Sector
PropertyWhat we did
Website Design, Website Development, SEO, WordPress Customisation & Training
Unveiling paradise – how we generated excitement and leads for Amali Island through a captivating online experience.
In 2023, Damac, the leading Dubai property developer, approached us with an exciting challenge: to launch a new ultra-luxury brand, Amali. Amali means ‘my hopes and dreams’ in Arabic, and their ambition was to create a web presence that matched these elevated ideals, showcasing their unique approach to luxury island-living in a way that would wow site visitors and specifically appeal to ultra high net worth individuals.
When they first engaged us, the project was still in its early stages – the architect selection was underway but there were limited visual assets available for us to use. We proposed a two-phase approach, starting with a campaign teaser site to pique interest and capture leads, followed later by the rollout of a full website.
An ethereal experience to leave you wanting more.
The concept utilised Web GL to create an immersive experience which gave a taster of the island’s atmosphere and a glimpse of the vision for the homes. Then the 3D model transformed into a stunning rendered image of a home, before dissolving into a series of images that captured the feel that the island would have. At this point visitors were invited to register for future updates.
Creating this website required us to bring together complex web technologies such as GSAP, Web GL, and custom shaders in a seamless and performant way.
JJ Gerrish, Senior Developer at The Web Kitchen
A photography-led vision to showcase the island.
With the teaser site successfully launched and more high-quality renders now available, we delved into the design of the full Amali Island website. The core concept – a captivating journey to showcase the unique features of living on an exclusive island – aimed to guide visitors through the most alluring aspects of island life, allowing users to delve deeper into specific aspects of the development without ever leaving the homepage.
This project is a fantastic example of how our web design and developers work together closely to deliver an experience that simply wouldn’t be possible without working in tandem. Together they produced luxurious feeling transitions which mimic water ripples and waves of the sea. Additionally, a mix of horizontal and vertical scrolling on panoramic imagery helps to showcase different perspectives of the island, and its proximity to gorgeous sky, sand, sea and at the same time with city life on the doorstep. The result is an immersive and dynamic experience that stands apart from even the most premium existing property websites.
Exceptional results and industry recognition.
The results across both sites have been extremely rewarding – the average visit duration for the campaign site clocked in at a remarkable three minutes, far exceeding the norm for website visits. This exceptional engagement highlighted the success of the campaign in capturing the audience’s imagination. The rollout of the main site not only continued to generate leads and garner industry recognition (including an honourable mention from Awwwards.com), but was also a key part of the wider launch of Amali which has generated more interest in the press, social media and enquiries than Damac had even hoped for.
