On Public Demand Toyota Is Bringing Back Its OG Billboard On SZR

Credits: Expatmedia

Nasser Rashid Lootah Building on Sheikh Zayed Road was famous for its iconic ‘Toyota’ billboard and by popular demand, it is back! The red and white Toyota logo on top of the Nasser Rashid Lootah Building on Sheikh Zayed Road has been restored, according to an announcement from Al Futtaim. Even though there is no nearby showroom or service centre for the Japanese automaker, the tower became known as the Toyota Building due to the enormous billboard, which was first built in 1981. When the ad deal expired in 2018, the billboard was taken down.

Vincent Wijnen, senior managing director of Al Futtaim Automotive, said: “The ‘Toyota Building’ has long been a landmark for Dubai residents and visitors alike, forming an inseparable part of the visual heritage of Dubai and its dynamic history of development. We are delighted to bring back the iconic billboard from which the building derived its popular name, and hope that UAE residents accustomed to seeing the red-and-white Toyota Logo will be thrilled to see their beloved advertising once again.”

“Since the Toyota sign first went up on the Nasser Rashid Lootah Building in 1981, Dubai has changed dramatically into a thriving global hub with the third-most skyscrapers in the world. But the spirit of the city has remained the same – resilient, welcoming and always rising above all challenges to create opportunities for everyone. “There is a lot of nostalgia and fond memories that Dubai residents associate with the billboard. Bringing it back is our tribute to the spirit of Dubai,” Wijnen said.

The two-block Nasser Rashid Lootah Building, built-in 1974, three years after the UAE was established, is recognised as one of Dubai’s earliest residential buildings, having stood as a spectator to events long before the era of tall skyscrapers started. The company held the Toyota Building Photowalk, an interactive cultural event, as part of its relaunch. Fans had the chance to test drive a car while being taken on a cultural tour of the larger neighbourhood surrounding the Toyota building. To remember special moments throughout the event, which came to an end at the Nasser Rashid Lootah Building, each participant was given a complimentary disposable camera.