10 Design Leads New Residential Phase at UAE’s Naseem Al Jurf

Situated between Abu Dhabi and Dubai, Naseem Al Jurf marks the newest phase in the expansive AlJurf masterplan, representing a significant evolution in the UAE’s approach to coastal development. Conceived by 10 Design, part of the Egis Group, this latest addition to the AlJurf community is set to invite residents to experience Riviera-style living in 2027.

Encompassing 220,000 square metres, Naseem Al Jurf is planned to harmonise with the UAE’s coastal and desert ecosystems. The development comprises 111 villas, 60 townhouses, and eight apartment buildings, all arranged around a network of shaded sikkas (urban alleyways) interwoven with a central garden and canal-side public spaces. The masterplan’s spatial configuration is informed by the site’s natural topography: lower-lying villas are positioned adjacent to the canal, while taller apartment buildings define the southern edge.

Landscaping prioritises native flora that thrives in the local climate with minimal irrigation. Green corridors and shaded pathways run throughout the community, fostering biodiversity and encouraging outdoor living, while also providing vital habitats for local wildlife. The architectural language of Naseem Al Jurf is rooted in regional heritage and the surrounding natural context. A carefully curated palette of earthy tones and tactile finishes, reminiscent of sand and stone, can be seen throughout the project.

The masterplan places a strong emphasis on walkability, with shaded pedestrian streets, pocket parks, and public spaces linking homes to key amenities and the beachfront. The layout is designed to encourage easy movement throughout the community, supporting both convenience and social interaction. Key functions include a central garden that serves as a focal point, along with retail and F&B outlets, a mosque, communal pool, beach club, and a canal-side promenade.

Sustainability is at the heart of Naseem Al Jurf. The project incorporates energy-efficient construction methodologies, water-wise landscaping, and the integration of solar panels atop villa rooftops to reduce carbon emissions. The low-rise, low-density design minimises disruption to the natural landscape, preserving the area’s ecological character.