It is this historic quarter of Dubai that master developer and asset manager Ithra Dubai seeks to reimagine and revitalise through its Deira Enrichment Project (DEP). A mix of residential, commercial, retail and hospitality properties, the project aims to rejuvenate Dubai’s oldest trading hub and maximise the area’s potential, while preserving its distinctive culture and character. DEP focuses on enriching Deira in line with the objectives of Dubai 2040 Urban Master Plan of upgrading the emirate’s urban areas, developing vibrant, healthy and inclusive communities, providing sustainable and flexible means of mobility, fostering economic activity, and safeguarding the emirate’s cultural and urban heritage. DEP promises to reposition Deira as the ultimate destination to live, work, visit or simply play and the ideal community for individuals and businesses to thrive.