Although the lifespan of the Toyota building in Dubai is coming to an end, the famous sign that gave this landmark its popular name will be preserved. According to Khaleej Times, Al-Futtaim Toyota intends to continue the legacy of the sign after the demolition of the Nasser Rashid Lutah building on Sheikh Zayed Road.
This statement came as tenants continue to vacate the 15-story building, which is being prepared for demolition. A representative from the building's real estate department previously told Khaleej Times that the exact demolition dates have not been set.
The building, constructed in 1974, is officially named the Nasser Rashid Lutah Building. However, for Dubai residents for many generations, the official name was overshadowed by the giant Toyota sign on the roof.
Jax Brent, Managing Director of Al-Futtaim Toyota, shared mixed feelings with Khaleej Times regarding the news about the Nasser Rashid Lutah building on Sheikh Zayed Road, known as the 'Toyota building.' He noted that while he is sad about the end of this landmark's history, he is also pleased about what will happen at this prestigious city center location.
Brent emphasized that in a rapidly developing city like Dubai, they always understood that the history of the iconic 'Toyota building' could not last forever. Nevertheless, he assured that this is not the end for the famous Toyota sign, as they have plans to continue this legacy, which will be revealed in the coming months.
He also advised residents to closely watch this landmark before it disappears from the Dubai cityscape. 'And we have one more surprise before we say goodbye to the 'Toyota building'—you'll find out when you see it!'
Al-Futtaim Toyota has not specified whether the sign itself will be moved, relocated elsewhere, or preserved as a heritage object, stating that these plans still require confirmation.
The red and white Toyota sign was first installed in 1981, when Sheikh Zayed Road looked completely different from the modern skyscraper-lined highway. At that time, the building was one of the few high-rises in the area, which was then associated with the Defence ring road. As Dubai grew around it, the Toyota sign became such a familiar visual landmark that the building itself began to be called the 'Toyota building.'
This nickname persisted even though the building did not house a Toyota showroom or service center. Brent noted that since the Toyota sign was installed on the Nasser Rashid Lutah building in 1981, it served as a landmark for both residents and visitors of Dubai, becoming an integral part of Dubai's visual heritage and its dynamic development story, as well as a constant symbol of Toyota's deep connection with the UAE.
The sign remained on the building for nearly four decades before being removed in 2018 after the advertising contract expired. However, the disappearance of the logo had little impact on the retention of the name 'Toyota building.' When Al-Futtaim Toyota reinstated the billboard in 2022, it stated that this was in response to popular demand.
Brent said they were very pleased to bring back the iconic billboard in 2022, as Dubai residents associate much nostalgia and warm memories with it, and the restoration of the sign was a tribute to the city and its people. At the time, residents described the return of the familiar sign as a return of a piece of old Dubai. The building continued to stand while towers grew around it along Sheikh Zayed Road, making it one of the few surviving visual testaments to an earlier period of the city's development.
Al-Futtaim Toyota reported that conversations with long-time Dubai residents revealed another function the building once served: helping people navigate the city. Brent mentioned that they recently spoke with long-term Dubai residents and discovered that old landmarks like the Toyota building are a link to their own past.
Today, surrounded by some of the city's most recognizable modern attractions, including the Burj Khalifa, Emirates Towers, and Museum of the Future, the 'Toyota building' remained a constant element for many who have lived in Dubai for decades. Brent explained that before the widespread use of digital maps and geolocation tags, landmarks like the Toyota building actually served as addresses. In the days before GPS and Google Maps, people used attractions like the World Trade Centre and the Toyota building as navigation tools to find their way or give directions to others.
Al-Futtaim Toyota intends to maintain this connection even as the building prepares to disappear. The company expressed pride in having been such a prominent element of Dubai's iconic skyline for almost half a century and thanked the Nasser Rashid Lutah group for the opportunity provided.


