“We have struck the fire”
In a powerful and poetic address, Imran Khan, Founder and CEO of PIXL Global – a premier off-plan real estate marketing agency based in Dubai – delivered a speech that left a lasting impression on real estate professionals at the by-invitation launch event of Norah Residence, a new residential development coming up in Jumeirah Village Circle, Dubai.
The exceptional project is being developed by Al Tareq Star, a diversified real estate group based in Saudi Arabia. Set to be completed by the end of Q2 2027, Norah Residence is promoted as a high-value living offering, with unit prices starting at AED 650,000 for a studio and reaching a peak of AED 1.75 million for a 2-bedroom unit.
With a 40/60 post-handover payment plan, the project offers an accessible entry point into Dubai’s dynamic real estate market for both end-users and investors.
Khan’s speech at the official launch event of Norah Residence held in Dubai on June 19, 2025, began by highlighting the strategic role of marketing at the early stages of development. “Marketing comes in at an exciting time,” he said.
“You think of what will go in that brochure before the show apartment gets created. It’s before a single unit is sold. Our responsibility is to light an intellectual spark.”
Khan elaborated that the spark marketers create must evolve into a feeling—an emotional connection conveyed by every stakeholder from the media to sales agents.
“It’s this feeling that makes them pause, click on that social media stream, and say, ‘Tell me more,’” he said.
Khan drew attention to the symbolic power of the project’s name, Norah, which means “light”. He described it as more than branding—it is a deep-rooted commitment by the developer. “It’s a family that has decided to give a name to someone who is their very own,” he stated.
“When you do that, you don’t just build it, you protect it, you perfect it, and you make it last.”
The PIXL Global team worked closely with Al Tareq Star over the past eight months to shape and refine the launch of Norah Residence. Khan praised the collaborative spirit of the developer, saying: “That’s what the team at Al Tareq Star has inspired us marketers to do.”
In discussing the Norah Residence project, Khan not only emphasised its authenticity but also its reliability and trustworthiness.
“Norah is premium, but it’s not pretentious,” he said. “It’s something grounded in reality and balanced. It’s life in Spain.” He contrasted this with other developments that aim for luxury but fail to capture the essence of livability.
With passion and purpose, Khan concluded with a call to action for the real estate professionals present at the launch event: “We have struck the fire. This spark is now your turn to turn it into a wildfire.”
Hero image: Imran Khan, Founder and CEO of PIXL Global, speaking at the launch event of Norah Residence in Dubai on June 19, 2025. Credit: Arnold Pinto
