A New Era of Workspaces: Exploring ICD Brookfield Place in Dubai
Strolling through the eight-story tall glass atrium garden at ICD Brookfield Place in Dubai, you might find yourself weaving through an immersive art exhibition titled “The Sublime Nature of Being.” Alternatively, you could run into TikTok comedic sensation Gstaad Guy, who is 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. This vibrant scene sets the tone for what is not just an office building, but a cultural hub that redefines the workplace experience.
A Unique Architectural Marvel
From the moment you step inside the sleek high-rise building, adorned with a canopy of imported trees from Malaysia, it becomes evident that ICD Brookfield Place is far from your typical office tower. Spanning 1 million square feet in the heart of Dubai’s financial district, this development launched during the height of the pandemic and has quickly become one of the most coveted and expensive workplaces in the world. It is home to employees from prestigious companies like Richemont Group and Apple, but it also serves as a playground for the creative community.
Redefining the Office Experience
The lobby atrium, affectionately dubbed the “summer garden,” is a dynamic space that hosts year-round art exhibitions and pop-up events. In a city renowned for pushing architectural boundaries, ICD Brookfield Place, a joint venture between Brookfield Properties and the Investment Corporation of Dubai, has reimagined the concept of an office building. Ben McGregor, senior vice president at Brookfield Properties, explains, “We saw a gap in the market — there was amazing hospitality and residential in Dubai, but the office sector was lacking. We knew we had to do something different.”
This innovative approach has led to a departure from traditional commercial real estate philosophy. A remarkable 15 percent of the building’s leasable space is dedicated to lifestyle and amenity areas, creating a workplace that prioritizes the needs of its occupants. “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,” McGregor adds.
A Hub of Lifestyle and Amenities
ICD Brookfield Place 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, a private members-only Art’s Club, a state-of-the-art fitness studio, and several of the city’s most sought-after dining destinations. Among these is Bar Des Prés, the latest restaurant by French celebrity chef Cyril Lignac, which adds a touch of culinary excellence to the vibrant atmosphere.
Cultivating a Cultural Community
Perhaps the most significant aspect of ICD Brookfield Place is its emergence as a cultural hub, attracting diverse audiences from around the city who may not typically associate 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,” McGregor emphasizes.
To achieve this, the development has actively sought to engage the creative community. Malak Abu-Qaoud, who heads the arts and culture initiatives for ICD Brookfield, recalls the skepticism she faced when proposing an ambitious public arts program within a corporate building. However, the venue has already hosted a roster of artistic activations, including large-scale murals by acclaimed regional artists and exhibitions curated by notable figures like Michèle Lamy, the wife and creative collaborator of designer Rick Owens.
Celebrating Creativity and Innovation
One of the standout events is Tasmeem, an annual graphic design and poster show that showcases both emerging and established designers. This cultural programming has attracted some of fashion’s biggest names, including Christian Louboutin, who chose ICD Brookfield to host his exclusive Red Club last fall, taking over the Michelin-starred restaurant The Guild for a one-night-only party.
A Magnet for Prestigious Tenants
The project has quickly attracted a slew of prestigious office tenants from various sectors, including fashion and 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 upon its launch 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 notes. A report from architecture firm Gensler supports this sentiment, revealing that “workers are no longer debating whether to come to the office, but rather evaluating how the office environment can enhance their productivity.”
Commitment to Sustainability and Health
The development’s commitment to sustainability and health-centric design is another key aspect that appeals to tenants. Advanced air filtration and UV air treatment systems have been integrated into the building, addressing health concerns that have become paramount in the post-pandemic world.
Premium Space with High Demand
The success of ICD Brookfield Place commands premium rent, with leasing rates sitting at 41 percent above the market average, making it one of Dubai’s most expensive commercial addresses. Yet, even at these elevated prices, demand remains significant. The message is 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 concludes, highlighting the transformative impact of ICD Brookfield Place on the modern workplace landscape.
