CBRE
*While confidentiality agreements limit what I can share, the following details are publicly available.
Consultancy services for city masterplan in collaboration with Zaha Hadid Architects. The $1.3 billion Al Khuwair Muscat Downtown and Waterfront development, designed by Zaha Hadid Architects (ZHA), represents a major branding effort for Oman, positioning Muscat as a modern, sustainable, and investment-friendly destination. By integrating futuristic design, eco-friendly infrastructure, and pedestrian-friendly spaces, the project aligns with Oman’s National Vision 2040 to diversify its economy beyond oil and attract global investors. The involvement of ZHA, a globally renowned firm with a legacy of cutting-edge architectural achievements, further elevates the development’s prestige, reinforcing Muscat’s image as a forward-thinking, world-class urban hub.
MY ROLE:
NAMING
BRAND STRATEGY
TARGET AUDIENCE & USER JOURNEYS
PLACEMAKING
The Brief
Align the the goals and standards set by the Oman Vision 2040 with our placemaking strategy.
The Challenge
Oman wants to stand out from their opulent neighbors which requires a a fresh and unique take on Oman’s vision of a futuristic city, it’s occupants, and visitors.
What I did
We develop the target audiences, user journeys and placemaking strategies for the future-forward development while staying true to the roots and legacy of Omani culture.
