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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: Extension to existing Rem Koolhaas-designed headquarters to accommodate Qatar Foundation&#x27;s workforce growth. Flexible workspace programming for individual work, team collaboration, and social/professional gatherings. Sustainability features integrated throughout.<br>Challenge: Expand iconic headquarters by world-renowned architect without competing with or diminishing original design. Create architecture that achieves unity between existing and new - blurring distinction while maintaining QF&#x27;s elevated design standards. Accommodate significant workforce increase while reflecting QF&#x27;s culture and values through spatial programming.<br>Approach: Complementary design strategy creates architectural unity rather than contrast - extension reads as cohesive expansion of original headquarters. Sustainability features inspired by Qatar&#x27;s Islamic heritage reduce HVAC loads and enable facade cleaning water recycling. Flexible space programming supports diverse work modes - individual focus, team collaboration, and formal/informal gatherings - within single integrated environment.<br>Status: Competition winner</p>

Cost
USD 250 million
Area
43,000 m2 land 66,000 m2 built-up
Services provided

Feasibility and spatial strategies
Urban planning and design
Landscape design
Infrastructure engineering
Traffic engineering

Location
Doha, Qatar
Client
Qatar Petroleum
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 responded to these objectives by designing a project that complements the existing design without competing with it, creating an architecture that projects unity and blurs the lines between the original headquarter and its extension; by integrating sustainability features inspired from Qatar‚ Islamic heritage, the HVAC load and recycle water for cleaning were reduced, and by programming flexible spaces that can be simultaneously used by QF employees for working individually, collaborating as a team, or holding social and professional gatherings.

Laceco also conducted value engineering exercises to optimize construction cost.

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Ready to get to work? Fill in the form below or email hello@laceco.me
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