The Boulevard: a first-of-its-kind project in Amman

RetailME Bureau

The Boulevard in Jordan is a $300 million mixed-use project under construction in the city centre of its capital Amman, and expected to open in 2013. The project will have 12 buildings along a 370m-long pedestrian spine with retail stores on both sides. It will include 430,000 sqft of retail space on two levels of the buildings, 400 one-, two- and three-bedroom serviced apartments managed by Rotana, and about 320,000 sqft of office space.

The Boulevard is located within Amman’s Abdali New Downtown project and is being developed by Jordan-based Abdali Boulevard Company, a partnership between Abdali Investment and Development Psc and Kuwait-based United Real Estate Co. The downtown development is one of the biggest projects under construction in Jordan and will include the Abdali Mall, which is expected to be completed in 2014.

“The Boulevard is a first-of-its-kind project in Jordan that blends business, leisure and contemporary urban lifestyle. The project will boost tourism to Amman and across Jordan by serving as a safe place for tourists to stay in its luxury serviced apartments, dine at its fine-dining restaurants and shop at its high-end retail stores,” says Taher Al-Jaghbir, CEO, Boulevard.

Abdali Boulevard Company has started leasing the development’s 130 shops ranging in size from 500 sqft to 10,000 sqft. It is targeting multinational companies to rent office space and utilise the serviced apartments for its expatriate staff. The retail spaces for F&B outlets have been designed to capitalise on Amman’s climate, which is pleasant throughout most of the year. The outlets and coffee shops will have outdoor seating along the pedestrian spine.

“We expect to complete the Boulevard project by April 2013. We intend to have a tenant mix of top luxury and F&B brands and hope to open most of the stores by mid-2013,” says Al-Jaghbir.