Alserkal Initiatives, UAE
Redefining strategic direction and operational efficiency
Impact
The 2013 expansion helped Alserkal Avenue gain more traction within the UAE, with an improved tenant mix and a more diverse visitor base. Our 2017 recommendations redefined key USPs and strategic direction for the future, in support of the hub’s continued growth and maturing proposition. In 2022 and 2023, we worked closely with the Alserkal team to develop new commercial opportunities for Alserkal Avenue in addition to improving internal operational efficiencies.
About the Brand
Founded in 2007 in Dubai, Alserkal Avenue is now the region’s foremost cultural district. Across 40,000 sqm, it offers international art galleries, workshops, artisans, F&B and other features.
Since its inception, the Avenue has grown from a small-scale, niche, gallery-focused attraction to the multi-use, large commercial development that it now is, whilst retaining the industrial-chic and organic characteristics that define it.
The Task
Pragma has been a long-time expert advisor to Alserkal Avenue, and has been commissioned on four major projects at key points in the development’s lifecycle.
What we did
2013 – Planned expansion
In 2013, Pragma was commissioned to advise on the expansion of Alserkal Avenue. Through qualitative and quantitative research, Pragma helped the Alserkal team to understand the user composition, tenant requirements and optimum space allocations.
2017 – Defining the future direction
In 2017, Pragma returned to reassess the needs and requirements of the Avenue’s customer base, tenants and business partners. Our work provided clear guidance on the steps Alserkal Avenue should take in the next stage of evolution.
2022 – Exploring commercial opportunities
With longstanding experience supporting Alserkal Avenue, Pragma was commissioned to develop a market and commercial strategy study. Pragma built a robust evidence base of visitor behaviour, occupier needs and perceptions to inform business strategy and shape the future direction of the business.
2023 – Improving internal operational efficiency
Alserkal Initiatives has grown at a rapid pace, in line with the expansion of the Avenue and other business verticals, such as the Advisory and Arts Foundation. At this key point in the business’ development, Pragma advised on refinements to the current operating model and developed a comprehensive implementation plan. This work led to marked improvements in the group’s internal processes and operational efficiency.
