Nakheel unveils new brand focus in line with Dubai 2040 Urban Master Plan


Developer intends to focus further on developing inclusive communities and ensuring the wellbeing and quality of life of citizens, residents and visitors

Dubai-based master developer Nakheel has unveiled its new brand promise for the next phase of growth. The firm said its new positioning supports the Dubai 2040 Urban Master Plan and will reinforce Dubai as a global destination of choice, and position it as the best city to live in the world.

The developer said it will further support the master plan’s goals of providing the highest standards of urban infrastructure and facilities, developing vibrant and inclusive communities, fostering greater economic activity and positioning Dubai as an aspirational city to visit, live and thrive in. The Dubai 2040 Urban Master Plan was unveiled by His Highness Sheikh Mohammed bin Rashid Al Maktoum in March 2021.

In November 2021, the developer announced the redevelopment of Jebel Ali Village.

“This is an exciting transformational phase for Nakheel, which is synonymous with Dubai’s journey of growth, developing landmarks including Palm Jumeirah, The Palm Tower and Palm West Beach. By focusing on building happiness and prosperity, the Nakheel re-brand reflects its focus on the wellbeing and quality of life for citizens, residents and visitors, enhancing communities and building for Dubai’s future, whilst curating meaningful and rewarding experiences,” explained Nakheel CEO Naaman Atallah.

Atallah added that the re-brand is a natural evolution that will see Nakheel focus even more on its customers, offering exceptional brand value and creating stronger, more engaging relationships by becoming partners in their experiences.

In January 2022, Nakheel launched a new luxury villa community at Tilal Al Furjan.

He remarked, “At the same time, we will continue to transform land and water into vibrant, sustainable cities through our internationally recognised developments and unrivaled experiences for all. We are building today for a better tomorrow.”

The Nakheel re-brand campaign will be visible across multiple communication channels including digital, outdoor and social. This multi-format is designed to resonate with residents and visitors, reflecting their own experiences in Dubai, or aspirational experiences they would like to embark upon, he concluded.

Later in January 2022, the developer appointed ASGC to build 620 homes at Murooj Al Furjan.

On 5 October, Middle East Consultant will host its Wellness in Construction Summit in Dubai. Registration is complementary but mandatory for construction professionals.



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