Emaar will market and promote the long awaited Dubai Frame, which is set to open its doors to the public next month, Dubai Municipality (DM) has confirmed.
Under a Memorandum of Understanding signed with DM, the property giant will sell tickets for the attraction, linking trips to the Burj Khalifa’s “At the Top” observation deck.
Emaar will be in charge of all marketing and promotional activities, the type and price of tickets, technical equipment and software as well as photography at the landmark.
In fact it appears that Emaar will all but take over the management of the project, advising on the recruitment of staff, providing guidance on the operation of the building and making recommendations regarding a retail store at the site.
The agreement was signed by Eng. Hussain Nasser Lootah, director general of Dubai Municipality and Ahmed Al Matrooshi, managing director of Emaar.
“Dubai Frame is one of the unique projects that Dubai Municipality is keen to implement, which is an aesthetic icon and an architectural landmark that culturally connects the past with the present, and an important attraction for visitors, tourists and residents alike,” said Lootah.
Lootah said the cladding used on Dubai Frame is made of gold coloured stainless steel. He added that DM had coordinated with Dubai Civil Defence to ensure the safety of the structure.
Dubai Frame or “Berwaz Dubai”, which was originally supposed to open in 2015, consists of a pair of 150m high towers connected at the top by a 93m bridge. From here visitors will have a clear view of ‘old’ Dubai to the north and the skyscrapers of the newer part of the city to the south.