The tower’s lower 10 floors will house the Trader’s Hotel (a division of the Shangri-La Hotel Group) with 270 luxury rooms, conference center, retail and restaurants. A full-service health club with outdoor pool located in a two-story open niche and a luxury spa will be located on the 16th floor, just above the hotel. Twenty-one floors of general office space for digital media tenants will be built above the open niche.
Since its official opening in January 2001, Dubai Media City has become a desirable venue for global and regional media companies to establish their headquarters.
Inspired by the digital environment of Media City, the dynamic steel tower features sloping and slanting glass designed as a uniquely kinetic skin that appears as large screen of pixels reflecting the landscape and surrounding buildings.
While the building expression, mass, and material are representative of modern information technology, the texturalisation of the building is reminiscent of the traditional Arabic vernacular with its multifaceted, mashraibbiyyah façade. The architectural expression, coupled with the location of the building, creates a natural gateway to Media City and a welcomed icon on the skyline.