«An object in Burj Khalifa's shadow must either step back or do something Burj can't — a horizontal gesture.»
— EMAAR HOSPITALITY · 2016 BRIEF
By 2014, Downtown Dubai already had Address Downtown and Address Boulevard operational, and Emaar were looking for a third object that wouldn't duplicate the existing. The idea came from neighbouring Burj Khalifa: instead of yet another vertical tower — a horizontal architectural gesture. The contract went to SOM (the same firm behind Burj Khalifa), ensuring stylistic coherence across the entire Downtown ensemble.