When I pass by One Za’abeel near the World Trade Centre Metro Station, I can’t help but feel something is off. The towers stand boldly, connected by an awe-inspiring cantilever—an engineering marvel that demands attention. Yet, despite its grandeur, the space feels… empty.
Why? Because it’s isolated from the city around it. Wide roads cut it off from natural pedestrian flow, and the ground-level experience lacks the welcoming elements that invite people in. From a distance, it looks impressive. But as you step closer, the reality sets in: this isn’t a place designed for people—it’s a place designed to be looked at.
And that’s where the problem begins.
And to its credit, the cantilever is an extraordinary feat of engineering—an element that captures attention and admiration from afar.
However, as I move closer, experiencing the space as a visitor or pedestrian, I begin to question what went wrong. It feels as though the ground-level design was an afterthought, lacking the essential elements that invite people in.
For instance, the restaurants and shops are tucked away on the south side without a single canopy for shade, making the space unwelcoming in Dubai’s harsh climate. Public parking is inconvenient, discouraging casual visitors. Instead of drawing people in, the design actively pushes them away.
Further, the bridge highway area—one of the most valuable locations for public engagement—is walled off with glass, when it could have naturally benefited from shade provided by the highway structure. This space had the potential to be a vibrant outdoor dining area, strengthening the connection between the building and its surroundings. Meanwhile, on the north side, where natural shade is available during the day, the space is instead dedicated to back-of-house services, rather than integrating retail or cafés that could have capitalized on the stunning view of Dubai Frame.
How Did This Happen?
As an architect, I find it shocking that such a high-profile project lacks fundamental urban design considerations. These missed opportunities are not minor—they determine whether a building becomes a thriving destination or an isolated structure.
This brings me to a recent article about One Za’abeel dismissing its marketing staff. (Related News Link) While accountability is necessary, the real issue began long before marketing came into play. From an architectural perspective, the first mistake was failing to design an accessible, engaging ground floor—something that should have been a priority from the start. If this issue was raised but ignored or dismissed, that in itself is a serious oversight.
A similar case, from my personal perspective during my visit, is KADF in Riyadh, Saudi Arabia. The design appears to follow old street footprints without fully understanding their underlying logic. The result? Chaotic interactions between vehicles and pedestrians, demonstrating how a failure to interpret traditional urban patterns correctly can lead to dysfunctional spaces.
Both cases reflect a fundamental lack of common sense in designing for users. When architects overlook the basic principles of accessibility and human interaction, the built environment suffers, and the spaces created fail to serve the people they were intended for.
Architecture and Commercial Success Are Inseparable
Good architecture is not just about aesthetics or engineering feats; it is about how people interact with space. A well-designed development naturally supports commercial success, while a poorly designed one relies too much on marketing to compensate for its shortcomings.
A great example is Hyundai Seoul, which thrived even during the COVID-19 period. The developers prioritized public space, making it a destination for MZ-generation visitors who fueled its popularity through social media. The result? A vibrant, commercially successful space that people want to visit—not just a collection of shops, but a social and cultural hub.
One Za’abeel’s Missed Opportunity
Looking at One Za’abeel, I see a lack of public engagement spaces. If developers tried to cut costs on essential design elements, the long-term impact will be far greater than the initial savings. Marketing teams can promote the building’s offerings, but if the architecture itself fails to attract and engage people, even the best marketing strategy won’t be enough.
This is a lesson for all architects and developers: successful architecture is not just about making a statement—it must also make sense.
