Saudi Projects Issue 57 by tpg media

ISSUE 44

DECEMBER 2024 / ISSUE 57

PIONEERING BUSINESS GROWTH IN SAUDI ARABIA How AstroLabs’ CEO Roland Daher is Leading Businesses into Saudi Arabia’s Booming Economy TRANSFORMING SINDALAH BEC ARABIA

16TH REDS SUMMIT - LUXURY EDITION & REDS INDUSTRY CHOICE AWARDS

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BUILDING TOMORROW, TODAY

BEC Arabia stands at the forefront of the construction world. Over a quarter-century of industry experience, the company has built a reputation as a vital regional entity. Their expertise encompasses a breadth of turnkey projects-civil construction, electromechanical services, infrastructure development, landscaping, and comprehensive engineering services. Discover what makes BEC Arabia the preferred partner in construction excellence. www.becarabia.com | +966 11 216 6633 | +966 50 192 4000

Editors Foreword

SETTING GLOBAL CONSTRUCTION STANDARDS AND RESHAPING GLOBAL TOURISM WELCOME TO THE LATEST EDITION OF SAUDI PROJECTS, WHERE WE DELVE INTO THE DYNAMIC FORCES SHAPING SAUDI ARABIA'S EVEREVOLVING LANDSCAPE. In this issue, we delve into key milestones, initiatives, and innovations shaping Saudi Arabia's future. Our cover story highlights AstroLabs, a trailblazer in driving business growth and entrepreneurship. Through its unmatched support for startups, AstroLabs strengthens the Kingdom’s role as a hub for innovation and enterprise. Saudi Arabia’s hosting of the FIFA World Cup 2034 marks a historic achievement. This event

WANT YOUR COMPANY TO APPEAR IN THE KINGDOM'S LEADING TRADE PUBLICATION? EMAIL NOW

goes beyond sports, showcasing the Kingdom’s rising global influence and delivering significant economic, social, and cultural benefits. Laura Wojciechowski Partner and Media Director Mob: +971 58 633 5225 Email: laura@tpg.media

The hospitality and leisure sector is booming, with luxurious resorts and innovative attractions transforming the tourism landscape. These developments reinforce Saudi Arabia’s ambition to become a global tourism destination. This issue also features two critical reports for emerging businesses: The CRUX Report

Leah De La Hunty Country Manager Mob: +44 7 4884 19403 Email: leah@tpg.media

provides a data-driven look at market trends, while AstroLabs Pioneering Business Growth outlines strategies for fostering entrepreneurship. In architecture, AlMoosa Doors continues to innovate with special-purpose doors. From fireproof to ballistic designs, their solutions blend safety with aesthetics to meet modern construction demands.

CONTACT

Finally, our interview with Bakhit AlDosri of BEC Arabia offers insights into industry trends

saudiprojects@tpg.media https://saudi.tpg.media

and the Sindalah Island transformation. His perspective highlights opportunities in Saudi Arabia’s evolving construction and infrastructure sectors. We hope this issue of Saudi Projects inspires and informs, celebrating Saudi Arabia’s remarkable

SOCIAL MEDIA  @saudiprojectsmag  @saudiprojectsmag  @saudiprojects.mag

transformation and its journey toward Vision 2030 and beyond.

Rod Millington EDITOR

All our publications are printed using recycled paper.

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Contents

COVER STORY

112 BEC ARABIA TRANSFORMING SINDALAH ISLAND LUXURY AND INNOVATION FEATURES

FIFA WORLD CUP 2034™

LEISURE AND HOSPITALITY CONSTRUCTION

134

REDS INDUSTRY CHOICE AWARDS

RED SEA GLOBAL - SHEBARA

Contents

ASTROLABS

PIONEERING BUSINESS GROWTH IN SAUDI ARABIA ALSO IN THIS ISSUE

Saudi Arabia’s Construction Boom Building a Future of Growth and Prosperity Unlock and navigate the construction sector in Saudi, this guidebook identifies and explains:

Opportunities for your business in construction and its sub-sectors

Key portals and certificates for construction companies to operate in Saudi

Setup process in Saudi, including all licenses required

Untapped potential in the Red Sea project for construction-based companies

BUILDING GROWTH AND PROSPERITY WITH ASTROLABS In-depth dive into the 2030 Riyadh Expo and the bid for 2034 Saudi FIFA World Cup

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PIF News

ROSHN GROUP PARTNERS WITH THE WORLD ECONOMIC FORUM ROSHN Group has signed a three-year agreement with the World Economic Forum. ROSHN will join the World Economic Forum (WEF) as an Associate Center Partner. ROSHN and WEF will look to engage on areas of shared interest through WEF’s centers such as the Center for Urban Transformation to achieve impact and accelerate the region’s development. Through this strategic partnership, ROSHN’s executives will seek to engage with 870 of the WEF’s global Partners from the private sector and participate in WEF’s expert communities, such as the Commission on Nature-Positive Cities, the Council on the Connected World…

READ FULL ARTICLE HERE

PIF AND HONG KONG MONETARY AUTHORITY SIGN MOU FOR INVESTMENT FUND AT FII8 The signing of a memorandum of understanding (MoU) will work towards jointly anchoring a new investment fund, with a target size of $1 billion. Under the MoU, the fund will explore investment in manufacturing, renewables, fintech and healthcare, supporting the localization in Saudi Arabia of companies connected to Hong Kong and the Greater Bay area. It will enable the creation of highly skilled local jobs and drive economic growth through fostering regional champions…

READ FULL ARTICLE HERE

PIF News

CONSTRUCTION STARTS ON THE WORLD’S LARGEST BUILDING Construction has commenced on the 400-meter-tall, cube-shaped Mukaab skyscraper

in Riyadh, designed by AtkinsRéalis, which is set to become the world’s largest building upon completion. Positioned as the focal point of the expansive 19-square-kilometer New Murabba development in northwest Riyadh, Mukaab has officially entered the construction phase, with excavations well underway according to its developer. The New Murabba Development Company, funded by Saudi Arabia’s Public Investment Fund (PIF), announced that site groundwork is already 86% complete. The cube-shaped skyscraper will feature 400-meter edges and reach a height of 400 meters, qualifying it as a supertall structure and making it the tallest in Riyadh… READ FULL ARTICLE HERE

PIF News

PIF LAUNCHES HOTEL MANAGEMENT COMPANY, ADEERA PIF has launched the Hotel Management

introduce a portfolio of distinctive Saudi hotel brands,

Company Adeera, a new hospitality management

serving various segments from mid-range to ultra-

firm that will operate and manage hotels,

luxury, for different categories of visitor. It will unlock

combining the highest industry standards

new business opportunities, focusing on the Saudi

with timeless authentic Saudi hospitality.

hospitality experience, working with hotel developers to

Adeera, a wholly owned PIF company, will be a

maximize the contribution from the local private sector.

national champion, leading the Saudi hospitality

Khalid Johar, Co-head of Local Real Estate Portfolio

sector and enhancing local talent and expertise. It aims

at PIF, said: “The launch of Adeera comes at a pivotal

to build new world-class Saudi hotel brands and to

time when Saudi Arabia is expanding its hospitality and

enhance the capacity of the local sector by launching

tourism offerings. The company has the opportunity

programs for training and skills development, in

to grow the sector by introducing new hotel brands

cooperation with international hospitality specialists.

as the country is establishing itself as a major tourism

At a time when Saudi Arabia is cementing its place

destination. Adeera’s unique focus on Saudi culture

as a major tourism destination, the company seeks to READ FULL ARTICLE HERE

and traditions will provide a distinctive edge.”

PIF News

PIF ANNOUNCES SALE OF 100 MILLION SHARES IN STC PIF has completed the sale of part of its stake

PIF reiterates the strategic importance of its

in the Saudi Telecom Company (stc) through

ownership in stc and its diverse partnerships with

an accelerated bookbuild offering.

the company through a number of PIF portfolio

The offering comprised 100 million shares,

companies. PIF looks forward to supporting stc’s

representing 2% of stc’s issued share capital. The

leading role in shaping the future of the ICT sector

total value of the offering was SAR 3.86 billion ($1.03

in Saudi Arabia, one of its priority sectors.

billion), with a final offer price of SAR 38.6 per share.

PIF’s remaining stake equates to 3.1 billion

Both local and international institutional investors

shares in the company, or 62% of stc’s issued

participated in the offering, pursuant to Regulation

share capital. This transaction is in line with PIF’s

S of the U.S. Securities Act of 1933. The offering

strategy to recycle its capital and invest in emerging

was oversubscribed and represents the largest

and promising sectors in the local economy.

ever accelerated bookbuild offering in Saudi Arabia and the wider MENA region, demonstrating the attractiveness of the Saudi capital market and serving as a testament to investors’ confidence.

READ FULL ARTICLE HERE

News

PRINCE SAUD BIN BANDAR AT SIGNING OF CONTRACT TO LINK THE GULF ELECTRICITY MARKET WITH IRAQ His Royal Highness Prince Saud bin Bandar bin Abdulaziz, Deputy Governor of the Eastern Province, sponsored the signing ceremony for the contract to link the Gulf electricity market with the Republic of Iraq at the headquarters of the Gulf Cooperation Council Interconnection Authority (GCCIA) in Dammam. The ceremony was attended by Eng. Ahmed Al Ebrahim, CEO of the Gulf Cooperation Council Interconnection Authority, and Eng. Saleh Al Amri, CEO of the GCC Lab.

READ FULL ARTICLE HERE

News

ENTREPRENEURSHIP MEETS CUTTING-EDGE CONSTRUCTION INDUSTRY SOLUTIONS The WÜRTH GROUP drives innovation and German quality

While his grandfather has built up the $21 billion family business

while implementing a localized strategy in the Middle East

to a global leader in fastening and assembly materials with a

Construction Industry with the launch of the new Division

workforce of over 87,000 employees across 400 subsidiaries

WÜRTH CONSTRUCTION GULF at BIG 5 Dubai 2024!

in 80 countries, Benjamin Würth will continue his legacy of

As 4th generation family member and successor of Prof.

merging tradition and innovation, providing customized, high

Reinhold Würth, Benjamin Würth officially presented the

quality solutions that deliver safety, functionality, and efficiency

vision and strategy of the new division at the BIG 5 Dubai:

to meet the dynamic needs of the construction sector…

‘Your groundbreaking leap forward in construction'.

READ FULL ARTICLE HERE

FUGRO BRINGS CUTTING-EDGE SITE SCREENING SOLUTIONS THAT FAST-TRACK INFRASTRUCTURE PROJECTS Fugro showcased its innovative early site

unique soil conditions of the Middle

screening solutions at the International

East, resulting in better decision-making

Geotechnical Innovation Conference (IGIC)

and enhanced project outcomes.

in Dubai, October 2024. These innovative

On the second day, Demir Korhan, Senior

Geodata solutions allow developers to

Geotechnical Engineer at Fugro, presented

mitigate subsurface uncertainties that

the latest advancements in tunnel

often lead to delays and cost overruns.

boring machines (TBMs) and ground

Dr Rod Eddies, Solution Director for

stabilisation techniques, focusing on how

Land Site Characterisation at Fugro,

these innovations contribute to resilient

delivered a keynote address on the first

infrastructure capable of withstanding

day, leading a session on ‘Shifting the

the challenges of climate change.

Geo-Risk Management Paradigm’. He highlighted the critical role of innovative geotechnical engineering and ground improvement solutions in tackling the

READ FULL ARTICLE HERE

News

KING SALMAN PARK AWARDS $400 MILLION CONTRACT FOR GRAND MOSQUE PROJECT

Saudi Arabia’s King Salman Park Foundation has awarded a

Situated south of King Abdullah Road, north of Makkah Al-Mukkarramah

substantial $400 million contract to Freyssinet Saudi Arabia for

Road, and west of the Eastern Ring Road, King Salman Park spans 16.9

the construction of the Grand Mosque and Arabian Gardens

square kilometers, making it one of the largest urban park projects

at King Salman Park in Riyadh. The extensive project includes

globally. Upon completion, the park will feature 12 kilometers of

the construction of a grand mosque, underground parking for

green space, over 150 unique attractions, 10 million square meters

approximately 750 vehicles, a tunnel, landscaping, and a variety

of developed areas, and parking facilities for 18,000 vehicles…

of essential utilities to support the site. Construction work is anticipated to commence soon, with completion targeted for 2027.

READ FULL ARTICLE HERE

LACASA GROUP’S LACASA LIVING – PROJECTS WORTH AED 1.2 BILLION PLANNED FOR 2025 Lacasa has announced its strategic entry into

The new venture aims to bring

real estate development through the launch

bespoke developments that

of its new division, Lacasa Living. This marks

emphasize intelligent design and

a transformative step for the company, which

meticulous craftsmanship.

has been instrumental in delivering landmark projects across residential, hospitality, and mixed-use developments, as well as topof-the-range interior designs services.

READ FULL ARTICLE HERE

News

SERCO’S SPACE ACADEMY TO ROLL-OUT GLOBALLY FOLLOWING SAUDI SUCCESS Serco, the international provider of services to governments, has announced the launch of Serco’s Space Academy, a comprehensive training program designed to equip individuals and organizations with the skills and knowledge required to excel in the global space industry Built upon more than 60 years of operational experience, the academy, which will be open to applicants based in the Middle East, will offer a broad catalogue of training services, covering all key disciplines within the space sector. The comprehensive program, which will be open to applicants from across the region, is designed to empower the next generation of local space professionals The academy’s roots trace back to the successful 2023 launch of the Saudi Graduate Space Program, which was designed to align with Vision 2030 objectives and the development of a robust national space sector. The program is already proving instrumental in recruiting and nurturing the Kingdom’s first space engineers, a milestone Serco achievement that has now paved the way for the expansion of a global academy.

READ FULL ARTICLE HERE

JOTUN’S GLOBAL COLOR CARD 2025 CELEBRATES THE IMPACT OF SUBTLE SHADES The smallest things in our lives can often have the

Launching in October

biggest impact. It might be sunlight on the side

2024, Jotun’s NUANCES

of a building, a kind word from a stranger, the

Color Card showcases

texture of a pebble on the beach – or the color of

a collection of 30

the room in which we wake up each day. These

colors in six families –

are the nuances of everyday life – the seemingly

blues, greys, peaches,

tiny things that end up defining our days.

yellows, beiges

The colours around us influence our emotions

and greens – each

– even our energy levels – but they don’t have

featuring four nuances

to be vivid and dramatic to do so. In the newly

of varying intensity

launched global Color Card 2025, NUANCES,

and one accent color.

Jotun celebrates the subtleties of shade and color that can do so much to determine the atmosphere of a space and the feel of the home.

READ FULL ARTICLE HERE

Saudi Arabia FIFA World Cup 2034

SAUDI ARABIA GEARS UP FOR FIFA WORLD CUP 2034™ GROWING. TOGETHER. AMBITIOUS CONSTRUCTION PROJECTS ACROSS THE KINGDOM SET THE STAGE FOR A WORLD-CLASS FOOTBALL SPECTACLE.

Saudi Arabia FIFA World Cup 2034

audi Arabia’s successful bid to

not just about football, it is a testament to

transformation. His Excellency Prince Abdulaziz

host the 2034 FIFA World Cup has

Saudi Arabia's Vision 2030, aiming to diversify

bin Turki Al-Faisal, Saudi Arabia's Minister

positioned the Kingdom as a global sports

the economy, create job opportunities, and

of Sports, stated, "The 2034 FIFA World Cup

destination. With the world’s attention now

showcase the country's potential as a world-

will not only showcase Saudi Arabia’s love

focused on Saudi Arabia, the next decade will

class host. Here's a closer look at the ambitious

for football but also its commitment to

see unprecedented growth in infrastructure,

construction plans, new venues, infrastructure

innovation, sustainability, and excellence.

tourism, and sporting facilities. The event is

development, and key players driving this

We are proud to welcome the world."

Saudi Arabia FIFA World Cup 2034

 HIS EXCELLENCY PRINCE ABDULAZIZ BIN TURKI AL-FAISAL, SAUDI ARABIA'S MINISTER OF SPORTS

Saudi Arabia FIFA World Cup 2034

ARAMCO STADIUM Al Khobar

JEDDAH CENTRAL DEVELOPMENT STADIUM Jeddah

KING ABDULLAH ECONOMIC CITY STADIUM

KING ABDULLAH SPORTS CITY STADIUM Jeddah

KING FAHD SPORTS CITY STADIUM Riyadh

KING KHALID UNIVERSITY STADIUM Abha

KING SALMAN INTERNATIONAL STADIUM Riyadh

NEOM STADIUM, THE LINE MEGA CITY The Line Mega City, NEOM

NEW MURABBA STADIUM Riyadh

PRINCE FAISAL BIN FAHD SPORTS CITY STADIUM Riyadh

PRINCE MOHAMMED BIN SALMAN STADIUM Riyadh

QIDDIYA COAST STADIUM

Jeddah

Saudi Arabia FIFA World Cup 2034

A NEW ERA OF INFRASTRUCTURE DEVELOPMENT Hosting the FIFA World Cup is no small feat, and for Saudi Arabia, the event brings an opportunity to make yet another global statement. The Kingdom is set to embark on a massive construction spree to ensure state-ofthe-art facilities for the world's biggest football tournament. According to Saudi Vision 2030, the focus will be on sustainable development, smart infrastructure, and high-quality venues. Key cities such as Riyadh, Jeddah, Dammam, and NEOM will be at the center of these developments. Plans are already underway for the construction of new stadiums, hotels, transport networks, and even entire city zones dedicated to accommodating the influx of fans, players, and officials. Jeddah Sports City

New Airports and Expansions

Dr. Khaled Al-Falih, Minister of Investment,

Already known for its cultural and touristic

Major expansions are planned for King Khalid

emphasized, "The World Cup is more than just

appeal, Jeddah will expand its sporting

International Airport in Riyadh and King

a sporting event. It’s a catalyst for economic

infrastructure with a 45,000-seat stadium

Abdulaziz International Airport in Jeddah.

growth, job creation, and the development of

along the Red Sea coast. The stadium

These airports will feature new terminals,

new industries. We are excited to showcase

will offer breathtaking views, ensuring

lounges, and transport facilities to ensure

Saudi Arabia’s progress to the world."

fans a memorable experience.

smooth operations during the tournament.

VENUES, BUILDING WORLD-CLASS STADIUMS

Dammam Dome

High-Speed Rail Networks

The Saudi government has announced the

Positioned to serve the Eastern Province,

Saudi Railways Organization is spearheading

construction of several new stadiums, each

the Dammam Dome will have a capacity of

the development of a high-speed rail

designed to reflect the country's unique culture

50,000 and will feature retractable roofs,

network connecting Riyadh, Jeddah,

while meeting FIFA's strict requirements.

making it ideal for varied weather conditions.

Dammam, and NEOM. This will allow fans

With eight brand new builds, a further

NEOM Stadium

three already under construction, and

As part of the futuristic city project,

the refurbishment of four existing

NEOM's stadium will integrate smart city

Smart Cities

stadiums, there will be 15 world-class

technology, offering fans an immersive

The construction of smart cities is a crucial

stadiums across the five host cities.

experience both in-person and virtually.

part of Saudi Arabia’s strategy. The city

HERE ARE A FEW KEY VENUES

Each of these venues will be constructed with a

of futuristic technology, featuring AI-

to travel between cities in a matter of hours, enhancing their overall experience.

of NEOM, in particular, will be a beacon focus on environmental sustainability, featuring

driven services, autonomous transport,

Riyadh Arena

solar panels, rainwater harvesting systems,

and smart infrastructure designed

The capital city will see the construction

and efficient waste management processes.

to offer seamless connectivity.

that will serve as the primary venue for

Infrastructure, Connecting the Kingdom

Road Networks and Public Transit

the opening and final matches. Designed

To accommodate the expected influx of

Upgraded road networks and bus services

with sustainability in mind, this arena will

millions of fans, Saudi Arabia is investing

will ensure efficient mobility across host

utilize cutting-edge technology for energy

heavily in upgrading its infrastructure

cities. These projects aim to make travel

efficiency and crowd management.

some of which includes the following.

within cities easier, faster, and more

of the Riyadh Arena, a 60,000-seat stadium

sustainable, reducing congestion and minimizing environmental impact.

Saudi Arabia FIFA World Cup 2034

WHO’S BUILDING THE FUTURE? KEY COMPANIES INVOLVED Several leading construction and engineering firms have been selected to bring Saudi Arabia's vision to life: Saudi Aramco Leveraging its expertise in project management and engineering, Saudi Aramco is playing a significant role in infrastructure development, particularly in energy-efficient systems and smart city solutions. Saudi Binladin Group One of the country’s largest construction firms, Binladin Group is tasked with building key stadiums and facilities in Jeddah and Riyadh. Their extensive experience with mega-projects will ensure the delivery of world-class venues. Eng. Fahad Al-Obaid, Chief Project Manager for Saudi Binladin Group, added "Our focus is on building state-of-the-art facilities that reflect Saudi Arabia’s heritage and future. Every stadium will be a symbol of excellence, sustainability, and innovation." ACWA Power A leader in sustainable energy, ACWA Power will provide renewable energy solutions, including solar and wind power installations for the stadiums and surrounding infrastructure. Bechtel The global engineering giant is involved in the NEOM project, overseeing the development of smart transport systems and advanced infrastructure to support the futuristic city. These companies, along with local and international partners, are working around the clock to ensure Saudi Arabia is ready to host a memorable and efficient World Cup. The 2034 FIFA World Cup in Saudi Arabia will represent yet another pivotal moment in the Kingdom’s history, adding another piece in the puzzle of Saudi’s transformation. It’s a chance to showcase its capabilities, culture, and ambitions on a global stage. The nation’s preparation for the tournament is a testament to its vision, resilience, and determination to be a leader in global sports and tourism.

Saudi Arabia FIFA World Cup 2034

SAUDI ARABIA FIFA WORLD CUP 2034™ IN NUMBERS

EVENT June - Ju

EXPECTED VIEWERSHIP 5 billion global viewers

TOTAL CONSTRUCTION COST $15 billion

ESTIM ECONOMI $35 b

ROOM KEYS IN HOST CITIES 230,000+

NUMBER OF JOBS CREATED 250,000+

HOST C Riyadh, Jedda Abha,

Saudi Arabia FIFA World Cup 2034

DATES uly 2034

EXPECTED NUMBER OF IN-PERSON VISITORS 3.5 million fans from across the globe

EXPECTED METAVERSE VISITORS 1 billion virtual attendees

MATED IC IMPACT billion

PROPOSED STADIUMS 15

TRAINING SITES 134

CITIES ah, Al Khobar, NEOM

FOR MORE INFORMATION VISIT HERE

TEAM BASE CAMPS AlUla, AlMadinah, Al Baha, Tabuk, Hail, Umluj, Buraidah, Taif, Jazan, Al Ahsa

KEY COMPANIES INVOLVED Saudi Aramco, Saudi Binladin Group, ACWA Power, Bechtel

Industry Sector - Leisure and Hospitality

SAUDI ARABIA'S BOOMING LEISURE AND HOSPITALITY CONSTRUCTION MOVEMENT TRANSFORMING THE KINGDOM INTO A GLOBAL TOURISM HUB WITH MAJOR PROJECTS AND RAPID SECTOR GROWTH.

Industry Sector - Leisure and Hospitality

he leisure and hospitality sector in Saudi Arabia has seen unprecedented

growth over recent years, marking a crucial pillar of the Kingdom's Vision 2030 initiative. As the nation diversifies its economy away from oil dependency, tourism, leisure, and hospitality are emerging as focal points of development. The government’s ambitious plans to make Saudi Arabia a leading global tourism destination have been driving significant investments into the construction of worldclass hotels, resorts, entertainment venues, and mixed-use developments. With major projects underway and a positive outlook for the coming decade, the sector's potential is enormous.

H IS EXCELLENCY AHMED AL KHATEEB, SAUDI ARABIA'S MINISTER OF TOURISM

His Excellency Ahmed Al Khateeb, Saudi Arabia's Minister of Tourism, remarked, "The growth of the leisure and hospitality sector is not just about building hotels and resorts. It's about creating unique, unforgettable experiences that showcase Saudi Arabia’s rich culture, stunning landscapes, and welcoming spirit." A MARKET ON THE RISE Saudi Arabia’s leisure and hospitality market is undergoing rapid transformation, with billions of dollars earmarked for development projects that aim to attract

 SIX SENSES

Industry Sector - Leisure and Hospitality

Projected CAGR of 8.6% over the next decade

Industry Sector - Leisure and Hospitality

visitors from around the world. The sector

and night – the open hotels are already

creating integrated leisure spaces that cater

is projected to grow at a compound annual

to both families and adventure seekers.

growth rate (CAGR) of 8.6% over the next

Group CEO of Red Sea Global (RSG), the

decade, making it one of the fastest-growing

developer behind the destination, said:

AMAALA

industries in the region. From the Red Sea

"We were determined to redefine industry

Located on the northwestern coast of Saudi

coast to the mountainous regions of Asir,

standards from the outset. To ensure we

Arabia, AMAALA is a luxury resort that aims to

the construction of resorts, hotels, theme

deliver on this ambition, our development

offer wellness, art, and culture. Also developed

parks, and other leisure facilities is surging.

and delivery teams work hand in hand

by RSG, it will feature high-end hotels, private

with our sustainability team at every stage,

villas, art galleries, and spas. The destination

According to recent reports, the leisure and

scrutinizing design plans and collaborating

is set to attract high-net-worth individuals

hospitality construction sector was valued

during the build process, resulting in

from around the world, emphasizing

at approximately $37 billion in 2023, and the

high quality, low-impact properties.”

sustainability and low-impact development.

2034. The key to this growth is the strategic

QIDDIYA

NEOM AND THE LINE

development of mega-projects that promise

Positioned as the entertainment capital of

Perhaps the most talked-about project, NEOM,

to make Saudi Arabia a must-visit destination

Saudi Arabia, Qiddiya, located near Riyadh,

and its sub-project The Line, represent the

for both regional and international tourists.

is set to feature theme parks, water parks,

future of urban living. NEOM is a $500 billion

motorsport venues, and golf courses.

mega-city that combines smart technology

forecast suggests it will exceed $70 billion by

MAJOR PROJECTS DRIVING THE SECTOR

with leisure and hospitality. The Line, a

Several high-profile projects are spearheading

Designed to attract over 17 million visitors

170-kilometer linear city within NEOM, will

the transformation of Saudi Arabia’s hospitality

annually by 2030, Qiddiya will redefine leisure

be home to luxury hotels, entertainment

and leisure landscape. These projects are

in the Kingdom. Key contractors involved

venues, and wellness centers. Companies like

not just about building hotels and resorts

in the project include Saudi Binladin Group

Bechtel, Aecom, and Saudi Oger are key players

but creating comprehensive experiences that

and Bouygues Construction, with a focus on

in the construction of this futuristic city.

blend luxury, culture, and sustainability. Here are some of the most notable developments: N UJUMA, A RITZ-CARLTON RESERVE

THE RED SEA DESTINATION One of the most ambitious destinations in the sector, The Red Sea spans over 28,000 square kilometers on the Kingdom's western coastline. It aims to establish a sustainable, luxury tourism destination that features over 50 hotels, marinas, golf courses, and entertainment centers when fully complete. Its first three world-class resorts – Six Senses Southern Dunes, The Red Sea, The St Regis Red Sea Resort and Nujuma, a Ritz-Carlton Reserve – are already welcoming guests. Red Sea International Airport, which is situated within three hours' flying time of 250 million people and eight hours' flying time for 85% of the world’s population, has been receiving a regular schedule of domestic flights since September 2023. International flights began in April 2024, with a twice-weekly route between The Red Sea and Dubai International. The destination emphasizes eco-friendly development, with the entire destination planned to be powered by sunlight day

 JOHN PAGANO, GROUP CEO OF RED SEA GLOBAL (RSG)

A MAALA

Industry Sector - Leisure and Hospitality

NEOM integrates smart technology with luxury hospitality

N EOM AND THE LINE

KEY CONTRACTORS IN THE SECTOR  QIDDIYA

Saudi Arabia’s leisure and hospitality sector has attracted some of the biggest names in construction and project management, both locally and internationally. Here are a few companies leading the charge. SAUDI BINLADIN GROUP A major player in large-scale construction

Qiddiya set to become Saudi Arabia’s entertainment capital

projects, Binladin Group has been integral in the development of Qiddiya and other key leisure projects. SAUDI ARAMCO Beyond its oil expertise, Aramco has diversified into construction, providing infrastructure and project management for several mega-projects. BECHTEL The American construction giant is deeply involved in the NEOM project, bringing expertise in engineering, construction, and project management.

Industry Sector - Leisure and Hospitality

BOUYGUES CONSTRUCTION

Table of Statistics: Saudi Leisure and Hospitality Sector 2034

The French multinational is actively participating in the Qiddiya

Total Value of Projects (2023)

$37 billion

of-the-art entertainment facilities.

Projected Market Value (2034)

$70 billion

BEC ARABIA

Number of Keys in Red Sea Project (2025)

3,000

Expected Visitors to Qiddiya (Annually)

17 million

working with NEOM as well as Red Sea Global.

Jobs Created by 2034

1 million+

FUTURE GROWTH AND OPPORTUNITIES

Key Contractors Involved

Saudi Binladin Group, Bechtel, Bouygues Construction, Aramco

Expected Annual Visitors to Saudi Arabia

100 million

Focus Areas for Development

Riyadh, Jeddah, Red Sea Coast, Asir, NEOM

development, helping to build state-

BEC Arabia has emerged as one of the construction industry’s leading players. BEC has transformed into a dynamic regional organization, offering turnkey projects and

The Saudi government’s focus on diversifying the economy has created vast opportunities for contractors, architects, engineers, and developers. The leisure and hospitality sector is expected to generate over one million jobs by 2034, ranging from construction to service and management roles. Additionally, the strategic location of Saudi Arabia, connecting Europe, Asia, and Africa, makes it an attractive

CONCLUSION

destination for international tourists.

Saudi Arabia’s leisure and hospitality sector is on a path of rapid growth, driven by visionary projects and strategic investments. With billions being poured into construction,

The ongoing development also aligns with

tourism, and entertainment, the Kingdom is set to become a top destination for travelers

global trends, including sustainable and

from around the world. The projects mentioned above are just the beginning of a larger

eco-friendly construction. Destinations

transformation that will redefine how the world perceives Saudi Arabia. As the nation

like AMAALA and The Red Sea emphasize

opens its doors to global tourists, the leisure and hospitality construction sector stands

the use of renewable energy, waste

at the forefront of this exciting journey, building the future one brick at a time.

management, and the conservation of local ecosystems, setting a benchmark for future developments in the sector.

Industry Sector - Leisure and Hospitality

Here's a table showing the current number of keys in the hospitality sector across selected cities in Saudi Arabia, along with the expected growth: CITY/REGION

CURRENT NUMBER OF KEYS

EXPECTED GROWTH (KEYS BY 2034)

AlUla

2,500

6,000

Dammam

8,000

12,000

Diriyah

3,000

8,000

Jubail

4,000

6,500

Mecca

35,000

50,000

Medina

15,000

25,000

Khobar

6,500

9,000

NEOM

2,000 (planned)

10,000 (planned)

Red Sea

5,000

20,000

Riyadh

25,000

40,000

S IX SENSES SOUTHERN DUNES

Saudi Arabia’s Construction Boom Building a Future of Growth and Prosperity Unlock and navigate the construction sector in Saudi, this guidebook identifies and explains:

Opportunities for your business in construction and its sub-sectors

Setup process in Saudi, including all licenses required

Key portals and certificates for construction companies to operate in Saudi

Untapped potential in the Red Sea project for construction-based companies

In-depth dive into the 2030 Riyadh Expo and the bid for 2034 Saudi FIFA World Cup

Download the Guidebook

Explore the Preview

Saudi Arabia’s Construction Boom: Building a Future of Growth and Prosperity

Construction Projects in Saudi Explore opportunities in 13+ mega projects across Saudi The Red Sea Global

NEOM Coverage

26,000 km

Total visitors annually 2

450k by 2026

Diriya Total visitors annually

50 Mn

Coverage

22,500 km

Total visitors annually 2

2 Mn

annually by 2035

Rua Al Madinah Coverage

1 Mn by 2030

Coverage

16 km

Total visitors annually

146 Mn

Coverage

19 km

Total Exppected Economic Contribution

6 Bn annually

Riyadh Metro Total visitors annually

1.35 Mn m

30 Mn annually by 2035

Coverage

176 km

Investment

$22.5 Bn

Mecca Metro

Jeddah Metro

14 km

New Murabba

AlUla

Coverage

28,000 km

Total visitors annually

King Salman Park

Coverage

14 km

Coverage

Total visitors annually

50 Mn

Coverage

18.1 km

Lines

Stations

SCAN to Download the Construction Guidebook

Ready to expand to Saudi? Contact AstroLabs team for an in-depth consultation session

2034 FIFA World Cup Preparation 15 stadiums being built full of opportunities in Construction King Salman International Stadium Capacity

92,760

46,979

Capacity

Status

2029

72,200

2026

46,000

47,060

58,432

Riyadh Status

2029

46,010

2032

Completed by

Prince Faisal Bin Fahd Sports City Stadium

Status

Capacity

Status

2032

46,865

2027

Completed by

Status

Saudi Arabia’s Construction Boom

2032

Status

Completed by

2032

Completed by

Riyadh

Completed by

King Abdullah Sports City Stadium Capacity

New Murabba Stadium Capacity

Riyadh

Refurbished by

Status

South Riyadh Stadium Capacity

Riyadh

Completed by

ROSHN Stadium Capacity

King Fahad Sports City Stadium

Status

Completed by

Prince Mohammed Bin Salman Stadium Capacity

Riyadh

Building a Future of Growth and Prosperity Download the guidebook

Riyadh

HKA - CRUX REPORT

FOREWARNED IS FOREARMED A REGIONAL AND SECTOR ANALYSIS OF CLAIMS AND DISPUTE CAUSATION

HKA - CRUX REPORT

ontrollable causes of claims and disputes hold the key to relieving

intense pressures on construction The Sixth Annual CRUX Insight Report, Forewarned is Forearmed, quantifies the damage done to engineering and construction projects worldwide, and the recurrent causes, which are often predictable and avoidable As infrastructure and capital projects around the world are hit hard by higher financing costs and inflation, promoters and contractors can relieve the pressure by curbing the significant losses of money and time routinely incurred across market sectors and the world. The massive scale of these disputed costs and overruns, and their often-controllable causes, are revealed in the Sixth Annual CRUX Insight Report, Forewarned is Forearmed, and its

“Modern megaprojects are increasingly complex, but the cruel conundrum for the global construction and engineering industry is that these most common causes of claims and disputes are highly predictable and largely within the control of the contracting parties. The purpose of CRUX is to better inform all stakeholders so they can apply these lessons, raise the standard of risk management, and achieve better outcomes.” Renny Borhan, Partner and CEO

analysis of 1,800 projects in 106 countries. SIXTH ANNUAL CRUX INSIGHT REPORT KEY FACTS AND FIGURES Headline statistics from this year’s report include:  Over 1,800 projects across 106 countries analysed with a total value of $2.247 trillion

Over 1,800

$2.247tn

106

$100m

67.1%

projects analysed

total CAPEX value

 Disputed costs averaged $100 million – more than a third (33.6%) of capital expenditure  Time extensions would add almost 16 months, or two-thirds (67.1%), to a typical schedule  A ‘triple design whammy’ distressed

global regions

different countries

more projects (44.8%) than change in scope (38.8%)  Middle East and Africa faced the longest schedule overruns (82% and above)  Scope change stymied more projects offshore, both oil and gas (53.6%) and wind (45.0%)  New evidence of a pandemic ‘design dividend’ and underperforming EPC contracts

average disputed cost

average time claim to planned schedule

HKA - CRUX REPORT

FOREWARNED IS FOREARMED

(41.8%); yet cost and schedule overruns

CRUX’s largest megaprojects were in

CRUX is the ongoing research program of

tended to be higher south of the border.

Asia (where CAPEX averaged $5.32

HKA, the global consultancy specializing in

billion), still much higher than next-

risk mitigation, dispute resolution, expert

The Middle East and Africa faced the worst

witness and litigation services. Hands-on

prolongation of schedules (82% and above).

investigations by its consultants – on these

in-line Oceania ($2.94 billion). Time extensions neared two-thirds of schedules

mainly multi-year megaprojects up to August

Scope change and design failures stymied

(63.6%) in Asia – the only region where client-

this year – underpin the report’s analysis of

more than half of Middle Eastern projects.

side management failures rose post-pandemic

the factors driving claims and disputes.

Africa’s most persistent problems involved

(from 29.7% to 43.3%). Change in scope

restrictions on access and cashflow, with

– project enemy number one in Oceania –

The major projects analysed had a combined

spurious claims also disproportionate

impacted 53.5% of projects, but risks may shift

capital expenditure value (CAPEX) of $2.247

compared to the rest of the world.

with the end of Australia’s construction boom

trillion. CRUX found that disputed costs

as investment tilts toward energy projects.

amounted to more than a third of project CAPEX (33.6%), on average. Claims for extensions of time (EOT) also reflected extreme

REGIONAL ANALYSIS AND ACTIONS

project distress, typically prolonging planned schedules by more than two-thirds (67.1%).  Three design-related causes – inaccurate, incomplete and late designs – afflicted a greater proportion of projects overall (44.8%) than scope change alone (38.8%).

DESIGN DIVIDEND CRUX reinforces anecdotal evidence that extra time taken, amid the pandemic, to review and mature designs improved constructability. Design failure rates dropped 12 percentage points globally after the hiatus (from 47.6% to 35.5%). That gap widened to 14 points in the Middle East and 18 in Europe.

 Clashes over contract interpretation – on less than a fifth of projects (19.8%) – was the other ‘top five’ factor.  Similar proportions of projects suffered from poor management or administration of contracts (19.5%), or of subcontractors and supplier interfaces (19.4%).

WIND OF CHANGE Despite the maturity of the wind-power market, offshore projects were still more likely to be thrown off course by change in scope (45.0%) than other renewables or non-energy sectors. Onshore farms fared better than solar on schedules (30.6% vs. 53.4% prolongation) but not on disputed costs (29.3% vs. 19.6% of project CAPEX).

Under the theme Forewarned is Forearmed, this year’s CRUX Insight surveys emerging risks – from political to environmental – as well as sharing insights into the most common lapses in the planning and execution of capital projects in regions and sectors.

OFF TRACK Deficient planning and coordination largely explain an uptick in rail disputes. Changing scope contributed to more than half worldwide (57.1%), closely coupled with incomplete design (40.3%).

SIGNIFICANT REGIONAL VARIATIONS Deficiencies in design and workmanship loomed larger in Europe and the Americas. Incorrect design topped the European ranking, disrupting close to one in three projects (32.3%), and ranked second in the Americas, where more than one in

EPC ALERT Employers’ sense of security from all-risk engineering, procurement and construction (EPC) contracts may be false. The advantage over other forms of contract was less than expected in the power sector. But in oil and gas, EPC contracts endured worse

five projects were affected (20.4%).

prolongation onshore – averaging 71.2% of schedules, against 60.1% under non-EPC

Defective work was most common on Europe’s

contractors sought extensions stretching to around three quarters of planned duration.

buildings, especially residential schemes (38.3%). Within North America, design failures overall were more prevalent in Canada

arrangements. Offshore, there was little difference between procurement routes as

HKA - CRUX REPORT

REGIONAL ANALYSIS AND ACTIONS Across all projects globally, the leading cause of claims and disputes was change in scope, followed by conflicting contract interpretations and delayed design information. Within the regional analysis of the dataset, notable variations emerge in both causes and effects: Restricted or late access to sites and/or workfaces was one of the top three triggers for claims and disputes in Africa, Asia and Oceania (ranking first, second and third, respectively). Nearly one in five projects (18.8%) worldwide are impacted by conflicts over unforeseen physical conditions on site. In the Americas, this is the second most common project pitfall. Deficient workmanship was a far more significant cause of contention in Europe and the Americas than in other regions – on 23.2% and 20.3% of projects, respectively. While various design-related failings rank highly in all regions, in Europe incorrect design is the prime culprit for distress on almost a third of projects (32.7%). Projects in the Middle East faced the worst delays (83.1% of schedule duration or 22.5 months, on average); even at their least severe, overruns averaged almost a year in the Americas (prolonging schedules by 58.2%, equivalent to 11.3 months). Contentious costs were lowest in Oceania, but still significant at over a quarter of CAPEX on average (26.2%). ABOUT CRUX CRUX, HKA’s integrated research program, draws on unparalleled intelligence gathered by our experts providing claims consulting and dispute resolution services on major capital projects around the world. CRUX Insight is our annual publication analysing the root causes of claims and disputes. The Sixth Annual CRUX Insight quantifies the impact of claims and disputes investigated over a six-year period up to August 2023.

“The tougher economic context has intensified the uncertainty and risks facing infrastructure and capital projects. It is essential that the construction and engineering industry delves into the root causes of the most prevalent claims and disputes, and applies the lessons to current and future projects. Our growing dataset, CRUX Insight, and the interactive dashboard help employers, contractors and the wider industry do just that. The high cost of capital and the losses sustained through avoidable disputes make the case for proactive risk management all the more compelling.” Toby Hunt, Partner, CRUX Sponsor

HKA - CRUX REPORT

ABOUT HKA Headquartered in the UK, HKA is a leading global consultancy in risk mitigation, dispute resolution, expert witness and litigation support services. HKA brings a proud record of excellent service and high achievement to bear on today’s challenges. As trusted independent consultants, experts and advisers, we help clients manage disputes, risk and uncertainty on complex contracts and challenging projects. Our advice is impartial, incisive and authoritative. We work with government agencies, local authorities, contractors, legal firms, and other professional service providers, as well as owners and operators, financial institutions and insurers. HKA’s global portfolio includes some of the world’s largest and CRUX INTERACTIVE DASHBOARD

most prestigious commissions across a wide

The CRUX database is searchable via

range of industries, including aerospace

an interactive dashboard, which can be

and defense, buildings, energy and natural

used to gauge risks in various sectors and

resources, environment and climate change,

regions, benchmark causes, and help

financial services, healthcare and life sciences,

to identify areas for improvement.

industrial and manufacturing, marine and shipping, mining and metals, oil and gas, power

INDUSTRIES UNEVENLY IMPACTED

and utilities, real estate and tourism, sports

BY CLAIMS AND DISPUTES

and entertainment, technology, media and

The CRUX dataset can also be analysed by

telecomms and transportation infrastructure.

sector, among various other parameters. HKA has in excess of 1,000 experts, consultants Buildings and Transportation Infrastructure

and advisors across 45+ offices in 17

projects faced claims for longer time extensions

countries with the skills and experience that

than other sectors, averaging 76.7% and

are essential to get to the heart of even the

70.0% of planned duration, respectively. A

most complex issues. Our people have vast

serious concern for owners and the wider

first-hand experience spanning all major

industry, the implications may be even more troubling for governments and state agencies promoting new infrastructure as a stimulus for economies emerging from the pandemic. Delays tended to be least severe in the Industrial and Manufacturing markets, but

SIXTH ANNUAL CRUX INSIGHT – ENGINEERING AND CONSTRUCTION

Claimed extensions of time would prolong

DISPUTE CAUSATION

54.8% of CAPEX, were significantly higher than the all-sector average (35.1%).

record of achieving successful outcomes.

A REGIONAL AND SECTOR ANALYSIS OF CLAIMS AND

average). Contentious costs, averaging

megaprojects, as well as an international track

FOREWARMED IS FOREARMED

sums in dispute were higher, proportionately. schedules by 54.6% (11 months on

industries and the world’s most complex

DOWNLOAD CRUX INSIGHT REPORT

HKA VISIT WEBSITE

GENSLER’S 2025 DESIGN FORECAST

GENSLER’S 2025 DESIGN FORECAST REVEALS TRENDS SHAPING URBAN TRANSFORMATION GENSLER HAS UNVEILED ITS MUCH-ANTICIPATED DESIGN FORECAST REPORT 2025. THE PUBLICATION IDENTIFIES THE TOP GLOBAL DESIGN TRENDS THAT WILL IMPACT THE REAL ESTATE AND BUILT ENVIRONMENT IN 2025, EMPHASIZING A NEW AGE OF CITY CENTER DESIGN THAT IS HUMAN-CENTERED TO INCLUDE ADAPTABLE SPACES. WITH FORWARDTHINKING RESEARCH AND STRATEGIC ADVICE, THE TREND REPORT EMPOWERS CLIENTS AND INDUSTRY PARTNERS TO TACKLE TODAY’S CRITICAL CHALLENGES AND CREATE A POSITIVE IMPACT IN THEIR COMMUNITIES.

GENSLER’S 2025 DESIGN FORECAST

The Diplomatic Quarter project in Riyadh showcases a recent Gensler example. Spanning a 38,000 square meter site, this development integrates retail, food and beverage, and entertainment spaces tailored to young professionals and families, creating a vibrant hub for urban living.

ESG Report 2. DEMAND FOR SUSTAINABLE DESIGN 2023 Supercharges Innovation and Value

Leading with the Power of Design

With organizations everywhere increasingly aware of climate risk, buildings designed with resilient and sustainable strategies are trading at premium values. This sustainable surge is also driving demand for game-changing

innovations in construction processes and im Martin and Tariq Sheikh, Co-

hubs to the global surge in sustainable

the materials industry.NVIDIA, Adaptive Santa Clara, Calif.reuse of

Regional Managing Directors and

design, driving the built environment

old buildings, energy-efficient designs,

across the Middle East in 2025.

weather-scenario planning, and other green

Principals at Gensler Middle East, said: “This year’s Design Forecast demonstrates how

techniques are anticipating local climate

bold, visionary design can address global

1. EXPERIENCE-DRIVEN LIFESTYLE

challenges while reducing waste and

challenges and make a tangible impact.

Districts Reignite Global Cities

carbon emissions. Solutions such low- or

We are at a transformative moment in our

Mixed-use lifestyle and entertainment districts

no-carbon interior finishes and furnishings,

industry, one that demands groundbreaking

will take center stage in 2025 as the new

and zero-carbon cement are leading the

ideas and innovative solutions to enhance

anchors for cities looking to drive community

materials revolution. ENVI Al Nakheel, a

the human experience. Looking ahead, we

engagement and bring people together around

boutique resort in Al Ahsa, KSA, exemplifies

are optimistic about design’s potential to

visceral shared experiences. Hospitality,

biophilic design that seamlessly blends built

shape a sustainable future that inspires and

retail, sports, and residential spaces make

environments with nature. With eco-friendly

positively impacts people in meaningful ways.”

up the mix of these experience-driven areas,

pods, private pools, and lush greenery, the

the rise of which is also driving demand for

project demonstrates Gensler’s commitment

safe streets and reliable transit options.

to creating sustainable tourism experiences

The report highlights five key trends shaping the future of cities, from reimagining urban centers as community-centric

that resonate with modern travelers.

GENSLER’S 2025 DESIGN FORECAST

3. DEEPLY DISCOUNTED BUILDINGS

Gensler’s design for a leading cybersecurity

Across the Middle East, the UAE and KSA

Drive a Conversion Boom

firm applies urban design principles to create

are responding to different shifts in ways

On a global scale we are seeing aging office

a multifunctional workspace. Key zones such

that reflect their unique market priorities.

buildings and other devalued assets trading

as The Harbour, The Neighborhood, and The

In the UAE, the focus is on meeting the

at deeply discounted rates, the adaptive

Oasis offer tailored spaces for interaction,

growing demand for luxury residential

reuse boom is poised to create valuable new

focused work, and relaxation, creating a

properties, fueled by an influx of high-net-

real estate beyond just office to residential

balanced and productive environment.

worth individuals, financial incentives, and a

conversion. As the cost of capital comes down,

thriving expatriate community. Developers are

2025 will usher in a new financial environment

5. LUXURY HOUSING MEETS

increasingly integrating advanced technologies

that will inspire developers to seek out creative

GROWING DEMAND

and sustainable designs to cater to residents

conversions of all types. Specific to the Middle

Attainable market-rate housing becomes the

seeking bespoke living experiences. Dubai’s

East region we expect to see conversion from

number one priority for cities around the

luxury developments demonstrate a trend

hospitality to healthcare, sports to retail,

world in 2025 as new financial incentives

toward world-class amenities, privacy,

office to residential and more. The Al Faisaliah

and lowering interest rates converge

and convenience, reinforcing the city’s

redevelopment project in Riyadh reimagines

with changes to zoning laws and building

reputation as a luxury destination.

traditional retail and office spaces into a

codes to create an attractive market for

dynamic mixed-use environment. With retail,

housing developments of all types.

entertainment, hospitality, and residential offerings, the project is a cornerstone of

Environmental

Social

Governance

Appendix

Saudi Arabia’s Vision 2030 initiative. OUR FIRM

Sustainable Operations

4. THE WORKPLACE OF THE FUTURE HAS ARRIVED

We are developing a greenhouse gas inventory and associated carbon reduction strategies for Gensler’s internal operations to achieve the U.S. Environmental Protection Agency’s “low emitter” status in our carbon footprint. These strategies will be fully aligned with our commitments to reduce our emissions related to office energy and other Scope 1, 2, and 3 activities. Specific areas of focus include: a green lease strategy, low carbon mobility partnerships, and sustainable operations standards.

The future workplace is here now, and it’s all about employee experience, inspiration, and the value proposition realized by

10 2 Gold

Platinum

Direct Emissions with Fuel Combustion Purchased Goods & Services

Indirect Emissions Purchased Energy

21.3%

tenants will continue to search for workplace

10.6% Commuting

Gensler facilities carbon footprint for Scopes 1-3:

experiences that motivate employees and

45,705

12%

0.3% Processing of Sold Products

2.8%

METRIC TONS CO₂E

meet their professional aspirations. Landlords transforming their spaces into fully amenitized,

of Gensler's offices are LEED certified

2.4%

building owners and developers. In 2025,

looking to compete must be laser focused on

Office Waste

11.8% 38.6%

Business Travel

Capital Goods

Gensler Minneapolis. Low VOC materials, low-flow fixtures, and locally built and sourced furniture contribute to a healthy space filled with fresh air and daylight.

SCOPE 1

SCOPE 2

SCOPE 3

All data from 2022.

ESG Report 2023

Class A buildings close to transit and within the 20-minute lifestyle mix. In Abu Dhabi,

Since 2013, Gensler’s trend report has spotlighted key factors influencing the future of the built environment

GENSLER’S 2025 DESIGN FORECAST

Environmental

Social

Governance

Environmental

Appendix

OUR STRATEGY

Social

Gover

OUR IMPACT

Sustainable Projects Gensler’s biggest opportunity to make a positive impact is through our project work. Using a combination of energy saving and energy generating strategies, low-carbon material selection, passive solar design, and more, we are eliminating millions of metric tons of potential carbon emissions through our project efforts.

By 2030, all of Gensler’s projects will strive to be net zero carbon.

GC3 (Gensler Cities Climate Challenge) Leading the industry toward net zero. GC3 is our five-part roadmap for how we intend to help our clients reach their carbon targets and our goal of making every building in our portfolio net zero carbon.

Gensler’s Five Strategies to Fight Climate Change Leading Industry Partnerships By January 2024, our goal is to partner with the building community to develop an approach for specifying construction materials and products that meet all clients’ sustainability targets. Specifying Green Materials By January 2024, our goal is to make sure every material our designers specify has Environmental Product Declarations (EPD) Disclosure or Global Warming Potential (GWP) limits.

What We’re Measuring

2021 PORTFOLIO PERFORMANCE M

Since 2020, we have seen improvement in the designed performance of both our interiors and buildings projects compared to baselines established by the AIA 2030 Challenge. Based on these metrics, our annual combined projects are estimated to save 9.67 million metric tons of CO2 each year.

LEADING INDUSTRY

PARTNERSHIPS

metric tons of CO₂e saved per year

EDUCATING OURSELVES

SPECIFYING

GREEN MATERIALS

2014

THE SCALE AND IMPACT OF OUR WORK OVER TIME

2015

200 180 160 140 120 100

& OUR CLIENTS

80 The energy savings of our 2019 building portfolio is equivalent to powering 1.9 million homes for a year.

BUILDINGS PERFORMANCE Gensler’s reported average predi (EUI) from 2014–2020 as compa equivalent) and the performance from each year. EUI represents a a building’s design and energy m per square foot per year.

60 40

2016

2017

22 million 17 million 11 million

2018

2019

2020

39 million

22 million

20 million 11 million

7 million

Educating Ourselves and Our Clients We train our designers in climate action and design resilience strategies. Our network of sustainability leaders are embedded in every office, studio, and project team throughout the firm.

9.67M

DESIGNING WITH

ENHANCED TECHNOLOGIES

MEASURING OUR

2030

BASELINE CARBON EMISSIONS Based on CBECS 2003 equivalent, calculated using the EPA Equivalencies Calculator.

39 million

CARBON SAVINGS (BUILDINGS) Improved performance of our 2019 buildings compared to baseline represents a total savings of over 17 million metric tons of CO2 emissions annually.

20 0

7 million

CO2 ESTIMATED EMISSIONS

IMPACT

644 thousand

1.1 million

888 thousand

843 thousand

983 thousand

522 thousand

768 thousand

713 thousand

638 thousand

721 thousand

BASELINE CARBON EMISSIONS Based on CBECS 2003 equivalent, calculated using the EPA Equivalencies Calculator. CARBON SAVINGS (INTERIORS) The performance of our interiors projects compared to baseline represents a savings of over 200,000 metric tons of CO2.

1.2

1.0

983 thousand

492 thousand

0.8

CO2 ESTIMATED EMISSIONS

Source: gensler.com

Measuring Our Carbon Impact Gensler has been tracking carbon emissions in our projects since 2009, reporting data to the AIA since 2010, and publishing our carbon mitigation progress publicly since 2015.

1.55 billion

1.25 billion

1.48 billion

1.2 billion

2020 GENSLER PORTFOLIO Gensler designed nearly 1.5 billion square feet of work in calendar year 2020 alone, representing a significant growth in the size and scale of our portfolio.

1 billion 968 million 822 million

BUILDINGS PORTFOLIO We designed 1 billion square feet of buildings in 2020; the performance of these projects explains the significant increase in carbon savings since last year.

868 million

704 million

Designing with Enhanced Technologies As part of our NFORM™ Ecosystem, we created gPlanet, a comprehensive approach to resilience analysis that allows our designers to achieve design resilience in real time on projects.

264 million

429 million

387 million

354 million

433 million

0.4

0.2

Meanwhile, in KSA, the housing market reflects broader Vision 2030

the needs of a growing middle class while supporting government

goals, emphasizing the creation of vibrant, sustainable, and inclusive

ambitions to improve homeownership rates. The integration of

communities. Mixed-income developments are gaining traction,

smart city concepts, cultural heritage preservation, and green

with affordable housing projects balancing rapid urban expansion

infrastructure is redefining housing in the Kingdom, aligning with

in cities like Riyadh and Jeddah. These initiatives aim to address

its aspirations for a more liveable and sustainable urban future.

INTERIORS PERFORMANCE Gensler’s reported average predi (LPD) from 2014–2020 as compa equivalent) and the performance LPD is a calculation of the install environment, and is measured in

INTERIORS PORTFOLIO We designed over 430 million square feet of interiors in 2020.

CLIMATE ACTION THROUGH DESIGN

Source: Climate Action Through Design 2021

ESG Report 2023

0.6

HOW WILL WE GET TO ZERO? To achieve our goal of a carbon neutral design portfolio by 2030, we are targeting 80% improvement in Building Performance (EUI) and 50% improvement in Interiors Performance (LPD), with additional savings achieved via on-site renewables and offsets to achieve zero net impact.

CLIMATE ACTION THROUGH DESIGN 2022

Source: Climate Action T

GENSLER’S 2025 DESIGN FORECAST

rnance

Appendix

Environmental

Social

Governance

Appendix

OUR FIRM

O OPERATIONAL METRICS 2016

icted Energy Use Intensity ared to average (CBECS 2003 e of the top 20% of our portfolio an estimated number based on model, and is measured in kBtus

icted Lighting Power Density ared to average (ASHRAE 2007 e of the top 20% of our portfolio. led lighting power of an interior n watts per square foot.

Diversity, Equity & Inclusion Model

The performance of the top 20% of Gensler’s portfolio has already achieved performance improvement targets in line with our 2030 goals.

2017

2018

2019

2020

2021

2030 GOAL EUI Baseline (CBECS 2003)

Gensler has always believed that a just society starts with diverse representation.

EUI Baseline (Average)

192 KBTUS/SF

68% Improvement

2030 PERFORMANCE TARGET In line with the Architecture 2030 challenge, our goal is for the designed performance of our portfolio to achieve 80% improvement over baseline by 2030.

62 KBTUS/SF

43 KBTUS/SF

80% Improvement Target 38 KBTUS/SF

HOW WILL WE GET TO ZERO IMPACT? Buildings can achieve net zero impact via renewables and offsets after energy needs have been reduced as much as possible.

1.07 WATTS/SF

Gensler Portfolio (Average) 0.70 WATTS/SF

From left to right: Andre Brumfield, Andy Cohen, Diane Hoskins, Jordan Goldstein, Karen Thomas, Michael White

Global Race and Diversity Committee Create Education Opportunities for Black Students

2030 PERFORMANCE TARGET In line with the Architecture 2030 challenge, our goal is for the designed performance of our interiors portfolio to achieve 50% improvement over baseline by 2030.

0.54 WATTS/SF

We will increase racial diversity within Gensler

HOW WILL WE GET TO ZERO IMPACT? Pushing LPD beyond 50% improvement isn’t practical—to achieve zero net impact, the additional energy needs must be generated or procured via renewables.

Our goal is to increase racial diversity and foster a culture of inclusion.

Through Design 2022

ESG Report 2023

Pursue Equitable Design Solutions in Our Cities and Communities

Create Job Opportunities in the A&D Industry for Black Professionals

Partner with Our Clients on Diversity & Inclusion

Increase Racial Diversity within Gensler

50% Improvement Target

Gensler Portfolio (Top 20%)

Our five-part Strategies to Fight Racism is a blueprint for accelerating our action plan to address systemic racism. It outlines key strategies that we are using to make positive and lasting change across our firm, our industry, our client relationships, and the cities where we live, work, and play.

Gensler's Global Race and Diversity Committee and our Board Anti-Racism and ESG Committee ensure sustained action on our efforts to make diversity, equity, and inclusion (DEI) central to our firm's governance and operations.

LPD Baseline (ASHRAE 2007) LPD Baseline (Average)

35% Improvement

Strategies to Fight Racism

The global Gensler family spans 16 countries and speaks 101 languages — and women make up over half of our total workforce. We were the first large firm in the architecture and design industry to disclose diversity numbers in our inaugural Diversity, Equity & Inclusion report, Leading By Example 2021. Our second annual report, Our Path Forward 2022, details the Five Strategies to Fight Racism with associated actions we have taken.

Gensler Portfolio (Average)

Gensler Portfolio (Top 20%)

Board Anti-Racism and ESG Committee

From left to right: (first row: GRDC Committee Co-Chairs) Jean Anderson, Andre Brumfield, Jessica GarcÍa, Vaki Mawema, Jason Pugh, Allison Tomlinson; (second row) Lisa Cholmondeley, Susana Covarrubias, Christopher Crawford, Sarah Ekundayo, Rocco Giannetti, Francisco Gonzalez; (third row) Todd Heiser, Larry Johnson, Lena Kitson, Gail Malone, Simi Marinho, Maria Paula Saenz; (fourth row) Brianna Seabron, Valeria Segovia, Manan Shah, Tom Shen, Gurtake Singh, Roger Smith; (fifth row) Ting Smith, Wendy Tai, Demetra Thornton, Litha Zuber

We will create education opportunities for Black students

We will pursue equitable design solutions in our cities and communities

We will expand access to opportunities in the architecture and design industry for Black professionals

We will partner with our clients on diversity and inclusion initiatives

ESG Report 2023

As cities worldwide face evolving challenges, Gensler’s 2025 Design

mixed housing solutions, our global teams are reimagining how

Forecast offers a blueprint for building adaptable, sustainable

design can shape the vibrant, flexible communities of tomorrow.

environments that put people at the center. By advancing adaptive reuse, setting new standards in sustainable materials, and championing

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Cover Story - Astrolabs

ASTROLABS - PIONEERING BUSINESS GROWTH IN SAUDI ARABIA HOW ASTROLABS’ CEO ROLAND DAHER IS LEADING BUSINESSES INTO SAUDI ARABIA’S BOOMING ECONOMY.

Cover Story - Astrolabs

“AstroLabs bridges the gap between opportunity and execution in Saudi"

Cover Story - Astrolabs

audi Projects caught up with AstroLabs’ CEO, Roland Daher

for an insightful discussion about the origins, accomplishments, and trajectory of AstroLabs as well as those of the Kingdom. First of all let us explain the reason behind the name, AstroLabs. The company’s name is inspired by the invention of the ‘Astrolabe’, thought to have been invented in around 1740 as a stellar navigation device. At the time, this allowed travelers to navigate uncharted territories with newfound confidence, ease, and accuracy. It is precisely this that AstroLabs now offers to people and companies navigating the move into the Saudi business sector. Setting up in Saudi and growing into its economy without having AstroLabs in your team is akin to departing port on a wooden ship in the 1700s without the Astrolabe and just hoping for the best. SAUDI PROJECTS: Take us through the journey of growth for AstroLabs over the years. How has the company evolved to date? ROLAND DAHER: To understand the evolution

 AN ORIGINAL ASTROLABE FROM WHICH THE COMPANY TOOK INSPIRATION FOR ITS NAME

of AstroLabs, it’s important to start with the company’s origins. AstroLabs was founded

do, they might struggle to enter the market.

construction value chain – we have expanded

because the region’s potential was clear,

AstroLabs bridges this gap, helping companies

more than 70 businesses active in this space,

but the pathway to that potential was full

tap into Saudi Arabia’s growth potential.

including, Grankraft, Mighty Buildings, Waagner Biro Steel and Glass, to name a few.

of challenges. Our founders had faced these struggles firsthand while building one of the

SAUDI PROJECTS: Saudi Arabia is

largest e-commerce websites in the region.

experiencing rapid growth. Which areas

SAUDI PROJECTS: As Saudi Arabia

They realized how hard it was to scale a

of development excite you the most?

progresses toward Vision 2030, how

venture in an environment with limited

ROLAND DAHER: What’s remarkable about

does AstroLabs help companies expand

investors and no established ecosystem. After

Saudi Arabia is the sheer scale and depth of

seamlessly into the Kingdom?

exiting that venture, they wanted to make it

the transformation. It’s not just a few projects

ROLAND DAHER: We start by closing the

easier for others to build and scale startups.

in a couple of sectors, every industry you look

knowledge gap. Many companies see the

at is seeing real progress on the ground.

headlines about Saudi Arabia’s growth, but they don’t have a full understanding of the

We have always catered to the needs of the market. Initially, AstroLabs helped founders

That said, we’re particularly excited about

actual opportunities and challenges. We

navigate the challenges of setting up a business

technology and construction. Tech has always

provide insights, data reports, roundtables,

in the GCC. As the years passed, we saw

been a key growth area for AstroLabs, as we’ve

and events with leading companies that

governments taking an active role in enabling

been sector builders on a regional level. But

have expanded to Saudi and seen success, to

innovation and we became their partners to

construction is also huge right now because for

help them assess the market. Once they’re

build the infrastructure that allowed for rapid-

a giga-project to succeed, it needs to activate

ready to enter, our on-ground team handles

speed innovation. Now, we are focusing on fast-

every sector; construction, infrastructure,

everything required to get them licensed

tracking market expansion and business growth

technology, quality of life, entertainment,

and operational in Saudi. So far, we have

for high-growth companies in Saudi Arabia

sports, and more. To support Saudi Arabia

expanded 650+ high-growth companies to

Many global companies don’t know enough

with this, we are bridging the gap between

Saudi, and we are always happy to witness

about these opportunities, and even if they

key global and regional companies under the

the impact they are creating in the Kingdom.

Cover Story - Astrolabs

Beyond that, we support their ongoing operations. This includes helping them hire local talent, oversee and streamline workforce management, and find office space. We also

"Once you’re part of the AstroLabs network, you stay part of it"

focus on creating a ‘soft landing’ for companies,

The opportunities here are transformational, not incremental. In some sectors, you’re building from the ground up, which is incredibly exciting compared to markets where you’re only tweaking what already

helping them integrate into the Saudi business

We do this by connecting them with partners

exists. Beyond that, the leadership’s vision

community. This makes their entry into the

in our network, including government entities,

has quickly turned into real action, making

market smoother and more effective.

large conglomerates, and private sector

Saudi an attractive market for talent and

players. Because we’ve built trust with these

companies alike. And evidently, around

SAUDI PROJECTS: After companies

groups over the years, we’re able to facilitate

517 multinational companies have set up

have expanded, how does AstroLabs

valuable partnerships that drive growth.

their RHQ (regional headquarters) in Saudi

help ensure their continued growth?

so far – what’s even more impressive is this

ROLAND DAHER: Our work doesn’t end

SAUDI PROJECTS: Why is Saudi Arabia

number has surpassed Saudi Vision 2030’s

once the company is up and running. We

at the top of the wish list for global

goals of establishing 500 RHQs by 2030.

continue to support them by celebrating

companies looking to expand?

their wins and helping them access new

ROLAND DAHER: From a macroeconomic

SAUDI PROJECTS: What are the key ingredients

business opportunities. Once you’re part of

perspective, few economies in the world are

for a country to facilitate innovation and

the AstroLabs network, you stay part of it.

in growth mode today, Saudi Arabia is one of

transformation at Saudi Arabia’s rate and scale?

them, and in a big way. Saudi’s GDP is projected

ROLAND DAHER: It starts with leadership.

Growth for us has two key elements:

to grow by 4.6% in 2025, ahead of some of the

When leaders are committed to innovation

eliminating distractions and finding new

advanced economies that are expected to grow

and transformation, and they empower

opportunities. We work as their guide to

by only 1.6% to 1.7% as reported by the IMF.

their teams to deliver, real change happens.

growth in Saudi, helping companies handle

Saudi Arabia is also smart about using its

day-to-day challenges so they can focus on

On the other hand, we are seeing some of

resources efficiently. The country isn’t just

growth. To expand on my previous answer

the biggest events come to Saudi, such as

throwing money at projects, it’s investing

a little more – apart from equipping these

the 2030 Riyadh Expo and the anticipated

in the right areas and driving real-world

companies with office space, the right talent,

2034 Saudi FIFA World Cup – for which,

solutions to practical problems.

and even helping employees settle in with

15 stadiums are already underway to

schools for their children – we also help

host the largest ever single-country to

Another factor is collaboration. The smartest

companies identify growth opportunities.

host a 48-team FIFA World Cup.

leaders of companies and countries know they can’t innovate in isolation. Saudi is doing an amazing job of attracting outside

1,650+ Companies expanded to the region 650+ high-growth companies expanded to Saudi Arabia 10+ Years of supporting seamless industry growth 1,500 Companies enabled through sector building programs $35+ Billion investment raised by the Saudi expansion community 10,000+ Active community market leaders in KSA and UAE

talent while also giving its own citizens opportunities to innovate. This combination of homegrown and international innovation is creating a fertile ground for transformation. SAUDI PROJECTS: How does AstroLabs support the growth of both conventional and emerging sectors in Saudi Arabia? ROLAND DAHER: Whether we’re building a new sector from scratch or helping transform an existing one, our approach is the same. It’s about bringing together three key groups: international players, local innovators, and established companies.

"Saudi is investing smartly to solve realworld problems"

Cover Story - Astrolabs

"Saudi Arabia’s transformation is happening across sectors on a massive scale"

CONNECT WITH THE ASTROLABS TEAM TO LEARN MORE ABOUT EXPANDING TO SAUDI ARABIA

DOWNLOAD ASTROLABS 2024 CONSTRUCTION SECTOR GUIDEBOOK Each group has its strengths, global companies

The two-year long program steered

We are doubling our efforts into supporting

bring expertise, local companies understand

development in Saudi’s tourism sector

companies with their continued growth in the

the market, and big players like banks

by strengthening the cores of local

Kingdom, building emerging sectors such as

and conglomerates have the resources to

businesses, specialized in 14+ hospitality

sustainability and gaming, and transforming

drive change. AstroLabs acts as the bridge

and entertainment-focused industries.

conventional sectors, such as construction

between these groups, ensuring that

and tourism. As we grow, I see us as a growth SAUDI PROJECTS: What’s next for

partner for Saudi Arabia – contributing to the

AstroLabs, and how is your team planning

nation's diversification and helping it achieve

A recent example of supporting a sector from

for the future of Saudi Arabia?

higher levels of transformation through the

its early stages is the Mega Green Accelerator,

ROLAND DAHER: In a few years, I see our

support of companies that AstroLabs expands,

which we concluded this month in partnership

pool of high-growth companies expanding

programs that we develop and run, and our

with PepsiCo, SABIC, and other strategic

and growing in Saudi Arabia – doubling, if

dedicated team whose passion for building the

partners. For the first time in the region, we

not tripling. These businesses will be at the

future of Saudi Arabia I never tire of witnessing.

witnessed cross-sector collaboration between

forefront of driving development in Saudi’s

public and private entities to fast-track the

most strategic sectors and supporting the

growth of the sustainability sector in the

Kingdom’s vision of becoming a private-sector-

Gulf. One of the programs we partnered with

led economy. All of them will remain a part of

Vibes AlUla, the ‘Vibes AlUla SME Enablement

our network, as our teams will work closely

Program’ is an example of transforming

with them to help them grow further and thrive

traditional sectors such as tourism.

in the AstroLabs community, and in Saudi.

innovation happens through collaboration.

ASTROLABS VISIT WEBSITE

16th REDS SUMMIT - LUXURY EDITION & REDS INDUSTRY CHOICE AWARDS

SAUDI ARABIA’S PREMIER REAL ESTATE EVENT HIGHLIGHTS FROM GBB VENTURE’S 16TH REAL ESTATE DEVELOPMENT SUMMIT - LUXURY EDITION.

16th REDS SUMMIT - LUXURY EDITION & REDS INDUSTRY CHOICE AWARDS

he 16th Real Estate Development

and investment are united by a common

Summit - Luxury Edition, held on

purpose enabling the creation of sustainable,

November 20th and 21st at the iconic Ritz

innovative, and luxurious developments

Carlton in Jeddah, proved to be a momentous

that not only elevate the industry but also

gathering for the real estate industry in Saudi

contribute to a better future for Saudi Arabia.

Arabia. Organized by GBB Venture, this byinvitation-only event brought together over

Here at Saudi Projects we were delighted to

650 qualified attendees, 90 global suppliers,

once again be main media partners for this

and 170 project companies, representing more

and as such were well represented by Laura

than 7,000 real estate projects in the Kingdom.

Wojciechowski, Partner & Media Director and

Themed ‘Together Towards Tomorrow’, the

Leah De La Hunty, Country Manager. Both

summit focused on futuristic development,

played an integral role in showcasing the

sustainability, and the luxury segment's unique

event's success and emphasizing the power of

demands, encouraging an environment of

in-person networking.

innovation and collaboration. Upon returning from the event, Leah

The summit highlighted the importance of aligning efforts across the industry in the pursuit of shared goals, particularly in-light of Saudi Arabia’s Vision 2030. This national blueprint is not just a framework for transformation, it’s a call to action for all stakeholders to combine efforts and create meaningful change. The discussions at the summit reinforced the idea that collaboration is key. When we work together, we multiply the impact of our individual efforts and ensure a unified approach to achieving the Kingdom's ambitious objectives. Hearing the speakers’ insights and experiences was both inspirational as well as a source of great hope. It was a reminder of what’s possible

commented, “Reflecting on my experience at The 16th Real Estate Development Summit in Jeddah, it’s clear that in-person networking has unparalleled value. The connections, opportunities, and inspiration I gained over the two days are a reminder of the power of face-to-face interaction. GBB Venture’s events are the perfect platform for this, they provide a unique opportunity to build meaningful relationships, create lasting impressions, and drive business success. If you want to experience this firsthand, make sure to attend the upcoming GBB events. You never know where it will lead!”

when stakeholders in real estate, development,

W ELCOME SPEECH

PLAY VIDEO

16th REDS SUMMIT - LUXURY EDITION & REDS INDUSTRY CHOICE AWARDS

90 global suppliers over 170 project companies over 1400 pre-arranged meetings over 7000 projects represented 650 pre-qualified attendees 20+ beautiful exhibition booth

16th REDS SUMMIT - LUXURY EDITION & REDS INDUSTRY CHOICE AWARDS

 DR. ANGAWI’S INAUGURAL SPEECH

PLAY VIDEO

The event opened with a fantastic welcome

cultural, healthcare, and urban developments,

address from GBB Venture’s Managing Director,

consistently setting new standards by

Ravi Kumar Chandran, followed by the Guest

balancing tradition with contemporary needs.

of Honour, Dr. Sami Angawi, Founder of Sami Angawi Architects, who shared his vision for

Laura continued, "I am eager to see how Dr.

sustainable and culturally respectful future

Angawi and his team at Sami Angawi Architects

developments in Saudi Arabia. Reflecting on

continue to shape the future of architecture,

the experience, Laura Wojciechowski, Partner

where luxury meets cultural heritage."

& Media Director at Saudi Projects, commented on how inspired she was by Dr. Angawi’s words.

Elias Bou Habib, Head of Consulting (KSA) at

"One of my true highlights of the Summit this

CBRE, a knowledge partner for the summit set

year was meeting the visionary architect Dr.

the tone for discussions with his presentation

Sami Angawi. As media partners for the event,

on Branded Residences:

Saudi Projects had the privilege of witnessing Dr. Angawi’s groundbreaking approach to

The Direction of Luxury in Real Estate, a

architecture.”

topic resonating deeply with Saudi Arabia's burgeoning luxury real estate market.

Dr. Angawi is renowned for his ability to merge Islamic architectural principles with

For all those unable to attend the summit,

modern luxury, creating spaces that elevate

here’s a day-by-day account of the proceedings.

the quality of life. His work spans residential,

 ELIAS BOU HABIB’S PRESENTATION, BRANDED RESIDENCE: THE DIRECTION OF LUXURY IN REAL ESTATE

PLAY VIDEO

16th REDS SUMMIT - LUXURY EDITION & REDS INDUSTRY CHOICE AWARDS

DAY ONE The first day was packed with engaging panels, insightful presentations, and the muchanticipated face-to-face pre-arranged meetings, which facilitated over 1,400 meaningful business discussions. With over 20 innovative and informative displays showcasing cuttingedge solutions from sponsors such as HHShaker, MIDEA, and RAK Ceramics.

650 attendees and 7,000 projects highlighted B UILDING ENVELOPE: THE JOURNEY FROM ARCHITECTURAL TO INDUSTRIAL AND THE CLIMATE CONTROL GOALS BY CHARLES CONSTANTIN, GROUP DEVELOPMENT DIRECTOR - GUTMANN ME

Key moments included: Panel discussion. Residential Luxury – What Saudi Needs for Homes of Tomorrow? Moderated by Pedro Ribeiro - CBRE, with experts Fabrice Collot - Arabian Homes, Cyril Piaia - formerly of Emaar EEC, and Sultan

PLAY VIDEO

Batterjee - IHCC. The panel discussed the demand for branded residences and the Kingdom's status as a prime global destination.

In-person networking delivers unparalleled value

16th REDS SUMMIT - LUXURY EDITION & REDS INDUSTRY CHOICE AWARDS

Panel discussion. Sustainable Luxury. Moderated by, Ignacio Gómez - Global Design Principal. Aedas the panel speakers Martin Pease - Group Head Development Architecture Design and Planning – Red Sea Global, Dr. Francesca Arici - Chief of Planning and Development - Aseer Development Authority, Alberto Bounous - VP Design & Development – KAFD and Saeed Albially - Executive Director Rua Al Madinah Holding, all representing PIF-backed establishments spoke about how, in their respective mega and giga projects are incorporating sustainability at the very core of the planning and development.

Collaboration is key to Saudi Arabia’s Vision 2030

16th REDS SUMMIT - LUXURY EDITION & REDS INDUSTRY CHOICE AWARDS

Award-winning projects reflect innovation and excellence

DAY TWO Tourism, Hospitality, and Legacy The second day expanded the focus to tourism and heritage with some of the highlights below. Panel discussion. Hosted by an energetic and popular hospitality leader, Bastien Blanc, Co-Founder - TroKadero Hospitality Global, the panelists were: Lee Hallman, Acting Chief Development Officer - AlUla Development Company, Fahad Alobailan, Group CEO Alhokair Group, Samer Sabra, Chief of Assets Management – Jabal Omar Development Company and Dr. Fahad bin Mushayt, CEO ASFAR. Led by Bastien Blanc - TroKadero Hospitality, the panel delved into religious and cultural tourism, featuring insights from AlUla Development Company, Alhokair Group, and ASFAR. Debate. Preservation versus Modernization A thought-provoking discussion featuring Gabriel Gil - OMRANIA by EGIS, Tim Martin Gensler Middle East and Ralf Steinhauer - RSP, culminating in a consensus on harmonizing Saudi heritage with cutting-edge design. The evening of Day two at the GBB Venture Summit culminated in the highly anticipated RICA – REDS Industry Choice Awards gala dinner, celebrating excellence in real estate development. The awards recognized outstanding leaders and projects in various categories, with winners including:

16th REDS SUMMIT - LUXURY EDITION & REDS INDUSTRY CHOICE AWARDS

REDS INDUSTRY CHOICE AWARDS, WINNERS Celebrated Designer of the Year

Celebrated Contractor of the Year

Aljohara Nour Beydoun, Chief Designer & Founder, Ink Design

AlBawani Co. Ltd. (ABCC)

Celebrated Architect of the Year

Celebrated Sustainable Project of the Year

Ignacio Gómez, Global Design Principal, Aedas

Our Habitas Al Ula

Celebrated Woman in Real Estate & Youth Icon of the Year

Celebrated Futuristic Project of the Year

Mashael Bin Saedan, Founder & CEO, Al Saedan for

Shebara Resort by Red Sea Global

Development Celebrated Project of the Year (Hospitality) Celebrated Developer of the Year

St. Regis - Red Sea Resort

Oussama Kabbani, Group Chief Development Officer, ROSHN Celebrated Project of the Year (Residential) Celebrated Consultant of the Year House of Consulting Office

Marafy by ROSHN Group

16th REDS SUMMIT - LUXURY EDITION & REDS INDUSTRY CHOICE AWARDS

These prestigious awards were based on a transparent, open nomination and voting process, recognizing the best in the real estate industry for their commitment to innovation, sustainability, and excellence in development. Leah De La Hunty remarked on the palpable energy of the event, "The real value of this summit lies in its ability to connect visionaries with decision-makers. From CBRE’s insights to the personal exchanges I had with developers and consultants, every conversation reinforced the potential of collaboration in Saudi Arabia." Attendees noted the summit’s unique format, which combined strategic networking with curated content. GBB Venture has a series of exciting events planned for 2025. 4th Edition of the Hospitality Innovation Summit (Saudi Arabia & UAE) 17th Real Estate Development Summit (Saudi Arabia & Europe) 18th & 19th Real Estate Development Summit (Africa & Saudi Arabia) These events will continue to promote innovation, collaboration, and networking within the real estate and hospitality sectors. The 16th Real Estate Development Summit was more than just an industry event, it was a celebration of innovation, sustainability, and the power of personal connections. As Saudi Arabia continues its ambitious transformation, events like these serve as vital platforms for shaping its future. For those who attended, it was an experience of learning, networking, and inspiration. For those who missed it, the next chapter is just around the corner. See you at the next GBB Venture summit!

16th REDS SUMMIT - LUXURY EDITION & REDS INDUSTRY CHOICE AWARDS

The future balances luxury with sustainability

UPCOMING EVENTS

GBB VENTURES +44 20 38 68 2202 VISIT WEBSITE EMAIL US

PROJECT FOCUS - Chedi HOTEL WADI SAFAR, KCA AND LUTRON

DESIGNING THE FUTURE, CHEDI HOTEL WADI SAFAR BLENDING LUXURY, TECHNOLOGY AND SAUDI HERITAGE WITH LUTRON ELECTRONICS AND KCA INTERNATIONAL.

 THE CHEDI MAIN LOBBY

PROJECT FOCUS - Chedi HOTEL WADI SAFAR, KCA AND LUTRON

akan Jandali, Design Principal and Creative Director at KCA International,

and Sana Choyakh, Regional Sales & Business Development Manager for Lutron in the Middle East and Central Asia, sat down with us at Saudi Projects to discuss an exceptional project at the Chedi Hotel Wadi Safar. This collaboration showcases the perfect synergy between KCA’s design expertise and Lutron’s innovative lighting and shades solutions, blending technology with cultural and natural elements to create a luxury experience in line with Saudi Arabia's Vision 2030. Saudi Projects was thrilled to gain this opportunity and unique insight for you, so sit comfortably and enjoy the discussion around the questions we asked of them below. Following years of meticulous planning and collaboration, the Chedi Hotel Wadi Safar is set to open its doors in 2026. The project stands as a testament to the dedication and expertise of the teams involved. This luxurious addition to Saudi Arabia’s hospitality landscape promises to offer guests an unparalleled experience that seamlessly blends heritage, modernity, and cutting-edge technology. SAUDI PROJECTS: What was the initial design vision for the Chedi Hotel Wadi Safar? How did the surrounding landscape and Saudi culture influence the design? RAKAN JANDALI: The design vision was anchored in three main elements. First, we drew inspiration from the natural surroundings of Wadi Safar and its topography, ensuring that the project felt connected to the landscape. Second, we incorporated the Najdi architectural asthetics, especially since this project was part of Diriyah Gate’s Phase 2, the contemporary phase. Our goal was to modernize traditional Saudi Najdi architecture while retaining its essence. Lastly, we aligned with the Chedi brand’s focus on wellness and serenity. The brand’s minimalistic yet luxurious approach informed our selection of calm, tonal elements throughout. Integrating these principles seamlessly, even in details such as switch plates embedded into the headboards, showcased how design and functionality could coexist.

The seamless integration of technology and design elevates guest comfort

PROJECT FOCUS - Chedi HOTEL WADI SAFAR, KCA AND LUTRON

 THE CHEDI SUITE

SAUDI PROJECTS: How did Lutron approach

RAKAN JANDALI: For me, it’s about

the lighting design to complement KCA's

harmonizing tradition with state-of-the-art

vision and create an immersive experience?

technology, which aligns with Saudi Arabia’s

SANA CHOYAKH: As Rakan mentioned, the

Vision 2030. We wanted to use modern

Chedi brand emphasizes serenity and harmony.

technology subtly, ensuring that elements like

Our task was to match this vision by ensuring

wireless charging and integrated USB ports

the finishes complemented the overall design

felt natural within the design. It’s a blend of

and addressed challenges like integrating

retro and futuristic styles, much like the visual

lighting and shading controls seamlessly.

language of the movie Dune, which integrates

One major focus was harnessing natural

old-world aesthetics with futuristic ideas.

light, which is crucial in a place with so much

The design encourages guests to experience

natural sunlight such as Saudi Arabia. We used

a seamless fusion of innovation and culture.

motorized, silent shades to manage natural light and create a welcoming ambiance. For

SAUDI PROJECTS: Discuss the collaborative

instance, when a guest enters their room,

process: How did KCA and Lutron work

the curtains automatically open, immersing

together to overcome challenges and

them in a serene environment that reflects

achieve the desired outcome?

the Chedi's essence and Saudi heritage.

RAKAN JANDALI: Collaboration was vital in overcoming challenges, particularly

S ANA & RAKAN

SAUDI PROJECTS: What excites you

when integrating technology into design. A

most about the finished project and how

standout example is the night light feature we

it blends design and technology?

incorporated into the bed design. Typically,

SANA CHOYAKH: It’s the seamless integration

night lights are standalone fixtures, but we

of technology with the heritage-rich design

wanted ours to be integrated seamlessly

that excites me most. This project embodies

into the furniture. This required significant

modernity and innovation while staying true

coordination with Lutron and the Lighting

to Saudi Najdi architecture, reflecting the

consultant to ensure the technology

vision of a country poised to lead in technology

complemented the overall design. The

while honoring its roots. For us at Lutron, it

result was a sensor-activated, subtly

was essential to create a space where guests

embedded night light that enhanced the

feel welcomed and comfortable, blending

user experience without being intrusive..

advanced solutions without them being

SANA CHOYAKH: Absolutely. We worked

overt. This creates a balance where guests

closely with KCA to ensure that every

can enjoy the modern experience without

technological element met their vision. This

losing touch with the cultural ambiance.

required detailed discussions, drawings,

PROJECT FOCUS - Chedi HOTEL WADI SAFAR, KCA AND LUTRON

and adjustments. The idea was to make the technology intuitive, so the user wouldn’t need to think about operating it. This included creating scenes, such as a ‘welcome scene’

"Harnessing natural light was key to sustainability"

or ‘night mode’, that transitioned seamlessly and elevated the guest experience. The attention to detail in our collaboration was key to achieving a cohesive result. SAUDI PROJECTS: How did the project incorporate sustainability best practices, and how did Lutron's technology contribute? SANA CHOYAKH: Sustainability was at the forefront, aligning with global and local priorities. One focus was harnessing natural light, controlled by motorized shades that reduce the need for artificial lighting during the day. These shades also help manage room temperatures, conserving energy by reducing air conditioning use. Occupancy sensors further supported this, ensuring that lights and cooling systems adjusted when rooms were unoccupied. Integrating with the property management system ensured energy-saving measures were seamlessly automated. RAKAN JANDALI: From KCA’s perspective, sustainability involved sourcing materials locally to reduce the carbon footprint and support local craftsmanship. Many of the furniture pieces were hand-crafted with traditional Saudi inspiration but designed in a modern way. We also explored regenerative

 THE CHEDI CLUB

design principles that go beyond sustainability to coexist harmoniously with nature.

SANA CHOYAKH: I agree. Human-centric design, which considers the impact of both

SAUDI PROJECTS: What trends do you

artificial and natural light, is becoming crucial.

see in integrating technology and design

It’s not only about lighting but integrating

for luxury hospitality experiences?

the entire technological ecosystem with the

RAKAN JANDALI: I foresee an increased

design to create immersive experiences.

emphasis on blending intuitive, user-

This trend points toward developing spaces

friendly technology with design in a way

that blur the boundaries between indoor

that guests may not even consciously notice.

and outdoor environments, reinforcing

It’s about creating a space that adapts

a sense of well-being and luxury.

to their needs, seamlessly incorporating technology that enhances comfort without

SAUDI PROJECTS: How can this

overpowering the ambiance. This approach,

project serve as a model for future

especially in luxury settings, adds value

developments in the region?

to the guest experience by allowing them

SANA CHOYAKH: This project sets a benchmark

to engage with the space effortlessly.

for integrating heritage and modernity. It demonstrates that technology can be

"Our goal was to modernize tradition while embracing innovation"

PROJECT FOCUS - Chedi HOTEL WADI SAFAR, KCA AND LUTRON

environment, adapting to guests' presence and enhancing overall comfort. This holistic approach not only underscores the project’s commitment to technological innovation but also shows future developers that maintaining an authentic identity while incorporating advanced solutions is not only achievable but enhances the overall value and appeal of the project. RAKAN JANDALI: Indeed, the Chedi Hotel Wadi Safar embodies a roadmap for future luxury developments that want to align with Saudi Arabia’s Vision 2030. It underscores the importance of thoughtful design that respects the past while embracing the future. It also highlights the value of collaboration early in the design process, ensuring the end product aligns with budget, design, and guest experience goals. The Chedi Hotel Wadi Safar stands as a testament to the power of collaboration and innovative design. Through their joint efforts, KCA International and Lutron have created a luxury experience that respects Saudi culture, embraces cutting-edge technology, and exemplifies sustainability. As the Kingdom continues its path toward modernization under Vision 2030, projects like this will serve as models, illustrating how to balance heritage and progress to create spaces that resonate with guests both locally and globally. seamlessly blended with traditional design to create unique, culturally rich experiences.

KCA +971 4 339 1343

Central to this integration is the careful incorporation of automated shades, intelligent lighting, and temperature control systems, which collectively elevate the guest

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experience. Motorized shades, designed to regulate natural light, contribute to energy efficiency and create a sense of openness while

LUTRON

maintaining comfort. Paired with smart lighting

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solutions, guests can transition through various scenes that evoke specific moods, from serene relaxation to productive focus. Additionally, temperature control linked to occupancy sensors ensures an optimized

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BELL&KNIGHT AND EMA.

TRANSFORMATIVE DESIGN AND PROCUREMENT IN SAUDI HOSPITALITY, BELL&KNIGHT AND EMA. TALK TO SAUDI PROJECTS HOW TWO INDUSTRY LEADERS ARE COMBINING GLOBAL EXPERTISE WITH LOCAL INSIGHTS TO ELEVATE SAUDI ARABIA’S HOSPITALITY LANDSCAPE.

BELL&KNIGHT AND EMA.

 CO-FOUNDERS, ANITA BELL AND MARY KNIGHT

BELL&KNIGHT AND EMA.

"Blending local heritage with world-class luxury and design"

BELL&KNIGHT AND EMA.

audi Projects was delighted to

SAUDI PROJECTS: Before we get into

For us, design is more than just aesthetics;

sit with Anita Bell, Co-Founder

the details of the collaboration between

it’s about creating immersive experiences

of Bell&Knight and Tim Etherington,

both companies, would you mind sharing

that guests remember long after they leave.

Managing Partner of ema. discuss their

some background on your work and the

Whether it's a boutique hotel, a luxury resort,

partnership, combining Bell&Knight’s

core values that drive your business?

or a restaurant, we approach every project

exceptional procurement expertise with

ANITA BELL: It’s fantastic to be here today

with a focus on elevating the experience. We

ema.’s innovative design approach. Their

with ema! As two companies that share a

ensure that the design aligns with the brand,

collaboration is reshaping Saudi Arabia's

passion for the hospitality industry on an

the location, and the vision of our clients.

hospitality industry by seamlessly blending

international level, we couldn’t be more

local heritage with global standards, crafting

delighted with this association. Based

SAUDI PROJECTS: How did this incredible

immersive spaces that resonate with

in London, UK, we are a procurement

synergy between Bell & Knight and

guests and uphold cultural authenticity.

company providing high-quality furniture,

ema. come about? How did the link

finishes, and equipment (FF&E), as well as

between the two companies develop?

Operating Supplies and Equipment (OS&E)

TIM ETHERINGTON: It started just over a year

to 4- and 5-star hotels and luxury residential

ago when we realized that, due to the very

clients in the Middle East and Europe. Our

specific requirements of some of our clients,

philosophy has always been to step beyond

there was a gap in the market for sourcing

the expected and explore the world of

high-quality, unique, and sustainable FF&E

possibilities by pushing the boundaries,

that also aligned with the aesthetic we wanted

both ours and those of our vendors.

to create. Bell & Knight initially approached us at the beginning of last year, and from

Tim Etherington: Thank you so much for having

our very first meeting, it was clear that there

us! ema. is an interior architecture and design

was a shared understanding of what quality

studio based in Dubai, creating unique design

means, both in terms of design and materials.

experiences for the hospitality industry. We’re

 TIM ETHERINGTON, MANAGING PARTNER AND HIS TEAM AT EMA.

all about crafting spaces that are operational

We were looking for a partner who wouldn’t

and tell a story — spaces that evoke emotions

just bring products to the table but one

and connect with people on a deeper level.

who could truly understand our design philosophy and provide complementary service and added value to our clients.

BELL&KNIGHT AND EMA.

That’s when we realized how well we clicked.

We realized that as procurement experts, we

making spaces that are memorable, immersive,

Bell & Knight had the knowledge and resources

could help source the right product that would

and unique, whilst also being practical and

to find the best suppliers and materials

not only fit the design vision but also align with

adaptable to the hotel’s operational needs.

in the region. Their history of procuring

the rigorous requirements of the hospitality

for Middle Eastern projects, specifically

industry. From that point on, we became more

The added value of working with Bell & Knight

in KSA, reflected their understanding

than just a vendor for ema. — we became a

really comes into play here. They understand

of the Kingdom and its culture.

trusted partner. What makes our collaboration

the demands of the hospitality industry — not

special is that it’s not just about procurement

only in ensuring that the quality, durability, and

ANITA BELL: I’d say the feeling was mutual!

or design — it’s about a shared commitment to

functionality of the aesthetic are achieved, but

When we first decided to work together, it

creating spaces that tell the story of the Middle

also in maintaining the design integrity despite

wasn’t just about delivering the right product

East while enhancing the guest experience.

budget constraints or product discontinuation.

and the experience that ema. wanted to create

SAUDI PROJECTS: What added value

Additionally, we can leverage their

for their clients. We immediately saw the

are you able to offer your clients as

extensive database of suppliers and

attention to detail that the team puts into each

a result of this collaboration?

manufacturers, as well as their well-

project. It’s a complex journey, and one we

TIM ETHERINGTON: From our perspective,

established relationships in the region.

wanted to share with them. It felt like we were

the added value comes from a shared, holistic

both aiming for the same goal: enhancing the

approach to a project. When we work with

ANITA BELL: That’s right. From a procurement

guest experience through design and cultural

hotel clients, we’re crafting an experience.

standpoint, the value we bring to our clients

understanding, while also providing maximum

Whether it's the layout, the lighting, or the

is rooted in efficiency, quality assurance,

cost savings and minimal risk to our clients.

choice of materials, we always design with the

and exceptional value for money through

guest’s journey in mind. The value we bring is in

our relationships in the Middle East.

but about understanding the bigger picture

BELL&KNIGHT AND EMA.

appreciate that they are on the cusp of a new era. Our aim is to assist in the transition and ensure as smooth a process as possible. TIM ETHERINGTON: It’s been exciting to watch Saudi Arabia’s hospitality sector emerge. What makes our global experience so valuable in this context is that we understand how to blend local culture with international standards. The key to success in Saudi Arabia’s hospitality industry is balancing authenticity with luxury — and that's something we’ve worked on in markets around the world, from Europe to Asia. We bring this extensive experience to help hotel brands navigate the delicate balance between maintaining local authenticity and delivering the high-end, world-class experience that international travellers expect. SAUDI PROJECTS: How is this reflected on a local and regional level? ANITA BELL: One of the key things we've learned from working in international markets is the importance of local partnerships. While we have global reach, we place a strong emphasis on building solid local

T IM ETHERINGTON, MANAGING PARTNER AND HIS TEAM AT EMA.

relationships. In Saudi Arabia, we work with local artisans, manufacturers, and logistics

A shared vision for culturally immersive, memorable guest experiences

partners to ensure we’re not only supporting the regional economy but also delivering products tailored to the local context. This local expertise, combined with our global network,

We streamline the sourcing process for our

of our teams bring a wealth of knowledge,

allows us to offer solutions that are relevant,

clients’ needs by connecting with the best

experience, and a global perspective

efficient, and sustainable — exactly what the

suppliers and manufacturers to meet both

that’s incredibly valuable to the emerging

Saudi hospitality sector needs as it grows.

the hotel’s aesthetic requirements and

hospitality sector in Saudi Arabia.

budget. We take on the responsibility of

TIM ETHERINGTON: It’s all about cultural

managing suppliers, coordinating deliveries,

It’s been exciting to watch their hospitality

relevance and respecting local heritage.

and ensuring everything arrives on time and

scene evolve. There’s a dynamic energy as the

What works in London or New York might

within budget, so the client doesn’t have to.

country opens its doors to more international

Working together as a collaborative partnership to maximize the smooth and efficient running of a project whilst at the same time elevating the client’s experience of the process.

tourism, which they are now experiencing and Our knowledge and expertise are fundamental

enjoying through their own widespread travel.

in maximizing the efficiency of the procurement process — from producing

As we are currently seeing, the development

budget estimates to the final handover.

of Saudi Arabia’s new hotels, resorts, and tourism projects is a rapidly growing work

SAUDI PROJECTS: Both companies work

in progress. As an international company,

internationally. How does this benefit the

we’ve had the privilege of working in diverse

emerging Saudi hospitality market?

markets around the world. We understand

ANITA BELL: The international experience

the culture, having worked on several

of both companies and the cultural diversity

Saudi-based projects over the years, and

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BELL&KNIGHT AND EMA.

Elevating Saudi hospitality with innovation, adaptability, and craftsmanship

not necessarily work in Riyadh or Jeddah.

By collaborating closely in the early stages

We’ve learned through our international

of a project, we ensure a smoother and

BELL&KNIGHT

work how to translate global design

more streamlined design and procurement

+ 44 078 7989 6243

concepts into spaces that feel authentic

process through a shared and ongoing

to the region. Whether it’s understanding

dialogue. This approach delivers better

how the local climate impacts materials

results both financially and aesthetically.

or incorporating traditional elements into

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contemporary designs, our global experience

Looking ahead to the future of the

helps us create spaces that reflect Saudi

hospitality industry in Saudi Arabia, it’s

Arabia’s rich cultural heritage while still

clear that our partnership will continue to

offering a world-class guest experience.

play a crucial role in shaping the sector.

ema.

We bring a unique blend of international

+971 4 878 3531

CONCLUSION

expertise and local insight, enabling us to

The partnership between ema. and Bell

craft spaces that meet the highest global

& Knight is about delivering a seamless,

standards while celebrating and preserving

carefully curated solution. Together,

the rich cultural heritage of Saudi Arabia.

we bring innovation and adaptability to an ever-changing landscape.

VISIT WEBSITE EMAIL US

A TALK ON THE WILD SIDE WITH Jena Ladhani

A Talk on THE WILD SIDE WILD FOUNDER AND CEO EMMA BURDETT TALKS TO JENA LADHANI

INSIGHTS FROM A BUSINESS INNOVATOR IN SAUDI JENA LADHANI IS CHIEF EXECUTIVE OFFICER OF GLOBAL WORKPLACE SOLUTIONS (GWS) IN SAUDI ARABIA FOR GLOBAL REAL ESTATE COMPANY CBRE. SHE LEADS THE CONTINUED DEVELOPMENT AND EXECUTION OF CBRE GWS PRODUCTS AND OVERSEES THE DELIVERY OF FACILITIES MANAGEMENT SOLUTIONS THROUGHOUT THE KINGDOM. JENA TALKS TO SAUDI PROJECTS ABOUT HER JOURNEY, CHALLENGES, AND ASPIRATIONS.

A TALK ON THE WILD SIDE WITH Jena Ladhani

Emma: Can you tell us about your industry journey? Jena: I began my career in the retail industry, surrounded by many talented women in fashion. After a decade in fashion and retail, I transitioned into the corporate world of real estate. Transferring skills across sectors and industries was not common at the time I switched from fashion to real estate, as they didn’t fully acknowledge transferable skills at the time. I took on a coordinator position in the corporate sector, in a way re-starting my career. This decision proved invaluable, as it provided me EMMA BURDETT

with a solid foundation for my career progression.

Founder and CEO of WILD - Women

I began as a coordinator in the procurement field,

in Leadership Deliver, keynote

gradually advancing into managerial and directorial

speaker, leadership coach and

roles. Today, I lead a team for an entire country

gender equality specialist.

within the same corporate industry. My journey has been filled with both challenges and support, all of

WILD is the first and only women's network

which have contributed to my growth and resilience.

to launch in KSA and offers a suite of

I am grateful for every experience, both positive and

solutions for females to rise as leaders in

negative, as they have shaped me into the leader I

the pursuit of gender equality. This includes

am today.

leadership training programs, leadership coaching and memberships as well as

Emma: What inspired you in a male-dominated

impactful events across the region.

industry? Jena: I guess I have never really considered it a

“I feel privileged to be immersed in the female

male-dominated industry. I just approached it

leadership landscape in KSA. I am impressed

strategically for my family. When I returned from

by the level of intelligence, ambition and

maternity leave after having my first son and went

talent of the women I have had the pleasure of

back into the fashion industry, I quickly realized

engaging with. This is the beginning for WILD

there was no room for a working mother in that field,

KSA. I am proud to be at the helm, providing

especially considering there was no flexibility like

a platform for women’s voices, whilst offering

working from home before Covid. It wasn’t the right

unique and valuable learning experiences.

fit for me, as I wanted to be an active parent as well.

Our recent MoU with the United Nations Global Compact, KSA, will not only provide

After this realization, I had a conversation with my

world class leadership solutions for women

husband, and we agreed it was time to explore an

in the region, we will be utilizing Saudi talent

industry that supported both family and career. So, I

in alignment with the vision requirements

spent a lot of time researching the leading industries

and to be relevant to local needs.”

globally, and real estate stood out. Coming from a family of entrepreneurs, I felt empowered to pursue

Saudi Projects and WILD have partnered

the corporate world. I looked into market-leading

to bring you a series of interviews: A

companies in real estate, and CBRE caught my

Talk on the WILD Side, with inspiring

attention.

women from across the KSA region. I delved into understanding CBRE’s culture and what was growing within the company because if I was WILD: WOMEN IN LEADERSHIP DELIVER

going to leave an industry I had been in for 10 years; I wanted to make sure it was for one I could stay in

VISIT WEBSITE

long term. That’s when I noticed data centers were a growth market for CBRE. I started networking to find my way into the company through that avenue.

A TALK ON THE WILD SIDE WITH Jena Ladhani

Coming from a family of entrepreneurs

Emma: What challenges do women still face in the workplace? Jena: The same challenges every woman faces in every single workplace: being misunderstood,

What inspired me about CBRE was its constant

figuring out whom you’re speaking to—someone

growth and emergence; it was never stagnant. The

who understands female empowerment or someone

company’s values—respect, integrity, service, and

who recognizes what women have been through,

excellence—resonated deeply with me. I’m all about

or someone who doesn’t understand at all. This

paradigm shifts, and CBRE felt like a place where I

necessitates code-switching. Women often need to

could truly be myself.

be less impactful to avoid being labeled aggressive or hold back their opinions to avoid putting others in

Emma: What have been your career achievements

difficult positions or affecting their egos.

to date? Jena: The most significant career achievement

There are many dynamics at play in the workplace

to date for me has been the transformation of the

when it comes to influencing positively for the

business I currently lead. It’s been a journey focused

business or the people. While there is a growing

on people—I’ve remained true to what I believe and

number of allies, many still cannot advocate

have been coached by successful leaders. Starting

effectively on our behalf. This creates a significant

with people has been paramount. When I first took

barrier to progress, as we constantly try to convince

on the business, my initial analysis revolved around

both men and women about the benefits of having

culture and ensuring we were future-ready. What

more women on the team and the positive impact

I’m proudest of is finding individuals come together

on business growth. It’s an emotional roller coaster,

in ways I couldn’t have imagined. Witnessing their

especially in my position. I have to be very strong,

achievements and the impact of their collaboration

and I rely on a global circle of advisors who guide,

reaffirms that my leadership style, which prioritizes

coach, and mentor me at the right times for different

service, is effective. It’s a constant reminder that I’m

issues.

in the right role, building a high-performing team. Emma: How do you suggest companies in KSA Emma: What notable changes have you seen in the

attract and retain the best female talent?

workplace for women?

Jena: There are quite a few factors, and I think it

Jena: When I first arrived, I noticed there were

starts with listening to women and understanding

many areas designated for women only. My initial

what they want. Every woman is different, and there

thoughts were, “Why is this? Are they okay with it?

are additional complexities, such as whether they

Do they enjoy it?” Then I opened my eyes. I realized

want to start a family, and if so, when. For those

what an amazing space these areas were for women

not considering motherhood, their focus might be

to come together, create bonds, and support each

on joining a growing company. Understanding the

other. I was welcomed into one of these female areas

diverse complexities of the women you are trying to

and saw the most amazing chocolate and coffee.

attract is crucial.

They were enjoying themselves, working together,

Through the WILD Network, women can come together, share experiences, and learn from each other. This sense of belonging is invaluable

and coordinating effectively. This was a workplace

Women want to see themselves in leadership

difference I hadn’t experienced before.

positions and believe that they can achieve these roles. It’s all about trust. My current team is a 50/50

However, there have also been significant changes

split of females and males. I have certain females on

as women realize the importance of collaboration

a leadership trajectory, and I aim for a Saudi national

with men. On my floor, there is no female-only

to take my role, whether male or female. What’s

section because we focus on the overall workplace

important is that whoever takes my role shares the

experience. We find that women in our team enjoy

vision of creating a sustainable growth trajectory,

collaborating across gender, age, background, and

which can only happen by nurturing the youth of

ethnicity. It’s becoming less about gender and more

Saudi Arabia.

about everyone experiencing and preparing for the transformation happening right before our eyes.

A TALK ON THE WILD SIDE WITH Jena Ladhani

regular meetings and come prepared with topics for discussion. Use their advice to reinforce your position and internalize your strength. Additionally, prioritize mental strengthening. You can achieve this by practicing activities such as listening to podcasts, meditating, maintaining a healthy diet, or engaging in activities that bring you joy. Emma: How important do you feel the WILD network is for women in the region and why? Jena: The WILD Network, led by Emma Burdett, plays a crucial role in supporting women in the region. In a male-dominated environment, it’s easy for women to feel isolated or like they’re the only ones with certain aspirations. However, through the WILD Network, women can come together, share experiences, and learn from each other. This sense of belonging is invaluable, especially during challenging moments in the workplace. Attending Taking care of male talent is also crucial because fostering a family-like environment attracts females. It’s important to support both genders to create an inclusive and supportive workplace. Emma: KSA has a high percentage of youth with 65% of the population being under 35. Do you see a

Women often need to be less impactful to avoid being labeled aggressive

different mentality in this generation?

to invest my time in building a high-performing

Jena: I used to put Gen Z into a box, but I’ve come

team. Now, the challenge lies in prioritizing myself.

to see that there are significant differences within

If I don’t prioritize my well-being, the risk of burnout

that 65%. It all comes down to their values, ethics,

becomes a threat not only to me but also to the

experiences, and aspirations. Many young people

team.

have traveled, studied abroad, and experienced diverse cultures. It’s essential to respect their

To overcome this challenge, I’m focusing on

experiences and what they want to contribute

prioritizing health and strategy, as these are

to their country, and to see how they can fit into

essential for the team’s success. I also try to

your organization. It’s easy to stereotype Gen Z by

understand each team member’s future, values, and

attributing certain traits to them, especially post-

aspirations, which helps me invest in their growth.

Covid, but that’s not accurate. I’m learning from Gen

I’ve learned to be fully present in whatever I’m doing,

Z how to balance my life and demand what I need

whether it’s spending time with my family or at work.

from my workplace, just as they do. This approach is

This approach has helped me overcome challenges

crucial for sustaining growth.

and maintain a healthy work-life balance.

Emma: What has been the biggest challenge for you

Emma: What advice would you give to female

and how have you overcome this?

Saudis?

Jena: The biggest challenge for me has been

Jena: I would advise female Saudis to always

maintaining my personal strength in leadership

prioritize four key elements: having a coach,

roles. Initially, my role demanded a lot of my

a mentor, a sponsor, and focusing on mental

personal time. I pushed forward and sacrificed

strengthening. Finding these individuals may

personal priorities because I saw the company’s

require networking and proactive outreach. Once

potential, knew it would be short term, and wanted

you’ve established these relationships, schedule

WILD events can provide opportunities to find coaches, mentors, and sponsors who can further

I’ve learned to be fully present in whatever I’m doing, whether it’s spending time with my family or at work

A TALK ON THE WILD SIDE WITH Jena Ladhani

support women in their professional journeys.

with an interviewer at CBRE, which ultimately led to

Ultimately, the WILD Network fosters a sense of

a meaningful connection and friendship.

community and empowerment, ensuring that women feel seen, heard, and supported as they

Knowing your ‘why’ is essential because it defines

navigate their careers in the region.

who you are and what you strive to achieve. If you’re struggling to pinpoint your ‘why’, seek support

Emma: What single piece of advice would you give to

from organizations like WILD and female leaders, as

all WILD women?

well as male allies. I’ve benefited greatly from the

Jena: For all WILD women out there, my single

guidance of male coaches, mentors, and sponsors

piece of advice would be to discover your ‘why’.

who genuinely want to help. Remember, women

Reflecting on my journey from the fashion industry

have influenced everyone in some way, and many

to corporate real estate, I realized the importance of

men are eager to support women’s growth. So, take

understanding my purpose. There are various free

the time to find your ‘why’—it’s a journey worth

online questionnaires, like ‘Find My Why’, that guide

embarking on.

you through a self-discovery process. Spending just 40 minutes answering questions about yourself can lead to a comprehensive report outlining your strengths, opportunities, and potential job roles. Finding my ‘why’ not only reaffirmed what I already knew, but also empowered me to articulate it confidently. I vividly remember sharing my ‘why’

Conversations that Matter: Reach Out and Connect A Talk on the WILD Side has been created in partnership with Saudi Projects to help amplify women’s voices, providing meaningful insight and candid conversation with diverse women from across the Kingdom. It provides a platform for women to have a voice, deep diving into all things pertaining to leadership, presenting untamed ideas and inspiration, and paving the way for a sustainable future for women across the region. DO YOU LIVE AND WORK IN KSA? WOULD YOU LIKE TO BE INTERVIEWED BY EMMA BURDETT FROM WILD FOR A TALK ON THE WILD SIDE? REACH OUT AND TALK TO US NOW AT:

SaudiProjects@tpg.media LET’S GET THE CONVERSATION STARTED! Would you like to know more about how WILD can support your female talent? Get in touch www.wildwomenlead.com

CPM

BEYOND THE HORIZON, AHEAD OF THE CURVE CPM LEVERAGES GLOBAL EXPERTISE AND CUTTING-EDGE INNOVATION TO DELIVER UNIQUE, SUSTAINABLE, AND HIGHLY FUNCTIONAL DESIGN SOLUTIONS ACROSS THE WORLD.

CPM

PM leverages its deep expertise across Europe, Africa, the Middle East, and

Asia to provide comprehensive solutions for both new construction and renovation projects. From formulating operational strategies and designing captivating aesthetics to offering specialized art consultancy and managing the meticulous procurement

“We work closely with artists, craftsmen, and suppliers, while prioritizing sustainability”

of fit-out, FF&E, and OS&E, CPM ensures flawless design coordination, seamless logistics, and impeccable installation. By staying at the forefront of industry trends and integrating innovative concepts into every project, CPM demonstrates a commitment to leading the way in the hospitality sector. As CPM Managing Director Virginie Soualhat highlights, “Our team’s global perspective is fueled by frequent international travel, which allows us to discover emerging design trends, new materials, and cutting-edge technologies. This approach keeps our projects fresh and contemporary and strengthens our connections with key industry partners. Our involvement in industry events and ongoing dialogue with suppliers and manufacturers keeps us at the cutting edge of advancements.” “We work closely with artists, craftsmen, and suppliers, and prioritize sustainability by sourcing eco-friendly materials and integrating sustainable practices into our designs.” This ensures that each project not only stands out for its innovation and aesthetic appeal but also aligns with environmentally responsible practices. CPM’s bespoke approach ensures that every project is unique, reflecting the latest in design while being tailored to the specific needs and essence of the property. By adapting trends and innovations, the firm crafts solutions that harmonize with the distinctive context and ambitions of its clients.

 VIRGINIE SOUALHAT, CPM MANAGING DIRECTOR

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“Our team members come from seven countries and speak 13 languages combined”

ELEVATING ART, ENRICHING SPACES

“We begin by immersing ourselves in the

CPM’s art consulting services are deeply

property’s unique character and its environment

enriched by the expertise of Virginie,

to develop a tailored art brief that aligns with

who has a first education in Fine Arts &

the project’s concept and budget,” she says.

Art History from l’Ecole des Beaux-Arts in

“Building upon this foundation, we meticulously

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curate art pieces that not only enhance the

a perfect blend of technical acumen,

space’s character and ambiance but also

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From the initial concept to the final installation,

the overall design, enhancing the cultural

CPM collaborates closely with artists and

and aesthetic appeal of each project.

craftsmen to ensure that every element of the art program contributes to a cohesive and authentic collection, meticulously integrated into the overall design scheme.

TRANSFORMING SPACES, DEFINING LUXURY At Zesen Furnishing, we craft exceptional interiors for the world’s most iconic hospitality destinations.

From Raffles Hotel and Fairmont Hotel in Lusail City, Qatar, to One Za’abeel in Dubai and Grand Hyatt in Kuwait, we deliver unparalleled craftsmanship, precision, and luxury that redefine hospitality design. • Bespoke Furnishings • Turnkey Solutions • Global Expertise Let us elevate your next project with designs that inspire and quality that lasts. Visit us at www.zsfurnishing.com to learn more. National hotline: +86 137 2880 5353 Email: Info@zsfurnishing.com Zesen Furnishing Co., Ltd & Zesen Hospitality Pte Ltd – Where Innovation Meets Elegance.

CPM

EXCEPTIONAL QUALITY, FLAWLESS EXECUTION Successful procurement of FF&E (Furniture, Fixtures & Equipment) and OS&E (Operating Supplies & Equipment) hinges on precise planning, effective coordination, and clear communication among all stakeholders to ensure the successful delivery and installation of the necessary items for a project. One may not realize it, but any project, even a small one, counts easily 3,000 unique references and usually above 100,000 pieces to produce and receive. To handle this complexity with efficiency and cost-effectiveness, CPM employs robust project management methodologies, strategic vendor partnerships, and advanced digital tools. Project data is managed entirely online with our proprietary, customizable system built on a robust infrastructure, ensuring 24/7 availability, fast processing, and low error rates; carving up time for the highest valueaddition activities. Key elements of this process include Quality Assurance, Timeline Management, Cost Control, and Logistics. Every aspect of procurement is streamlined and aligned with the project’s overall objectives, guaranteeing timely and flawless delivery and installation.

This means that CPM proactively anticipates

resources from the outset,” Virginie says. “We

potential issues and prepares for them in

adopt a structured approach with precise

DESIGNING SPACES, DEFINING EXPERIENCES

advance, ideally preventing them from arising.

schedules that outline milestones, deadlines,

CPM ensures seamless coordination and

Addressing problems only after they occur

and critical path activities, followed by

installation across large-scale projects

leads to increased tension and fewer options.

continuous performance monitoring throughout

by meticulously planning each phase,

the project lifecycle. Our experienced project

maintaining clear communication with

Simultaneously, open and transparent

management specialists oversee all aspects

all stakeholders, and employing detailed

communication with all stakeholders is

of their projects from start to finish, ensuring

project management strategies.

crucial for project success. CPM’s golden rule

that every detail is meticulously executed.

is to share clear and precise information, These can vary significantly from

ensuring everyone receives the necessary

“By leveraging our extensive experience in

one project to another, depending on

details, no more and no less. This ensures

design management, project management,

the overall project team structure.

perfect alignment of project goals,

and procurement, we navigate the

However, some key elements remain:

timelines, and expectations at all times.

complexities of large-scale projects with confidence. Our commitment to excellence,

 Detailed and conservative planning

“Thoroughly analyzing the project scope and

combined with robust systems and clear

 Acute anticipation

requirements before undertaking the mandate

communication, enables us to deliver

 Effective communication

is also beneficial, as it allows for better planning

exceptional results that meet our clients’

and the assignment of the most suitable

expectations, on time and within budget.”

CPM

TOGETHER WE ACHIEVE MORE CPM fosters a collaborative environment by creating a culture of open communication, where employees feel encouraged to share ideas and feedback. Leadership sets the tone by modelling collaborative behaviour, emphasizing teamwork, and recognizing collaborative efforts. Regular team meetings and brainstorming sessions are organized to facilitate idea exchange. “Our team members come from seven countries and speak 13 languages combined, infusing our work with multiculturalism and a deep understanding of the diverse regions of the world,” Virginie explains. “This blend of backgrounds and perspectives enables us to offer a truly exceptional and inclusive experience to our clients, catering to their unique needs and preferences with a deep sense of empathy and cultural awareness. “Our projects are driven by a team of seasoned professionals with diverse expertise in architecture, interior and lighting design, hotel operations, project management, and procurement. At the heart of our approach is a commitment to always delivering our promise, fostering a collaborative environment that encourages open communication, mutual respect, and a shared dedication to excellence. “To stay ahead in our field, we invest in continuous training and development for our team members,” she continues. “This commitment ensures that our professionals remain updated with the latest industry trends, technological advancements, and best practices. “Every team member at CPM is driven by a shared commitment to delivering excellence in every aspect of our projects. This shared ethos fosters a sense of responsibility and enthusiasm that translates into exceptional project outcomes.”

CPM

BLUEPRINTS FOR TOMORROW’S SUCCESS

environmental stewardship. This shift is

Future plans at CPM revolve around

accompanied by advancements in AI and

expanding its global footprint, leveraging

smart technologies, which streamline

new technologies, and advancing sustainable

operations and enhance guest experiences.

practices to enhance its service offerings and deliver even greater value to our

CPM is poised to lead this evolution with

clients. The firm also aims to extend its

its boutique approach, which emphasizes

reach into new markets while deepening

personalized service and attention to detail.

its presence in existing ones, including

“Our deep industry knowledge, combined with

expansion into the Kingdom of Saudi Arabia

a commitment to innovation and excellence,

on one hand, and the USA on the other.

allows us to anticipate and adapt to industry

Project data is managed entirely online with our proprietary, customizable system built on a robust infrastructure

trends effectively. By embracing sustainability, Looking at the hospitality project services

integrating new technologies, and continuing

industry, CPM observes a significant evolution

to deliver bespoke solutions tailored to each

towards sustainability and smart technology

client’s unique needs, we are well-positioned to

integration. There is a growing demand for

drive positive change in the hospitality project

bespoke solutions that blend local culture

services sector and exceed the expectations

and heritage with modern amenities and

of our global clientele,” concludes Virginie.

CPM VISIT WEBSITE

100 AL MOOSA DOORS - SPECIALITY DOORS, ENG. WALEED

ADVANCED DOOR SOLUTIONS BY AL MOOSA DOORS HOW AL MOOSA DOORS IS REDEFINING SECURITY, DURABILITY, AND INNOVATION IN SPECIALTY DOORS.

AL MOOSA DOORS - SPECIALITY DOORS, ENG. WALEED 101

102 AL MOOSA DOORS - SPECIALITY DOORS, ENG. WALEED  ENG. WALEED ABDELMEGALY MOHAMED KASSEM, FACTORY OPERATIONS DIRECTOR AT AL MOOSA DOORS

Ballistic and blast doors tailored to international standards

AL MOOSA DOORS - SPECIALITY DOORS, ENG. WALEED 103

s Saudi Arabia undergoes rapid urbanization and development under

Vision 2030, the demand for high-security, innovative, and durable specialty doors has surged. At the forefront of this field is Eng. Waleed AbdElmegaly Mohamed Kassem, Factory Operations Director at Al Moosa Doors. In this exclusive interview, he provides insights into the company’s specialty doors division, its advanced manufacturing capabilities, and how it is meeting growing demands for specialized solutions across diverse industries. SAUDI PROJECTS: Can you tell us about the specialty doors division at Al Moosa Doors and its core focus? ENG. WALEED: The specialty doors division at Al Moosa Doors is dedicated to providing advanced door solutions for high-security environments. Our focus is on creating doorways that withstand environmental threats such as extreme weather and explosions, as well as malicious threats like forced entries and ballistic attacks. With a dedicated plant specializing in the fabrication of specialty doors, we ensure that each product meets stringent quality standards through advanced technology and skilled craftsmanship.

Cutting-edge doors designed for extreme safety and durability regulations. Rigorous testing in the USA

SAUDI PROJECTS: What standards and

validates the performance of our doors, which

certifications do your fireproof doors meet,

SAUDI PROJECTS: What types of specialty

gives us a competitive edge in providing

and how rigorous is the testing process?

doors do you manufacture, and what

reliable, locally produced solutions.

ENG. WALEED: Our fireproof doors meet the

industries are they primarily used in?

highest international standards, including

ENG. WALEED: We manufacture a wide range

SAUDI PROJECTS: Could you elaborate

UL 10B, UL 10C, and NFPA 252. The testing

of specialty doors, including fire-rated doors,

on the safety features of your ballistic,

process involves exposing the doors to

blast-resistant doors, bullet-resistant doors,

blast-proof, and bulletproof doors?

extreme heat, a hose stream test to evaluate

and soundproof doors. These products are

ENG. WALEED: Our ballistic, blast-proof, and

structural integrity, and assessments for

primarily used in critical sectors such as

bulletproof doors are designed with cutting-

temperature rise, smoke, and draft control.

government, defense, entertainment, and

edge safety features to meet varying threat

These rigorous tests certify that our doors

security buildings. Our doors are designed to

levels. For instance, our ballistic doors adhere

perform reliably in emergency situations.

address the unique challenges these industries

to NIJ standards, offering protection levels II

face, offering both safety and durability.

and III for single and double-leaf configurations.

SAUDI PROJECTS: How do you ensure

Similarly, our blast doors, suitable for onshore

the durability and effectiveness of your

SAUDI PROJECTS: How does manufacturing

and offshore applications, meet ASTM F2927‐12

specialty doors under extreme conditions?

and testing these specialty doors within Saudi

standards, capable of withstanding loads

ENG. WALEED: We prioritize material selection

Arabia give Al Moosa Doors a competitive edge?

ranging from 3psi to 10psi over a 100ms

and advanced design to meet the demands

ENG. WALEED: By manufacturing and

duration. These products are designed in

of harsh environments. Collaborating with

testing our doors in Saudi Arabia, we

collaboration with global experts like RAPP

design consultants ensures that our products

adhere to the highest quality standards,

BOMEK and Stone Security Engineering to

are optimized for specific conditions,

ensuring full compliance with international

ensure maximum safety and durability.

such as blast or ballistic resistance. Every

certifications such as NFPA, UL, and ASTM

door undergoes rigorous testing to meet

104 AL MOOSA DOORS - SPECIALITY DOORS, ENG. WALEED

AL MOOSA DOORS - SPECIALITY DOORS, ENG. WALEED 105

Driving innovation and sustainability in specialty door manufacturing Rapid urbanization and infrastructure projects require advanced solutions like fire-rated doors, ballistic-resistant doors, and blast doors. With 55 branches across the Kingdom,

Play video

Al Moosa is well-positioned to meet these demands, offering products that combine durability, security, and modern design. We look forward to supporting the Kingdom’s development with our innovative solutions. Al Moosa Doors is dedicated to delivering advanced specialty door solutions that meet the highest standards of safety, durability,

Fireproof doors rigorously tested to meet UL and NFPA certifications

and innovation. As Saudi Arabia continues

industry standards, ensuring durability and

needs and standards. Tools like SolidWorks

their offerings and how they can support

effectiveness even under extreme conditions.

and TruTops Boost streamline the design

your projects, reach out to our team today.

to develop, their products are poised to play a crucial role in shaping the future of secure infrastructure. To learn more about

process, allowing for efficiency and accuracy. SAUDI PROJECTS: What recent projects or

After thorough testing and evaluations, the

contracts highlight the capabilities of Al Moosa

final product is ready for production.

Doors in providing high-security solutions? ENG. WALEED: A notable highlight is our

SAUDI PROJECTS: How important is

technical assessment with ARAMCO, where

sustainability in the manufacturing

our specialty doors received positive

process of your specialty doors, and

feedback for their performance. As an

what steps do you take to maintain it?

approved supplier, we are now exploring

ENG. WALEED: Sustainability is a priority for

opportunities in both onshore and offshore

us. We use robust materials to ensure longevity,

projects. This reflects our ability to deliver

reducing the need for frequent replacements.

high-security solutions for some of the

Advanced design software minimizes errors

most demanding clients in the region.

and waste during manufacturing, conserving resources and aligning with eco-friendly

SAUDI PROJECTS: Can you share insights

practices. By ensuring our products are

into the R&D process for developing

durable and sustainable, we contribute

advanced specialty doors at Al Moosa?

to reducing environmental impact.

ENG. WALEED: Research and Development is at the core of our operations. The process

SAUDI PROJECTS: What trends do you

ALMOOSA DOORS

begins with basic designs to identify

foresee in the demand for specialty

+966 92 001 7000

potential manufacturing challenges. We

doors in Saudi Arabia, and how is Al

then create and refine prototypes for

Moosa positioned to address them?

machinability, ensuring feasibility before

ENG. WALEED: As Saudi Arabia continues to

finalizing designs. Consultants review the

develop under Vision 2030, the demand for

completed designs to align with market

specialty doors is set to grow significantly.

VISIT WEBSITE EMAIL US

106 SERCO'S - PHIL MALEM CEO +IMPACT

REVOLUTIONISING CONSULTANCY. A NEW APPROACH WITH +IMPACT PHIL MALEM DISCUSSES THE INNOVATIVE VISION BEHIND +IMPACT AND ITS TRANSFORMATIVE ROLE IN SAUDI ARABIA'S EVOLVING CONSULTANCY LANDSCAPE.

SERCO'S - PHIL MALEM CEO +IMPACT 107

108 SERCO'S - PHIL MALEM CEO +IMPACT

audi Projects caught up

differentiate from traditional consultancy

with Phil Malem to discuss

businesses, and what makes it stand out?

his thoughts on +impact.

PHIL MALEM: +impact stands out from the crowd here; we’re entering the market as

SAUDI PROJECTS: Phil, congratulations

a challenger brand that will save clients’

on your new role as CEO of +impact.

money. Rather than clients having to onboard

Can you tell us about the vision behind

separate companies, or fix unrealistic plans

launching this new consultancy business?

when it comes to implementation and

PHIL MALEM: Thank you. The vision

operations, which can often prove quite

for launching +impact stemmed from

costly, we’re essentially serving as a ‘single

a desire to ‘shake-up’ the traditional

operator’, that can advise and deliver. Or at

advisory model. Typically, advisory and

least advise with delivery and operations

consulting firms have long been known

knowledge from our frontline contracts and

for parachuting into organizations,

colleagues. This is a major departure from

proposing strategic recommendations, and

the more traditional consultancy businesses

then exiting before implementation.

that are out there already, which typically

"The vision for launching +i from a desire to ‘shake-up’ t advisory model"

exit after the consultation has been given. While these proposals may be meticulously crafted and capable of transforming

What we’re doing is catering to the

businesses, the growing demand for end-

transformation of the market. If you take

to-end solutions has sparked a significant

Saudi Arabia as an example, the Kingdom is

shift. Clients are no longer satisfied with just

undergoing a rapid transformation, which

strategic guidance they want more far-reaching

is incredibly exciting to see. But whilst the

support at operational stage, seeking tangible

pace of change has been significant, with

results from firms that offer both strategic and

giga cities and major tourism and event-

executional capabilities – at a reduced cost.

led projects underway, the consultancy landscape that serves the Kingdom – and

This is where +impact comes in. We’ve

indeed the wider region as a whole – has

created a unique international advisory

historically been quite fragmented.

business, that not only brings together expert advice from those with decades of

Different companies, or even separate

industry experience, but from an operational

departments within the same consultancy,

perspective, we also deliver on that advice

have handled various stages of a project –

too, saving clients both time and money.

from strategy and planning to execution and monitoring. This fragmentation often results

Essentially, we’re serving as both the advisors

in siloes, inefficiencies, communication

experienced advisors, who not only have

and the deliverers for our clients, delivering

breakdowns, budget overspend and a

the planning capabilities, but who can also

practical, sustainable and user-centric

lack of accountability that can undermine

bring projects to life and operate them,

solutions that support customers from

a project’s success. Given the scale and

meaning that both vision and execution

the initial phase of a project right through

complexity of Vision 2030 projects, these

can be easily and consistently connected.

to implementation and operations. Put

inefficiencies are no longer tolerable.

simply, we know what we are advising our

SAUDI PROJECTS: Serco has a strong

customers about – because we have done it.

Our focus on providing a more integrated,

focus on operational expertise. How will

We have the right people, the right partners

cohesive approach to the advisory model with

+impact leverage this practical experience

and the right technology in place to work

+impact, is in direct response to this. We can

to provide solutions for global clients?

to this model, and so it seemed a logical

now support our clients from an end-to-end

PHIL MALEM: At Serco, we have been delivering

step for us to launch a dedicated business

perspective, which makes us stand out.

practical solutions to some of the world's most

under Serco that brings this all together.

urgent and critical challenges for decades. This Managing an entire project – from concept

means we have highly skilled, experienced

SAUDI PROJECTS: +impact is positioned as

to execution – offers immense value, and

teams that have worked in various sectors,

a unique consultancy model. How does it

we’re able to deliver this by bringing in

from building space capabilities, to maintaining

SERCO'S - PHIL MALEM CEO +IMPACT 109

impact stemmed the traditional

green spaces, to delivering world-class

SAUDI PROJECTS: You’ve played a

responsible for leveraging our international

customer experiences for the world’s busiest

pivotal role in the success of Serco’s

experience to deliver world-class customer-

airports and leading tourism destinations.

Middle East advisory unit. How will your

centric experiences for citizens in key

experience in the region shape your

markets like the UAE and Saudi Arabia.

By bringing in the right people, technology

leadership at +impact on a global scale?

and partners, we are excited to leverage our

PHIL MALEM: Having been in the Middle

Working closely with local talent, so that

practical experience to create innovative

East for more than 10 years, I have witnessed

we are training up nationalised workforces

solutions that make a positive impact to the

first-hand the importance of a collaborative

for the future, has helped us give back to

challenges facing the modern world today.

approach between the public and the

the countries in which we operate in, via

Our experience in the region combined

private sector, which is driving the growth

knowledge-transfer and training programs

with our international expertise (we have

of major economies in the region.

that are creating skilled, talented workforces.

over 50,000 employees worldwide and are present in more than 20 countries),

My experience has taught me the importance

means that we have a wealth of knowledge

of working together, establishing trust with

that can be applied through a regional

the governments and leaders, which in

lens to service different projects.

turn has seen us become a valued partner,

110 SERCO'S - PHIL MALEM CEO +IMPACT

42% of Serco employees in the Kingdom of Saudi Arabia are Saudi nationals

Coupled with this, the entrepreneurial spirit

SAUDI PROJECTS: Saudi Arabia is undergoing

With the Expo, World Cup and even

of the region has perhaps played a part in

a massive transformation under Vision 2030,

more major urban developments in the

fuelling the opening of our new business

with Serco involved in several projects.

planning, we are excited to harness our

lines with the Advisory with Purpose

How will +impact support the Kingdom’s

capabilities and operational ability to

division opening in 2023, and now the

ongoing development initiatives?

support these development initiatives,

+impact business launching a year later.

PHIL MALEM: Mega-projects like NEOM,

which will play a pivotal role in driving

The Line, and AlUla underline the extent

the economic growth of the region.

Now as I move into this international role,

of the ambitions around Vision 2030. We

whilst still leading Serco Middle East, I hope

are incredibly proud to support these

SAUDI PROJECTS: Sustainability is a

to bring this experience, positivity and

ongoing development initiatives. For

core component of +impact’s offerings.

people-first approach to my new position.

instance, a large infrastructure project

Could you share more about how the

Whilst there will be market nuances, new

could benefit immensely from a unified

acquisition of Climatize enhances the

challenges and opportunities ahead,

advisory approach. This would ensure that

consultancy’s sustainability services?

I’m looking forward to getting started by

every phase—from strategic alignment with

PHIL MALEM: We were incredibly proud earlier

driving the growth of a business line that

national objectives to the achievement

this year to welcome Climatize to Serco. The

has immense potential to create positive

of ESG goals, and from infrastructure

work that Engi Jaber, and her team have been

change via impacting better futures for our

development to operational launch—

delivering has been phenomenal – and through

people, and citizens and residents alike.

supports and reinforces the overall vision.

the delivery of green building engineering and sustainability strategies, the company has

SERCO'S - PHIL MALEM CEO +IMPACT 111

brought a wealth of sustainability advisorybased services to Serco, including net zero and green building consultancy, lifecycle

"We have over 50,000 employees worldwide and are present in more than 20 countries"

assessments, resource efficiency management

which ensures every solution, strategy and

I am also the global executive sponsor for Serco

and integrations of green technologies.

service design places people at the centre.

Unlimited, our colleague network dedicated to removing barriers and changing perceptions

This acquisition was really born out of the need

SAUDI PROJECTS: You’ve overseen impressive

about disability employment. This is something

that leading with purpose is no longer simply

growth in national talent development in Saudi

I feel very passionate about, and the work I do

a choice, it’s an imperative. Doing the right

Arabia. Will +impact have a similar focus on

in this space will also encompass +impact.

thing is ingrained in each and every one of us

nurturing talent within the regions it operates?

here at Serco, and we are excited that our ethos

PHIL MALEM: Absolutely. 42% of Serco

SAUDI PROJECTS: What are your

has been matched in the team at Climatize.

employees in the Kingdom of Saudi Arabia

immediate priorities as CEO of +impact,

are Saudi nationals and the majority of

and how do you envision the consultancy

Since the acquisition we have been actively

these are operating in advisory roles, and

evolving in the next five years?

helping governments and organizations to

are already working within +impact.

PHIL MALEM: As a ‘challenger brand’, my

accelerate their journey towards net zero,

immediate focus area is on the next 12

providing a greater suite of ‘end-to-end’

We have always had a strong focus on

months to promote the +impact brand

services that benefits both the business

developing talent and building workforces,

and its capabilities to our clients.

and the planet, impacting a better future.

and this will be no different with +impact. As private sector roles are increasingly popular

Whilst I have longer term visions, my

Climatize will now sit under the +impact brand

for nationals, we must ensure national

immediate focus has to be on what is in

as our speciality sustainability division. This

talent, like all our employees, enjoy a long,

front of us as we launch a new, unified

will ensure all our solutions are developed

successful career within our business.

proposition to the market. I believe the

with sustainability at the forefront.

market needs a solid reaction to replace We consider our colleagues’ full career

the traditional advisory / consultancy

SAUDI PROJECTS: With +impact taking a user-

path to ensure retention. This means, for

model, and so my priority is centred on

centered approach, how do you ensure that the

example, continuous training and career

getting the right blend of the experience

solutions you provide truly meet the needs of

development opportunities, competitive

we have in the business, with onboarding

end users, particularly in public service sectors?

benefits packages, and offering roles that

the right partners and the right clients.

PHIL MALEM: Working closely with the public

provide opportunities they might not get

sector, our goal is to always become a trusted

elsewhere. And the private sector often has the

The focus for us at +impact is to maximise

partner – and an agent to both advise and

capabilities to provide a holistic employment

awareness of the brand, ensuring it is known,

deliver on their vision. This approach has

experience that aligns with the evolving

and spending a lot of time with our clients, so

seen us work closely with governments and

aspirations of today’s workforce. +impact

that we can start to help as quickly as possible.

large-scale businesses across the region, on

having international branches opens the

ambitious tourism projects and for some of

opportunity for placements in other parts

the world’s busiest international airports, such as Dubai International Airport.

I want to also continue building up our capabilities and our expertise, leveraging off

SAUDI PROJECTS: As a strong advocate

the great international experience we have to

for workplace equity, how do you plan to

showcase our proven track record of delivering

Operating as a single entity, like we are

integrate Serco’s diversity and inclusion

similar projects in different markets at scale.

doing with +impact, means that we can

principles into +impact’s global operations?

develop a profound understanding of the

PHIL MALEM: Diversity and inclusion

project's goals, context and nuances right

runs through the entirety of Serco. Our

from the very beginning at briefing stage.

workplace culture is one that embraces

This enables more coherent and effective

diversity, fosters equity, respect and

decision-making throughout the project's

belonging for everyone. We are committed

lifecycle, saving time, resources and budgets.

to creating an inclusive environment that

+IMPACT

proudly celebrates the perspectives and We are bringing our ExperienceLab brand,

backgrounds that each of our employees

our specialist user centered design and

bring to work every day, and this is also

innovation agency into the +impact business,

ingrained within the work we do at +impact.

VISIT WEBSITE

112 PROJECT FOCUS - SINDALAH, BEC ARABIA

TRANSFORMING SINDALAH ISLAND LUXURY AND INNOVATION BY BEC ARABIA

BEC ARABIA’S VICE CHAIRMAN, MR. BAKHIT AL-DOSARI EXPLORES THE JOURNEY IN DEVELOPING SINDALAH ISLAND WITH A FOCUS ON LUXURY, SUSTAINABILITY, AND COLLABORATION WITH NEOM’S VISION.

PROJECT FOCUS - SINDALAH, BEC ARABIA 113

114 PROJECT FOCUS - SINDALAH, BEC ARABIA

As NEOM opens Sindalah, this

Through collaboration with over 150 partners

edge sports facilities, retail spaces, premier

interview with BEC Arabia’s Vice

and the use of innovative technologies, BEC

dining venues, and entertainment areas. This

Chairman, Mr. Bakhit Al-Dosari, provides

Arabia is setting a new standard for quality

project embodies our unwavering commitment

an in-depth look at their role as the lead

and operational excellence in the Kingdom.

to delivering superior quality and luxury, while

contractor for the ambitious Sindalah

aligning with NEOM's broader vision and the

Island development. As part of the NEOM

SAUDI PROJECTS: Can you describe the

project, Sindalah aims to become a world-

scope and scale of your project at Sindalah?

class luxury destination on the Red Sea.

BAKHIT AL-DOSARI: BEC Arabia is proud to

SAUDI PROJECTS: What are the unique

Kingdom's transformative development goals.

lead the delivery of the iconic, multibillion

challenges you have encountered

The interview explores the scale and scope

Sindalah Island development. As the principal

while working on this project?

of BEC Arabia’s responsibilities, including

contractor, we are entrusted with creating

BAKHIT AL-DOSARI: The scale and complexity

building a luxury resort, a world-class

multiple luxury assets, including an ultra-luxury

of Sindalah has presented us with unique

golf course, high-end sports facilities,

resort operated by the Marriott Autograph

challenges, particularly in managing the

and more. The team also discusses the

Collection, an resort and villas under the

intricate logistics of over 150 contracting

unique challenges faced, strategies for

Marriott Luxury Collection, and a high-end

partners and coordinating the efforts of

ensuring timely and budget-conscious

beach club tailored for MDL Beast. Additionally,

13,000 collaborators, including staff, labor,

completion, and a strong commitment

we are developing a world-class golf course

and subject matter experts in marine logistics

to sustainability and worker safety.

designed to IMG standards, along with cutting-

and transportation. Each challenge, while

PROJECT FOCUS - SINDALAH, BEC ARABIA 115

formidable, has been addressed through our robust construction management approach. Our team's resilience and innovative solutions have enabled us to navigate these obstacles effectively. As we near the completion of this monumental project, we are proud to showcase not only our executional prowess but also the collaborative spirit that defines BEC Arabia and our esteemed partners. SAUDI PROJECTS: What measures are you taking to ensure the project is completed on time and within budget? BAKHIT AL-DOSARI: To ensure the successful completion of Sindalah Island on schedule, we employ a comprehensive project management strategy that emphasizes meticulous planning and proactive risk management.

Advanced tech ensures timely, efficient project management Our dedicated teams utilize advanced

BAKHIT AL-DOSARI: Innovation is at the heart

scheduling software for real-time monitoring

of what we do at Sindalah. We are leveraging

and analysis, enabling us to anticipate and

cutting-edge technologies such as Digital Twins

address potential delays swiftly. Additionally,

for real-time project visualization and 3D BIM

our stringent cost control measures and

modeling for precise planning and execution.

transparent communication channels with all

These technologies enhance our efficiency

stakeholders ensure that we remain aligned

and accuracy, allowing us to make informed

with our project objectives and financial goals

decisions throughout the project lifecycle.

SAUDI PROJECTS: How are you incorporating

In addition, we have on boarded state-

sustainability and environmental

of-the-art laser scanning technology

considerations into the project?

from Russia, which caters to the growing

BAKHIT AL-DOSARI: At BEC Arabia,

market demand for 3D reality capture.

sustainability is woven into the very fabric of

This advanced tool enables us to capture

our projects. For Sindalah, we are committed to

intricate details and create accurate digital

integrating environmentally friendly practices

replicas of project environments, further

throughout the construction process. This

improving our precision in project delivery.

includes energy-efficient designs, the use of recycled materials, and comprehensive

The integration of IoT sensors helps us

waste management strategies. Our goal is

monitor environmental conditions and

to not only minimize the environmental

resource usage, ensuring that we maintain

impact but also to achieve LEED certification

the highest standards of operational

for integral components of the project. We

excellence and sustainability. By adopting

believe that sustainable development is

these innovative technologies, BEC

crucial for the future of our communities

Arabia continues to set new benchmarks

within the kingdom and beyond.

for efficiency and technical excellence across all our developments, including

SAUDI PROJECTS: Can you discuss the innovative technologies or construction methods being used in this project?

the prestigious Sindalah Island project.

116 PROJECT FOCUS - SINDALAH, BEC ARABIA

SAUDI PROJECTS: How do you ensure the safety and well-

and more controlled working environment for our team. Through the

being of your workers on such a large-scale project?

integration of these advanced techniques, BEC Arabia continues to

BAKHIT AL-DOSARI: At BEC Arabia, the safety and well-being of

meet the demands of complex projects like Sindalah while upholding

our workers are paramount. We enforce strict safety protocols

our commitment to sustainability and operational excellence

and conduct continuous training sessions tailored to the unique challenges of large-scale projects like Sindalah. Our certified safety

SAUDI PROJECTS: What partnerships or collaborations

officers perform regular inspections, actively monitor for any unsafe

have been essential for the success of this project?

acts or conditions, and immediately address risks according to their

BAKHIT AL-DOSARI: Collaboration is key to our success at Sindalah.

severity. Additionally, we maintain a strong focus on emergency

Working closely with the esteemed architect Luca Dini, we have

preparedness, ensuring that all equipment and structures meet the

harmonized the island’s aesthetic and functional elements with

highest standards to create a safe and productive environment on-site.

the broader objectives of NEOM, bringing a unique vision to life. In addition, we have benefited from the involvement of key

Our commitment extends beyond safety protocols to comprehensive

stakeholders such as Jacobs, AECOM, KEANE, and Kristina Zanic who

health and wellness programs that support our workforce. We

have been assigned from the client’s side to ensure the project’s

ensure that all personnel are equipped with state-of-the-art

alignment with the highest standards. Among the key collaborations

personal protective equipment, recognizing that a safe working

that have been instrumental in the successful delivery of the

environment is fundamental to achieving our project goals.

project are AES, (a subsidiary of ALEC Group) which has provided invaluable support in delivering critical façade/steel structures and

In line with our dedication to safety and efficiency, we have embraced

elements, and Havelock One, (part of the Alshaya Group), which

innovative construction methods, such as prefabricated and modular

has also played a pivotal role in managing the fit-out process.

off-site techniques. By utilizing bathroom pods and prefabricated space frames, we streamline installation, reduce on-site labor, and

The scale of this project has required extensive collaboration,

ensure superior quality control. These methods not only reduce

and we are proud to be working alongside over 150

construction time and minimize waste but also create a safer, cleaner,

contracting partners and more than 800 suppliers.

 THE

PROJECT FOCUS - SINDALAH, BEC ARABIA 117

GOLF COURSE CLUB HOUSE

Collaborating with 150+ partners and 800+ suppliers Each of these collaborators plays a vital

us to ensure the timely delivery of materials and

role in the seamless execution of Sindalah,

equipment, which is vital for keeping the project

contributing their expertise to ensure the

on track. By fostering strong relationships with all

project's success. These partnerships reflect

stakeholders, we can navigate potential challenges

our commitment to innovation, quality, and

effectively and maintain a seamless workflow.

teamwork, helping us to meet the complex demands of this extraordinary development. SAUDI PROJECTS: What strategies are you using to manage the logistics and supply chain challenges associated with this project? BAKHIT AL-DOSARI: The logistics and supply

Sindalah’s luxury assets redefine Red Sea hospitality

chain management for a project of this magnitude require a strategic and coordinated approach. We focus on optimizing transportation routes and maintaining strategic stockpiles of critical materials to ensure that we meet our project timelines. Our

BEC ARABIA

partnerships with leading logistics providers enable

+966 11 216 6633 VISIT WEBSITE EMAIL US

118 THE CONSCIOUS LEADERSHIP MOVEMENT

THE CONSCIOUS LEADERSHIP MOVEMENT LAUNCHES TRANSFORMING LEADERSHIP WITH PURPOSE, INTEGRITY, VISION & INCLUSION.

THE CONSCIOUS LEADERSHIP MOVEMENT 119

120 THE CONSCIOUS LEADERSHIP MOVEMENT

ew Initiative Aims to Inspire a Diverse

In response to the growing demand for leaders

"There is a new way, driven by self-awareness;

Generation of Inclusive and Mindful

who can navigate the complexities of today’s

it demands emotional intelligence, a deep

Leaders Across the Middle East and Beyond.

global challenges, The Conscious Leadership

sense of purpose, and the ability to embrace

Movement provides a space for leadership that

diversity. Gone are the days of ego-driven,

The Conscious Leadership Movement, a

is not only effective but also mindful and driven

autocratic leadership. The Conscious

pioneering platform dedicated to reshaping

by a higher purpose. The movement’s mission

Leadership Movement is about developing

leadership, has officially been launched'

is to cultivate leaders who are committed

leaders who are not just successful but also

not officially launches today. Founded by

to making a positive difference, motivating

transformative, inclusive, and authentic. It

Emma Burdett, this movement is committed

teams, and fostering a culture of diversity.

is time for a new narrative beyond women’s

to promoting leadership rooted in purpose,

empowerment and gender equality; a

integrity, and inclusivity. Its vision is

Emma Burdett, Founder of The Conscious

rhetoric where both men and women unite

to provide leaders with the necessary

Leadership Movement, shared, "True

in allyship to create sustainable businesses.

tools to succeed in a changing business

leadership in today’s landscape requires

Through purpose-driven, empathetic

environment while creating workplaces

more than just technical expertise.

leadership, we aim to elevate humanity

that prioritize diversity and inclusion.

within the business world and beyond."

“A conscious leader embodies self-awareness and empathy, driving a sustainable future that engages everyone”

THE CONSCIOUS LEADERSHIP MOVEMENT 121

“Through purpose-driven, empathetic leadership, we aim to elevate humanity within the business world and beyond”

KEY HIGHLIGHTS OF THE CONSCIOUS LEADERSHIP MOVEMENT.  Leadership Development Programs: Offering workshops, seminars, and personalized coaching designed to enhance emotional intelligence, ethical leadership, and the ability to lead cross-functional, diverse teams with authenticity.  Diversity, Equality & Inclusion Focus: The CLM movement is committed to helping leaders create inclusive environments where diversity in all its forms is celebrated. The focus is on inspiring leaders to build teams that reflect a wide range of perspectives, creating innovation and growth.  Networking and Mentorship: Access to a diverse network of leaders from various industries, providing mentorship opportunities and collaboration on leadership challenges.  Social Impact Support: Consultancy and mentorship to support the building of social impact initiatives, large or small. CLM is about making a difference for humanity.

122 THE CONSCIOUS LEADERSHIP MOVEMENT

THE CONSCIOUS LEADERSHIP MOVEMENT 123

A COMMITMENT TO DIVERSITY

their best selves. By placing inclusion at the

AND INCLUSION

core of their actions, they balance profits with

At the heart of The Conscious Leadership

purpose, creating impactful outcomes that

Movement is a commitment to diversity and

elevate humanity.” Emma Burdett, Founder,

inclusion. The movement seeks to develop

The Conscious Leadership Movement.

leaders who understand that diverse teams lead to better outcomes and foster innovation.

JOIN THE CONSCIOUS

Leaders are empowered with strategies to

LEADERSHIP MOVEMENT

promote inclusivity and ensure that all voices

The Conscious Leadership Movement invites

are heard and valued in their organizations.

leaders, entrepreneurs, and professionals from all sectors to join a community committed

“We believe that diversity is key to effective

to conscious, inclusive leadership. With a

leadership,” said Emma Burdett. “Our

focus on long-term growth and positive

programs focus on equipping leaders with

impact, the movement seeks to inspire

the tools to create cultures of inclusion,

leaders who will shape the future of work.

where everyone feels they belong and can contribute fully. It is time for a different

The launch event took place in November

conversation rooted in allyship.”

in Dubai and saw a diverse group of speakers, coming together to discuss the

WHAT IS A CONSCIOUS LEADER?

importance of a ‘people first’ approach.

“A conscious leader embodies self-awareness and empathy, driving a sustainable future that engages everyone. Their role is to influence and inspire through compassion and authenticity, enabling others to become

"True leadership in today’s landscape requires more than just technical expertise”

FOR MORE INFORMATION OR TO JOIN THE MOVEMENT, VISIT WWW.CONSCIOUSLEADERSHIPMOVEMENT.COM OR FOLLOW US ON SOCIAL MEDIA@CONSCIOUSLEADERSHIPMOVEMENT.

THE CONSCIOUS LEADERSHIP MOVEMENT

VISIT WEBSITE EMAIL US

Interiors

Crafting Spaces with Purpose In this interview, DnA Interiors' Design Director and Principal, Samer Mansour shares insights on design, hospitality, sustainability, and future trends in Saudi Arabia.

DnA Interiors Email us

124

Visit website

AL YASMEEN RAYHAAN HOTEL BY ROTANA

Interiors

126 SAMER MANSOUR, DnA INTERIORS' DESIGN DIRECTOR AND PRINCIPAL

AL YASMEEN RAYHAAN HOTEL BY ROTANA

DnA Interiors, founded by a hospitality design expert Samer Mansour, is shaping Saudi Arabia’s future with a vision of blending art, culture, and sustainability. Saudi Projects: What inspired you to enter the field of interior design, and how did your journey lead to the founding of DnA Interiors? Samer Mansour: From a young age, I was captivated by art and architecture. I explored various forms of art, However, my true journey into interior design began when I enrolled in the College of Fine Arts, where I discovered my passion for integrating art into interior spaces. Throughout my career, I transitioned between various design firms, which shaped my identity as a designer. However, the most pivotal moment in my career came when I managed the interior design Projects at Dur Hospitality for 10 years. This role honed my understanding of hospitality and the local market, as I oversaw 20 hospitality projects with major international and local brands Such as Marriott and IHG. These projects presented various challenges, from the design phase to project delivery.

Eventually, I founded DnA Interiors, driven by my passion for hospitality design and the market’s need for this specialization. Despite the limited number of players in the KSA compared to the scale of projects, I embraced the challenge. The encouraging business environment in the Kingdom and my confidence in its future, especially after the launch of Vision 2030, further motivated me. Our vision has since evolved to include sustainable practices and a greater focus on local cultural elements, aligning with global trends and the Vision 2030 initiative. Saudi Projects: Can you share a moment or challenge from your early days in the industry that shaped your approach to design? Samer Mansour: Certainly. One of the most significant challenges in my career was managing the design of the Marriott Airport Hotel in Riyadh. The biggest challenge was the project’s budget, coupled with the presence of large quantities of white and green marble in the existing columns and walls, as the building was designed 40 years ago in the Art Deco style.

“Balancing luxury, comfort, and practicality requires a deep understanding of the space’s function”

128 Interiors

The most crucial decision we made was to preserve the building’s identity and sensitively blend modern elements with the old. This challenge taught me the importance of creativity and innovation, pushing me to find innovative solutions and make the most of available resources without compromising quality. Saudi Projects: How do you balance the need for luxury and comfort in your designs while ensuring they are practical for everyday use? Samer Mansour: Balancing luxury, comfort, and practicality requires a deep understanding of the space’s function and the expectations of both the client and the end user. We achieve this by selecting highquality, durable materials within simple and elegant designs. Using noble materials such as wood and stone and focusing on details is key. It’s important to note that high-quality materials are not always the most expensive. A designer must be knowledgeable about material specifications and sources to find the best materials for the project’s budget.

AL YASMEEN RAYHAAN HOTEL BY ROTANA

Saudi Projects: What unique opportunities do you see in the Saudi market for hospitality design, especially with the Vision 2030 initiative? Samer Mansour: Vision 2030 is a transformative initiative aimed at driving change across all levels in the Kingdom, with its positive impact extending to neighboring countries. This ambitious vision is reflected in the social, economic, and tourism sectors, significantly influencing the hospitality industry. According to Knight Frank’s hospitality market review in early 2024, the Kingdom currently has 134,500 existing keys. By 2030, this number is expected to rise to 289,000 keys, with 94,800 keys in the planning phase. Notably, 77% of the upcoming supply is anticipated to be luxury and upscale hotels. Additionally, the tourism sector is projected to contribute 15% to Saudi Arabia’s GDP by 2030. As a firm established within the Kingdom, we are eager to be part of this remarkable transformation.

“Integrating local art and culture is essential for creating a sense of place and authenticity”

Interiors BROMADO LOUNGE

130

“Sustainability is at the core of our design philosophy”

HOLIDAY IN ROSEYARD H OTEL

BINIHANA RESTAURANT

Saudi Projects: How do you integrate local art and culture into hotel designs, and why is this important to you? Samer Mansour: Integrating local art and culture is essential for creating a sense of place and authenticity. At DnA, our design philosophy is that art should be an organic part of the design and a fundamental carrier of local culture. We regularly collaborate with local artists and craftsmen to incorporate unique cultural elements into our designs, enhancing the guest experience and supporting the local community. We have numerous experiences where artistic elements have highlighted certain projects. Saudi Projects: How do you incorporate sustainability into your designs, and can you provide an example of a sustainable project you have designed? Samer Mansour: Sustainability is at the core of our design philosophy. For example, the materials specified in most of our projects undergo extensive testing to reduce emissions and toxic substances or are made from recycled materials. We also rely heavily on natural lighting solutions and the use of plants to improve air quality and reduce the building’s carbon footprint. Most importantly, we prioritize using local materials in our project specifications, which are more suitable for local climatic conditions, provide opportunities for the local community, and reduce carbon emissions from long-distance transportation. This approach applies to all our projects.

Saudi Projects: How do you stay ahead of design trends while ensuring your projects remain timeless and relevant? Samer Mansour: Staying ahead of design trends requires continuous learning and attending international design exhibitions. However, we focus on creating timeless designs by crafting an inspiring story for our projects, drawn from the cultural and geographical context of each project. By integrating art with design, we create unique, globally appealing yet locally rooted designs, ensuring our projects remain relevant and attractive. Saudi Projects: Can you share a glimpse of an upcoming project and what excites you about it? Samer Mansour: We are currently working on several hotel projects, with the most significant being the Holiday Inn Rose Yard in Riyadh and the Crowne Plaza Podium in Al Khobar. What excites me is drawing design inspiration from the geographical surroundings of both hotels and integrating it into a modern and functional design.

Saudi Projects: What is your dream project to design and why?

Samer Mansour: My dream project is to design a space that combines art, culture, and technology in a sustainable way. Ideally, it would be a boutique hotel focused on art and culture, making a significant impact on the community and environment.

Interiors

“My dream project is to design a space that combines art, culture, and technology in a sustainable way.”

132

HOLIDAY IN ROSEYARD HOTEL

These projects often involve repurposing historical buildings or its Rehabilitation, such as converting a cement factory into a museum and residential space simultaneously. Saudi Projects: What advice do you have for aspiring interior designers who want to specialize in hospitality design? Samer Mansour: My advice is to deeply understand design principles and the unique needs of the hospitality industry. Building strong relationships with clients and suppliers, staying adaptable, and continuously seeking inspiration from diverse sources are essential for success. Humility is also crucial, as it allows you to learn from those with more experience and knowledge in our field.

Saudi Projects: How do you see the future of interior design in-light of the major developments happening in the Kingdom across all sectors? Samer Mansour: I envision interior design in the Kingdom becoming increasingly focused on sustainability and psychological comfort. There will be a stronger emphasis on creating spaces that enhance health and well-being while being environmentally friendly. Additionally, there will be a significant focus on highlighting local identity in a global context. The relocation of many leading global design firms to the Kingdom will further enhance this, creating a unique blend of local and international expertise, fostering innovative ideas, and cultivating a distinctive business environment.

134 Red Sea Global - Shebara

THE RED SEA’S NEWEST LUXURY RESORT SHEBARA NOW TAKING RESERVATIONS RESERVATIONS ARE NOW OPEN FOR STAYS AT SHEBARA, A PRIME DESTINATION IN SAUDI ARABIA’S RED SEA, OFFERING TIMELESS EXPERIENCES IN AN EXTRAORDINARY SETTING.

Red Sea Global - Shebara 135

136 Red Sea Global - Shebara

Red Sea Global - Shebara 137

ed Sea Global is excited to announce that Saudi Arabia’s newest luxury

resort, Shebara, and the fourth to open its doors at The Red Sea destination will be welcoming guests from November 2024. Shebara, the first to open of RSG’s owned and operated resorts, is built to offer luxury, sustainability, and innovation converging to redefine how tourism is delivered. The resort provides direct access to an extraordinary marine environment where guests can enjoy diving in some of the most pristine, biodiverse waters in the world. Its unrivaled hospitality is rooted in the Saudi tradition of Hafawah - which encapsulates generosity, consideration, and kindness – offering guests unique, timeless, and extraordinary experiences.

 JOHN PAGANO, GROUP CEO OF RED SEA GLOBAL (RSG)

“We are immensely proud to open Shebara to the world, yet another remarkable milestone for Red Sea Global and Saudi tourism. This luxury and truly one-of-a-kind resort embodies our commitment to innovative design and sustainable tourism. I am genuinely excited for our first guests to experience the unparalleled beauty and serenity of Shebara, where every detail has been crafted to create unforgettable memories,” said John Pagano, Group CEO of Red Sea Global. The stunning Red Sea setting will ensure guests are provided with an experience far beyond the ordinary. Shebara’s 73 overwater and beachfront villas shimmer in the bright sunshine, appearing as if they were a string of pearls floating above the turquoise waters of the Red Sea.

138 Red Sea Global - Shebara

Beyond the unparalleled natural beauty

Through its leading approach to sustainability,

that surrounds the resort, Shebara invites

Shebara seamlessly combines its unique

guests to immerse themselves in luxury, from

architecture - take one-of a kind, stainless-

taking advantage of the premium amenities,

steel orbs, which fade into the horizon as the

including a state-of-the-art Fitness Center, to

surface refracts the light - with the island’s

experiencing exceptional cuisine, delivered

natural environment. Home to its own solar

by world-class chefs, such as Michelin starred

farm and an array of integrated utilities, the

Marco Garfagnini. Guests can also enjoy an

resort represents everything that Red Sea

exceptional nature-inspired spa sanctuary

Global stands for as a responsible developer

with five luxurious treatment rooms, all while being able to relax and reset, surrounded by sun, sea, and glorious soft, white sand.

Red Sea Global - Shebara 139

Shebara is a year-round destination with cool summer temperatures. Located 25 kilometres from the mainland, the resort can be reached by a 30 to 40-minute boat ride or a 30-minute seaplane flight from Red Sea International Airport (RSI). This relative isolation provides a sanctuary for those seeking an extraordinary escape into nature and wellness. RSI is situated within three hours' flying time of 250 million people and eight hours' flying time for 8% of the world’s population, has been receiving a regular schedule of domestic flights since September 2023. International flights began in April 2024, with a twice-weekly route between The Red Sea and Dubai International. Reservations are now open for stays at Shebara and to celebrate its grand opening, the resort has an exciting introductory offer. For a limited time only, with all bookings of two consecutive nights, a third night will be offered on a complimentary basis. BOOKINGS AND ENQUIRIES CAN BE MADE VIA THE RESORT WEBSITE.

RED SEA GLOBAL VISIT WEBSITE

140 RED SEA GLOBAL - RED SEA CLASSIC SAILING RACE

RED SEA GLOBAL CELEBRATES SAUDI ARABIA’S RICH MARITIME HERITAGE WITH LAUNCH OF THE RED SEA CLASSIC SAILING RACE RED SEA GLOBAL (RSG) HAS ANNOUNCED THE SUCCESSFUL CLOSE OF THE RED SEA CLASSIC SAILING RACE 2024. THIS VIBRANT TWO-DAY EVENT, HELD ALONG THE SHORES OF TURTLE BAY VILLAGE, BROUGHT TOGETHER RESIDENTS FROM THE LOCAL COMMUNITIES AS WELL AS VISITORS TO THE RED SEA DESTINATION TO CELEBRATE TRADITIONAL SAILBOAT RACING AND TO HONOR THE RICH MARITIME HERITAGE OF THE RED SEA REGION.

RED SEA GLOBAL - RED SEA CLASSIC SAILING RACE 141

142 RED SEA GLOBAL - RED SEA CLASSIC SAILING RACE

howcasing 11 beautifully restored

transfer the knowledge of building the

traditional sailboats sparked our commitment

traditional sailboats, the Red

sailboats from the local experts to the young

to restoring these special vessels. With the

Sea Classic Sailing Race 2024 was made

people from the nearby area, ensuring

launch of the Red Sea Classic Sailing Race, we

possible through collaborative efforts during

the essential skills of ship restoration

are reaffirming our dedication to upholding

the restoration phase with the National

are preserved within the community.

Saudi Arabia’s maritime cultural heritage

Commission for Education, Science and

while celebrating the spirit of adventure

Culture, Oil Sustainability Program (OSP)

“The inspiration for this initiative came from

and competition,” said Engineer Ahmad

and leading partner JOTUN. RSG also

the heartfelt words of local fisherman, Sheik

Darwish, Chief Administrative Officer at RSG.

partnered with Tamkeen, a local NGO, to

Ameen Sanosi, whose deep passion for

RED SEA GLOBAL - RED SEA CLASSIC SAILING RACE 143

FIRST PLACE Musaed Al Kabeedi SECOND PLACE Ibrahim Abu Bakr THIRD PLACE Eid Sanoosi

The sailing race featured thrilling races involving

The Red Sea welcomed its first guests last year,

local sailors, each competing for significant

with three of its hotels now open. Shebara

cash prizes. The first place prize of SAR 50,000

recently opened open with Desert Rock expected

was claimed by Musaed Al Kabeedi. This was

to welcome first guests later this year, while

followed by Ibrahim Abu Bakr in second place

Shura Island is on track to welcome guests in

earning SAR 30,000, with Eid Sanoosi running

2025. Red Sea International Airport, which is

third and taking home SAR 20,000 in prize

situated within three hours' flying time of 250

money. All other participants received a SAR

million people and eight hours' flying time

5,000 prize for their efforts. Spectators enjoyed

for 8% of the world’s population, has been

a lively bazaar onshore, showcasing local arts

receiving a regular schedule of domestic flights

and crafts, as well as cultural performances

since September 2023. International flights

that celebrated the region's heritage.

began in April 2024, with a twice-weekly route between The Red Sea and Dubai International.

RSG's unwavering commitment to social development is reflected in a series of impactful initiatives that honor local heritage and foster community engagement. One the company's standout projects, Souq Amerah, started out as a pilot project, providing farmers, craftsmen, and artists a platform to showcase and sell different foods, merchandise, crafts and

The unforgettable experience emphasized the importance of preserving Saudi Arabia’s cultural identity

other products while celebrating local culture through traditional musical performances and cultural heritage workshops. Other initiatives include The Red Sea Farm

The Red Sea Classic Sailing Race 2024 graced the shores of Turtle Bay Village, offering an engaging two-day event dedicated to celebrating traditional sailboat racing RED SEA GLOBAL

Cooperative (TAMALA), co-founded by RSG, which works with some 3,000 local farms to ensure that a sustainable supply food chain is created for the destination and that local businesses directly benefit too.

VISIT WEBSITE

144 RED SEA GLOBAL - MANGROVE RESTORATION

RED SEA GLOBAL'S ENVIRONMENTAL COMMITMENT RED SEA GLOBAL COLLABORATES WITH LOCAL COMMUNITIES TO ENHANCE COASTAL CONSERVATION THROUGH SUSTAINABLE MANGROVE RESTORATION PROJECTS.

RED SEA GLOBAL - MANGROVE RESTORATION 145

146 RED SEA GLOBAL - MANGROVE RESTORATION

 FADI ALASERI

his interview with Tarik Alabassi,

team preparing the location and supplied

Senior Director Environmental

refreshments, and the Red Sea Security

Programs and Majed Badr Shaabein, Senior

team ensuring the safety and organization

Specialist in Social Development at Red

of the event. Additionally, WAMA and Akun

Sea Global (RSG) the company’s dedication

teams offering kayaking experiences for the

to environmental conservation through its

volunteers, the Creative team developing a

mangrove planting initiative, involving over

unique and visually striking theme, Red Sea

100 volunteers. We discuss the program's

Studios documenting the activities, and the

significance for RSG and the local community,

Communication and PR teams amplifying

the role of collaboration, and the future of

our message, extending our reach far and

coastal ecosystem restoration efforts.

wide. Social and Environment teams played a central role in managing and organizing the

SAUDI PROJECTS: The mangrove

initiative. This initiative exemplifies our core

planting initiative gathered over 100

values of collaboration and responsibility. By

volunteers including the local community,

working closely with our internal teams and

alongside students and representatives

external partners, we were able to maximize

from various organizations. What was

the initiative's reach and impact. It underscores

the significance of this event for Red Sea

the power of teamwork in achieving our

Global and the local community?

shared goals for both people and the planet.

MAJED BADR SHAABEIN: This initiative stands out due to the extensive collaboration

SAUDI PROJECTS: Mangroves play a

among a diverse range of internal and external

critical role in coastal ecosystems. Could

stakeholders, all working together to achieve

you share some insights on why Red Sea

a lasting impact on our environment. It serves

Global is so committed to the conservation

as both a benchmark and a stepping stone for

of mangroves, and how this aligns with

future initiatives. Key contributions were made

broader environmental goals?

by several teams such as but not limited to

TARIK ALABASSI: Red Sea Global (RSG) is

the Mobility team providing transportation for

deeply committed to the conservation of

the volunteers, the Community Management

mangroves due to their invaluable ecological

RED SEA GLOBAL - MANGROVE RESTORATION 147

and environmental benefits. Mangroves

natural carbon sinks, capable of sequestering

This commitment positions RSG at the

not only stabilize shorelines and reduce

up to 10 times more carbon per hectare

forefront of biodiversity conservation,

erosion, but they also act as natural buffers

compared to terrestrial forests. Research

ecosystem restoration, and sustainable

against storm surges and extreme weather

suggests that mangroves store an estimated

development, aligning with global

events, protecting coastal areas from

6.4 billion metric tons of carbon globally,

environmental goals such as the UN

the devastating impacts of these forces.

making them vital in the fight against

Sustainable Development Goals (SDGs) 13

According to scientific studies, mangroves

climate change. By conserving mangroves,

(Climate Action) and 14 (Life Below Water).

can reduce wave height by up to 66% over a

RSG is actively contributing to climate

distance of 100 meters, offering significant

mitigation efforts, aligning with broader

SAUDI PROJECTS: Collaboration with

protection to coastal communities.

international environmental goals such as

local organizations like Green Umluj

those outlined in the Paris Agreement.

was a key component of this initiative.

Additionally, mangroves are critical habitats

How important is it for Red Sea Global

for a wide range of marine and terrestrial

RSG’s mangrove conservation efforts also

to work with local NGOs, and what value

species. It’s estimated that more than 75%

integrate sustainable tourism development,

does this bring to your environmental

of commercially fished species in tropical

ensuring that the natural environment is

and community-focused projects?

regions depend on mangroves at some

preserved while promoting ecotourism

MAJED BADR SHAABEIN: The answer to this

stage of their life cycle. This biodiversity

initiatives. This approach not only protects

question is rooted in your first mentioned

supports local fisheries and contributes to

these ecosystems but also creates educational

word: collaboration—one of RSG’s core

food security for coastal populations.

opportunities for visitors, fostering a deeper

values, which demonstrates the incredible

understanding of the importance of mangroves

outcomes we can achieve when people unite

in maintaining the health of coastal ecosystems.

for the planet. Our work with Green Umluj

From a climate resilience perspective, mangroves are among the most effective

highlights the crucial role of raising local

148 RED SEA GLOBAL - MANGROVE RESTORATION

Coastal ecosystems around the Red Sea face significant environmental challenges

environmental and sustainability awareness,

opportunity to overcome barriers and build

the Red Sea face significant environmental

while also showcasing the Social Development

their self-confidence. It also reinforces RSG's

challenges primarily due to natural causes.

Department’s efforts to engage the local

commitment to sustainability-driven tourism,

These include overfishing, which depletes

community in our regenerative tourism vision.

with initiatives like these at its core. The

marine biodiversity; climate change,

By actively involving local NGOs and local

program included an awareness session for

leading to rising sea levels and increasing

community, we ensure a lasting and meaningful

volunteers about the importance of mangroves,

water temperatures; reduced rainfall

impact that aligns with our sustainability goals.

helping students to understand the critical role

affecting freshwater inputs; the absence

This approach reinforces our commitment

they play by participating in such initiatives.

of nutrient transfer, which disrupts marine

to develop both people and planet.

This not only enhances their knowledge

productivity; and overgrazing of coastal

but also strengthens their connection to

vegetation, which damages habitats.

SAUDI PROJECTS: The event also saw

environmental conservation efforts.

participation from students in the English

RSG addresses these challenges through

for Tourism program. How does engaging

SAUDI PROJECTS: In your opinion, what are

its value-driven approach and regenerative

students in such initiatives contribute to their

the biggest environmental challenges facing

tourism concept, emphasizing restoration

educational experience and the development

coastal ecosystems like those around the Red

and long-term environmental regeneration.

of future tourism leaders in the region?

Sea, and how does Red Sea Global plan to

One of the critical strategies includes the

MAJED BADR SHAABEIN: Engaging students

address these challenges in the long term?

Mangrove Project, focusing on expanding

with our employees offered them a valuable

TARIK ALABASSI: Coastal ecosystems around

and restoring mangrove forests within Alwajh

RED SEA GLOBAL - MANGROVE RESTORATION 149

Lagoon. RSG also emphasizes conservation area establishment, rewilding programs, and implementing strict biosecurity protocols to protect native species and ecosystems. Their long-term approach incorporates continuous ecological assessments, adaptive management, and technological innovations like GIS monitoring and real-time data, ensuring the resilience and health of coastal ecosystems.

is actively planning multiple initiatives,

This ensures that their voices are heard and

particularly focused on volunteerism and

translated into meaningful initiatives that

SAUDI PROJECTS: Looking forward, are there

CSR, aimed at creating a positive, sustainable

align with their needs and aspirations.

other conservation or community-focused

impact and enhancing local awareness and

initiatives Red Sea Global is planning to

engagement in driving positive change with

undertake? How can the local community

various stakeholders. By leveraging various

continue to be involved in these efforts?

communication tools, such as surveys,

MAJED BADR SHAABEIN: Absolutely! It's

focus group discussions, and the Jewar app,

not a question of if we will, but rather when

we will connect with the local community,

and how. The Social Development team

listen to their feedback, and take action.

RED SEA GLOBAL VISIT WEBSITE

150 GIGA PROJECTS - NEOM

NEOM BOARD OF DIRECTORS SHOWCASES PROGRESS WITH OPENING OF SINDALAH, A NEW LUXURY TRAVEL DESTINATION IN THE RED SEA SINDALAH, THE LUXURY ISLAND DESTINATION OF NEOM, HAS BEEN UNVEILED BY THE NEOM BOARD OF DIRECTORS. FIRST ANNOUNCED BY HIS ROYAL HIGHNESS MOHAMMED BIN SALMAN, CROWN PRINCE AND CHAIRMAN OF THE NEOM BOARD OF DIRECTORS IN DECEMBER 2022, SINDALAH’S OPENING MARKS AN EXCITING MILESTONE IN NEOM’S PROGRESS.

GIGA PROJECTS - NEOM 151

152 GIGA PROJECTS - NEOM

GIGA PROJECTS - NEOM 153

ransforming Sindalah from idea to reality has been the result of an extensive two-year effort,

from a 30,000-strong workforce at its peak across four local contracting partners and up to 60 subcontractors. It marks a significant step in realizing the Kingdom’s tourism ambitions under Saudi Vision 2030 and reaffirms NEOM's ability to conceive and deliver new and exciting destinations. To celebrate this occasion, Sindalah has welcomed its first wave of invited guests to experience the island's allure. Located in the glistening azure waters of the Red Sea, five kilometers off the NEOM coastline in northwest Saudi Arabia, Sindalah is a distinctive, luxury resort destination spread over 840,000 square meters. Ideally positioned 17 hours by sea from key Mediterranean destinations, Sindalah will serve as NEOM's gateway to the Red Sea, providing easy access for European, Saudi and GCC yacht owners. Sindalah blends the natural beauty of the island with techdriven design and architectural excellence. With the island masterfully designed by leading yachting architecture firm, Luca Dini, Sindalah offers world-class restaurants, hotels, venues and experiences. Set to welcome up to 2,400 guests per day by 2028, the island will also generate around 3,500 jobs, helping to drive the ongoing development of the Kingdom’s thriving hospitality and tourism industries, thereby supporting diversification of the economy in line with Saudi Vision 2030. Nadhmi Al-Nasr, Chief Executive Officer, NEOM, said: “NEOM is committed to supporting the Kingdom’s new era of luxury tourism, with the opening of Sindalah. The realization of this landmark destination, the gateway to the Red Sea, is due to the visionary leadership of His Royal Highness Mohammed bin Salman and Saudi Vision 2030. This is a proud chapter in the NEOM story and we are excited to achieve more of our ambitious goals, with the continued support of His Royal Highness. NEOM’s inaugural destination offers visitors a ‘first glimpse’ of what the future holds for our extensive portfolio of destinations and developments.” Boasting an impressive marine ecosystem, Sindalah’s surrounding waters are home to 1,100 species of fish – 45 of which are unique to NEOM waters, in addition to more than 300 coral species. In line with NEOM's commitment to sustainability and conservation, preservation of Sindalah’s natural marine habitat has been central to the island’s development, and guests are invited to dive beneath the surface to explore its wonders for themselves.

154 GIGA PROJECTS - NEOM

As the ‘Gateway to the Red Sea,’ Sindalah will play a key role in building a luxury travel industry for NEOM, as part of the Kingdom’s national tourism agenda

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GIGA PROJECTS - NEOM 155

840,000 square meters 2,400 guests per day by 2028 1,100 species of fish 86-berth marina 38 culinary offerings 5,920-meter par 70 golf course 440 rooms and 88 villas 218 luxury serviced apartments

With its strategic location and year-round

Future guests will choose their

pleasant climate, Sindalah’s state-of-the-art,

accommodation preferences from a

86-berth marina will usher in a new season of

range of breathtaking properties, offering

sailing. The Sindalah Yacht Club, with interiors

440 rooms and 88 villas, as well as 218

expertly designed by Stefano Ricci, sits as

luxury serviced apartments. Information

the marina’s focal point and invites yachting

regarding bookings will be made available

guests, owners and crew to enjoy its amenities.

through NEOM’s tourism channels soon.

Docking facilities, additional offshore buoys for super yachts and a full suite of yacht management services are also available. Sindalah combines world-class hospitality, fine dining and curated experiences in one all-encompassing destination. The Village

Sindalah has welcomed its first wave of invited guests, marking the official opening of the island – NEOM’s first destination

and Promenade are the beating heart of the island’s entertainment and social zones, home to 38 culinary offerings backed by worldrenowned chefs, as well as daytime eateries, late-night venues and 36 luxury retail outlets. The Beach Club offers poolside lounging by day and mesmerizing music experiences by

NEOM

night, while the beachfront Golf Club provides an elevated golfing experience for all abilities. With its world-class 6,474-yard (5,920-meter) par 70 course, the Golf Club will offer 18 teeing points and two unique nine-hole experiences.

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156 Giga Projects - Neom

NEOM WILL USE 20% OF THE WORLD’S STEEL TO FINISH CONSTRUCTION

THE GLOBAL LOGISTICS A TFORUM, NEOM'S CHIEF

INVESTMENT OFFICER, MANAR AL MONEEF, ANNOUNCED THAT NEOM IS SET TO BECOME THE WORLD’S LARGEST CONSUMER OF CONSTRUCTION MATERIALS OVER THE NEXT DECADE, WITH PROJECTED DEMAND FOR STEEL COMPRISING 20% OF THE GLOBAL STEEL MARKET.

“From elevators to cement, NEOM’s requirements are immense,” Al Moneef stated. “Put simply, NEOM will be the largest customer for these materials for decades to come.” In 2022, the top global importers of iron and steel included the United States ($43.2 billion), China ($41.4 billion), Germany ($36 billion), Italy ($30.2 billion), and Turkey ($25.6 billion). By comparison, Saudi Arabia imported just 0.98% of the global iron and steel supply, valued at $5.53 billion.

“From elevators to cement, NEOM’s requirements are immense”

Speciality Doors

First impressions count 40 years experience, 52 branches and over 700 specialist

employees all with the the single purpose of providing you the best solution to meet all your needs.

158 Giga Projects - Qiddiya

QIDDIYA CITY IS AIMING TO BE THE WORLD’S ULTIMATE DESTINATION FOR GAMERS REPRESENTATIVES FROM QIDDIYA CITY HAVE EMBARKED ON A GLOBAL TOUR THIS YEAR CALLED ‘UNEARTHING QIDDIYA’, SHOWCASING THE CITY'S AMBITIOUS GAMING DEVELOPMENTS AT SOME OF THE WORLD'S LARGEST GAMING EVENTS. ATTENDEES AT THESE EVENTS HAVE BEEN TREATED TO IMMERSIVE EXPERIENCES THAT OFFER A SNEAK PEEK INTO THE DIFFERENT GAMING ZONES BEING CREATED. FOR INSTANCE, AT GAMESCOM LATAM IN JUNE, THE FOCUS WAS ON THE CITY’S ALTERNATE HISTORY ZONE, WHILE GAMESCOM COLOGNE IN AUGUST HIGHLIGHTED THE HIGH FANTASY ZONE. MOST RECENTLY, THE TOKYO GAME SHOW FEATURED THE CYBERPUNK ZONE. THE TOUR CONTINUES, WITH A STOP PLANNED AT G-STAR IN BUSAN THIS NOVEMBER, WHERE THE FINAL SPACE ZONE WILL BE UNVEILED.

iddiya City aims to redefine entertainment with diverse offerings. Sports enthusiasts can look forward to a FIFA-

compliant multisport stadium, a motorsports speed track, and two golf courses. The city will also feature a futuristic Performing Arts Center, a water park, and multiple theme parks, including the world’s first Dragon Ball theme park. In total, Qiddiya is set to host more than 400 tourist attractions and experiences. One of the most innovative concepts is what Qiddiya City refers to as ‘IRL Gaming’, designed to immerse visitors in a living video game environment. This feature will be central to the Gaming & Esports District, located in the heart of the city. The district will be divided into four distinct zones, each themed around a specific gaming genre: Cyberpunk (RPG), Alternate History (Action Adventure), High Fantasy (MOBA), and Space (First-Person Shooter).

Giga Projects - Qiddiya 159

Qiddiya City aims to redefine entertainment with diverse offerings Each zone is meticulously crafted to reflect its central theme, incorporating characters, lore, and narrative elements into the environment to create a fully immersive experience. Visitors can earn achievements within the zones, which unlock access to additional areas, enhancing engagement. Additionally, the Gaming & Esports District will include several spaces dedicated to esports, featuring four venues, the largest of which will accommodate 5,300 spectators. QIDDIYA

Each zone is meticulously crafted to reflect its central theme

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160 GIGI PROJECTS - DIRIYAH

PRESERVING TRADITIONAL CRAFTS IN DIRIYAH

THE DIRIYAH GATE DEVELOPMENT AUTHORITY (DGDA) AND THE SAUDI ARABIAN SOCIETY FOR CULTURE AND ARTS (SASCA) HAVE SIGNED A MEMORANDUM OF UNDERSTANDING (MOU) TO FOSTER COLLABORATION ACROSS PROJECTS, INITIATIVES, AND EVENTS, LEVERAGING SASCA’S EXTENSIVE PUBLICATIONS TO SUPPORT DGDA'S MISSION. THE AGREEMENT WAS SIGNED BY DGDA’S CEO ADVISOR ENG. ABDULLAH AL GHANIM AND SASCA’S GENERAL MANAGER KHALID AL BAZ.

hrough this partnership, the organizations will empower Saudi artists and implement art acquisition programs to enhance the

aesthetic of Diriyah’s significant sites, including the historic UNESCOlisted At-Turaif district. The MoU outlines a broad range of collaborative activities, such as national celebrations, musical performances, and the use of DGDA’s theaters and cultural assets for SASCA’s projects. The agreement also establishes a foundation for joint initiatives focused on community engagement, providing training opportunities and cultural programs that empower Diriyah’s residents. This partnership underscores both organizations' commitment to enriching Saudi Arabia's cultural landscape by supporting artists, fostering talent, and creating a dynamic platform for cultural expression and appreciation.

GIGI PROJECTS - DIRIYAH 161

INDIAN HOTELS TO OPEN TAJ DIRIYAH GATE INDIAN HOTELS IS ACCELERATING ITS GROWTH TRAJECTORY, HAVING SIGNED 35 NEW HOTELS IN THE FIRST HALF OF ITS CURRENT FINANCIAL YEAR. BY OCTOBER 2024, THE GROUP REPORTED THAT IT HAD ALSO OPENED 12 NEW PROPERTIES, EXPANDING ITS PORTFOLIO TO AN IMPRESSIVE 345 HOTELS. WITH THESE RECENT SIGNINGS, THE INDIAN HOTELS PIPELINE NOW STANDS AT 115 PROPERTIES SLATED TO OPEN WITHIN THE NEXT FEW YEARS.

he recent signings span Indian Hotels' diverse brand portfolio, supporting the group's strategic expansion both domestically

and internationally. The iconic Taj brand is a significant driver of this growth, with projects underway in key global markets. Among the major international developments is the recently signed 150-room Taj Diriyah Gate in Saudi Arabia, marking its footprint in the Middle East. Indian Hotels’ sustained growth reflects its commitment to establishing a leading presence across markets, backed by its expanding pipeline and dedication to delivering luxury and quality service through its flagship brands.

162 Giga Projects - AlUla

ALULA EARNS DARKSKY CERTIFICATION THE CITY OF ALULA IN SAUDI ARABIA HAS BEEN AWARDED THE INTERNATIONAL DARKSKY PARK CERTIFICATION, HIGHLIGHTING ITS POTENTIAL FOR STARGAZING AND ASTROTOURISM. THIS CERTIFICATION, GRANTED BY THE U.S.-BASED ORGANIZATION DARKSKY INTERNATIONAL, UNDERSCORES ALULA’S COMMITMENT TO REDUCING LIGHT POLLUTION WHILE PRESERVING AND PROTECTING ITS NIGHTTIME ENVIRONMENT.

or travelers eager to experience AlUla’s pristine skies, there are several outstanding stargazing spots. The Dancing Rocks in Raggasat

Valley offer a captivating blend of natural beauty and cosmic wonder. Located just an hour from AlUla’s city center, Gharameel features towering rock pillars that create a stunning landscape perfect for stargazing. Ashar Valley, surrounded by luxurious resorts, provides an opulent setting for a celestial experience. Rainbow Rock is a must-visit landmark, well-known for its stunning celestial photography opportunities. Additionally, one of AlUla’s historic gems, Hegra, presents an ideal stargazing backdrop. A hidden treasure is the hill overlooking the Tomb of Lihyan, also known as the Son of Kuza, which stands as the most iconic tomb at the UNESCO World Heritage Site.

Giga Projects - AlUla 163

ROYAL COMMISSION FOR ALULA SEEKS TO PROMOTE REGION’S FOOD CULTURE THE ROYAL COMMISSION FOR ALULA (RCU) AND ITALY’S GLOBAL SLOW FOOD MOVEMENT HAVE ANNOUNCED A PARTNERSHIP FOCUSED ON THE SUSTAINABLE DEVELOPMENT AND PROMOTION OF ALULA'S AGRICULTURAL AND CULINARY HERITAGE. THIS COLLABORATION AIMS TO EMPHASIZE THE ECONOMIC, SOCIAL, AND HEALTH BENEFITS OF ALULA’S LOCAL PRODUCTS, ENRICH THE REGION’S FOOD CULTURE, ENHANCE AGRICULTURAL SUSTAINABILITY, AND SUPPORT THE PRODUCTION OF ECO-FRIENDLY FOODS.

uilding on two years of successful food events in AlUla, which established the region as a vibrant destination

for food enthusiasts and tourists, the partnership will connect northwest Arabia with Slow Food’s international network, active in 150 countries. Guided by Slow Food’s principles of agroecology, conservation of natural resources, and biodiversity, this initiative aligns with RCU’s strategy to support local farmers and expand market access for their products.

The partnership will connect northwest Arabia with Slow Food’s international network

164 Giga Projects - AlUla

ALULA’S NEW EXHIBIT TO CELEBRATE EXPANDING TIES BETWEEN CHINA AND KSA LAUNCHED IN ALIGNMENT WITH THE SIGNING OF A NEW STRATEGIC AGREEMENT BETWEEN NATIONS, PENNED BY THE SAUDI MINISTRY OF CULTURE ALONGSIDE OFFICIALS FROM CHINA’S MINISTRY OF CULTURE & TOURISM, THE SAUDI TRAVEL FESTIVAL EXHIBITION TOOK PLACE AT BEIJING’S TIAN TAN GARDEN, ENDING 26 OCTOBER.

ne of the Saudi Arabia’s leading destinations for global tourists,

A resounding success, AlUla, Wonder of Arabia attracted over 221,000

AlUla attracts increasing numbers of visitors from China and

visitors, with organizers extending its run by an extra month to meet

on the whole international traveler visitation increased by 44% in 2023.

demand.

The new exhibit acted as a prominent platform to showcase the diverse cultural and heritage attractions available to Chinese tourists in AlUla.

The exhibit coincided with RCU signing a strategic partnership with the Cultural Heritage Administration of China’s Henan province, aimed at

Beautiful photographs and videos of AlUla featured throughout the

preserving heritage while supporting RCU’s goal to enhance its global

exhibition, displayed alongside striking images of Diriyah Gate, the

network within the framework of expanding Saudi-Chinese partnerships.

ancient heritage site northwest of Riyadh that is being extensively regenerated as part of Vision 2030.

Dr. Abdulrahman AlSuhaibani, VP of Culture – Tourism, at the Royal Commission for AlUla, said: “RCU and AlUla are proud to support the new

The new agreement, and the recent exhibition, follows China’s successful

agreement between the Saudi Ministry of Culture and China’s Ministry of

hosting of the AlUla, Wonder of Arabia exhibition at Beijing’s Forbidden

Culture & Tourism and to contribute to expanding and evolving the close

City UNESCO World Heritage Site in January this year. Showcasing AlUla’s

bonds our nations and peoples continue to share and benefit from.”

natural landscapes along with items from the Royal Commission for

AlUla, Wonder of Arabia attracted over 221,000 visitors

AlUla’s (RCU) archaeological collection, the exhibit featured rare artefacts never displayed to the public before.

Giga Projects - Roshn Group 165

ROSHN GROUP PARTNERS WITH TARMEEM TO RENOVATE 100 HOMES SOCIAL RESPONSIBILITY INITIATIVE UPLIFTS LIVING CONDITIONS

YUHYEEK ALIGNS WITH SAUDI VISION 2030

ACROSS SAUDI ARABIA

This ongoing collaboration between ROSHN and Tarmeem showcases

For the second consecutive year, ROSHN Group, a leading national real

a powerful model for public-private partnerships, with a focus on

estate developer and a PIF company, has partnered with the charity

sustainability and social impact. As the program continues, it serves as a

Tarmeem to renovate and restore 100 homes across the Kingdom. This

key component of ROSHN’s commitment to improving living standards

collaboration, part of ROSHN’s broader YUHYEEK social responsibility

for citizens and building a stronger, more inclusive Saudi society.

program, aims to enhance the quality of life for Saudi citizens in need. The renovation project is a significant step in improving the living conditions of Saudi families. Last year, over 700 citizens from 100 families benefited from this initiative, with the support of more than 500 volunteers from ROSHN and the wider community. The partnership underscores both ROSHN and Tarmeem’s commitment to social development and their shared dedication to raising the quality of life throughout the Kingdom. 100 HOMES RENOVATED ACROSS THE KINGDOM Dr. Khalid Johar, Acting CEO of ROSHN Group, emphasized the importance of this initiative: “This initiative is a natural extension of our YUHYEEK program, which aligns with Saudi Vision 2030’s pillars and objectives. Our collaboration with Tarmeem reflects our passion for corporate social responsibility and sustainable development in Saudi Arabia.” OVER 500 VOLUNTEERS SUPPORTING THE initiative Sponsored by the Kingdom’s Minister of Municipalities and Housing, this partnership highlights the role of collaborative efforts in fostering community development and supporting charitable causes. By focusing on home renovations, the initiative not only improves the physical conditions of homes but also strengthens the well-being of the entire community.

MORE INFORMATION

166 Giga Projects - Roshn Group

ROSHN GROUP REVEALS REBRANDING AND EVOLUTION In a strategic move that

commitment to broadening its real

underscores its commitment to

estate portfolio and establishing

enhancing its core business of

integrated destinations that

developing vibrant and sustainable

cater to society’s diverse needs.

destinations, ROSHN Group, Saudi

Through this initiative, ROSHN

Arabia’s leading multi-asset class

aims to further enhance the quality

real estate developer and a Public

of life for the Kingdom and its

Investment Fund (PIF) company,

people and actively contribute

has introduced a new identity

to realizing the objectives

and strategic focus that expands

outlined in Saudi Vision 2030.

its remit to include asset classes

ROSHN is set to unveil a portfolio

beyond its core residential offering.

of transformative projects that

This transformation into a

will mark a significant milestone

multi-asset developer cements

in its journey. These projects will

ROSHN’s status as a trailblazer in

showcase an exceptional diversity

the real estate sector and sets the

of assets, creating unparalleled

stage for an innovative approach

investment opportunities,

to developing mixed-use projects

elevating living standards, and

and multi-asset destinations.

driving economic growth…

The launch of ROSHN Group’s fresh visual identity signifies a significant milestone in its

READ FULL ARTICLE HERE

ROSHN GROUP, THE SUSTAINABILITY PARTNER AT COP16 ROSHN Group, the sustainability

how environmental restoration

partner at the Conference of

is focal to driving quality of

the Parties COP16 to Combat

life improvements. ROSHN

Desertification, highlighted how

outlined its contributions to

development can benefit both

the Saudi Green Initiative and

biodiversity and the environment

the United Nations’ Sustainable

at the conference. At the Group’s

Development Goals (SDGs).

pavilion, visitors explored

COP16, took place in Riyadh

ROSHN’s initiatives aimed at

from 2nd to 13th December,

promoting regeneration and

brought together leaders from

hear ROSHN speakers discuss

governments, the private …

READ FULL ARTICLE HERE

Giga Projects - Roshn Group 167

ROSHN RANKED AS THE BEST PLACE TO WORK IN SAUDI ARABIA For the third year running ROSHN Group, Saudi Arabia’s leading

ROSHN’s employees praised how the company values their wellbeing,

multi-asset class real estate developer and a PIF Company, has

the potential for growth and development that ROSHN offers, its

been recognized as the best place to work in Saudi Arabia. Best

inclusive and diverse culture, and competitive compensation. Employees

Places to Work is an international HR certification program

also spoke about how they are contributing to Saudi Vision 2030 and

providing employers in different countries the opportunity to learn

the Kingdom’s development through ROSHN’s mission and vision to

more about the engagement and satisfaction of their employees

empower home ownership and raise the quality of life throughout

and honor those who deliver an outstanding work experience

the kingdom. ROSHN scored in the top percentile among employees

with the highest standards in regards to working conditions.

for inclusivity with respect to career and growth opportunities, for

In addition to being certified as the number one place to work in Saudi

offering medical coverage that meets their and their family’s needs,

Arabia by Best Places to Work, ROSHN has been named as the Best

and for meeting or exceeding the expectations of our stakeholders…

Place to Work for Women, Millennials and for the Facilities category.

READ FULL ARTICLE HERE

168 Adrian Hayes - Kanchenjunga

THE PURSUIT OF EXCELLENCE, EXPERIENCES AND ENLIGHTENMENT ADRIAN HAYES SHARES HIS MOTIVATIONS, CHALLENGES, AND UNIQUE APPROACH AS HE PREPARES FOR A SECOND ATTEMPT AT SUMMITING THE WORLD’S THIRD HIGHEST MOUNTAIN.

Adrian Hayes - Kanchenjunga 169

170 Adrian Hayes - Kanchenjunga

drian Hayes is no stranger to challenging expeditions. In Spring

2025, he will embark on his second attempt to conquer Mount Kanchenjunga, the world’s

"Leadership is a skill everyone can develop"

third-highest peak, located on the Nepal / Indian border in the Himalayas. Known for its enormous size, technical difficulty and harsh conditions, this formidable mountain requires more than just physical strength, it demands meticulous preparation, mental resilience, and a passion for adventure his CV includes summiting Everest and K2, trekking to both Poles and crossing the Empty Quarter amid a lifetime of adventure. In this interview, Hayes discusses what drives him to try again, his thoughts on modern mountaineering, and how he brings his professional leadership and team coaching career into his expeditions. His approach is one of authenticity, where personal growth and the pursuit of excellence outweigh fleeting fame. SAUDI PROJECTS: Adrian, you're gearing up for your second attempt to summit the world's third highest mountain, Mount Kanchenjunga, in Spring 2025. What drives you to tackle this formidable peak again, particularly after the challenges you faced in 2024 and especially as you have already having summited Everest and K2? ADRIAN HAYES: There are two main reasons. First, Kanchenjunga holds a special place in my heart. It's located on the eastern border of Nepal with Sikkim, India; eastern Nepal being the recruitment area for my former Gurkha regiment. I first saw this mountain decades ago as a Gurkha officer, and it's always been on my list to climb. The mountain represents a deep personal connection, almost like coming full circle with my past. The second reason is more personal, it's about pursuing a goal for myself. This attempt isn't about social media, fame, or recognition, it's about my journey towards excellence and growth. SAUDI PROJECTS: Unlike Mount Everest and K2, Kanchenjunga is less known but equally challenging. How are you and your team preparing for its unique obstacles? ADRIAN HAYES: The short answer is better preparation. Kanchenjunga is extremely remote.

 MT. KANCHENJUNGA

Adrian Hayes - Kanchenjunga 171

There’s no phone or WiFi signal, no easy helicopter access, it's a raw, isolated climb. Last time, we faced issues due to missteps in timing and resources. This year, I've worked closely with the teams involved, stressing the need for improved organization. From getting the right ropes in place to refining logistics, we are aiming for a smoother climb. Personally, I’ll be better prepared, knowing how vast and unforgiving the mountain can be. It's not a quick ascent but rather a long, gruelling process that demands resilience. SAUDI PROJECTS: If successful, this summit would place you among a rare group who have conquered the three highest peaks in the world. What does this accomplishment mean to you, personally and professionally? ADRIAN HAYES: Honestly, not much. The pursuit of records has become almost meaningless; there are no major ‘firsts’ left, only convenient ones. These days, the drive to claim some sort of record, whether it’s being the fastest, longest, most, hardest, youngest, or spurious ‘firsts’ detracts from the authenticity of the climb. For me, it's not about records or fleeting fame. It's about pursuing excellence, setting personal goals, and challenging myself. This climb isn’t about social media or recognition, it’s about the internal journey. SAUDI PROJECTS: The expedition coincides with the 70th anniversary of Kanchenjunga's first ascent in 1955. How does this milestone add to the significance of your attempt? ADRIAN HAYES: While anniversaries can sometimes be used for promotional purposes, I see this as an opportunity to pay homage to the pioneers who climbed it first. Back then, they ventured into the unknown without the advanced equipment, weather forecasting, or communications we have today. Their achievement was pure adventure. It’s a chance to honor their legacy and remind people of the courage it took to be the first. The British team who first ascended Kanchenjunga did something incredible, and it’s a privilege to reflect on their legacy as I make my own attempt.

172 Adrian Hayes - Kanchenjunga

"It’s about pursuing excellence, not fleeting fame"

SAUDI PROJECTS: You've been on expeditions

product placement, my sponsors will get

performing team and my ‘Winning Team’

to some of the world's most challenging

access to a comprehensive development

programs are unique and change inducing.

terrains. What lessons from Everest and K2 will

package. I focus on more than just placing

We are offering various’ workshops as part

you bring to this climb on Kanchenjunga?

a logo; I bring real, tangible benefits.For

of the sponsorship packages, as well as a

ADRIAN HAYES: Experience is invaluable. Every

sponsoring companies, I offer leadership

program of executive coaching for individuals.

expedition is different, the conditions, the

development, team coaching programs,

teammates, everything changes. For me, one

executive coaching, and even a personal

SAUDI PROJECTS: You are also leading

key lesson is recognizing that I don’t handle

development trek to Everest Base Camp.

an Everest Base Camp leadership and

heat well, so I'll plan my climbs to avoid the

The value goes far beyond mere exposure;

personal development trek. What

hottest times. I’m also incorporating more

it’s about offering companies the skills and

inspired you to combine the journey with

breathing exercises, training with restricted

experiences they can pass on to their teams.

coaching in this unique program?

airflow, and even working out in altitude gyms

ADRIAN HAYES: I’ve led similar programs

to prepare for the oxygen deprivation. From

SAUDI PROJECTS: Tell us more about

before, and the main advantage of doing

my previous attempt on Kanchenjunga, I know

the leadership, team and executive

them in such environments is the absence of

how high the base camp is, and the toll it

coaching programs you are offering as

daily distractions. Away from social media,

takes on your body. Finding ways to descend

part of the sponsorship package. What

information overload, and the usual noise,

to lower altitudes and recover before making

can participants expect to learn?

participants can focus on the core lessons.

the summit push is also part of our plan.

ADRIAN HAYES: Leadership isn’t just for CEOs

Coaching on a trek allows for immediate

or managers, it’s a skill everyone can develop.

application of skills. For example, if we’re

SAUDI PROJECTS: Sponsorship is a key

When I coach, I emphasize that leadership is

discussing goal-setting, they’ll apply it as

element of your upcoming climb. Can you share

about awareness, skills, and techniques. For

they push toward the base camp. There’s

what opportunities are involved, and how they

team coaching, having led or been part of

something about nature that enhances

can benefit from supporting this expedition?

military, sporting, corporate, and expedition

retention and makes the lessons stick.

ADRIAN HAYES: Beyond branding and

teams, I understand what makes a high-

Adrian Hayes - Kanchenjunga 173

"Away from distractions, participants can truly focus and grow"

SAUDI PROJECTS: What subjects will you be

Through my experiences, I can provide

coaching and mentoring on during the Everest

unique skills and insights that enhance

Base Camp trip, and what valuable lessons

performance and growth, far beyond

can business leaders expect to take away?

just branding opportunities. I’m

ADRIAN HAYES: We’ll cover topics like goal-

looking forward to building long-term

setting, overcoming challenges, leveraging

relationships that bring mutual benefits.

strengths, communication, teamwork, leadership, and stepping out of comfort

For more invitation how you can take your

zones. These are tools I’ve developed over

team to Everest base camp or to new heights,

nearly two decades of coaching. The goal

contact Adrian to find out how can make

is to empower participants to maximize

things happen for you or your business.

their potential, whether they’re leading a team at work or setting personal goals. SAUDI PROJECTS: As you prepare for this next great adventure, what message would you like to send to potential sponsors and supporters about the journey ahead?

ADRIAN HAYES

ADRIAN HAYES: My message is simple: this is an authentic, ethical goal I’m pursuing. There

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are no gimmicks, no shortcuts. It’s about setting an example of pursuing excellence and offering genuine value to sponsoring companies.

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