A Vision of the Future in Qatar: New Mall Embodies New Dawn in Retail Experience

01/08/2016
The Mall of Qatar is one of the world's most anticipated projects. Blending artistry in architecture with the pleasure of a whole new retail experience, the Mall establishes Qatar as a destination of choice for those seeking world-class luxury and entertainment.

The Mall opens in the latter part of 2016 and is spread over 5.4 million square feet with over 500 retail outlets, including a luxury hotel, cineplex and entertainment theatre.
An international team of consultants is involved in the design and execution of Mall of Qatar. Chapman Taylor, one of the world's foremost firms in retail and entertainment design is the design architect for the project. McARTHUR + COMPANY, with their stellar regional and international reputation in shopping center solutions, are providing the leasing and marketing expertise. They are both supported by a strong team of local and international professionals, including General Manager Rony Mourani.
Mourani brings his 12 years of regional mall management, marketing and leasing expertise in the UAE to Mall of Qatar, and met with After Nyne when he was in London to talk to us about this visionary new project

How have the team behind the Mall struck the balance between artistry and commerce in bringing the project to fruition?

The commercial inputs from the client and the different tenants were always regarded as opportunities for an architecturally artistic approach instead of as a burden. We had to consider the following:

1.-The need for an outstanding façade towards the new metro station which would work as a lure for the Qatar Rail passenger during the day and at night, together with the Mall’s VIP Area luxurious personality crystallized into the jewels concept . This ‘jewels façade’ works both as a commercially attractive feature and as a symbolic, artistic element. It gives the whole project a leitmotif and an iconic presence, integrated within the series of ambitious buildings confronting the highway such as the Education City complex or the Qatar National Convention Center.

2. The necessary logic of advertising is melted into the design from the very beginning. The use of straightforward geometries that are able to accommodate branding opportunities is a constant in the rest of the building perimeter, achieving at the same time an eye-catching envelope and a balanced composition.

3. Rather than seeking an artificial uniformity, the interior design is tailored to the commercial needs of every specific part of the building. Glazed modernity and stone cladded tradition are confronted within the Luxury area, whereas a science-fiction inspired design applies for the fantastic Oasis and Food court environments. A wide variety of ceilings, shop fronts and balustrades allow the building to express its rich design genetic code while keeping it commercially sound.

In the team's opinion, how is art, the art market and artistic enterprise, positioned within the emerging world economies such as Qatar?

Art is a fundamental tool in Qatar’s and other emerging economies’ efforts to be recognized as one of the most prosperous, successful and sophisticated countries in the world. The Government, and specifically the Royal Family, is supporting Art as an essential part of the country’s brand. Qatar has changed not only its urban landscape but also its position in regard to the artistic approach: sculpture, painting, media art, film making and, of course, architecture, are considered as an expression of Qatar’s praise for excellence.
The best architects in the world have contributed to enhance the urban landscape: from Arata Isozaki and Rem Koolhaas’ Education City to Jean Nouvel’s striking Doha Tower and National Museum of Qatar to the world-renowned I.M. Pei’s Museum of Islamic Art and its splendid ancient art collection. These buildings have changed forever the relation between the Desert, the City and the Sea.

How do the Mall team view Qatar's role as an Ambassador for art and architecture in the Middle East? How do they balance that with a focus on growing the economy?

Qatar is now considered as a benchmark among the Middle East countries both for its selective art collection and for its daring architecture and urban design. The impact of Qatar in the artistic world is far beyond its size and population.
Qatar’s efforts to build a sustainable economy for the future aim at diversifying fields based on knowledge and excellence rather than just on energy production. Art and Architecture are, as well as Technology, Science and Sports two of the main bets of the Government in their Vision 2030 of a wealthy, balanced and well developed country.

For information, visit the Mall of Qatar website at http://www.mallofqatar.com.qa

Fonte:http://www.afternyne.com/#!A-Vision-of-the-Future-in-Qatar-New-Mall-Embodies-New-Dawn-in-Retail-Experience/colb/579b53aa0cf29b70b6d380cc

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