Place Identity & Urban Elements Strategy
Jumeirah Lake Towers Place Identity & Urban Elements Strategy
Dubai, UAE
The project develops a cohesive place identity for the public realm design and urban elements system within the Jumeirah Lake Towers (JLT) district in Dubai, UAE.
The design draws inspiration from the visual language of the JLT community brand, translating the logo's geometric composition and color palette into a modular urban elements design system for public spaces. Pure geometric shapes and intersecting forms are used to generate a flexible design vocabulary that explores negative space, layering, and repetition.
From this basis of design, a coordinated family of urban elements and street furniture was developed, including seating, wayfinding systems, and waste bins. These elements reinterpret the brand's geometric logic at different scales while remaining adaptable to various public realm and public space conditions.
