A trip to Jordon is never complete without a visit to ‘The Boulevard’ developed by Abdali Boulevard Company PSC. The landmark building that blends business, leisure and contemporary urban lifestyle, has made news ever since its inception. In an exclusive interview, Taher Al Jaghbir, CEO, speaks to Megha S Anthony about the inspiration behind The Boulevard’ developed by Abdali Boulevard Company PSC and the impact it has had on the property market in Jordan.
1. How and when did The Boulevard come about?
The Boulevard is the fruit of an idea between His Majesty King Abdullah II and the late Lebanese Prime Minister Rafic Al-Hariri back in 2006, which was to create Abdali, a new downtown to the Jordanian capital and a state-of-the-art business hub to stimulate the Jordanian economy and attract an influx of tourists into the country. The Boulevard is strategically situated in the heart of Abdali, It is considered to be the largest mixed-use development ever constructed in the heart of the Amman.
2. What was the inspiration behind this property?
The Boulevard's concept was formulated after analyzing different models of commercial pedestrian streets in three cities, Beirut, Barcelona and Berlin, ‘The 3 Bs’. Inspired by these three models, The Boulevard is regarded as a pedestrian promenade bordered by mixed-use buildings.
Ideal for Amman, the concept of this planned 370 meter long pedestrian promenade is to physically and spiritually link the "sacred" and the "remarkable"; the traditional blue mosaic dome of the king Abdullah I Mosque, with the western gate of Abdali and its high rise towers.
The Boulevard’s external appearance blends the traditional and the modern by combining Arabesque design elements with contemporary architectural models. Being the heart of Abdali, The Boulevard is a destination for people to work, shop, stay, dine and entertain in one prestigious address.
3. How has the response been in Jordan, who has been your target audience?
Ever since its official inauguration in June, The Boulevard has been a popular sought out destination by the public. Several themed and planned events have attracted thousands of people into its pedestrian promenade.
The Boulevard’s great wealth of attractions, ranging from luxurious hotel serviced apartment, avant-garde office spaces, and premium retail shops to entertainment, culture, and nightlife appeals to people from all walks of life including the mid to upper segment of the local market; looking for a premier location for shopping, dining and entertainment, Jordanian expatriates visiting Jordan, foreign expatriates working in Jordan as well as tourists visiting Amman.
4. What kind of impact has this had on the property market in Jordan?
The Boulevard contributes to the property market in Jordan by introducing 30,000 sqm of avant-garde office spaces, 40,000 sqm of premium retail spaces as well as 400 top-notch Hotel Serviced Apartments managed and operated by Rotana Hotel Management Corporation. Designed with comfort and extravagance in mind, The Boulevard Arjaan by Rotana hotel apartments are built to the highest standards of class and luxury to quarter both travelers and business associates. The apartments vary in size for singles, couples, and families.
5. How are the various facilities in the property maintained?
Abdali Boulevard Company has managed to introduce, for the first time in Amman, Total Facilities Management Services for The Boulevard development. In order to maintain international standards of the property’s hard and soft services, MAB Facilities Management were hired as the Facility Manager who will provide services such as security, maintenance, cleaning and car park management.
The latest machines and equipment are used by MAB at the property so as to aid in further enhancing the customer experience at The Boulevard. MAB Facilities Management Company will also be using Computer Aided Facilities Management (CAFM) technology to provide dynamic, planned and reactive resource and asset management to the property.
6. What is the future vision for The Boulevard?
In its full capacity, The Boulevard adds a spark of contemporary living to Jordan by introducing a dynamic, cosmopolitan, unique and integrated mixed-use development featuring luxurious business outlets shopping and entertainment.
The Boulevard introduces, for the first time in Amman, a truly exceptional mixed-used development that combines a pedestrian-friendly promenade with the best outdoor shopping, high-end retail, scenic rooftops with fitness facilities, world-class business offices backed with the latest state-of-the-art infrastructure, as well as luxurious hotel serviced apartments that provide the highest standards of hospitality