«The boulevard is Downtown's main pedestrian artery. Housing on it must be deliberately car-free.»
— EMAAR · 2014 BRIEF
By 2012, Mohammed Bin Rashid Boulevard had become Downtown's main pedestrian artery — exactly the path tourists and residents walk towards Dubai Mall, Burj Khalifa and Dubai Fountain. Emaar decided to build a residence object oriented to the boulevard — with direct entries onto the promenade, ground-level retail, and a focus on car-free lifestyle.