CEO OF ABDALI BOULEVARD COMPANY PSC
Jordan 2016 I Tourism I Interview
BIOGRAPHY With a bachelor in Architectural Engineering, he has 17 years of successful experience providing fiscal, strategic and operations leadership in uniquely challenging projects and real estate developments. He has previously worked for SIGMA Consulting Engineers & Architects, Consolidated Contractors International Company and Abdali Investment & Development PSC.
BEING THE FIRST MIXED-USE OUTDOOR DEVELOPMENT IN JORDAN MEANS ALL ACTIVITIES CAN HAPPEN IN ONE PLACE, THERE IS NOTHING LIKE IT ELSEWHERE.
CAN YOU GIVE US AN OVERVIEW OF THE ABDALI PROJECT AND ITS IMPORTANCE TO JORDAN?
Abdali is the first area in Amman developed under the local mixed-use planning codes, reflecting exceptional synergy of residential, commercial, medical, hospitality and retail outlets in one prestigious address. Spanning over 384,000 m2 of land, it is Amman’s premier mixed-use urban development with pioneering concepts and state-of-the-art facilities.
Abdali, the new Downtown of Amman, is making strides towards achieving the largest and most ambitious urbanization plan in Jordan. Abdali will drive Amman into realizing its true commercial, touristic and residential potential.
THE BOULEVARD IS STRATEGICALLY LOCATED IN THE HEART OF ABDALI. WHAT IS YOUR STRATEGY FOR DEVELOPING IT AT ITS FULL POTENTIAL?
Under Royal patronage, The Boulevard was officially launched on June 11th, 2014. His Majesty King Abdullah II, accompanied by Her Majesty Queen Rania Al-Abdullah and the Crown Prince Hussein bin Abdullah II, launched the project in the presence of international dignitaries, high-ranking officials, as well as local and international luminaries in the business sector.
The Boulevard is strategically situated in the heart of Abdali, adding a spark of contemporary living to the new Downtown of Amman. Its central location ensures its accessibility to the East of the project; where the Abdali Mall and the medical district lie, and to the West; where the five-star hotel towers and the residential districts await. The Boulevard’s vision is to become a first-choice location for established professionals to stay, work and play; a destination where the young, and young-at-heart, feel at home. It is a place to meet friends, forge business connections and enjoy exceptional lifestyles.
The Boulevard’s Western, Central and Eastern Squares consists of restaurants, cafés, rooftop lounges, outdoor swimming pools, sports clubs and spas, in addition to retail outlets offering everything from fashion to furniture. The Ground and First levels, at four different external and internal street tiers, are entirely dedicated to retail spaces and are interconnected by the means of footbridges, stairs and escalators, where each Ground level becomes a First level as one platform merges into the next.
In addition to introducing a myriad of retail, entertainment and hospitality concepts to its visitors, The Boulevard also caters to the needs of businesses with a variety of medium to large-sized of ce spaces, built to the highest international standards. It is Jordan’s first mixed-use complex and a leading development in the Middle East on a wider spectrum.
WHAT ARE YOUR PRIORITIES AT THIS STAGE OF THE PROJECT AND WHEN IT WILL BE COMPLETED?
The Boulevard introduced a comprehensive retail mix, anchored by a combination of entry-level-luxury fashion and accessories brands, casual and fine food & beverage destinations, premium furniture outlets, among others. In addition to being a gateway to the food and fashion outlets in the Kingdom, the complex also hosts a range of personal service-centered outlets. The complex introduces around 120 stores on the Ground and First levels, ranging in size from 30 m2 to more than 1,000 m2. Currently we have leased around 50% of the available retail spaces. We have already attracted some of the world’s most recognized brands such as Aston Martin and Canalli.
In the hospitality element, The Boulevard Arjaan by Rotana opened in 2014 offering 400 sophisticated and spacious hotel apartments. It has established itself as a first-class hotel in the heart of the new downtown of Amman. The results have been impressive with the average occupancy rate of more than 90% which is much higher than other competitors. As Rotana’s first flagship property in the Kingdom, the hotel combines traditional Middle Eastern features with modern architectural elements.
SOME OF THE LARGEST COMPANIES IN THE WORLD HAVE ALREADY ESTABLISHED THEIR OFFICES AT THE BOULEVARD. WHAT ARE THE BENEFITS OFFERED TO COMPANIES?
The Central Square of The Boulevard offers a wide range of office spaces and is the focal point of the complex. With a total area of 30,000 m2, it encompasses four five-story buildings. The artfully designed avant-garde offices range in size from 150 to 2,500 m2.
Backed with a state-of-the-art communication infrastructure, all offices are equipped with deep fiber optic cables that run through the veins of communication services, allowing for enormous information-carrying capacity that spans longer distances and at higher bandwidths. The Boulevard’s offices are home to international corporations such as: LG Electronics, Ferring Pharmaceuticals, the Associated Press, amongst many others.
WHAT IS YOUR MESSAGE TO FOREIGN INVESTORS LOOKING FOR ESTABLISHING THEIR COMPANIES AT THE BOULEVARD, THE HEART OF ABDALI?
Our goal is to be the first choice for investors looking to establish their regional offices and retail spaces in Jordan. We are confident that we offer the highest international infrastructure and services which are not available in other places in Jordan.
Being the first mixed-use outdoor development in Jordan means all activities can happen in one place, there is nothing like it elsewhere. Jordan is the safest place in the region for investors and Abdali is the leading place in the Kingdom, in addition to good weather and security.