Alserkal Avenue, Commercial Strategy
Alserkal Avenue Dubai, UAE

Shaping the strategic direction of Dubai’s leading cultural district

Service

Commercial Strategy

Sector

Mixed use, Culture + Civic

Client

Alserkal

Solution

Founded in 2007, Alserkal Avenue is the region’s foremost cultural district, with 40,000m² of international art galleries, workshops, artisan spaces and food and beverage. As a long-standing advisor to Alserkal, Benoy (then Pragma) has been commissioned on four occasions at key points in the development’s lifecycle to steer its expansion, operations and strategic trajectory.

Four commissions across the lifecycle

In 2013, we advised on the Avenue’s expansion. Through qualitative and quantitative research, we helped the team understand user composition, tenant requirements and optimum space allocations, broadening the tenant mix and diversifying the visitor base. In 2017, we returned to reassess the needs of the Avenue’s customers, tenants and partners, redefining its core strengths and strategic direction in support of continued growth. In 2022, we developed a market and commercial strategy study, assembling a robust evidence base of visitor behaviour and occupier needs to shape the future direction of the organisation. In 2023, as Alserkal grew alongside its Advisory and Arts Foundation verticals, we advised on refinements to the operating model and developed an implementation plan, leading to measurable improvements in internal processes and operational efficiency.

From niche attraction to mixed-use district

Our input has helped the Avenue grow from a niche, gallery-focused attraction into a large mixed-use commercial development, while retaining the industrial-chic character that defines its origins.