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Insights by Ammar Al Assam, CEO
What are the latest exciting projects you are working on that will come to life in the near future?
We are currently working on multiple hospitality, residential, and entertainment projects across the UAE, Saudi Arabia, and Southeast Asia. Recently, one of our luxury residential projects, La Mazzoni on Al Marjan Island in Ras Al Khaimah, was launched to the public. This follows another luxury residential development at the same destination, La Mer by Elie Saab, which has garnered significant attention due to its collaboration with renowned Lebanese couture designer Elie Saab.
Meanwhile, we are proud to serve as the lead design consultant for Aquarabia Water Park in Qiddiya City, Saudi Arabia. This landmark project, the largest of its kind in the Middle East, is on track for inauguration this year.

FlyDubai HQ
Could you mention some of your latest projects or achievements as a firm (Top 3)?
– Launching our in-house landscape design department was a significant achievement, enabling us to offer a wider range of services to our clients at competitive prices.
– Winning the Commercial Architecture award for our design of the flydubai Campus at the Identity Design Awards 2024 was a well-deserved recognition of the efforts of our design teams.
– Witnessing the opening of two landmark resorts in the Red Sea last year—The St. Regis Red Sea Resort and Nujuma, a Ritz-Carlton Reserve—was a proud moment for us. Serving as the lead design consultant for these projects, we are delighted to have contributed to their successful completion.
– Expanding our expertise to include theme and water parks, further diversifying our portfolio.
– Presenting our latest innovations in AI-augmented BIM and automation alongside some of the world’s leading technology innovators at the Autodesk University (AU) 2024 in San Diego, USA.
– Acquiring a majority stake in DesignLab, a renowned Singapore-based hospitality design firm, marked a key milestone in strengthening our capabilities in the hospitality sector.
How would you describe your design philosophy?
We are a leading multidisciplinary architectural design firm dedicated to creating unique, sustainable projects that deliver long-term value to our clients and the communities they serve.
As this is the Power Issue, what empowers you and your team?
We pride ourselves on consistently going the extra mile to exceed our clients’ expectations and requirements. We also see significant opportunities in empowering our teams through the adoption of emerging technologies, such as AI—a commitment demonstrated by our participation in the 2024 Autodesk University Conference in San Diego.
We are also deeply committed to investing in young talent. By fostering a sense of ownership and providing growth opportunities, we aim to empower our younger employees to gain the confidence and experience needed to become future leaders within the company.
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