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For example, the new Welcome Park at the main entrance of the mall, is one of the leading international universities and a research centre.
a prime point for the entire community with the first sky fountain in Qatar, Another of their projects is still in the design stage and expected to be
an events area and 2,000sq m of multi-purpose space, with food & beverage sat within the fast-growing community of E-sports. APM has envisioned
DEVELOPER PROFILE - ASSETS PROPERTIES MANAGEMENT outlets and new leasable areas to accommodate upcoming brands on-site. this scheme as a way to provide a flexible space to host emerging new
generation trends based on new technologies and virtual reality. The
Meanwhile, the Grand Zone aims to support the Mall’s long-term
vision of building a new active community with unique offerings project, which is being developed within the vicinity of Mall of Qatar,
and lifestyle opportunities within the same precinct. It comprises 15 is projected to feature an E-Sports Arena, E-Sports Training Facilities,
residential buildings, which feature 1,013 units all fully leased to Qatar Product Presentation Hall, Digital Art, Digital Landscape, Drone
The Boulevard
Th e Boule v ard Airways cabin crew and it will be within walking distance of the site. Racetrack, Light Festival and Virtual Reality Arena.
Doha, Qatar
Doh a, Qatar As Qatar strives to transition from its carbon-based economy to a With the new world embracing digitisation and with customers engaging
knowledge-based economy by continuously investing in education and in real time, Mourani feels no marketing strategy can be complete without
research, Sherbone School is another project that APM holds close to the inclusion of social media, personalisation and online communication.
their heart and the Mall of Qatar is proud to host such a one-of-a-kind “We are very active on all social media platforms not only to engage
facility within its surrounding area. with customers, but also to keep them informed on new developments
“In the years since its launch, the mall has attracted many renowned and events. We have focused on marketing automation this year with
international brands and today numerous others want to join our expanding a customer relationship program to better cater to customers’ needs
retail offerings. The mall is also recording an increase in the number of food and expectations.”
concepts being introduced this year, to enhance the dining experience and When speaking about the company’s key point of difference when
satisfy the culinary cravings of our valued clientele with the most celebrated compared with other businesses in their sector, the CEO explains
casual dining concepts as well as some of the most exclusive fine dining that APM’s main strength is their ability to leverage their size, history,
experiences. Not only that, with our unrelenting efforts, Mall of Qatar is achievements and expertise.
regaining its position as the number one to-go entertainment destination “We work in specialisation, to ensure that each business strives to
featuring a number of shows, concerts and activations to provide a holistic achieve the organisation’s objectives and goals. Our leaders proactively
experience for our guests,” explains Mourani. work together in multi-disciplinary groups, ensuring that each business
Away from the Mall of Qatar project, The Boulevard is a dedicated thrives and flourishes,” says Mourani.
outdoor street with unique and futuristic architecture, fascinating As is the case with any company growing at a fast pace, managing
designs and air-conditioned walkways. It consists of over 100 new this growth is pivotal and it needs to be done efficiently, this is the
units that will include retail stores, specialty stores, food and beverage greatest challenge facing APM in the near future so that the output is not
and entertainment units in addition to a renowned international brand compromised in any manner, according to Rony.
flagship store in the central plaza. “Our brand remains focused and committed to Qatar’s ambitious
In addition and in-line with the education pillar of the Qatar National development plan in line with the Qatar National Vision 2030. I would
Vision 2030, their proposed university campus will be an extension to the like to take this opportunity to say we are lucky to be operating in
Qatar Foundation Education City – a creative and imaginative space, where Qatar, a country with visionary leadership that is forward-thinking and
the latest technology development discoveries manifest. The area will be investment-friendly.”
comprised of a Primary and Secondary School, a Post Graduate Campus of www.assets-intl.com

Mall of Qatar
Doha, Qatar

Evolving Every Day

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.

fast-growing regional multi-service company, Assets Properties stories of APM, and the mall has been growing in strength ever since its
Management (APM) strives to lead the real estate market launch. The spotlight will be put on the development, and indeed the Mall of Qatar Welcome Park
Doha, Qatar
Doha, Qatar
thr
A ough sustainable development and stimulating economic region of Qatar more than ever later this year when the country plays
growth to improve people’s living and working condition. The business host to the 2022 FIFA World Cup.
aims to create value beyond real estate by shaping the future of how we “Over 1.5 million fans are expected in Qatar to witness the World
live, work and evolve. Cup and its many stadiums built to accommodate the visitors, with one
Its disciplines and expertise encompasses advisory services for of the most prominent ones being Al Rayyan Stadium which is a short
strategic planning, marketing & events management, leasing & brokerage walk from Mall of Qatar,” highlights Rony Mourani, CEO of Assets
services, finance and banking management, property management, Properties Management.
fully integrated facilities management, asset management, tenant fit- “We believe that there would be a surge in demand for hotel accommodation
out delivery management, human resources services & government and other hospitality services, as well as convenient shopping. This is where
relations, and retail development. our five-star Al Rayyan Hotel Doha will play a substantial role to augment the
The company continues to expand the offerings within its portfolio Mall of Qatar shopping and leisure experience.”
across a multitude of various sectors in order to play their part in To accommodate this unprecedented surge in tourism, behind the
achieving the objectives of the Qatar National Vision 2030. scenes APM have been preparing the Mall of Qatar by implementing a
The Mall of Qatar, which launched in 2016, is one of the major success host of new features and activations.