Global developer creates The Human Thread – for a better way of life.

Limitless is embarking on a multi-million dollar campaign to highlight how it creates life-enhancing developments that are designed around people – for a better way of living.

The campaign – The Human Thread – focuses on Limitless’ philosophy that it is people, not buildings, who matter most when it comes to sustainable development. The company is ‘weaving humanity into the urban fabric’ by delivering distinctive, environment-friendly projects that make the people who will live and work in them feel more connected.

Saeed Ahmed Saeed, CEO of Limitless, said: “Our vision is to enhance and enrich people’s lives, and to do that we must start with a blank canvas and consider the needs of humans from the outset in the design of our projects.
“We want to bring people closer – to one another and to their community – by applying the  human thread in our projects globally. For example, by designing our projects around people, not cars, we can create communities where people can walk or cycle in safety and comfort, and travel in eco-friendly alternatives to the car, meaning less time in traffic and more time with those who matter most.

“Limitless is also creating spaces as well as structures. We have always believed that public, outdoor areas are just as important as buildings, which is why all of our large-scale master planned developments include extensive open space – parks, plazas, lakes – where people can walk, relax or socialise, and feel connected to the environment they live in.”

The campaign begins this week in the UAE and the rest of the GCC, with a global roll out in 2009. It includes print media and outdoor sites, as well as extensive indoor space at Cityscape Dubai next month.

Find out more about The Human Thread and its role in Limitless developments by visiting the Limitless stand (ZJ20) at Cityscape, where the company is showing 11 global projects including  three in the UAE: Arabian Canal, Downtown Jebel Ali and World Island Resort.

Also on show are Sanaya Amman (Jordan); Al Wasl (Saudi Arabia); Khimki Region (Russia); Bidadi (India); Puteri Harbour and Malaysia International Halal Park (Malaysia); Halong Star (Vietnam) and Rasuna Epicentrum (Indonesia). Limitless projects, currently valued at over US$100 billion, span more than 20,000 hectares and will accommodate around three million people.

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Media enquiries: Rebecca Rees on +971 4 375 9733 or rebecca.rees@limitless.ae

Note to editors:  Limitless worked with Dubai-based TBWA to produce The Human Thread.