As an investment firm, MASIC has a prime real estate location at the heart of the city of Riyadh. The firm was interested in exploring the commercial potential of the location and build a new mixed-use development that aims to increase its return of investment and be part of reshaping the city’s attractions.

We began with a strategic planning session to understand the business owners’ ideas, vision and goals. A market analysis of the 3 sectors (retail, hospitality & shared offices) was conducted to determine each industry's driving trends, competitor strengths and weaknesses, consumer behaviour, potential risks and opportunities. Afterwards, we studied untapped consumer needs and aspirations within each sector to ensure that the project is designed with an innovative unique selling proposition. Based on the USP, we developed the business model, customer segmentation and service offerings. The customer experience focused on the concept of building a human-centred ecosystem integrating working, living and playing through three key pillars: innovation (mobile-first, data-driven, disruptive tech), sustainability (environmental, green), community (diversity, subcultures, tribes). Finally, we built a roadmap for each sectors' growth and scalability, strategic partnerships and key market activities that guide their business success at various stages: launch, growth and maturity.