Lofgren argues in his 2006 book, Magic, Culture And The New Economy, that culture is becoming a brand and that this is due to design. ‘A lot of energy is devoted to producing not only material commodities and services, but also atmosphere, symbols, images, icons, auras, experiences and events’ (p.13). We can see this through the recent developments in the Middle East. The ‘Gulf has become an international luxury brand ... For the first time in history great hotels rather than great public works such as the Eiffel Tower or Golden Gate Bridge are becoming the iconic structures that define a region’ (J/Brice Design, interview, 2010). |  |
An obvious example would be that of the Burj Al Arab in Dubai which completely transformed the way designers construct hotels, or other developments like the Vallagio Mall in Doha, Yas Marina Circuit in Abu Dhabi, SkyBar in Beirut and others alike, all of which capture the lavish Middle Eastern culture which arguably benefits the economy of a city.
   | Designers play with the concept of ‘culture’ and the ‘Luxury Middle East’ to make an impression and attract global and local attention. With limitless technology and deep pockets, it’s no wonder those in the West prefer doing business in the Middle East.  |
