CHALLENGE At the heart of New Murabba will sit Mukaab, one of the world’s largest planned structures and the centrepiece of a new downtown district designed to redefine how people live, work and socialise in Riyadh. The challenge was to create an F&B vision capable of supporting an unprecedented mix of retail, entertainment, hospitality and cultural experiences while ensuring long-term commercial viability at a scale never before seen in the region.
POWER OF HOSPITALITY THINKING™ Working alongside New Murabba and AtkinsRéalis, we developed the F&B strategy and planning principles for the district, defining the optimal mix of restaurants, cafés and social spaces across the masterplan. The work included visitor journey mapping, space allocation, experiential zoning and operator strategy, ensuring hospitality could support both destination appeal and commercial performance.
OUTCOME The project established a strategic framework for F&B across one of the world’s most ambitious urban developments, creating a roadmap for future concepts, operators and guest experiences. By balancing destination anchors with neighbourhood-scale hospitality, the strategy helped shape a commercially resilient ecosystem designed to support the future growth of Riyadh’s new downtown district.
Keane developed the F&B strategy and planning framework for Mukaab and the wider New Murabba masterplan, helping shape the hospitality vision for one of the world’s largest planned urban developments.