MERED has turned the construction floor of ICONIC Residences Design by Pininfarina into a live cultural venue, hosting an invitation-only art activation with visual artist Faris Al-Hammadi and leading property brokers inside the rising Dubai Internet City tower.
The session placed art, architecture and real estate marketing in the same physical frame, giving brokers a direct view of the skyline that future residents are expected to see from the completed development. Palm Jumeirah, Bluewaters with Ain Dubai, Burj Khalifa, Burj Al Arab and Marsa Al Arab formed the visual reference points for the work produced during the event.
Al-Hammadi led the activation through live drawing and oil-based artistic practice, guiding participants to translate the city’s landmarks into their own artwork. Brokers attending the session also wrote personal messages on a wall for future residents, turning the visit into a participatory exercise rather than a standard project walkthrough.
The event reflects a broader shift in Dubai’s premium property market, where developers are using design, cultural programming and branded experiences to differentiate high-end projects in a crowded off-plan segment. Buyers of luxury homes are increasingly being courted not only with location, views and amenities, but also with narratives linked to identity, craftsmanship and lifestyle.
ICONIC Residences is being developed as a G+66 ultra-luxury residential tower designed by Pininfarina, the Italian design house known globally for automotive and architectural work. The development will include 310 premium apartments and a signature two-level penthouse, with handover targeted for the third quarter of 2027.
MERED has positioned the project as one of Dubai Internet City’s future architectural landmarks. Construction has advanced to the tower’s mid-level stages, with structural works, mechanical, electrical and plumbing installations, fit-out preparation and material procurement progressing across multiple floors. The project team includes Pininfarina, Hirsch Bedner Associates, SERA Group, Currie & Brown and Bond Interiors.
Al-Hammadi, an ambassador of the Yas Association for Culture, Art and Theatre, has built his practice around oil portraiture, live drawing and work that blends heritage with contemporary visual expression. His training includes techniques refined in Florence, and his commissioned work has been associated with several national institutions, including the Crown Prince’s Court, the Central Bank of the UAE and federal ministries.
His participation added a local cultural layer to a development defined by international design. During the session, he described art and architecture as disciplines that ask viewers to look beyond surface form, placing the tower’s outlook towards Burj Al Arab and Marsa Al Arab within a wider story of ambition and imagination.
For brokers, the activation offered a sales tool beyond floor plans and price lists. Experiencing views from within the tower and engaging with the space before completion allowed participants to frame the project through its atmosphere, location and intended lifestyle value. Such events have become increasingly important in Dubai’s luxury market, where off-plan sales depend heavily on confidence, brand credibility and emotional connection.
Dubai’s branded residences sector has expanded sharply as developers partner with fashion houses, hospitality groups, design studios and lifestyle brands to command premium positioning. Standalone branded residences are gaining ground globally, with design-led schemes becoming a larger share of the pipeline. Dubai remains one of the strongest markets for this model because of international buyer demand, long-term residency incentives, infrastructure, tax advantages and a deep pool of high-net-worth investors.
ICONIC Residences sits within that trend, offering fully furnished options with Pininfarina-designed interiors. The project’s amenity mix is expected to include wellness and spa facilities, infinity pools, lounges, family spaces, a padel court, luxury retail and air-conditioned parking. Its location near Sheikh Zayed Road, Dubai Internet City metro access and major leisure destinations strengthens its appeal to buyers seeking connectivity as well as landmark views.
The activation also served MERED’s wider brand strategy. By placing brokers inside the construction site rather than in a showroom, the developer sought to demonstrate visible progress at a time when buyers are scrutinising delivery timelines, construction quality and developer track records more closely. Off-plan demand remains strong in Dubai, but the sector is increasingly competitive, making execution and transparency central to market confidence.
The session placed art, architecture and real estate marketing in the same physical frame, giving brokers a direct view of the skyline that future residents are expected to see from the completed development. Palm Jumeirah, Bluewaters with Ain Dubai, Burj Khalifa, Burj Al Arab and Marsa Al Arab formed the visual reference points for the work produced during the event.
Al-Hammadi led the activation through live drawing and oil-based artistic practice, guiding participants to translate the city’s landmarks into their own artwork. Brokers attending the session also wrote personal messages on a wall for future residents, turning the visit into a participatory exercise rather than a standard project walkthrough.
The event reflects a broader shift in Dubai’s premium property market, where developers are using design, cultural programming and branded experiences to differentiate high-end projects in a crowded off-plan segment. Buyers of luxury homes are increasingly being courted not only with location, views and amenities, but also with narratives linked to identity, craftsmanship and lifestyle.
ICONIC Residences is being developed as a G+66 ultra-luxury residential tower designed by Pininfarina, the Italian design house known globally for automotive and architectural work. The development will include 310 premium apartments and a signature two-level penthouse, with handover targeted for the third quarter of 2027.
MERED has positioned the project as one of Dubai Internet City’s future architectural landmarks. Construction has advanced to the tower’s mid-level stages, with structural works, mechanical, electrical and plumbing installations, fit-out preparation and material procurement progressing across multiple floors. The project team includes Pininfarina, Hirsch Bedner Associates, SERA Group, Currie & Brown and Bond Interiors.
Al-Hammadi, an ambassador of the Yas Association for Culture, Art and Theatre, has built his practice around oil portraiture, live drawing and work that blends heritage with contemporary visual expression. His training includes techniques refined in Florence, and his commissioned work has been associated with several national institutions, including the Crown Prince’s Court, the Central Bank of the UAE and federal ministries.
His participation added a local cultural layer to a development defined by international design. During the session, he described art and architecture as disciplines that ask viewers to look beyond surface form, placing the tower’s outlook towards Burj Al Arab and Marsa Al Arab within a wider story of ambition and imagination.
For brokers, the activation offered a sales tool beyond floor plans and price lists. Experiencing views from within the tower and engaging with the space before completion allowed participants to frame the project through its atmosphere, location and intended lifestyle value. Such events have become increasingly important in Dubai’s luxury market, where off-plan sales depend heavily on confidence, brand credibility and emotional connection.
Dubai’s branded residences sector has expanded sharply as developers partner with fashion houses, hospitality groups, design studios and lifestyle brands to command premium positioning. Standalone branded residences are gaining ground globally, with design-led schemes becoming a larger share of the pipeline. Dubai remains one of the strongest markets for this model because of international buyer demand, long-term residency incentives, infrastructure, tax advantages and a deep pool of high-net-worth investors.
ICONIC Residences sits within that trend, offering fully furnished options with Pininfarina-designed interiors. The project’s amenity mix is expected to include wellness and spa facilities, infinity pools, lounges, family spaces, a padel court, luxury retail and air-conditioned parking. Its location near Sheikh Zayed Road, Dubai Internet City metro access and major leisure destinations strengthens its appeal to buyers seeking connectivity as well as landmark views.
The activation also served MERED’s wider brand strategy. By placing brokers inside the construction site rather than in a showroom, the developer sought to demonstrate visible progress at a time when buyers are scrutinising delivery timelines, construction quality and developer track records more closely. Off-plan demand remains strong in Dubai, but the sector is increasingly competitive, making execution and transparency central to market confidence.
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Culture