A major multifaceted property developer wanted to showcase their newest entry into the busy UAE master planned community (MPC) market. The centre piece was the Sales experience precinct which included fresh water swimmable lagoon, avenue of dreams and their a sales pavilion located on a generous public park.

Providing urban design, planning and strategic placemaking, including the direct overseeing of the Sales Experience Precinct urban design delivery. This project used both our design and urban management expertise for it to achieve its successful launch.

At its core was a place making approach founded on sustainability and aspiration. The developer had experience in many other MPC’s but this project was to be different and above all it needed to represent the company’s values and the market’s proposition to be the next level of residential living in a country that prides itself on being the real estate world market leader.

Talal Al Ghaf’s urban design, especially its public realm was carefully crafted for the customer experience, where you could escape the realities of the daily grind to be in an oasis within the desert environment of the UAE. A number of clever sustainable infrastructure in both water use and power generation were the early achievements, while post sales there is an emphasis of residential product design embracing higher sustainability outcomes. This process of being ‘greener’ was a clear reflection from the start in the earlier urban design that influenced market pressures to want more in their indoor lifestyle as well.

The below image showcases the main community park, sales office and show villas centred around a swimable beached lagoon