Al Zahia - Reimagined

MasterPlan / Placemaking Implementation, SharjahUAE

In 2016, the master developer of Al Zahia, a relative new residential community within the UAE was concerned that the project had lost its way in the market and that value was not being created through the investment in development that was being contributed.

A review of the Master Plan identified inconsistent approaches to development from the values of the developer, where instant profit was desired instead of long term brand value. Additionally the new community residents didn’t feel they lived in a special place, a place they could call home.

A reimagined structure plan was prepared to highlight key place values that the master developer had adopted. Scenarios were tested and a final master plan put in place to drive the projects new vision.

The creation of precinct parks themed on experiences were created, density was utilised to create activity supporting mixed uses instead of isolated apartment living. Roads were aligned to create vistas, and centralised facilities forming a heart of the community delivered. Increased walkability connecting all of the new place ideas became a driving built environment outcome.

These outcomes led to increased community attachment to the place, increased property values, quicker sales programs and stronger brand recognition as the project became a desirable destination for investment and living.

The project demonstrated the value of placemaking being far superior than the typical ‘rack and stack’ development approach. It had provided real examples of why investment in Place approach development is far superior for developers with long term objectives.