The stepped terrace right outside Atlas Concorde’s D3 showroom lit up to host over 80 designers on 9th November 2023. The anticipation to know more about opportunities through a talk aptly titled ‘The Path to Saudi Arabia’ even drew audiences earlier than expected at the glittering venue. Conceptualised under Atlas Concorde’s ‘Around Design’ global event series, the panel boasted accomplished individuals such as Al Johara Beydoun, Founder of Ink Design; Tom Debono – Senior Manager, Al Balad Development Company; Dr.Chadi Chamoun, Director of Innovation and Development, Bond Interiors and Gareth Cain, Studio Director, DSA Architects, all more than qualified to answer to some burning questions.
The evening began with Efrem Grasselli, Global Marketing Director, Atlas Concorde, addressing the audience. “We kicked off the ‘Around Design. Meet Talk Connect’ series in February as an event that brought industry professionals together”, he revealed with beaming pride. “Over the past few months, we have taken the concept to leading cities such as Milan, Berlin and London. Finally, we are back to Dubai to close off the season.”
Efrem also introduced Atlas Concorde, defining it as a multi-brand company. He spoke of Atlas Plan (focused on large-format porcelain tiles) and Atlas Concorde Habitat (a line of porcelain bathroom furnishings) as its main offerings. Shortly after, he handed the mic to Siddharth Peters, Co-Founder of Love That Design, to moderate the session. A quick introduction later, the participants indulged in a discussion that dissected the culture, design focus and motive of Giga-Projects in the region. Here are the key takeaways…
“How many times can you get inspired by a palm tree?”
The intrinsic give and take between local boutique firms and international studios in Saudi Arabia.
“We develop concepts with international offices to give their pitches that extra emotional edge,” AlJohara answered. “We cannot compete with the big names, but we can add value to them.” She was forthcoming about being amongst the first batch of architecture graduates from her alma mater. What her contemporaries lack in professional experience, they make up for with cultural storytelling.
Gareth, who has over a decade of experience in the UAE and spearheaded a team in Saudi Arabia in his previous role, attests to her stance. According to him, one might feel blindsided once one experiences the region. The pure vastness of the land and a culture that is entrenched deep into the lifestyle is not something that can be comprehended in three weeks of research. It is also this inconspicuous element that authorities in the country wish to spotlight internationally. “In Dubai, I have worked with Emirati clients. But in Saudi Arabia, I have worked with local designers, shoulder-to-shoulder and the talent is unbridled”, he testified.
AlJohara remarked, “The projects in the region are for the local Saudis first and the rest of the world second.”
Saudi Arabia – A Contractor’s Playfield
Not Quantity; the race in the region is for Quality Workforce
“If I were to speak from my experience in Jeddah, there’s definitely a fight to ensure procuring the best contractors, ” Tom said. “You may pay a premium based on the market’s appetite. For us as a client, our brief is pertinent to putting out accurate information to the market.”
Chadi is part of the decision-making panel at Bond Interiors and is, hence, no stranger to the surging demand. “It is more nuanced than just being a ‘market of contractors'”, he opines. “You need to balance what a client wants to achieve and what a contractor wants.”
He continues, “It isn’t infinite because what aligns with you as a master contractor or a master fabricator defines the pedigree of projects and clients. Sure, the cake is large enough, and everyone can indulge, but it’s about defining particulars.”
The Comparison with Dubai
Is Saudi Arabia tracing Dubai’s beaten tracks?
“You cannot compare a country’s development with a city’s”, says AlJohara, as a matter of fact. But, as a Saudi national, she does not take offence to the regular comparisons. To her, the ‘Middle East’ is one unified region; inspiring one another is part and parcel.
On the other hand, Tom sees a similar trajectory between the two in terms of building infrastructure to enhance tourism. While Gareth acknowledges that aspect, he also feels that Saudi Arabia’s transformation from a country majorly dependent on oil for its sustenance will have greater global impact.
“I see Saudi Arabia and the UAE as two hyperbolic curves intersecting, ” Chadi specifies. “In Saudi Arabia, it is the power of the local population, and in Dubai, the expat population’s investment is driving culture. That’s why companies in Saudi Arabia will serve the UAE, and companies in the UAE will serve Saudi Arabia. They will feed off these synergies, hence a comparison cannot be seemingly straight-forward.”
The evening concluded with the attendees and panellists enjoying delectable bites and light music. Conservations about Saudi Arabia continued to make rounds amongst the crowd as they networked until hours later. And just like that, ‘Around Design. Meet Talk Connect’ by Atlas Concorde brought Dubai Design Week’s mid-week to an eventful close.
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Date added:
28 November, 2023
