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The Boulevard

A mixed use artery of Amman’s new downtown. It includes hotels, offices, residences, retail uses and was designed to attract a flow of pedestrians intrigued by its programmatic variety. The project is currently one of the most successful public spaces in Amman, and is adopted by local communities as a focal point for commercial and civic activities.
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Abdali Investment & Development PSC
Amman, Jordan
City
Amman, Jordan
Cost
USD 350 Million
Year
2011
Client
Abdali Investment & Development PSC
Area
237,000 m2 built-up - 26,000 m2 land
Project Brief

<p>Scope: Master plan for new coastal city overlooking Atlantic Ocean at gateway to Sahara desert. Phase 1: residential villas, multi-star hotels, restaurants. Architectural language blends Andalusian and Moroccan traditions.<br>Challenge: Create entirely new city on undeveloped site inspired by area&#x27;s rich history (meeting point of Andalusia and Morocco) - translating cultural heritage into contemporary master plan and architecture. Balance luxury resort development with sensitive desert and coastal landscape context. Design mixed-use community (residential, hospitality, F&amp;B) that harmoniously blends modern functionality with traditional architectural character.<br>Approach: Extensive master plan emerges organically from sand dune topography rather than imposing alien urbanism on landscape. Phase 1 focuses on residential villas and hospitality programming establishing character and quality standards. Architectural strategy blends Andalusian and Moroccan styles - creating fusion that references historical cultural convergence of the region while delivering contemporary luxury amenity.<br>Status: Phase 1 completed - awarded first prize in residential category at 2008 Cityscape Awards, Abu Dhabi</p>

Cost
USD 1.3 billion
Area
550,000 m2 built-up
Services provided

Urban planning and design
Architecture design
Landscape design

Location
Tarfaya, Morocco
Client
Mint
Project Description
The Boulevard is the mixed use artery of Amman’s new downtown. It includes hotels, offices, residences, retail uses and was designed to attract a flow of pedestrians intrigued by its programmatic variety. The project is currently one of the most successful public spaces in Amman, and is adopted by local communities as a focal point for commercial and civic activities.
The Brief
Abdali Boulevard Company aimed to achieve two objectives:
• Creating a prime pedestrian experience in Amman
• Developing a district that is economically attractive to investors coming from multiple industries (hospitality, corporations, retail, etc.)
Our Response
Laceco responded to the above objectives by:

• Designing a consistent urban framework that nevertheless provided a diversity in the individual architectural character of buildings
• Curating a seamless pedestrian experience in a site that had a challenging topography and was exposed to dominant winds
• Anchoring the site along three platforms linked to each other by a continuous game of terraces, stairs, suspended bridges and esplanades that gently slope down the length of the development
• Conducting value engineering and cost optimization studies to preserve economic viability of the development
City
Amman, Jordan
Cost
USD 350 Million
Year
2011
Client
Abdali Investment & Development PSC
Area
237,000 m2 built-up - 26,000 m2 land
Services Provided
Conceptual design
Preliminary design
Interior design
Final design of architecture and urban furniture
Supervision and construction management
Our Response

Laceco responded to the above objectives by:

Designing a consistent urban framework that nevertheless provided a diversity in the individual architectural character of buildings.

Curating a seamless pedestrian experience in a site that had a challenging topography and was exposed to dominant winds.

Anchoring the site along three platforms linked to each other by a continuous game of terraces, stairs, suspended bridges and esplanades that gently slope down the length of the development.

Conducting value engineering and cost optimization studies to preserve economic viability of the development.

Our Response

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Let's build your next project

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