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Shape The Mark

The Mark is a cafe inside Aurelius Auctions in Q East, Dubai, serving specialty coffee, desserts, and a menu of savory mains. Our strategy put the people behind The Mark in front of the camera, building a real connection with the people watching. Paired with the classic cars on display throughout Aurelius Auctions, it turned The Mark into one of Al Quoz’s most distinctive spots, drawing car enthusiasts and a wider crowd looking for something different.

The Mark
Project The Mark
Description A specialty coffee and dessert cafe inside Aurelius Auctions, Q East, Dubai.
Industry Hospitality & F&B
Scope Brand Strategy, Content, Social
Shape THE FRICTION

A cafe hidden inside an auction house had every reason to go unnoticed, easy to walk past in a neighborhood full of stylish spots.

Shape THE INSIGHT

What makes The Mark worth the trip is the setting inside Aurelius Auctions, and the people making it happen.

Shape THE IDEA

We put the people behind The Mark on camera, and let the cars around them add to the story, turning a hidden cafe into one of the more distinctive stops in Al Quoz.

Gallery

The Mark, Negroni campaign postThe Mark, mango cheesecake campaign postThe Mark, cold brew campaign postThe Mark, branded takeaway cupsThe Mark, burger campaign postThe Mark, toasted sandwich photographyThe Mark, takeaway bagging at the counterThe Mark, stationery setThe Mark, menu cardsThe Mark, social content gridThe Mark, espresso machine and branded cups
The Mark