Building with Purpose: How Architecture Shapes Placemaking

In this Q&A, Morné shares how his team in Dubai is helping redefine the built environment through future-ready design, digital innovation and human-centered solutions.

Tell us a bit about your background, career journey and what brought you to Jacobs.

I've worked across the design spectrum for more than two decades, from small studios to large, multidisciplinary firms. Originally from South Africa, I moved to the United Arab Emirates to lead architecture on complex, high-profile developments. What drew me to Jacobs was the ambition to bring real purpose to design - not just in aesthetics or function, but in impact. At Jacobs, I saw an opportunity to help shape a culture that values innovation, integrity and deep human insight. I now lead a passionate team of architects and urban designers committed to future-focused, place-based design.

What does Jacobs' tagline "Challenging today. Reinventing tomorrow." mean to you in the context of architecture and urban transformation in the Middle East?

To me, it's a call to action. In this region, where transformation happens at a scale and speed that's unprecedented, we have a responsibility to question convention and reimagine the possible. "Challenging today" means confronting legacy systems, outdated processes or design-by-default. "Reinventing tomorrow" means creating environments that are inclusive, sustainable and culturally resonant - not just for now, but for generations to come. That mindset is central to our work across Saudi Arabia, the Emirates and the wider region.

What makes Jacobs' approach to architecture unique in this region?

We're not just designing for the Middle East, we're designing with it. We integrate global thinking with regional understanding, drawing from cultural, environmental and technological knowledge to create architecture that is contemporary but grounded, visionary but real. Because we sit within a multidisciplinary practice, we bring systems thinking to every project. Whether it's a cruise terminal, a desert observatory or a civic precinct, we think beyond the object to the ecosystem.

What role do advanced design tools and creative methods play in your team's work?

They're fundamental - not as replacements for creativity but as amplifiers of it. Today's challenges demand that we design with data, performance and responsiveness in mind. From generative and parametric workflows to immersive visualization and simulation, our teams use digital tools to unlock better outcomes - faster, smarter and more precisely. But it's not about the software. It's about a culture of curiosity - prototyping, testing and iterating with agility.

How does Jacobs leverage architectural expertise to deliver a Center of Excellence in the Middle East?

The Center of Excellence is about elevating architecture within a global, interdisciplinary company. In practice, it means creating a shared design language across regions, mentoring the next generation and embedding design quality at every stage of delivery. For the Middle East, it's about being part of a global dialogue while responding to local urgencies, from water resilience to cultural identity. It also allows us to invest in research, peer review and design leadership that strengthens both our people and projects.

How can architecture shape more sustainable and livable places - and what should clients expect from future-ready design?

Sustainability isn't just a checkbox - it's the lens through which we must view every design decision. From passive strategies in harsh climates to material selection, adaptive reuse and urban connectivity, architecture has immense power to shape environmental and social wellbeing. A future-ready design should anticipate change, reduce carbon, promote equity and create joy. Clients should expect architecture that doesn't just meet today's standards but sets new ones.

Are there recent design ideas or internal explorations that show how your team thinks differently?

We recently developed a narrative for a Desert Dark Sky Visitor Centre in Saudi Arabia - a project that pushed us across disciplines, from astrophysics to indigenous land knowledge. The architecture was conceived as a quiet landform, disappearing during the day and revealing itself at night to frame the cosmos. We combined passive cooling, off-grid energy and tactile materiality to create a poetic, low-impact experience. It shows how we merge concept with context and storytelling with performance.

What are you most proud of about Jacobs' architecture team and their impact in the Middle East?

I'm proud of the culture we've built - one of trust, creativity and resilience. We've assembled a team that's both deeply talented and deeply human - people who care about design, each other and the world we're shaping. From the cruise ports of Jeddah to civic buildings in Qiddiya and masterplans in Medina, we're not just responding to briefs - we're helping clients define the future. That's impact that lasts.