Can a city that built Palm Jumeirah in just six years redefine high-rise living? Dubai is once again putting its reputation as a global architectural innovator on the line.
It’s hard to believe that Emirates Towers—the two iconic skyscrapers from 2000—could further shape the city’s skyline. Yet that’s exactly what’s happening. Jumeirah Residences Emirates Towers is a project that, as of 09.06.2025, will officially transform the way luxury living is perceived in the region.
You’ve probably heard the term “branded residences,” but it’s worth a closer look. These aren’t just ordinary apartments with a famous logo on the façade. We’re talking about living spaces managed by renowned hotel brands—in this case, Jumeirah. The global growth of this segment by 77% between 2015 and 2025 proves it’s far more than a passing trend.
A vision of luxury above the clouds – Jumeirah Residences Emirates Towers Project
Interestingly, for more than two decades, Emirates Towers served primarily as a business and hotel space. Now, however, the Jumeirah brand is introducing something that was previously missing—a permanent residence for those who wish to live in the heart of Dubai’s metropolis.
754 residences—that’s the scale of this undertaking. The number may seem modest compared to some of the region’s megaprojects, but here, it’s not about sheer size. “We’re creating a new category of urban luxury, where every detail matters,” as one of the developer’s representatives put it.
Why is this project gaining importance right now? Dubai is undergoing yet another phase of transformation. After years of focusing on spectacular tourist attractions, the city is now investing in solutions for permanent residents. People want to live where they work and spend their time.
To understand what makes these towers unique, let’s first take a look at their form and how the architects approached the challenge of creating living spaces in such an iconic location.
From Vision to Form – The Modernist Narrative of SCDA Architects
I remember seeing the Emirates Towers for the first time in the 90s—back then, those two sleek towers seemed like the pinnacle of modernity. Now, looking at the latest project by SCDA Architects, I can see just how far architecture has come.
The entire structure is essentially an architectural trick—the building appears to be suspended in mid-air, even though it’s firmly anchored to the ground.
Base and entrance
The lower section features a classic base with a double-height lobby. But here’s where it gets interesting—the cantilevered part of the building creates a natural canopy over the entrance. There’s no need for an additional roof, as the architecture itself provides protection from the sun. This is typical for SCDA—form follows function, but does so with elegance.
The garden-cloister by the lobby is a bioclimatic solution. Air circulates naturally, and the temperature drops by a few degrees. Simple and effective.
Cantilever design
The central part of the building is essentially just a standard core. But the upper floors—that’s a whole different story. The cantilevered design means that part of the structure extends beyond the footprint of the lower levels. The engineers must have faced quite a challenge making sure everything holds together.
From a distance, it really does look like it’s levitating. Especially in the evening, when the lower section disappears into the shadows.
Three terraces of heaven
This is probably the most fascinating part of the entire project. Infinity pools at different levels—each offering a unique view. One overlooks Downtown, another faces the Museum of the Future, and the third offers a 360-degree panorama.
The water mirrors reflect the sky and buildings. Sometimes it’s hard to tell where the pool ends and the horizon begins. This is the very “poetic minimalism” that Soo K. Chan talks about.
| Building | Height | Bracket type | Function |
|---|---|---|---|
| SCDA Dubai | 354.6 m | Upper segment | Residential |
| Seattle Central Library | 56.4 m | Side | Public |
| CCTV Beijing | 234.0 m | Loop | Media |
SCDA Architects has been operating since 1995. Soo K. Chan, the founder, always says that architecture should be poetry in concrete and steel. He’s not exaggerating—their buildings truly possess something lyrical.
Minimalism here doesn’t mean poverty of form. It’s more about stripping away everything unnecessary. Every line has its purpose, every surface serves a specific function.
The structure is just a frame—the real life begins inside, when residents start creating their own stories within these spaces.
Luxury in the vertical dimension – the resident experience and Jumeirah service
Imagine waking up in the morning and the first thing you see isn’t your phone’s alarm, but a gentle knock at the door. It’s your personal concierge service with fresh coffee and croissants. Sounds like a movie scene? At Jumeirah residences, it’s an everyday reality.
The apartments range from one to four bedrooms, but what truly matters is something else—the “zero overlooking” principle. This means no neighbor can peek through your window. Privacy here is absolute. Each apartment has its own entrance beneath the tower’s cantilever, where dedicated staff await.
This isn’t your typical doorman sitting at the front desk who occasionally helps with your bags.
A concierge works for you around the clock. Need a reservation at a restaurant at three in the morning? Done. Forgot your wedding anniversary? Flowers, dinner, maybe even a flight to Paris—all arranged within the hour.
The list of Jumeirah services available exclusively to residents is truly impressive. Housekeeping means you never have to worry about cleaning again. Catering? A chef from their hotels can prepare dinner right in your home. Priority reservations across the entire Jumeirah network worldwide are an extra perk for frequent travelers.
Let’s compare this to other branded residences. In London, there’s Ritz-Carlton Residences; in New York, Trump Tower. But the Dubai model goes further. There, you live next to the hotel—here, the hotel lives within you. The difference is huge.
Standard residential communities offer a maintenance person, maybe security. Jumeirah gives you a personal life assistant. When you return from a trip, your fridge is stocked just the way you like it. When you leave, someone waters your plants and collects your mail.
Let’s be honest—it comes at a price. But can you really put a value on the time you save? The stress you avoid? The comfort of knowing someone is always looking after you?
Luxury isn’t just about convenience—it’s also capital that works for you, even while you sleep peacefully in your bedroom with a view no one can disturb.
Market forces – why investors are eyeing Sheikh Zayed Road
Returns in Dubai have reached 6-8% annually according to the latest Q3 2025 data. That’s significantly higher than what traditional real estate markets in Europe offer. Sheikh Zayed Road is attracting international investors for good reason.
Foreign demand is driving the local market like never before. Emaar reported a 22% increase in sales to USD 16.6 billion in Q1-Q3 2025. These numbers speak for themselves—the market is far from saturated. In fact, it’s just starting to gain momentum.
The price range of 850-5,000 AED per square foot on Sheikh Zayed Road may seem broad, but it makes sense. The lower end competes with projects in Marina or JBR, while the upper end is still below Palm Jumeirah or Downtown. It’s a strategic pricing position.
It’s worth comparing the main premium investments:
| Project | Entry price | Yield | Amenities |
|---|---|---|---|
| Sheikh Zayed Road | 850-5000 AED/ft² | 6-8% | Metro, Museum proximity |
| Downtown Dubai | 1200-6500 AED/ft² | 5-7% | Burj Khalifa, mall access |
| Palm Jumeirah | 2000-8000 AED/ft² | 4-6% | Beach, luxury resorts |
Infrastructure is a key ROI driver. The planned Blue Line station just 74 meters away by 2029 will transform the entire dynamic of this location. Proximity to the Museum of the Future already elevates the prestige of the address.
Three main factors driving return on investment:
- Increase in property value driven by infrastructure development
- Steady demand from tenants in the financial and technology sectors
- Limited supply of land in the city center
Of course, there are risks. Fluctuations in oil prices can impact the local economy. Regulations regarding foreign ownership sometimes change. However, historically, Dubai has handled such challenges better than other regional markets.
The barriers to entry are no longer as high as they once were. The minimum investment starts at around 500,000 AED, which opens the market to a wider range of investors.
What will these numbers look like when the towers reach their full height and all the infrastructure is complete? Forecasts indicate continued growth in value, especially in the context of the upcoming Expo 2030 and the implementation of Dubai Vision 2071.
Horizon 2030 – strategic conclusions and next steps
Remember that 2028-2030 milestone? It’s really not that far off. Honestly, it sounds like science fiction, but planning in the Emirates has always been pretty… ambitious.
What to do today
To be honest, most of us are just watching these massive projects from the sidelines. But if you’re actually thinking about making a move, there are three things worth keeping an eye on. First—track the construction timelines, because they change more often than the weather in Poland. Second, those off-plan purchase options, though you need to be cautious here. And third, maybe most important—the ESG indicators in Emirati projects. That’s no longer a luxury, it’s the new standard.
What to watch for tomorrow
Dubai has this broader vision that hardly anyone talks about. One hundred and ten kilometers of new shoreline—it sounds unreal, but they’ve proven time and again they can build on water and sand. The Blue Line is just one piece of a much bigger puzzle. Sometimes I think they plan their city the way we plan our weekends—just on a decade-long scale.
Architects are already starting to adapt their portfolios. Not just to the climate, but to these new sustainability standards. Residents? They adapt the fastest, because they have to live in these spaces every day.
What the future looks like
That projected thirty percent increase in villa transactions by 2030—it’s not just a number. It shows the direction the whole market is heading. People want more space, more privacy, more access to water.
In ten years, Dubai’s skyline will look completely different. All these projects we’re talking about as plans right now—they’ll be reality. Kids will be playing on beaches that don’t even exist yet.
Investors need to start thinking in terms of 2030+ today, because the market doesn’t wait for the undecided. It’s not a race, but pace matters.
Start tracking these trends now, before everyone else catches on.
NISSO 79
architecture & real estate editorial team
Luxury Reporter
