ETHER BY CLOUD SPACES
ETHER
BY CLOUD
SPACES
ASTUDIO built Ether by Cloud Spaces as a lifestyle retail destination, applying the strategy, creative direction and content production discipline seen in flagship work for Vogue Arabia, Bvlgari and Piaget. The project turned a new concept into a brand story for partners, founders and UAE shoppers.
ASTUDIO built Ether by Cloud Spaces as a lifestyle retail destination, applying the strategy, creative direction and content production discipline seen in flagship work for Vogue Arabia, Bvlgari and Piaget. The project turned a new concept into a brand story for partners, founders and UAE shoppers.



























THE BRIEF
Ether is a pioneering retail concept in Abu Dhabi that brings together artisans, exciting new local brands and niche international brands under one roof. ASTUDIO was briefed to build the brand identity, positioning and marketing strategy for a lifestyle experience that goes beyond shopping.
The work had to attract bold and aspirational brand partners, then bring consumers into the Ether story through social media marketing, content marketing and visual brand identity. The audience needed to understand the model quickly: Ether gave independent brands a premium home and gave shoppers a new way to discover them.
ONCEPTUALISATION / ART DIRECTION / BRAND CAMPAIGN / BRAND MESSAGING / CONTENT PRODUCTION / CONTENT CREATIVITY / CREATIVE DIRECTION /
How did ASTUDIO build Ether by Cloud Spaces?
ASTUDIO built Ether by Cloud Spaces around the campaign idea “Own It”, a message for independent brand partners and shoppers who wanted a more individual retail experience. The strategy kept Ether’s out of the box approach to retail, its celebration of creativity and individuality, and its focus on adventurous partners with a shared spirit of style and independence.
The campaign used photography production, video production, brand messaging and creative direction to explain the business model. Like ASTUDIO’s Vogue Arabia, Bvlgari and Piaget work, the content had to make the proposition clear before asking the audience to act.
The brand partner story and consumer story were kept connected. Prospective partners saw a retail platform they could proudly own. Shoppers saw an unconventional lifestyle destination with a clear reason to visit.


THE RESULTS
ASTUDIO developed a B2B media buying campaign that attracted the right brand partners, then collaborated with those partners to build the social ecosystem from scratch. The work grew Ether’s platforms and strengthened brand awareness among consumers ready for the next evolution of retail.
Ether established itself as a conceptual, lifestyle driven shopping destination in the UAE’s capital. The case now sits naturally beside ASTUDIO’s production services, production case studies and client briefing path for brands building a retail launch with strategy, content and media working together.
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