow.

• Developed and executed marketing content, including social media videos, visuals, and digital storytelling materials.

• Coordinated brand representatives to engage visitors, provide property information, and create memorable experiences.

• Ensured seamless communication between Ajdan’s team, on-site staff, and Harrods’ management.

Outcome: A smooth, fully-managed brand activation that combined luxury hospitality, media exposure, and direct client engagement.

Step 5: De-Rigging and Post-Activation Coordination

Following the successful run of the activation, we managed the de-rigging process:

• Oversaw safe dismantling and storage or disposal of materials.

• Coordinated with Harrods to ensure the space was returned in pristine condition.

• Provided a post-activation report highlighting engagement metrics, media coverage, and visitor insights.

Outcome: A seamless conclusion to the project, reinforcing Ajdan’s professional image and maintaining strong relationships with Harrods.

Impact and Results

This comprehensive approach delivered tangible results for Ajdan:

• Strengthened brand positioning in the luxury property market.

• Increased media coverage and social media engagement.

• Directly connected with potential high-net-worth clients through an immersive, high-touch experience.

• Demonstrated Real’s capability as a full-service partner for luxury brand activations.

Conclusion
The Ajdan Harrods activation exemplifies how strategic planning, meticulous execution, and integrated marketing can turn a brand vision into an unforgettable experience. At Real, we specialize in bridging luxury brand objectives with operational excellence—ensuring every activation not only meets but exceeds expectations.