October 2025 marked the official opening of the AWR Group Brand Immersion Centre - a purpose-built environment that brings our brand to life through a compelling mix of narrative, design, and technology. It’s a space shaped for discovery. One that connects our past, illuminates our present, and invites reflection on what it means to belong to our story.

More than a milestone in our rebrand rollout, it is a space created for our people. A place to see ourselves - and our collective journey - with new eyes.

 

The experience begins with a pause. In the PAST zone, guests are invited to reflect on our founding story through rarely seen archive footage and a curated timeline that stretches across over 70 years of entrepreneurial ambition. An interactive book unlocks deeper layers of the late Abdul Wahid Al Rostamani’s legacy - capturing the moments, values, and decisions that built the foundation of who we are today.

In this same space, a quiet statement of purpose takes shape: our Corporate Rainforest. Powered by partnership with Tree-Nation and grounded in data from our first emissions inventory, this immersive feature reflects our environmental progress to date and signals the scale of impact we aim to achieve.

What comes through in this opening chapter is not nostalgia - but continuity. Each touchpoint affirms that our roots were built on belief, resilience, and a relentless drive to progress with purpose.

 

From legacy, the journey flows into the PRESENT zone - a dynamic showcase of who we are today, and how we’re driving transformation across the business. Ten interactive displays unpack the core Pillars of Progress, from our Vision 2030 roadmap to our approach to ESG, Wa’ed, and innovation. Each screen acts as a window into the strategy shaping our direction and the culture behind our momentum.

A standout installation - the Automotive Changemakers holographic - pays tribute to our automotive legacy while honouring our forward trajectory in mobility. Anchored by a genuine part from a UAE-iconic Nissan Patrol, this exhibit bridges heritage and innovation in one powerful display.

Across each touchpoint, there’s a feeling of shared authorship. This is the chapter we’re writing together - across teams, sectors, and cities.

 

The final zone is all about possibility. In the FUTURE zone, our refreshed values take centre stage - brought to life through digital storytelling, immersive media, and a moment of personal reflection.

Guests meet Rowaida, our MetaHuman persona, whose presence signals how we’re embracing technology in a way that stays rooted in humanity. They’ll step into the sensory installation, where light, sound, and motion reflect the dynamic energy of a brand that’s alive and evolving.

They’ll also experience our brand’s new visual identity - from the colour palette reinterpreted for the digital age, to the Generation Mark and Journey Line that symbolise our continuity and momentum. Every element is intentional. Every detail speaks.

And before guests leave, a final prompt: to share their own reflection. A note in the guestbook that adds their voice to the collective narrative - because this story is still being written.