The recession has undermined the grandiosity of Dubai: Mega-projects have been put on hold, and many of those with “secure” jobs suddenly found themselves on a plane back home. The bubble has burst, leaving those who believed in the sparkle and glamour of the city in shock. But one big project has come to fruition: Dubai’s first metro recently launched, a project that’s not about extravaganza but about something that touches the everyday lives of its residents.
The tagline, “My City, My Metro,” rides perfectly on the atmosphere of pessimism brought about by the downturn, and in a simple and direct way tries to restore feelings of security and belonging to those who have lost it this year. It will take time, healthy economic indicators and a lot of positive publicity to restore trust in this city—but a city as a product has to connect with its “consumers” to give a reason to believe.
Photo credit: twocentsworth