The Dubai-based designer and project manager won the sympathies of Abu Dhabi’s Investment House for a complete new project concept; on which can be adapted for more than one location. ma tried to find out more about it.

Men & Architecture

October 2008

We are on our way to Shahram Foroughi, the owner, founder and principal of Edifice, a Dubai-based Expert in design and project development. We frequently talk to him because he always surprises us with stunning projects. The French Iranian architect worked for Legends Dubailand and at last for the Blue City, a new 250,000 resident city created in the coastal land of Oman.  we are very interested in knowing more about his new project. Shahram Foroughi Is working very quietly; no rumors, no big press coverage. He travels a lot and he does a lot of research – this takes a lot of time. And this is exactly what we found out when we met him in his home in Jumeirah: “I am very tired at the moment. so much traveling. Six to seven days of preparation and workshops per week.”

So what can we expect? Shahram Foroughi: “the master plan has the form, the shape and the idea of a Persian carpet.” What? “Yes, the project is named Porta Moda and is part of the Style City development. A mixed use project which can be used in different locations and countries after adapting the local circumstances.” Honestly speaking we first had to sort the facts: Abu Dhabi Investment House and Edifice, as concept developer and advisor from Dubai, are developing Style Cities in Morocco, India, Tunisia and Qatar. So far so good.

Since the beginning, the aim was to put more added value in a project. Edifice Started with the  concept studies with its associates from France Dominique Leon, Alban Guerin Surville and Harold Cornier And is now in the stage of developing it. “For us, it was clear that those projects are not only real estate projects any longer. The value and the interest generated for the end user are getting bigger and bigger.” This project is worth US$7 billion and the basic content is style and fashion.

It took a long time doing research to come up with the idea of this project. Edifice is working together with a worldwide network of experts such as Lydia Kamitsis Cultural and Fashion Consultant of France and RTKL Master Planners from the US. Edifice experts knew that the investor  was planning to use this concept in more than one location. So it was necessary to create a certain pattern which could be extended with different local conditions. For sure, it is not possible to design one master plan in Morocco, Tunisia, India and Qatar.

Edifice together with the partners started to create a DNA for the concept. Sounds funny but is true. “The DNA certainly different parts or sections. One for sure is a modern and urban architecture aimed at preserving local heritage. Another is the cultural and art district with museums and galleries. Then we have the very important part of long pedestrian ways – promenades like those in Paris or Milano connecting major elements including a large Festival Palace. Another aspect is living with nature. Another is sustainability. Another is the leisure and tourism aspect with special events. Also the education part with exhibitions is very important. All these blocks can be transformed in the selected locations. With local adaptations the concept will work”, Mr. Foroughi explains.

Why ADIH and Edifice are matching very well together? “We as designers and planners always start with great ambitions. However, the client wants to have a very efficient master plan. And with the growth of efficiency and zoning to separate the components, the death of the project comes closer and closer. sometimes it is better for a project to live and be more human and a bit less efficient. We have to go back to living with nature and integrate and converge the elements together. This will create more pedestrian walkways add linkage instead of making a city for cars. And ADIH has understood this concept from the beginning. They are pushing the project in the very right direction.”

Work is going ahead quickly with this project and we will be very curious about the next steps and results. And we want to know which project is already in Mr. Foroughi’s mind for our next talk.  We are sure it is going to be a stunning one.