Creating a Strategic Sales Hub under challenging circumstances
Set on Egypt’s northern coast, this innovative sales centre was designed to support the ambitious SouthMed urban development project. Built in a challenging desert environment, it stands as a testament to our commitment to delivering practical, high-quality solutions in any setting.
Creating a Strategic Sales Hub under challenging circumstances
Talaat Moustafa Group (TMG), a leading real estate developer in the Mediterranean, needed a versatile sales centre to support their ambitious SouthMed urban development project on Egypt’s northern coast. The facility was designed to be a focal point for showcasing the vision of a modern, sustainable city while providing practical spaces for client interactions and project presentations.
Our Solution
Purpose-Built Design
The sales centre consists of five interconnected buildings, including a main office space and auxiliary facilities such as a model display area, a cinema, and an interactive media zone. All were designed using modular construction principles for efficiency and adaptability.
Challenges
The location presented several unique challenges:
1. Remote Location
The undeveloped nature of the site required careful logistical planning to make sure all materials and equipment were delivered at the right time throughout the project.
2. Harsh Environment
With temperatures ranging between 32°C and 35°C and high UV exposure, the team needed to adapt to challenging assembly conditions.
3. Unstable Terrain
The constantly shifting desert sand necessitated stabilisation measures to ensure the structure's durability and safety.
Efficient Logistics
A combination of land, sea, and air transport ensured timely delivery of materials:
- 20 trucks from Saudi Arabia and Qatar
- Four 40-foot maritime containers from Europe
- Air freight for critical components
Site Preparation and Assembly
We worked with the client to stabilise the sandy terrain using a reinforced concrete slab as the foundation. A chemical anchor bolt system provided additional stability.
A team of 20 professionals completed the assembly in just 25 working days, ensuring the project adhered to its timeline despite the environmental and logistical complexities.
Results
1. Enhanced Client Experience
The sales centre effectively combines functionality and aesthetics, creating a space that aligns with the project's overall vision.
2. A Practical Yet Striking Solution
Designed to operate for more than five years, the structure balances long-term durability with semi-permanent flexibility.
3. Exceeding Expectations in a Challenging Context
The project highlights our ability to deliver high-quality solutions tailored to specific environmental and logistical demands.
Conclusion
The SouthMed Sales Centre is an example of how thoughtful planning and adaptable construction methods can transform challenging conditions into successful outcomes. This project demonstrates the value of combining modular construction with collaborative problem-solving to meet practical needs and cater to architectural aspirations.
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