Bechtel opens new regional headquarters in Saudi Arabia

In a world dominated by blueprints and budgets, the real estate development industry has often lost sight of its most crucial element — people.

For years, the industry molded urban landscapes to meet the market demands in residential, retail and commercial segments without a holistic approach to the community needs of promoting fulfilling lifestyles and focusing on the people who use them.

Developers have, unfortunately, been seen as faceless entities, prioritizing numbers over the impact on people’s lives.

However, the winds of change are blowing, and a shift toward a people-centric approach is gaining momentum. It is not just about meeting the needs of a new generation but also making good business sense and, most importantly, doing the right thing.

ROSHN recognizes the importance of this shift and empowers individuals at the heart of its approach to development. Responsibility is paramount, and we take ownership of our role in shaping the urban landscape.

As we look to the future, the UN predicts that nearly 70 percent of the world’s population will reside in urban areas by 2050. This global trend is also mirrored in Saudi Arabia, where urbanization rates have increased significantly.

Comprehending this shift is vital for our future and is at the core of ROSHN’s most ambitious project to date, MARAFY.

A groundbreaking initiative, MARAFY embarks on the journey of transforming northern Jeddah into a hub of integrated living.

The project unfolds a seamless convergence of residential and commercial spaces with culture, cuisine, entertainment, hospitality and wellness.

This transformative urban development aspires to offer residents and visitors a blend of modernity and tradition.

Through the fusion of diverse elements, MARAFY aims to create an environment that redefines urban living and nurtures pleasant experiences, connections, and possibilities for anyone who calls it home.

MARAFY will redefine urban living by reimagining space and blurring the lines between work, leisure and community interaction.

Its contemporary design philosophy reflects our commitment to promoting fulfilling lifestyles and fostering vibrant communities. This development will triple the amount of publicly accessible waterfront, creating a new era of riverside urbanism.

By integrating MARAFY with ALAROUS, ROSHN’s first significant development in Jeddah, we create a synergy that enriches the lives of both communities.

ALAROUS is designed to provide high-quality housing with integrated amenities and public spaces that effortlessly connect with the MARAFY vision.

As MARAFY reshapes the urban landscape, ALAROUS residents will enjoy enhanced access to MARAFY’s cultural, recreational and social offerings, further enriching their quality of life.

Like other ROSHN communities, ALAROUS and MARAFY will embrace modern living while preserving the Kingdom’s rich heritage and local urban designs. This integrated neighborhood concept is what ROSHN has successfully introduced in Riyadh’s SEDRA, where early offerings were met with an encouraging response. It demonstrates the market demand for ROSHN’s concept of integrated neighborhoods packed with amenities that support a well-balanced, fulfilling lifestyle.

As a giga-project backed by the Public Investment Fund, ROSHN is determined to lead the way in the regional market, demonstrating through its groundbreaking developments how a people-centric approach improves the quality of life for residents, builds a stronger sense of community and ensures long-term business success.

As developers, we must recognize that our work profoundly impacts the lives of those who live in and around our developments.

The decisions we make today will shape our nation’s urban landscape for generations to come, and it is a privilege and a responsibility to be involved in this exciting process.

  • The writer is the Group Chief Marketing and Communications Officer at Roshn Group

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