Mina District, Doha, Qatar
The optimum proposition for a major new Middle East development
Impact
The result of Pragma’s work was a thorough understanding of the addressable market for the development, the optimum proposition to best compete in the market, and the level of space supportable. This fed into the design brief for the development, ensuring commercial viability.
About the Brand
Pragma was part of the Dar-led project team for the design of a new shopping and leisure village in Doha Port.
It was designed to provide a new and attractive mixed-use destination for the city, with heritage design and waterfront promenades; quite apart from the multitude of covered malls that are currently available to consumers.
The Task
Pragma was commissioned to undertake a commercial insight study to input into the design brief for a new mixed-use development in Doha. We were tasked with examining market dynamics from the demand and supply perspectives, developing an appealing and relevant commercial proposition, and advising on the optimum level of space supportable.
What we did
- Audited the existing and future supply of retail developments, and advised on how best to provide a strong proposition and compete with a strong pipeline
- Carried out in-depth interviews with key consumer types and examined demographic and macro-economic data, in order to develop the site’s catchment area and understand the potential addressable market
- Created a bespoke space supportable model, which allowed us to advise on expected footfall levels and thus recommend GLA across the key commercial categories
- Benchmarked a number of key mixed-use developments from across the world, to provide learnings from best-in-class facilities and guide the scheme’s offer
- Worked with Portland Design to recommend the optimum commercial block planning for the development, with appropriate zoning and unit configuration
