Rafal Real Estate’s 3,500-Unit Residential Project: Creating Sustainable, Engaging Communities in Riyadh

How will you integrate the entertainment solutions from IAAPA into existing architectural and co-living infrastructure plans?

At Rafal, our strategy is focused on two key verticals: co-living and housing. We have already secured five co-living projects, strategically located in prime areas near metro stations. These developments are designed to cater to a diverse audience, including expats, young professionals, business owners, and executives seeking mid-term accommodation while transitioning to permanent housing. The primary focus of these projects is fostering engagement and building vibrant communities.

To achieve this, our designs incorporate co-working spaces, entertainment zones, and innovative indoor solutions tailored for co-living environments. We are particularly excited about the potential offerings from IAAPA exhibitors, as their entertainment solutions align perfectly with our vision. Despite space constraints, we plan to include amenities like swimming pools, gyms, and various indoor activities to enhance the living experience.

In addition, we have embarked on a landmark residential project comprising more than 3,500 apartments, complemented by the development of a unique park overlooking these residences. This park is envisioned as an innovative, family-friendly space featuring entertainment solutions that bring communities together. Key elements include lush landscaping, an artificial wadi, and interactive spaces for children and families. Upon completion, this park will be the second-largest of its kind in Riyadh, after King Salman Park.

IAAPA, as one of the world’s largest expos, offers an unparalleled platform to explore cutting-edge entertainment solutions. For us, it represents an opportunity to integrate modern, sustainable, and creative elements into both our co-living and residential projects, ensuring a vibrant and engaging experience for all residents.

What key metrics will you use to measure the success of these entertainment amenities in boosting community engagement and resident satisfaction?

Measuring the success of our entertainment amenities is a critical aspect of our vision at Rafal. While it may be early to define specific metrics, we believe in proactively integrating these considerations during the design phase. By doing so, we can ensure a meaningful and lasting impact on the community and its surroundings.

The government’s vision places a strong emphasis on enhancing quality of life, and we are committed to aligning with this goal. Key metrics we plan to evaluate include resident satisfaction surveys, levels of participation in community events, and the overall utilization rate of entertainment amenities. Additionally, we will assess the sense of belonging and engagement within the community, gauging how well these amenities foster connections among residents.

Ultimately, we aim to create spaces that not only meet the practical needs of our residents but also contribute to a more enjoyable, comfortable, and vibrant lifestyle, in line with the Kingdom’s broader objectives for societal well-being.

How will you ensure the international entertainment solutions you’re exploring are culturally appropriate and resonate with the local Saudi community?

Many of the companies and individuals I engaged with at IAAPA already have a strong interest in Saudi Arabia and are actively involved in some projects. This familiarity with the Saudi market, culture, and the expectations of our community is a significant advantage. Many of these companies have collaborated with entities in Saudi Arabia like Qiddiya, SEVEN, NEC (National Events Center) and other prominent organizations, giving them valuable insights into our cultural norms and preferences.

Interestingly, during our discussions, several of them asked why a real estate developer like Rafal was attending IAAPA. When I explained our proactive and innovative approach—exploring entertainment solutions that align with the future needs of our projects—they were highly impressed. They appreciated that we are not just following trends but shaping them by integrating entertainment solutions into our developments early in the process.

Their enthusiasm to collaborate with Rafal stems from our forward-thinking strategy, which ensures that the solutions we adopt are not only cutting-edge but also deeply aligned with the cultural and social fabric of Saudi Arabia. This alignment is crucial for creating meaningful, engaging spaces that truly resonate with the local community.

Can you elaborate on the sustainable technologies or environmentally friendly features you are considering to ensure long-term ecological balance?

At Rafal, sustainability is at the core of our development philosophy. We prioritize creating long-term value for our clients, stakeholders, and communities by integrating environmentally friendly features and sustainable technologies into our projects. Our primary focus is on the end user—ensuring the spaces we create are not only functional but also efficient and beneficial for daily living.

To achieve this, we are committed to providing durable, low-maintenance equipment and solutions that support sustainable living. From energy-efficient systems to green building materials, we aim to reduce the ecological footprint of our developments while enhancing the quality of life for residents.

This focus is critical for us as developers because our projects will carry our name for years to come. By building sustainable communities that stand the test of time, we protect our reputation and contribute to the Kingdom’s broader environmental stewardship goals and quality-of-life improvement.

How will you ensure the selected entertainment amenities remain adaptable and scalable as your projects grow and community needs evolve?

Our approach is rooted in adaptability and proactive planning. In the first phase of the project, we have a defined number of units, but our strategy is designed to evolve as the project expands. A key focus at this stage is the development of the park overlooking these units, ensuring it complements the community and meets the residents’ needs.

To achieve this, we prioritize understanding the resident mix, their preferences, and their evolving expectations. We often conduct surveys during the early phases to gather insights into what residents value most—whether it’s outdoor sports facilities, green spaces, or other amenities.

This feedback guides the design and scalability of our entertainment features, allowing us to tailor the park and other facilities to their interests. By engaging with residents from the beginning, we ensure that our developments foster vibrant, sustainable communities that can adapt to future needs and preferences.

What criteria guide your selection of partners and vendors at IAAPA, and how will you maintain these partnerships to ensure ongoing innovation and support?

Our selection of partners and vendors at IAAPA is guided by a collaborative and multidisciplinary approach. The process involves our business development team, which oversees the design and strategic elements, and our operator responsible for managing the communities. Additionally, we leverage the expertise of our sister company, Madar FM, to ensure all teams are aligned and contribute effectively.

We establish clear specifications for our projects, focusing on what needs to be outsourced versus what we can deliver internally to enhance the community experience. These specifications are outlined in a detailed Request for Proposal (RFP) document, which is shared with vendors and suppliers whose solutions align with our project requirements.

Maintaining these partnerships is equally important. We emphasize long-term collaboration to ensure that the selected vendors and partners continue to bring innovation, high-quality solutions, and ongoing support that aligns with our vision for vibrant, sustainable communities.

Are there any regulatory or compliance considerations to address when introducing these cutting-edge entertainment solutions?

Regulatory and compliance considerations are always a priority, and a significant aspect involves adhering to the design guidelines set to the project. These guidelines encompass critical specifications, such as the placement of features, layout of the park, pedestrian walkways, and other essential elements. Ensuring compliance with these guidelines is integral from the early stages of planning and design.

The vision and requirements shape our approach, ensuring alignment with broader district objectives while maintaining regulatory compliance.

How will resident feedback be gathered and used to refine entertainment offerings, ensuring they align with community preferences?

Resident feedback plays a crucial role in shaping and refining our entertainment offerings. To ensure alignment with community preferences, we actively gather insights through surveys, focus groups, and ongoing engagement with residents. This allows us to understand their evolving needs and interests.

Many entertainment solutions we implement are designed to foster community connections, such as interactive group games that encourage collaboration. Some activities will be guided by on-site operators, while others will be intuitive and accessible, allowing residents to participate independently.

By continuously incorporating feedback into our plans, we aim to create dynamic, adaptable, and inclusive entertainment spaces that resonate with our residents and strengthen the sense of community.

Beyond aligning with Vision 2030, how do you see these entertainment amenities impacting local job creation, tourism, and the regional economy?

Leisure and entertainment play a pivotal role in the development of the country, contributing to job creation, tourism growth, and the regional economy. Mega projects such as Sports Boulevard, Diriyah Gate, Qiddiya, King Salman Park, King Abdullah Financial District (KAFD) and The New Murabba are clear examples of initiatives designed to attract visitors and foster a scalable economy. These projects not only support Vision 2030 but also create numerous employment opportunities, enhance the quality of life, and elevate the overall experience for residents and tourists alike.

In Riyadh, where there is no coastline, entertainment options become even more critical, particularly during the winter months when outdoor activities are at their peak. With the recent introduction of the metro system, navigating the city has become significantly more convenient, reducing traffic congestion and encouraging people to explore entertainment hubs across the city. Personally, I used to hesitate before taking my kids out to enjoy activities, but the accessibility provided by well-distributed metro stations has transformed how we experience Riyadh.

Looking ahead, plans to expand the metro system beyond Riyadh will further boost accessibility and connectivity, opening up new opportunities for entertainment and leisure. These advancements not only improve quality of life but also drive economic growth by attracting more visitors, creating jobs, and generating revenue to support ongoing and future projects. The entertainment sector is truly emerging as a cornerstone of sustainable economic development in the region.

What are your main projects and current areas of focus right now?

At Rafal, we are currently spearheading several significant projects, with a strategic focus on both co-living and residential developments. One of our standout projects is Alegria, located in the prestigious AlNarjes district.

Our co-living strategy emphasizes “build-to-lease” rather than “build-to-sell.” In 2024, we successfully secured five co-living projects, most of which are now in the final stages of design. Looking ahead to 2025, we aim to expand further by securing an additional five projects. These developments are designed to foster community engagement, offering shared spaces and innovative solutions that cater to the needs of expats, youth, and professionals.

In parallel, our housing division is progressing with a major project in partnership with the National Housing Company (NHC). This ambitious initiative, featuring more than 3,500 residential units, in partnership with CITIC Construction, a globally renowned contractor and one of the largest in China. This collaboration underscores our commitment to delivering high-quality, sustainable residential solutions, making it a key area of focus for Rafal at the moment.

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