Lumena
Client
Omniyat
Location
Dubai, UAE
Year
2025
Credits
Images by Omniyat
Info
A 260-metre ultra-luxury commercial tower in the heart of Business Bay, Dubai. Not just a building. A new benchmark.
Omniyat are one of Dubai's most respected luxury developers, known for delivering some of the city's most architecturally significant addresses. Their ambition with Lumena was clear: redefine what premium commercial real estate looks and feels like in Dubai. The challenge was creating a brand identity that could match the architectural ambition of the building itself, while landing with immediate commercial impact in one of the world's fastest-moving property markets, where timelines are short and expectations are anything but.
The building gave us everything we needed. Its waterfall-like exterior and mirage-like presence at sunrise and sunset, light refracting across the façade in warm hues of orange and gold, became the foundation of the entire visual language. The colour palette, graphic treatments, image direction and brand expression all drew directly from the architecture. The identity didn't just represent the building. It grew out of it.
Working as part of the core design team, I contributed across every stage: from initial workshops and naming exploration through to final delivery. The scope covered the full brand identity, typographic and colour systems, image direction, brand guidelines, stationery and launch campaign.
Since launch, Lumena by Omniyat has sold out in full. At its initial release, the development achieved Business Bay’s highest total sales value of AED 3.4 billion, underscoring the project’s position as a landmark within Dubai’s ultra-luxury commercial landscape.
