ROSHN, a leading real estate developer in Saudi Arabia, is committed to creating sustainable, innovative, and integrated communities that align with the ambitious goals of Saudi Vision 2030.
Speaking to Economy Middle East, Ghada Othman Alrumayan, group chief marketing and communications officer at ROSHN, explains how the group is developing large-scale mixed-use projects across the Kingdom, thus not only providing high-quality housing but also stimulating economic growth, creating jobs, and enhancing the overall quality of life.
Alrumayan also discusses the group’s recent branding and its innovative projects showcased at Cityscape Global 2024.
Edited excerpts:
How do ROSHN’s mixed-use communities align with Saudi Vision 2030?
ROSHN is committed to developing sustainable, innovative, and integrated projects that support key initiatives within Vision 2030, including the housing, quality-of-life, and PIF programs. Our large-scale developments across the Kingdom accommodate thousands, creating high-quality, human-centered spaces where people can live, work, and connect. By integrating energy-efficient designs and green spaces, ROSHN aligns with Vision 2030’s environmental objectives, fostering vibrant, sustainable communities and enhancing quality of life.
In addition to elevating living standards, ROSHN’s projects generate quality jobs, stimulate economic diversification, and create a lasting impact on the Kingdom’s economy. This positions ROSHN as a leader in urban development, increasing GDP contributions, attracting investment, and driving sustainable progress in support of Vision 2030.
How do ROSHN’s projects reflect the group’s evolving role in the Saudi real estate market?
ROSHN’s projects contribute to the Saudi real estate market by setting a benchmark for integrated, sustainable urban developments. Driven by extensive market research and a data-driven approach, our projects are designed to address diverse market needs through a blend of residential, commercial, and lifestyle offerings. These developments incorporate essential amenities, green spaces, and innovative infrastructure. This way, ROSHN enhances quality of life while supporting the Kingdom’s urban growth, positioning itself as a key player in shaping the future of real estate in Saudi Arabia.
What was the rationale behind the recent rebranding and how does the new identity reflect ROSHN’s core values?
ROSHN has embarked on a journey to push beyond the standards within the ever-evolving multi-asset class real estate sector throughout the Kingdom, and the journey has continued with both our geographic expansion across Saudi Arabia and business portfolio segmentation including education, retail, healthcare, hospitality, sports and more, showcased through projects such as Roshn Front and the recently announced iconic sports stadiums.
The core of our brand transformation program focuses on the commitment to enhancing quality of life, embracing and creatively driving innovation, and building a sustainable future where the way people live, work, play, stay, learn and care creates and promotes purpose through connecting with people, place and planet in a meaningful manner and within the culture of our people and organization.
Our new brand identity is a visual manifestation of this transformation at ROSHN, where authenticity and connectivity combine to showcase our foundation and values, celebrate our pride, and embrace a future where our group — comprising people, business verticals, services and partnerships — delivers our vision with maximum impact.
Can you provide insights into the specific projects that ROSHN showcased at Cityscape, and how will these projects contribute to the company’s vision of creating vibrant and sustainable destinations?
This is our second year sponsoring Cityscape Global as a founding partner, and we are committed to meaningful participation. At Cityscape, we are not just showcasing our integrated communities and unique destinations. We aim to provide an engaging experience that embodies ROSHN’s vision for creating vibrant, innovative and sustainable destination.
ROSHN is presenting its diverse developments, such as SEDRA & WAREFA in Riyadh, ALAROUS and MARAFY in Jeddah, ALFULWA & ALDANAH in the eastern region and our first community in Makkah, ALMANAR. Our vibrant communities combine style, quality, green spaces, pedestrian-friendly streets, and amenities, all designed to elevate the quality of life.
ROSHN is also presenting ROSHN Stadium, its upcoming multi-purpose venue in southwest Riyadh. Announced in July 2024, this stadium will accommodate 45,000 spectators and span over 450,000 square meters. The design, inspired by the urban fabric and architecture of central Saudi Arabia, features a modern crystalline structure. The project includes shops, restaurants, and hospitality venues, creating a cohesive, open environment.
Hackathon
We are proud to host Hackathon 24, the largest proptech hackathon in the region, a platform dedicated to inspiring innovation and collaboration in real estate. Bringing together over 200 participants and offering SAR1.5 million in prizes, this event empowers proptech entrepreneurs, nurtures technical talent, and strengthens tech communities. Building on last year’s success, this year’s hackathon expands to include green technologies, energy efficiency, and smart buildings, reinforcing ROSHN’s commitment to innovation and talent empowerment.
Our 1,440 square meter booth in Hall One is featuring our mixed-use destinations like ROSHN Front, MARAFY, and ROSHN Stadium, where visitors can explore the breadth of our offerings and gain insights into our commitment to integrated unique development.
Green initiative
As part of our ‘YUHYEEK’ CSR program, ROSHN is showcasing the ROSHN Green Initiative Center (RGIC), aligned with the Saudi Green Initiative and inaugurated on September 18, 2024. RGIC, a tree nursery and educational hub, will cultivate greenery to enrich ROSHN projects and surrounding areas, promoting sustainable practices like the circular economy, carbon reduction, and ecological regeneration. Equipped with advanced technology, the center can produce 2,000 trees annually and offers interactive learning experiences for the public. At Cityscape, visitors can explore an interactive display on native tree species, highlighting their environmental role and habitats.
Experience truck
The first of its kind in the MENA region, the experience offers Cityscape visitors a groundbreaking, immersive journey into life within ROSHN’s community. Upon entry, guests receive informational flyers and a brief introduction, setting the stage for an engaging tour. The experience begins with a holographic display showcasing a bird’s eye view of a selected zone. At the VR station, visitors explore unit interiors through VR headsets, experiencing the living spaces firsthand. They then move to the 3D maquette stand, where detailed models and floor plans of three units provide insights into layout and design. The journey culminates in the immersive room, where a visual tour of a ROSHN community unfolds across three walls, bringing the neighborhood’s vibrancy to life. The tour wraps up with a summary of key highlights, leaving visitors with a comprehensive feel for ROSHN’s innovative developments.
Supply chain forum
ROSHN also hosted the Supply Chain Forum at Cityscape, a platform dedicated to advancing discussions on local content development and establishing meaningful partnerships aligned with our vision to support the local private sector. This forum aims to empower and promote the growth and development of businesses (GDB), creating valuable opportunities that reinforce Saudi Arabia’s economic landscape. It acts as a catalyst for strengthening local businesses, enhancing cross-industry collaboration, and boosting the resilience and competitiveness of the Kingdom’s supply chain.
