The complex, with a spectacular glass facade reflecting the city's countless lights, was designed by architectural firm Skidmore, Owings and Merrill. The Dubai tower has 25 storeys of flats, including two penthouses, as well as 31 storeys of commercial spaces. The extremely simple parallelepiped shape seems to be covered with a veil thanks to the use of glass with a milky effect. In contrast, the upper part of the building loses its opaqueness, turning transparent with an effect similar to that of the pixels of digital images. The architects and the Lighting designer wanted to recreate the same type of pixelated effect at night.

Therefore since the building was first lit up in February 2010, 800 special LED luminaires with a diversified switch, have been managed by a control system (storey by storey) set up by iGuzzini. The control system has been recreating the tower's daytime milky effect which gradually turns more and more transparent the further upwards it goes. The night-time appearance also includes more intense lighting at the top of the building, with a kind of torch effect, as if the building were crowned to resemble the Rolex logo. This architectural lighting project was achieved after a process in which three different iGuzzini branches each developed a part of the complex project.