Jebel Ali Racecourse Redevelopment

A mixed use residential development that truly sets itself apart

The historic Jebel Ali Racecourse is being transformed into a people-focused, world-class residential district.

Imagination was brought on to define what would truly set this new community apart from the many others in Dubai. As placemaking and experience design partners, we developed standout concepts with a clear purpose – create a place where residents feel they always want to stay, and visitors feel they’ll always want to return.

Dubai is a highly desirable city, attracting both residents and newcomers who are particularly drawn to its communities because they offer a blend of residential living, retail, dining and entertainment.

The core challenge was reimagining a historic racecourse into a distinctive residential community in a city already filled with world-class developments. We needed to find a way to both honour the site’s legacy and create a bold new experience that would resonate with future residents and visitors alike.

This meant tackling questions of differentiation, placemaking and purpose: how do you design a community that doesn’t just compete with other destinations in Dubai, but one that feels magnetic?

We developed a placemaking strategy rooted in guiding principles that celebrated the historic legacy of the Jebel Ali Racecourse while envisioning a vibrant future for the community.

Building on this, we crafted a series of immersive experience concepts that brought the community to life, ranging from public spaces and social hubs to lifestyle and recreational spaces.

The result was a one-of-a-kind community where residents feel a sense of belonging and connection.

The project delivered lasting value on multiple levels. By enhancing the resident experience, it fostered a strong sense of belonging that encouraged long-term residency and deeper community engagement. At the same time, the development strengthened its market appeal and investment potential, positioning itself to attract premium buyers, tenants, and retail operators, thereby increasing its commercial viability. Beyond the economic benefits, the project also created cultural resonance by honouring the legacy of the historic Jebel Ali Racecourse and weaving its story into the fabric of the community.