Alserkal Avenue
Alserkal Avenue Dubai, UAE

Redefining strategic direction and operational efficiency of Dubai’s cultural landmark

客户

Alserkal

挑战

Founded in 2007, Dubai’s Alserkal Avenue is the region’s foremost cultural district with 40,000m2 of international art galleries, workshops, artisans, F&B and other features. As a long-time expert advisor to Alserkal Avenue, Benoy’s Commercial Strategy team (formerly Pragma) has been commissioned on four occasions at key points in the development’s lifecycle to steer its expansion, operations and strategic trajectory.

解决方案

In 2013, we were commissioned to advise on the expansion of Alserkal Avenue. Through qualitative and quantitative research, we helped the Alserkal team understand the user composition, tenant requirements and optimum space allocations.

In 2017, we returned to reassess the needs and requirements of the Avenue’s customer base, tenants and business partners. Our work provided clear guidance on the steps Alserkal Avenue should take in the next stage of its evolution.

With our longstanding experience supporting Alserkal Avenue, we were once again commissioned in 2022 to develop a market and commercial strategy study. We built a robust evidence base of visitor behaviour, occupier needs and perceptions to inform business strategy and shape the future direction of the business.

In 2023, Alserkal grew at a rapid pace, in line with the expansion of the Avenue and other business verticals, such as the Advisory and Arts Foundation. During this time, we advised on refinements to its operating model and developed a comprehensive implementation plan. This work led to marked improvements in the group’s internal processes and operational efficiency.

结果

Our input has helped the Avenue grow from a small-scale, niche, gallery-focused attraction into a multi-use, large commercial development, while retaining the industrial-chic and organic characteristics that define its origins.

The 2013 expansion helped Alserkal Avenue gain more traction within the UAE, with an improved tenant mix and a more diverse visitor base. Our 2017 recommendations redefined key USPs and strategic direction for the future, in support of the hub’s continued growth and maturing proposition. In 2022 and 2023, we helped to develop new commercial opportunities for Alserkal Avenue in addition to improving internal operational efficiencies.