«Downtown isn't a single object, it's an ensemble. Address Boulevard becomes part of forming the Address cluster.»
— EMAAR HOSPITALITY · 2014 BRIEF
By 2012 Address Downtown was already operating, and Emaar was forming the 'Address cluster' in Downtown — a series of hotel-residence objects under unified management. Address Boulevard became the tallest (368m), conceived as the flagship on the district's main pedestrian artery — Mohammed Bin Rashid Boulevard.