A blog I love recently talked about the concept of quixotic creativity, a kind of thinking that requires imagination, stubbornness and cojones in equal measure.
Quixotic creativity requires the idea to be big. Not the raising-eyebrow sort, but the kind that requires tearing it off altogether. It needs to be mad, in order to evoke a definite reaction. For Dubai, it needed to be the Burj-Al-Arab.
Dubai already had quite a reputation. It’s the fastest growing city on earth, has the swankiest hotels and the sleekest cars. But that, in the end, is simply money. What it didn’t have before the Burj was that signature element, that trademark visual that was quintessentially Dubai and could be identified instantly, globally.
The audacity. Not a mere five-star hotel, but a self-proclaimed seven. A restaurant with great white sharks in the aquarium. And so on… The return on investment for the project is rumoured to be a 100 years, but what’s important is that it gave Dubai its iconic visual.
Then they took it one step further. They grabbed two tennis superstars, Agassi and Federer, and flew them over for a game. They also talked Tiger Woods into a little tee-off. All on the hotel’s helipad, the helipad.
Shock and awe.