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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: 300,000m² residential compound for young professionals and growing families in prime Jeddah district. Modular villa system (2-bedroom to large family homes) organized in three distinct residential zones around central recreational hub. Main promenade circulation spine, landscaped buffer zones, reduced parking footprint with bicycle facilities, native/adaptive planting with minimal water requirements.<br>Challenge: Create large-scale residential community that balances privacy with connectivity - designing for 300,000m² that doesn&#x27;t feel like sprawling subdivision. Serve diverse household types (young professionals to large families) with modular villa system while maintaining architectural coherence and community character. Integrate sustainability targets (water conservation, reduced parking, alternative transport) without compromising marketability in car-dependent Jeddah context.<br>Approach: Central recreational hub serves as gravitational core - street and pathway network converges on this communal focal point. Three private residential zones branch from center, connected by main promenade spine. Modular villa typology enables varied configurations (intimate two-bedroom to expansive family homes) within consistent architectural language. Clustered villa arrangement balances privacy with community interaction. Landscaped buffers soften transitions between zones while providing outdoor amenity. Advanced ventilation and acoustic design enhance indoor environmental quality. Native planting and bicycle infrastructure support sustainability commitments while reduced parking maximizes green space.<br>Status: Completed</p>

Cost
Area
300,000m2 built-up
Services provided

Feasibility and spatial strategies
Urban planning and design
Landscape design
Architecture design

Location
Jeddah, KSA
Client
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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