Beyond the Boardroom: Dubai’s Cultural Revolution Starts at the Office

Strolling through the eight story tall glass atrium garden at ICD’s Brookfield Place in Dubai, you might find yourself weaving through an immersive art exhibition on the “The Sublime Nature of Being” or running into TikTok comedic sensation Gstaad Guy hosting a styling workshop at a pop-up for his tongue-in-cheek Poubel jewelry brand, selling to the very high-powered bankers he parodies in his videos.

What’s clear from the moment you step inside the sleek high-rise building with a canopy of imported trees from Malaysia is that this is not your typical office tower. The 1-million-square-foot development in the heart of the emirate’s financial district, which launched during the height of the pandemic, has become one of the most coveted, and expensive, workplaces in the world. It is where Richemont Group and Apple employees come to work in the Middle East — but it’s also where the creative community comes to play.

In a city renowned for pushing architectural boundaries, ICD Brookfield Place, a joint venture between Brookfield Properties and Investment Corporation of Dubai,  has reinvented the concept of what an office building can be, not just though its design but with placemaking strategy.

“We saw a gap in the market — there was amazing hospitality and residential in Dubai, but the office sector was lacking,” explained Ben McGregor, senior vice president at Brookfield Properties, who worked on the development of the project from the conceptual phase. “We knew we had to do something different.”

The result is a departure from traditional commercial real estate philosophy, an office development where 15 percent of the building’s leasable space is dedicated to lifestyle and amenity areas.

“We wanted to create a workplace that is truly focused on the needs of people,” said McGregor. “We wanted to push the limits of what an office building can be. This isn’t just about adding a few perks — it’s about fundamentally reimagining the workplace experience and making it a place people want to be.”

ICD Brookfield boasts a retail lineup that attracts visitors from all over the city. It is home to the Middle East’s first Skin Laundry facial bar, the private members-only Art’s Club, a state-of-the-art Pilates studio and several of the city’s most sought-after dining destinations.  

Perhaps the most significant aspect of ICD Brookfield Place is its emergence as a community gathering place and cultural hub attracting diverse audiences from around the city not typically associated with the financial district.  “From the onset, this design was not just for tenants. We wanted it to be a place where people from all over the city would come and hang out.”

One clear way of diversifying the crowd is attracting a creative community. Malak Abu-Qaoud, who heads the arts and culture initiatives for ICD Brookfield, said: “When I first started this role, there was a lot of skepticism about bringing an ambitious public arts program to a corporate building.” But they already boast a roster of artistic activations that includes large-scale murals by acclaimed Iraqi artists and exhibitions like the Michèle Lamy curated Chiaroscuro, a site-specific installation and live performance by the wife and creative collaborator of designer Rick Owens.

The cultural programming has attracted some of fashion’s biggest names. Christian Louboutin chose the venue to host his exclusive Red Club last fall by taking over Michelin-starred restaurant The Guild for a one-night-only party, for example.

The project immediately attracted a slew of prestigious office tenants from fashion to banking who recognize the value of offering their employees more than just a workplace.  

During the pandemic, when traditional offices struggled to maintain occupancy, ICD Brookfield Place captured 35 percent of Dubai’s total office leasing activity when it launched in 2020.

“The war for talent is fierce and companies want to offer their employees an environment that is not just functional, but inspiring and community-driven,” McGregor noted.  He cited a report last year from architecture firm Gensler that affirmed this, revealing “workers are no longer debating whether to come to the office, but rather evaluating how the office environment can enhance their productivity.”

The development’s commitment to sustainability and health-centric design includes advanced air filtration and UV air treatment, something that proved particularly attractive post-pandemic.

The success of ICD Brookfield commands premium rent. The building’s leasing rates sit at 41 percent above market average — making it one of Dubai’s most expensive commercial addresses. Yet even at these elevated prices, the demand is significant. The message was clear: companies are willing to pay top dollar for spaces that inspire their employees and reflect their brand values.

“This asset has just smashed through any doubts about the future of the workplace. The lifestyle work offering, the ESG focus, the sense of community — this is what people are craving,” McGregor said.