Breathing modernity into the center of Jordan, the Abdali Urban Regeneration project will truly metamorphose the mundane architectural conventions of the country. As the largest mixed-use development project Jordan has ever seen, Abdali will completely recreate Amman’s central downtown district. With the fast-growing economy of Jordan, there is definitely a need for an upscale development like that of Abdali.
Strategically located in the heart of Amman, the new downtown project is based on 447,000 square meters of land — owned by the National Resources Investment and Development Corporation (Mawared) — and holds an investment value of just over $3 billion. As the military’s business arm, Mawared, is the largest real estate developer in Jordan. The total built-up area (BUA) of Phase I alone is 1.08 million square meters, and is planned for completion by 2010. Phase II’s BUA measures in at 723,000 square meters and is hoped to be finished by 2013. The Abdali master plan’s total BUA is approximately 1.8 million square meters, integrating a vibrant mixed-use development into the city.
For the first time, Jordanians will be able to be able to work, reside, learn, and entertain in one area. According to Abdali Psc, the project plans “to support Jordan’s drive towards the knowledge economy by providing an electronic infrastructure for a contemporary business and residential environment.”
Conveniently, the site of the development is adjacent to major municipal buildings, such as the House of Parliament, the King Abdullah Mosque, the Palace of Justice, and the Ministry of Education.
That’s what friends are for
The Abdali project has significant partners and investors. In June of 2003, the project was launched from a partnership between Mawared and Horizon Development, owned by Bahaa Hariri, which will head the development of the 80-hectare smart urban center. The initial agreement concluded that the joint venture between Mawared and Horizon would construct the new downtown with a budget of $800 million, providing a superlative infrastructure to promote the notion of metropolitan living in Amman.
Horizon and Mawared intend to create a blended assortment of public and private usages for the site. The project will encompass alluring and animated urban spaces for the public on a 24 hour per day basis, which will be comprised of 40,000 residents and approximately 90,000 people total to be living, visiting, and working in the new downtown on a daily basis. Abdali boasts that 15,000 job opportunities will be created. The project will also provide a network of pedestrian-friendly roads, gardens, central shopping facilities, entertainment centers, an American University campus, office complexes, a civic plaza around the proposed King Hussein Memorial Library, a performance arts center, exclusive residential buildings, medical and legal quarters, and underground parking facilities.
Additionally, on the sidelines of the World Economic Forum in 2004, Mawared signed a Memorandum of Understanding (MOU) with mammoth developer Emaar of the United Arab Emirates. This MOU emphasizes Emaar’s desire in partaking in the development of select residential complexes within the Abdali project.
The United Real Estate Company, an investment company acquired by the group of Kuwait Projects Company (KIPCO), is also a major partner in the Abdali project. KIPCO is known to be one of the leading investment companies in the MENA region. The latest partner boasts significant real estate and management advisory service experience, which will certainly aid the project in reaching its superior goals.
Abdali gives back
The last few years have witnessed a swelling trend in large organizations to jump on the bandwagon of giving back to their respective communities, and Abdali Psc is not one to be out of fashion. With traditional Corporate Social Responsibility (CSR) initiatives in mind, Abdali has recently launched its full-blown program known as ‘Ruyatak’, in order to nurture the aspirations of Jordanian youth. Acting as the CSR arm for Abdali, and boasting the theme of ‘Let your vision come to life’, Ruyatak aims to empower the Jordanian youth from various ages and underprivileged backgrounds. Seeing as approximately 60% of Jordan’s total population is under the age of 25, these young individuals face a higher risk of unemployment than any other demographic in the country. Believing that the youth are “the pillars of the future of Jordan,” the main focus of Ruyatak is to educate adolescents by providing life skills, encouraging them to play a dynamic role in Jordanian society. “In addition to harnessing their talents, sustain[ing] their enthusiasm, and realiz[ing] their potentials,” Abdali says it provides “[the youth] with adequate opportunities to gain valuable experience and become active members of their respective communities, allowing them to compete in the emerging labor market.”
Under the umbrella of Ruyatak hang three initiatives by Abdali. The first component is comprised of a partnership between Abdali and the eminent Save the Children foundation, resulting in the NAJAH Program. This initiative aspires to address two of the most key challenges facing Jordanian youth today: the inability to find employment in the midst of the country’s economic inequality, and the deficit of skills and knowledge to not only enter but also to remain in the labor market.
The second addition to Abdali’s CSR arm — NAJAH by Abdali Phase II — was formed after the great success of Ruyatak’s initial program (NAJAH). This initiative looks to expand the original CSR project on a larger scale by creating a long lasting agreement, addressing the perpetual challenges faced of youth unemployment throughout Jordan. It aims to do so by eroding the inherent idea of societal exclusion possessed by these deprived youths. The NAJAH project trains Jordanian youth, aged 18-24, through three various learning cycles on life and work skills (such as CV writing classes, internships, field research, etc.), enabling them to benefit from the considerable economic investment taking place in their country. Abdali aims to improve the employability skills of the participants of up to 80%.
The third social responsibility initiative under Ruyatak — Alwaan Al-Abdali — was founded by the partnership between Abdali and Relief International Schools Online (RI-SOL), a global NGO promoting education and community development. This scheme builds on the qualities of experience and human resources by engaging youth ages 12-30 that are living in the most poverty stricken areas of Amman (i.e. Wehdat, Jabal Naser, Ashrafieh, and Al Hashimi Al-Shamali). Participants are offered to take part in youth-led projects; familiarizing them with team work, the needs of their society, social cohesion, and the best communication skills at hand.
As the CEO of Abdali Psc, Jamal Itani comments, “We hold great faith in the Jordanian youth. We understand their situation, and highly believe in their potential; that is why we invest great efforts in finding new opportunities for the young people to achieve their ambitions and complete their goals… They are not just the future, they are today; and we offer them in the present a reliable vision to shape a better tomorrow that will be up to their expectations.”
Undeniably, the Abdali project is reaping with priceless benefits for Jordan. With three CSR schemes, such social programs are sure to aid the Jordanian youth in building better futures. Also, by implementing the Ruyatak program Abdali hopes to guarantee its sustainability amongst its numerous stakeholders and to build local partnerships. Abdali’s social responsibility initiatives will, without a doubt, further ensure a better community comprehension of the socio-economic opportunities created by the new downtown project. With a new, smart urban center in Amman, the overall effect of the Abdali project will bear immeasurable fruits for the Jordanians and tourists alike.




















