ATÖLYE joined the project at its inception, partnering with the project’s vision holders, the Salama bint Hamdan Al Nahyan Foundation (SHF), to refine and advance the concept. ATÖLYE’s approach focused on strategically defining the concept, positioning, and long-term role of what was initially referred to as an “Innovation Hub.” The process of arriving at the strategy was one of co-creation and collaboration with SHF, building on their existing concept and vision. Together, the team developed a purpose-driven strategy that articulated the value the space would offer to creative professionals, entrepreneurs, and the wider cultural scene in Abu Dhabi. This included a messaging framework, programming strategy, spatial vision, and governance model—all designed to inspire future designers, operators, and partners. Rather than defining a final product, the strategy created a blueprint for evolution, enabling future teams to build and adapt as the vision matured.