Mina District
Middle East & Africa
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Alserkal Avenue, Commercial Strategy
- Location
- Dubai, UAE
- Client
- Alserkal Initiatives
- Services
- Commercial Strategy + Advisory
- Sector
- Mixed Use, Culture
- Size
- 40,000m²
Shaping the strategic direction of Dubai’s leading cultural district
Founded in 2007, Alserkal Avenue is Dubai’s foremost cultural district, with 40,000 square metres of dynamic cultural spaces just 15 kilometres from downtown. It hosts over 70 creative spaces, including art galleries, design studios, performance venues, and artisanal shops. As a long-standing advisor to Alserkal, Benoy has been commissioned on four occasions to steer its strategic trajectory.
Four commissions across the lifecycle
In 2013, Benoy advised on the Avenue’s expansion. Through qualitative and quantitative research, the team helped the client understand user composition, tenant requirements and optimum space allocations, broadening the tenant mix and diversifying the visitor base. In 2017, a reassessment customers’, tenants’ and partners’ needs was completed, redefining its core strengths and strategic direction in support of continued growth. In 2022, a market and commercial strategy study was developed, 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, the Benoy team advised on refinements to the operating model and developed an implementation plan, leading to measurable improvements in internal processes and operational efficiency.
The strategic input has helped the Avenue grow from a niche, gallery-focussed attraction into a large mixed-use commercial development.
