Alserkal Avenue has recently become an arts and culture district for Dubai.
Originally an industrial area consisting of thirty-nine warehouses, the district evolved naturally, with the first gallery, Ayyam Gallery, moving into the district in 2008. The original warehouses have since been converted into art galleries, design studios, a private museum and a performing arts space.
Pragma was asked by Alserkal Avenue Arts District, Dubai to advise on the space and category mix of Phase 2 of the development’s expansion.
Conducted a programme of qualitative and quantitative research in order to evaluate the user composition, their needs and expectations
Development of the concept and mix, including space allocation across Phases 1 and 2 of the development.
Identified alternative sources of revenue and their potential
Advised and assisted in processes for securing the optimum tenant mix
Pragma’s work assisted the client in understanding and implementing the appropriate tenant mix in the development, as well as in securing ideal tenants for Phase 2 of the Alserkal Avenue development.