Evo Creo

General information

Meraki & Modus – A Little About Us

Headquartered in Dubai, Meraki & Modus is a boutique Concept & Strategy firm established by its two partners, Angie Hall and Rasha Lababidi, in 2013. The firm was established to address a gap in the market for a single firm that could provide business ideation as well as a powerful strategic path.
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We are essentially a “think tank”, developing visionary concepts and strategies for only four sectors: Property, Hospitality, Food & Beverage and Retail. After spending decades at the most senior levels with mega property developers and global hotel power players, we took that expertise and are using it to craft concepts and strategies that are informed, thoughtful and differentiated, borne out of our years of insider experience.

When engaged on Property Masterplans, we plug in as an external Marketing team where we provide input into the overall master plan, develop a go-to-market strategy, provide input/guidance/training of the Marketing department and assist with recruitment. We have worked on Dubai’s most iconic projects in our previous roles, as well as across geographies from London to Kazakhstan, on a wide range of mixed-use developments.

When engaged on Hotels and F&B, we create and develop full A to Z concepts, incorporating every aspect of the business model – from its positioning to the design style of each of its spaces; to the kind of service and staff culture it imbues, services and amenities offered, the menu its chefs and bars prepare, the brand, uniforms, photography… This kind of commitment, the crafting of each single touchpoint, allows us to develop hotels and restaurants that are compelling and have longevity in the market. We can also provide a full analysis of existing hotels and restaurants in order to improve profitability and brand equity.

When engaged on Retail we work on mixed use retail developments or masterplans to strategically develop a concept, retail mix, strategy and brand that is competitive in increasingly crowded retail marketplaces.

We also have a creative studio that offers full brand creative to support the strategies we develop and the industries we cover.

We work with quite a few of the biggest developers and landowners in Dubai and across the GCC, North Africa, The Balkans and South Asia, including Emaar (Dubai & Turkey), Meraas (Dubai), Al Forsan (Abu Dhabi), Ayla Oasis (Jordan) – but we also work with start-ups, investment groups and those with a passion for seeing their vision come to life. And our multinational team of 18 are all insiders from the industries we cover – from hotel GMs and corporate property and hotel developers, to restauranteurs, strategists, architects, photographers, event planners and creative directors.