Made in the UAE. Community Conversation. Is the UAE ready for its own design language?

As the UAE’s design industry continues to mature, a pivotal question is shaping conversations across studios, construction sites, and client meetings: Is the country ready for its own design language?

Last February, at the Finasi Showrom in Dubai, leading voices from architecture, interior design, and fit-out gathered to explore this very topic during the first edition of Made in the UAE. Community Conversation. The initiative was launched to examine what it truly means to create in the Emirates today — not just aesthetically, but culturally, materially, and strategically.

Moderated by Marina Mrdjen of Intelier, the panel featured:

• Sumaya Dabbagh – Dabbagh Architects

• Rakan Jandali – KCA International

• Milica Didic – ELE Interior Design

• Bani Singh – Grounded Design

• Hisham Sultan – Finasi

Instead of trying to define a single aesthetic, the discussion explored a deeper question: how design in the UAE can evolve beyond borrowed references and develop approaches that are contextual, climate-responsive, and rooted in place.

Sumaya Dabbagh, Dabbagh Architects:  Local doesn’t mean one identity

With over two decades of international and regional experience, Sumaya Dabbagh spoke about the evolving meaning of “local” in the UAE.

Local, she explained, does not simply mean Emirati. It means homegrown. It reflects a country shaped by Emirati roots yet enriched by diverse cultures and nationalities.

She reflected on earlier development phases, where traditional elements were often applied superficially. What designers are pushing for now is something more meaningful: responding to place, history, and environmental conditions in ways that feel authentic rather than s

ymbolic.

Encouragingly, she noted, new materials and growing investment in local manufacturing are enabling designers to create architecture that is genuinely “of the place.”

Rakan Jandali, KCA International: Belonging over signature style

Having lived in Dubai since 2007, Rakan Jandali has witnessed a profound transformation in how design is approached.

For him, successful contemporary design is no longer about establishing a recognizable signature look. Instead, it is about creating a sense of belonging.

Understanding the reasoning behind historical references allows designers to reinterpret them meaningfully — ensuring that projects feel connected rather than forced. Especially in hospitality, storytelling has become essential. Guests are no longer looking for spectacle alone; they seek experiences that make them feel part of the place they are living in.

Milica Didic, ELE Interior Design: Design today is more intentional

Milica Didic highlighted a clear evolution in client expectations, particularly among Emirati homeowners.

A decade ago, projects often centered on grandeur — showcasing opulent materials and oversized majlis spaces. Today, priorities have shifted toward environments that genuinely support daily life.

Design has become more intentional. More thoughtful. More aligned with how people really live.

Rather than asking how a space can impress, clients increasingly ask how it can function, endure, and feel authentic. This change signals a maturing market — one less focused on display and more focused on intentional living.

Bani Singh, Grounded Design: Multicultural energy as creative strength

Bani Singh connected the idea of a UAE design language to its multicultural identity.

In a highly competitive market, clients are seeking something special. They want homes and spaces that tell personal stories. With so many creative voices working within the country, diversity itself becomes an asset.

She also linked the conversation to sustainability and local production. “Made in the UAE” is not only a cultural ambition; it is an environmental one. Reducing reliance on imported products and strengthening local craftsmanship contributes to long-term strategy.

The UAE, she suggested, is hungry for different perspectives — and that energy can become something uniquely powerful.

Hisham A. Sultan: Building identity through execution

For Hisham A. Sultan, the conversation extends beyond creativity.

When Finasi introduced “Made in the UAE” at Downtown Design last November, it was about recognizing a tangible shift: the quality of local production had reached a level worthy of pride.

Strategic investment in UAE-based manufacturing facilities has allowed the company to translate design visions into built realities that perform in the region’s demanding climate. Identity, in this sense, is not just conceptual, it is built through responsibility and execution.

Design must work. Materials must endure. Craft must meet climate.
Bridging creativity with execution is where a design language begins to shine.

An evolving dialogue

The discussion made one thing clear: the UAE’s design identity is not a fixed formula.

It is an evolving dialogue.

It lives in the exchange between architect and builder, between global influence and local context, between innovation and responsibility. It grows stronger through investment in manufacturing, deeper storytelling, and climate-conscious thinking.

The morning concluded with a traditional Emirati Ragag breakfast served in the showroom — a quiet reminder that culture is not declared. It is experienced, shared, and built collectively.

Much like the UAE’s evolving design language itself.