Dubai World Central rebranded as Dubai South

Dubai - The rebranding of the 145 square kilometres city was under a new law issued by His Highness Shaikh Mohammad bin Rashid Al Maktoum.

Dubai World Central, a futuristic city being designed to accommodate one million people, will now be known as Dubai South.
The rebranding of the 145 square kilometres city was under a new law issued by His Highness Shaikh Mohammad bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE, in his capacity as Ruler of Dubai.
The city, which is also home to the new Al Maktoum International Airport - the largest airport in the world when complete - and the World Expo 2020 site, was launched as a Government of Dubai project in 2006.
Announcing the new name, Shaikh Ahmed bin Saeed Al Maktoum, chairman, Dubai Aviation City Corporation, said over the decades, Dubai's leadership and its people have worked together to transform the emirate into one of the world's most desirable destinations.
"A vibrant economy, excellent roads, landmark buildings, and attractive recreational facilities are outstanding accomplishments we are proud of - but they are simply the means to a higher end, which is to facilitate the happiness of people," he said.
"The Government of Dubai has been working to build a new destination - which we are naming today 'Dubai South' - where individuals can empower themselves to achieve their legitimate aspirations to the greater good of society. The name is iconic, and will become instantly recognisable for years to come. Dubai South is the emirate's flagship urban project that will set benchmarks for the rest of the emirate in terms of manifesting the themes of happiness as set out in Dubai Plan 2021," Shaikh Ahmed said.
As a city basing itself on the happiness of the individual, Dubai South aims to change the fundamental concept around how a community is built and what it stands for. The city's ecosystem is expected to generate over half a million jobs and sustain a total population twice that number.
Dubai South's two essential urban dimensions of living and commerce are reflected in its logo, whose color is a mixture of green and blue. Green represents living, and is also symbolic of rebirth, growth and sustainability. Commerce and industry is universally represented by blue.
Dubai South hosts the now-operational Al Maktoum International Airport, which will become the world's largest once complete. The airport will have capacity to fly 220 million passengers and 16 million tons of cargo per year, and will play a decisive role as a major contributor to the emirate's GDP and employment generator.
Adding to the city's prestige are the several key events that Dubai South hosts, such as the World Expo 2020 and the Dubai Airshow.
- issacjohn@khaleejtimes.com

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