SEE Holding appoints Maye Musk to champion Sustainable City model globally

SEE Holding has named Maye Musk, mother of tech billionaire Elon Musk, as a global representative for The Sustainable City, tasking her with contributing to international discussions on how cities can support healthier and more balanced lives.

In a statement, the company said Musk will help shape conversations on urban sustainability by amplifying ideas, dialogue and real-world examples of thoughtful design and long-term planning. The focus, it said, is on how cities influence daily life across generations, from health and mobility to social connection and ageing.

“The cities we build shape how we live, how we age, and how we connect with one another,” Musk said. SEE Holding said her contribution is grounded in lived experience rather than trend-driven narratives, reinforcing its view of sustainability as a holistic way of life rather than a narrow environmental metric.

For a lay audience, urban sustainability in this context goes beyond energy-efficient buildings. It refers to how neighbourhoods are designed to reduce environmental impact while also supporting quality of life, such as walkable layouts, access to green spaces, local food production and community interaction. The aim is to create places that function well socially and economically over decades, not just years.

Faris Saeed, founder and chairman of SEE Holding, said Musk brings credibility and clarity to the discussion. “Maye brings a rare combination of credibility, clarity, and lived wisdom to the global conversation about how we live and how we build for the future,” he said. He added that sustainability should be measured not only through performance indicators, such as energy savings, but through the everyday experience cities create for residents.

SEE Holding positions The Sustainable City as a blueprint for future-ready communities. The development model combines clean energy, food security, clean mobility and circular economy principles. In simple terms, this means generating renewable power on site, producing some food locally, prioritising low-emission transport and designing systems where resources such as water and materials are reused rather than discarded.

The company said these elements are integrated with nature, biodiversity, inclusion and human connection. That includes preserving green areas, encouraging social interaction and designing spaces that cater to different age groups and abilities.

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SEE Holding added that The Sustainable City has been recognised as the happiest community in the Gulf Co-operation Council for three consecutive years. Projects are already operating or under development across the region, including in Sharjah, Abu Dhabi and Oman.

By appointing Musk as a global representative, SEE Holding is seeking to broaden the conversation around sustainability from technical standards to lived outcomes. The company said the collaboration reflects a belief that future cities must be designed not only to reduce environmental impact but to support long-term wellbeing and resilience for the people who live in them.

The Recap

• SEE Holding names Maye Musk as global voice.
• The Sustainable City combines clean energy and circular economy principles.
• Recognized as happiest community in the GCC three consecutive years.