International architecture and interior design firm dwp was commissioned to lead the design for Emaar's brand new offices in Emaar Square, Dubai, UAE. Emaar, as one of the world's largest property developers, wanted to reinvigorate their team and have a new vibrant workplace. dwp translated their vision for the future into an extraordinary design aesthetic, as a clear reflection of the Emaar brand, spread over 3 levels and 6,250 sqm. The client brief required plenty of natural daylight, long worktables and work stations, an open-plan with no doors, taking a loft style, with a collaborative and communicative approach. The number of individual offices had to be minimised and implemented with the use of glass panelling. The results speak for themselves, with an impactful workspace, inviting for clients and motivating for the team. dwp created a dynamic and highly collaborative workspace, which has exceeded client expectations. Furthermore, upon completion, dwp's design won the Middle East Interior Design Award 2014, for the 'large corporate space' category.

1. the dynamic
workspace…
…an Emaar story

2. today’s journey
the story
design
realisation
conclusions

3. today’s journey
the story
design
realisation
conclusions

4. the vision
“I think the time
has come for Emaar
to roll to an
incredible level. You
know the story of
the phoenix, it
always rises up…”
Mohamed Alabbar
Chairman, Emaar

5. the story
Led by chairman Mohammed Alabbar, from agile beginnings in site
offices around Downtown Dubai, Emaar fought with an entrepreneurial
spirit to create one of the largest most dynamic property developers in
the world…
…Emaar wished to reinvigorate their organisation, to replenish their
energy for the present and future challenges…
they decided to relocate their entire team to Emaar Square and create a
new more dynamic and collaborative workplace…
a workplace to meet their aspirations for efficiency and effectiveness…
to engage and inspire the team to reflect the Emaar brand vision…

6. Emaar’s motivational initiative for highly efficient and effective working…

7. dynamic transformation
• Spread over 6 floors
• Fragmented departments
• Limited shared facilities
• Cellular / compartmented
• Excessive storage space
• Uninspiring interiors
• Limited facilities
Previous offices
Emaar Business Park
• New dynamic workplace
Transformation
• 6,250m2
• 3 Floors linked
• 15 depts. in one location
• In the heart of Downtown
• Open-plan, efficient
• Collaborative
New Headquarters
Emaar Square

8. key requirements and drivers for change
• dynamic, collaborative, efficient and effective working
• inspiring and unique design
• promotion of the Emaar initiative “NOW - no other way!”
• align business requirements with space planning
• consolidation of all departments in one location
• personnel attraction and retention
• environmental quality: wellbeing, daylight, ergonomics
• impacting the bottom line

9. concept design direction
“We’ve lost some of our traditionally personal approach to doing business here in the
Middle East. The individual enclosed workstation is not the answer...
We now look to create collaborative communities in the office of the future.”
past social present enclosed future community

10. today’s journey
the story
design
realisation
conclusions

11. understanding the client’s requirements
data gathering stakeholder workshops communication
Corporate Office TBC Corporate Services 23 23
8 nos of Drivers & 3+1 nos in
Mail Room
1
Corporate Office TBC Emaar Security 16 13 3 Yes
Additional requirement 2pax
4x5m Security Room
1
Corporate Office TBC Human Resources 10 9 1 Yes
2 nos Receptionists, 5x4m HR
Store req'd
1
Corporate Office TBC Internal Audit 14 11 2 1 Yes 1
Corporate Office TBC
Performance
Management
4 2 2 1
Dubai Operations TBC Finance 19 18 1
Any fire proof cabinets
required?
1
Emaar
Community Mgmt
TBC
Community
Management
58 57 1
8 nos of Technical Services
Engineers & 2 nos of
Landscape Engineers
1
Emaar
Community Mgmt
TBC
Finance Community
Management
28 28 1
Emaar
Community Mgmt
TBC
FM Community
Service
4 4 1
Emaar Retail (EM) TBC
ERG Human
Resources
5 5 Yes Require fire proof cabinets 1
Head Office
(EMG)
TBC
EMG Human
Resources
17 16 1 Yes
2 nos of Drivers, 2 nos of
Receptionists, 1 nos of Office
boy and 1 Payroll Executive
1
LEVEL 1 Dept Sub-Total 198 186 0 11 0 1 0 0
Overall Level 1 occupany per
sqm
11.9
85

12. client brief
• daylight
• long work-tables
• dynamic planning
• open-plan
• no doors
• meeting pods
• raw „loft‟ style
• simple flooring
• no ceilings

13. development context
With burj
“In the heart of Emaar‟s premier development with excellent transport links and facilities…”

14. co-dependencies of brand and culture
space can be a powerful tool to both create and reflect culture and brand

15. promote creativity
…it’s what sets you apart

16. dynamic opportunities
open - door policy / “no door” policy dynamic meetings
“ we spend far too much time sitting in meetings behind closed doors!…
we will have only 1 seated meeting table and only 1 meeting room with doors…”

17. aesthetics
corporate Emaar HQ - uniquehighly
branded
“bring your brand to life”

18. flexible open plan work settings

19. efficiency innovation
• Minimise enclosures
• Go open plan
• Centralised facilities
• Flexible spaces
• Lifecycle costing
• Automated systems
• Harness natural light
• Collaboration
• Proximity to facilities
Reception/Lobby
Oasis
Hot desk zone
Meeting rooms
Executive office
Meeting hubs
Pantry pod
Shared services
Internal stair
Open plan work areas
Storage

20. Neighborhood 4
Neighborhood 5
Hot desks
Break
Out Hubs
pods
Office
Office
Office
Office
Main
Entrance
Reception
neighbourhood concept
Enhanced dynamics and collaboration through neighbourhood concept…

21. level 1 layout
burj views
• No. of Workstations 155
• No. of offices 1
• Total Occupancy 160
• Net Floor Area 2,373m2
• Occupancy 1 person / 14m2
Central interconnecting staircase provides connectivity
between floors without using elevators

22. arrive

23. level 2 layout
burj views
• No. of Workstations 180
• No. of offices 8
• Total Occupancy 185
• Net Floor Area 2,373m2
• Occupancy 1 person / 12m2
Space planning allows organic growth and contraction
of departments and teams.

24. level 4 layout
burj views
• No. of Workstations 109
• No. of offices 3
• Total Occupancy 114
• Net Floor Area 1,186m2
• Occupancy 1 person / 10m2
• Plus café space
Flexible central resource draws co-workers together
in a variety of collaborative settings.

25. oasis
connect

26. Thoughtfully located flexible spaces accommodate different meeting types and technology
requirements at various acoustic and privacy levels
interactive spaces
meeting room
Touchdown pod
Open meeting space
Meeting room
Acoustic meeting booth
“Ampitheatre”
Project room
Ad hoc meeting poufs
pantry

27. collaborate

28. innovative design approach
innovative use of materials eco materials non commercial FF&E

29. unique finishes

30. green design elements
• dwp integrated design approach is the preferred
approach as set out by the USGBC for a true
LEED sustainable project.
• we call it “Intrinsic Sustainable Design” which
has green ideas at the heart of every design
decision. For example, without doors to
enclosed spaces, we halved the HVAC
requirement.
• although LEED certification was not a client
requirement, we undertook LEED assessment
throughout the design and construction stages

31. MEP / ITC design
• new Cat 6 cabling
• wifi connectivity throughout
• state of the art Comms Rooms
• overhaul of existing VAV system
• FM200 systems in filing and Comms Rooms
• Bio Oxygen filtration system to café
• low energy lighting systems

32. structural design
• create large opening in
post-tensioned slab
• insert pre-fabricated
steel staircase
• exposed structural
beams and steelwork
connections

33. today’s journey
the story
design
realisation
conclusions

34. delivery
• dwp undertook design, tender and construction stage services
• 12 weeks design and tender programme
• 14 weeks construction programme

35. 2nd floor reception
Dynamism : Emaar is a market leader with a dynamic team, this is
reflected in their open workspace.

36. 1st floor reception
Anyone who has been to Emaar HQ will feel the energy created by this
new collaborative open-plan environment.

37. 4th floor reception
dwp and Emaar have created a dynamic and unique design
approach to the office environment for the region.

38. 1st floor meeting spaces
A small number of meeting rooms serve a large workforce, the ‘standing’
tables ensure meetings are swift and productive

39. work / meet
This special project was created from a strong vision and simple brief
from the client, which the designers swiftly realised through an intense
design process.

40. agile working
Raw materials and textures invigorate the senses. No carpets, ceilings
or other standard materials are used

41. collaborate
This inspirational, dynamic workplace design promotes efficient and
effective working… “NOW no other way!”….

42. social
LEED credits were gained by e.g. the space planning, material
selections, MEP BMS programming and LED lighting which was
installed throughout.

43. today’s journey
the story
design
realisation
conclusions

44. measurable findings
• Expanded occupation: 1:11m2
• Expansion possibilities: 1:9m2
• Productivity: + 20%
• Meeting durations: - 45%
• Inter-department collaboration: increased

45. conclusions
• PFA concrete flooring with locally recycled screed
• 100% recyclable 43% recycled marmoleum flooring
• All gypsum board produced in the UAE
• 90% of the existing MEP services re-used
• All paints low VOC content
Recycled products have been used and sourced locally

46. “Simply the best office design I have ever seen… A
vibrant open office where business really gets done
fast…”
Javed Magray, Director - Projects, Emaar