CEO Firas Al Msaddi of Fam Properties in Dubai defended the use of pictures of the abandoned Dubai Creek Tower project to entice buyers of other homes.
Advertisements promise “panoramic” and “theatrical” views of the Emaar tower, but the project has remained undeveloped for over two years.
In a statement, Fam Properties CEO Firas Al Msaddi said, “All these images are provided by private sellers who have absolute faith in the master community of Dubai Creek Harbour. Our agents are 100 percent in compliance with the marketing agreements with private sellers and landlords of the Creek Harbour community.”
The tower project – by UAE real estate giant Emaar – was suspended in 2020, with no indication of it going ahead two years later. Although no official announcement has been made about the fate of the ambitious development, Emaar has removed all mentions and rendered images of the tower on it’s website.
A Reuters report in 2020 said the developer had to suspend work on the tower, as well as on the surrounding residential projects, as Emaar took major blows from the Covid-19 pandemic.
Later that year, Emaar’s founder and then chairman Mohamed Alabbar had confirmed they halted new developments.
“We don’t build anymore. The government entities decided to stop new developments almost a year back, but Covid definitely put the brakes on,” he said at the time.
However, Al Msaddi – who won a real estate award from Emaar in 2017 – said: “Considering Emaar’s track record of constructing the tallest tower in the world, I strongly believe that Emaar will construct and complete the Creek Tower or a better project that is even more attractive and adds more value to the master community as well as enhances the global positioning of Dubai.”
The fact that all agencies in Dubai continue to use the photographs supplied by sellers and landlords is because we have never seen any official declaration or communication regarding the abstaining from mentioning the Dubai Creek Tower.
