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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:<br>Master plan and architectural design for a mixed-use residential community located 15 minutes from Beirut. The development comprises 602 residential units ranging from 70 m² to 190 m², supported by shared amenities including landscaped gardens, pedestrian promenades, and dedicated parking for 1,070 cars. The project is conceived as a series of interconnected neighborhoods within a unified master plan framework tailored to upper-middle-income residents.<br><br>Challenge:<br>Create a cohesive residential development offering diverse housing typologies and price points while maintaining architectural harmony and regulatory compliance. Consolidate multiple plots into larger superplots to enable efficient large-scale development. Develop an appealing architectural language that attracts potential buyers while ensuring compliance with urban planning and infrastructure standards.<br><br>Approach:<br>Three distinct yet cohesive residential communities were designed, each expressing variations of a common architectural theme to balance differentiation and visual unity. Laceco developed a comprehensive design framework integrating all client requirements for product sizing, distribution, and amenities. Advisory support was provided to the client in refining the regulatory framework and establishing strategies for plot consolidation, enabling coordinated implementation of the master plan.<br><br>Status:<br>Completed.</p>

Cost
USD 160 million
Area
29,000 m² land 135,000 m² built-up
Services provided

Urban planning and design
Architecture design
Interior design
Structural engineering
Mechanical engineering
Electrical engineering
Infrastructure enigneering
Solid waste management
Architect of record
Construction supervision

Location
Dbayeh, Lebanon
Client
Majid Al Futtaim
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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