Experience Commercial Masterplan

A new mixed use development in the heart of central business district which is approximately 80% constructed.

The aim of revised masterplan re-ignites the design/ construction process, as part of the kingdom of Saudi’s Arabia’s 2030 vision and defines a clear commercial vision supporting by a compelling concept narrative as part of the authentic place vision.

The experience masterplan aim to be informed by a programme of future trend research. The objective is to position the site as a unique branded destination with a compelling mix of offers and activities for all users.

The purpose is to engender an authentic ‘Spirit of place’ for each zone, where people feel they belong; a place with great experiences that engage with curated offers, encouraging all users/visitors to dwell, enjoy and return.

District Characters

The experience masterplan aim to be focused on different part of site to create a unique branded destination for all users. Through this journey Green Spine has been selected as one of the most important part of this project.

• Depend on the internal mobility strategy the green spine becomes the fundamental element for passage across the site. Therefore, the programming in relation to slow use and pace becomes critical.

• There are key nodal interactions linking building to the public realm should be strongly encouraging connectivity across day time.

• Defined wayfinding strategy in relation to the Green Spine is key to activation of the spine itself and the surrounding building plots.