Bottega Living
Building a luxury furniture brand from a single logo: the strategy, the identity, the content, and everything around its Downtown Design Dubai 2026 presence.
Bottega Living · 2025–present · Brand strategy, creative direction, content, AI production
The brief
Bottega Living is an ultra-luxury furniture house in Dubai that designs and makes its own pieces. When I joined, it had a primary logo and little else: no brand foundation, no messaging, no visual guidelines, and social content with no clear direction. The visuals and the words didn't match the quality of the furniture.
The brief I was given covered social content, support on furniture design, and visuals for the group's interior design projects. I planned three months of content up front and used that time to build the brand properly.
The idea
The brand rests on something few competitors in the region can claim: Bottega Living designs and manufactures in-house, at the luxury end. Everything is built on that maker identity, for private collectors, design professionals and hospitality developers across the GCC.
“Crafted where luxury lives.”
The work
Brand platform
I developed the Brand Foundation and the Messaging Architecture, covering both Bottega Living and its contract arm for hospitality and developers. Then I built the Visual Guidelines for Bottega Living, starting from the existing logo: how the brand looks on every touchpoint.
AI production
Shooting luxury furniture the usual way means fabricating pieces, shipping them, and hiring photo and film crews, models, stylists and locations. I set up AI image and video production instead, with house prompt standards, so the furniture can appear in any setting in the world that suits its clients.
It now produces campaign images, product visuals, films and social posts, including candid, UGC-style scenes of gatherings with premium product placements. By my estimate, it has saved at least AED 500,000 in production costs.
The same tools feed product development: exploring new colorways, and growing single pieces into furniture series that are easier to sell to clients as sets.
Agency and launch page
With Downtown Design coming up, I pushed for a proper identity and a website to match, and made the case for a dedicated creative and marketing setup, online and offline. We brought in a digital agency, and because the brand platform was ready, they worked straight from it.
A launch page was live in under two weeks, welcoming visitors before, during and after the event and feeding a simple system for leads. I directed it through rounds of revisions on visuals, wording and navigation, while Meta, Google and LinkedIn ads were prepared.
Downtown Design Dubai 2026
With the brand in place, I designed the materials for the show: a lookbook printed in bulk, tote bags, new business cards and digital invitations. I screened several agencies to cover the stand in photo and film, and briefed the one we chose to produce content for our channels long after the event.
I also handled press and publications around the show, and coordinated with partner brands Lasvit and Ateliers Berger to draw more attention to the stand.
The outcome
In under a year, Bottega Living went from a logo to a full brand platform, and an agency built a launch page from it in under two weeks. Instagram now has a consistent, high-end look, followers have been climbing since the ads went live, and the brand has coverage in AD España and Dezeen.
