Dubai’s JLT Reveals Massive Rebranding

Free zone and Dubai Government entity, DMCC has unveiled a new brand for Jumeirah Lakes Towers (JLT). The “A neighborhood full of soul” motto reflects the district’s growth into Dubai’s leading mixed-use community.

DMCC explains that the new brand is underpinned by the central proposition that JLT has become an eclectic neighbourhood full of soul. The community’s identity brings together authenticity, ambition, balance, and collaboration. It has become a place where anyone can belong, and everyone can thrive.

The brand also draws inspiration from being located in one of the world’s fastest-growing free zones. DMCC is home to over 21,000 companies from every industry and sector, JLT has become a leading global business district that acts as a launchpad for so many businesses we’ve grown to love.

From F&B pop-ups to five-star dining, and community markets to high-end retail, JLT offers something for everyone and is known as one of Dubai’s go-to foodie and cultural destinations. An area rich with incredible restaurants and apartments.

JLT is home to 100,000 people spread across the 2 million square meter community and its 87 residential and commercial towers.

Ahmed Bin Sulayem, Executive Chairman and Chief Executive Officer, DMCC, said: “Since its first tower was built in 2006, JLT has grown and matured into a truly diverse destination that serves all of its residents, helps businesses grow, and creates unique experiences for visitors. JLT looks to continue this growth in the years to come, enriching the lives of new and old generations alike. Unveiling this new brand is the latest step in JLT’s journey, allowing us to accurately reflect the world-class community that it has become.”