Project Case Study

Al Ghurair Centre

Dubai, United Arab Emirates

Marketing Developments was retained to structure a strategic plan to progress Al Ghurair Centre, the oldest shopping mall/mixed-use project in the Middle East to expansion and revitalization.

Following demand and feasibility assessment, as well as coordinated retailer input sessions and meetings with all involved government agencies the goal evolved to create competitive differentiation from the twenty plus malls that had been developed in ensuing years. The resulting mixed use strategic plan involved the acquisition of six surrounding additional blocks, expansion of the center including determination of exacting tenant categoric and price point allocations, integration of anchors and redistribution of uses to proper positioning between mall enclosure and street scape locations.