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Assets Properties Management – Evolving Every Day

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Assets Properties Management, part of the Qatar-based Power International Holding Group, is a multi-sectoral organisation that caters to the ever-evolving needs of society. In this interview, RLI sits down with company CEO Rony Mourani to discuss its rapid growth, its expanding portfolio and its objectives moving forward.

A fast-growing regional multi-service company, Assets Properties Management (APM) strives to lead the real estate market through sustainable development and stimulating economic growth to improve people’s living and working condition. The business aims to create value beyond real estate by shaping the future of how we live, work and evolve.
Its disciplines and expertise encompasses advisory services for strategic planning, marketing & events management, leasing & brokerage services, finance and banking management, property management, fully integrated facilities management, asset management, tenant fit-out delivery management, human resources services & government relations, and retail development.

The company continues to expand the offerings within its portfolio across a multitude of various sectors in order to play their part in achieving the objectives of the Qatar National Vision 2030.

The Mall of Qatar, which launched in 2016, is one of the major success stories of APM, and the mall has been growing in strength ever since its launch. The spotlight will be put on the development, and indeed the region of Qatar more than ever later this year when the country plays host to the 2022 FIFA World Cup.

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Mall of Qatar
Doha, Qatar

“Over 1.5 million fans are expected in Qatar to witness the World Cup and its many stadiums built to accommodate the visitors, with one of the most prominent ones being Al Rayyan Stadium which is a short walk from Mall of Qatar,” highlights Rony Mourani, CEO of Assets Properties Management.

“We believe that there would be a surge in demand for hotel accommodation and other hospitality services, as well as convenient shopping. This is where our five-star Al Rayyan Hotel Doha will play a substantial role to augment the Mall of Qatar shopping and leisure experience.”

To accommodate this unprecedented surge in tourism, behind the scenes APM have been preparing the Mall of Qatar by implementing a host of new features and activations.

For example, the new Welcome Park at the main entrance of the mall, is a prime point for the entire community with the first sky fountain in Qatar, an events area and 2,000sq m of multi-purpose space, with food & beverage outlets and new leasable areas to accommodate upcoming brands on-site.

Meanwhile, the Grand Zone aims to support the Mall’s long-term vision of building a new active community with unique offerings and lifestyle opportunities within the same precinct. It comprises 15 residential buildings, which feature 1,013 units all fully leased to Qatar Airways cabin crew and it will be within walking distance of the site.

As Qatar strives to transition from its carbon-based economy to a knowledge-based economy by continuously investing in education and research, Sherbone School is another project that APM holds close to their heart and the Mall of Qatar is proud to host such a one-of-a-kind facility within its surrounding area.

“In the years since its launch, the mall has attracted many renowned international brands and today numerous others want to join our expanding retail offerings. The mall is also recording an increase in the number of food concepts being introduced this year, to enhance the dining experience and satisfy the culinary cravings of our valued clientele with the most celebrated casual dining concepts as well as some of the most exclusive fine dining experiences. Not only that, with our unrelenting efforts, Mall of Qatar is regaining its position as the number one to-go entertainment destination featuring a number of shows, concerts and activations to provide a holistic experience for our guests,” explains Mourani.

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Mall of Qatar
Doha, Qatar

Away from the Mall of Qatar project, The Boulevard is a dedicated outdoor street with unique and futuristic architecture, fascinating designs and air-conditioned walkways. It consists of over 100 new units that will include retail stores, specialty stores, food and beverage and entertainment units in addition to a renowned international brand flagship store in the central plaza.

In addition and in-line with the education pillar of the Qatar National Vision 2030, their proposed university campus will be an extension to the Qatar Foundation Education City – a creative and imaginative space, where the latest technology development discoveries manifest. The area will be comprised of a Primary and Secondary School, a Post Graduate Campus of one of the leading international universities and a research centre.

Another of their projects is still in the design stage and expected to be sat within the fast-growing community of E-sports. APM has envisioned this scheme as a way to provide a flexible space to host emerging new generation trends based on new technologies and virtual reality. The project, which is being developed within the vicinity of Mall of Qatar, is projected to feature an E-Sports Arena, E-Sports Training Facilities, Product Presentation Hall, Digital Art, Digital Landscape, Drone Racetrack, Light Festival and Virtual Reality Arena.

With the new world embracing digitisation and with customers engaging in real time, Mourani feels no marketing strategy can be complete without the inclusion of social media, personalisation and online communication.

“We are very active on all social media platforms not only to engage with customers, but also to keep them informed on new developments and events. We have focused on marketing automation this year with a customer relationship program to better cater to customers’ needs
and expectations.”

When speaking about the company’s key point of difference when compared with other businesses in their sector, the CEO explains that APM’s main strength is their ability to leverage their size, history, achievements and expertise.

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“We work in specialisation, to ensure that each business strives to achieve the organisation’s objectives and goals. Our leaders proactively work together in multi-disciplinary groups, ensuring that each business thrives and flourishes,” says Mourani.

As is the case with any company growing at a fast pace, managing this growth is pivotal and it needs to be done efficiently, this is the greatest challenge facing APM in the near future so that the output is not compromised in any manner, according to Rony.

“Our brand remains focused and committed to Qatar’s ambitious development plan in line with the Qatar National Vision 2030. I would like to take this opportunity to say we are lucky to be operating in Qatar, a country with visionary leadership that is forward-thinking and investment-friendly.”