Developers’ branded architecture and the contemporary urban image of Dubai

Cristiano Luchetti

Abstract


Dubai’s ongoing urban transformation has been driven by an ambitious development program that has positioned the city as a global icon of modernity, luxury, and architectural experimentation. An increasingly dominant part of this transformation is represented by branded architecture that now characterizes large portions of the metropolitan territory. These distinctive projects are designed to cultivate an immediately recognizable urban identity, associated with a brand that guarantees construction quality and investment security while satisfying the local and international real estate market. This text examines how branded architecture, promoted by major developers, increasingly shapes the contemporary urban image of Dubai by influencing its identity perception, urban livability, and socio-spatial dynamics.

Through an analysis of iconic projects built by major developers operating in the city, the study explores how these developments serve both as architectural statements and marketing tools that reinforce Dubai’s image as a futuristic and business-friendly metropolis. Moreover, the paper examines the strategies employed by developers to brand urban space, including the use of purpose-built formal languages, thematic master planning, and integrated lifestyle offerings. While such developments contribute to Dubai’s economic positioning, they also raise critical questions regarding the city’s architectural accessibility, the exclusivity and privatization of public space, the appropriation of local urban identities, and the lack of a clear sustainable proposal for the development of the built environment.

This paper highlights the tension between image-driven urbanism and the creation of increasingly less inclusive cities by situating Dubai’s branded architecture in the broader discourse of globalization and urban spectacle.  The findings suggest that while these projects successfully project a dynamic urban image, they risk marginalizing everyday urban life and limiting opportunities for authentic public engagement. The study calls for a more balanced approach to urban branding that reconciles market-driven aesthetics with socially responsive and user-focused design, ensuring a more inclusive and sustainable urban future for Dubai.

 

Received: 18 November 2025

Accepted: 19 December 2025

Published: 22 December 2025


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Horizons in Architecture and Urban Studies Journal

 

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