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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 and urban regeneration strategy for Medawar district at Beirut&#x27;s northern entrance. Mixed-use innovation district integrating incubators, research centers, coworking spaces, affordable housing, and retail. Physical re-integration strategy to overcome historic transportation barriers (railway, highway) that segregated district from city.<br>Challenge: Deliver three simultaneous Beirut Municipality objectives: regenerate historically neglected Medawar area, create innovation cluster for the city, and address pressing affordable housing shortage. Overcome decades of physical segregation created by transportation corridors. Integrate diverse and potentially competing programs (innovation economy, affordable housing, retail) into economically viable and socially cohesive district.<br>Approach: Advisory on multiple urban planning scenarios evaluating regeneration strategies and economic viability. Master plan integrates innovation economy components (incubators, research centers, coworking) with affordable housing and retail - creating live-work environment rather than single-use district. Strategic connectivity interventions physically re-integrate Medawar into Beirut&#x27;s urban fabric - bridging transportation barriers that historically isolated district.<br>Status: Completed</p>

Cost
USD 20 million
Area
15,698 m²Built-up area 20,250 m²Land Surface Area
Services provided

Advisory
Urban planning and design
Architecture design
Landscape design

Location
Beirut, Lebanon
Client
Beirut Municipality
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

Laceco advised the client on potential urban planning scenarios that would regenerate the district, developed a master plan that integrates components of innovation (incubators, research centers, co-working spaces) with affordable housing and retail, and devised a strategy for physically re-integrating the district within its urban adjacency, thus overcoming historic transportation barriers.

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