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03/12/2017 - 07:00hs
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Brazilian releases eBook on Abu Dhabi consumption

The second issue of Projeto Walk features the results of a survey on consumption trends and brands in the Arab city. The project’s creator and researcher Marcos Hiller travelled to the emirate in 2016.



São Paulo – A researcher holding a master’s degree in Communication and Consumption Practices from ESPM, Marcos Hiller released an eBook on consumption trends and brands in Abu Dhabi. The piece is part of Projeto Walk (Project Walk), which covers aspects of consumption in a different metropolis each year. The first city featured was New York City. The issue on Abu Dhabi is the project’s second.

Press Release

The cover of the eBook

The 39-year-old Minas Gerais native travelled to the capital of the United Arab Emirates in November 2016, and over the course of six days he visited four malls and tourist spots including beaches, hotels and commercial establishments. The book takes anthropological and sociological aspects into consideration.

Hiller told ANBA that he chose Abu Dhabi because it’s the wealthiest emirate and a young, vibrant, emerging city, especially when it comes to its luxury market. “The purchasing power of Emiratis is huge. As far as I could tell, Arab culture coexists in a consistent way with capitalism and the Western consumption-oriented culture, like a great bricolage,” he said.

Working with an ethnography-based method based on immersion and data collection, Hiller observed the environment and how people behaved in Abu Dhabi, and then he set out to evidence recurrent aspects. Due to the climate, virtually all living in the city takes place indoors, in air-conditioned settings. This gives rise to unique consumption and socialization habits.

What Hiller found to be most evident was the fact that people engage in consumption for legitimation, as well as the triumph of luxury marketing. He believes what sets Abu Dhabi apart from other metropolises is the fact that it’s a global city of unparalleled financial potential, even though it was built over the past 30 years. “The city is a great platform of luxury experiences, and it’s achieving landmark status in entertainment, tourism, architecture and art,” he said.

Experience marketing is relied upon heavily by luxury brands in Abu Dhabi. Consumers are invited to experience unique attractions and situations. As a case in point, Hiller mentioned Ferrari World, the Italian automaker Ferrari’s theme park set in the emirate and featuring the world’s fastest roller coaster. The Louvre Museum, which opened in early November, and the Sheikh Zayed Grand Mosque are other examples of grandiose experiences available in Abu Dhabi.

The eBook is recommended for people interested in Arab culture and for professionals or researchers of the luxury market, consumption culture, marketing, advertisement and communication. The eBook is available in Portuguese and English.

Buy here: www.projetowalk.com.br/en/

*Translated by Gabriel Pomerancblum

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