One Ninety, LMD, Egypt

Impact

Pragma’s work has informed SOM’s development of the masterplan for One Ninety and construction is underway.

About the Brand

Starting out in 2017, LMD has progressed from a focus on Cairo to developing properties across the Middle East and Europe. It specialises in modern, mixed-use developments, with a focus on liveability and high standards of quality. One Ninety is well located in New Cairo, at the junction of two major thoroughfares, and is designed to provide a new way of living for the city.

The Task

Pragma was instructed, alongside global architect SOM, to identify market trends, target consumers and the competitive landscape for One Ninety, and ultimately to advise on the ideal retail proposition and space quantum. There was a clear need to better understand the scale and nature of the commercial opportunity at the site and the space it could support.

What we did

Pragma worked closely with the LMD and SOM teams to:

• Identify, segment and quantify the spend potential of the addressable audience at the site, including captive residents, workers and hotel guests, as well as the catchment and external visitors
• Review existing and planned market provision, to understand strengths and gaps in the market
• Prioritise the target audience, based on their spend potential and ease of attraction – considering proximity to One Ninety and competitor developments – and their ability to deliver LMD’s key success criteria
• Review global best practice and use learnings to inform the retail strategy at One Ninety
• Identify the required positioning of the commercial offer, across retail, F&B and leisure, and ultimately establish that a design district proposition would likely provide a strong point of difference
• Determine the optimum space supportable for the site, based on achievable sales densities and an assessment of likely market shares
• Provide guidance on the required changes to architectural plans to achieve commercial success