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Woqod (meaning 'fuel') is a state-of-the-art brand for a new retail offer in Qatar, with a network of large new-build sites and a wide range of customer services. The strategy for this government-owned brand took its inspiration from local academics and artists to create an offer that is international in its standards, yet with a distinct Qatari flavour. Circle worked on all the site planning, from highway sites to marine locations, designed the forecourt architecture used throughout the network, and created the Sidra convenience store found at every Woqod site. We also undertook the detailed design, from hardscaping to interiors, integrating new technology such as screens on the pump islands and Internet access in the café. Finally, we prototyped and tested all elements and oversaw the implementation.


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Smarter ways to manage a petrol retail brand

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