Staff Report,
Dubai, UAE
Magnom Properties, a division of Saudi Arabia’s Rawabi Holding, has collaborated with Designworks, BMW Group’s innovation studio and a global creative consultancy, to introduce an emotionally engaging experiential design for the façade of its upcoming Forbes International Tower, a futuristic, lifecycle net negative carbon 55-storey commercial tower planned in the UAE, Saudi Arabia, and Egypt. An agreement between the two took place at BMW Welt in Munich, Germany.
The Forbes International Tower in Egypt will overlook a 20,000 square meters, Forbes Park, designed by SWA, a global design firm.
The tower will be Designworks’ first project with an emphasis on sustainable design in the Middle East. Built in partnership with Forbes, the tower is equipped with a host of intelligent solutions to decarbonise real estate in the MENA region and accelerate the energy transition. These sustainable solutions aim to minimise carbon footprint, manage water, and integrate intelligence and resiliency into the 55-storey commercial tower.
Commenting on the strategic partnership, Othman A. Ibrahim, Vice Chairman and Group CEO of Rawabi Holding and Vice Chairman of Magnom Properties, said: “Responding to the environmentally sound, future ready building’s broader and natural context, Designworks will enrich the design and experience of the Tower through sensorial and surprising stimuli to deeply connect with the Tower’s occupants, visitors, and other audiences.”
Working at the intersection of design, technology, and innovation, Designworks will follow the experience design process of the BMW Group and focus on human needs and expectations to create a sensory experience for the Tower’s contextually responsive soaring glass, steel, and photovoltaic-laced exterior. It will also create an experience map for the Forbes International Tower, including a signature façade illumination and charging experience. It will fuse architecture and technology to deliver a positive customer experience across every touchpoint of physical and digital interaction.
Maged Marie, CEO, Magnom Properties, said: “The Forbes International Tower is an ambitious project that is elevating the standards of sustainable design and pushing boundaries of modern construction. Collaborating with Designworks as a design partner perfectly aligns with our vision to craft a truly exceptional experience that integrates innovative technologies to reimagine the occupant’s journey within and outside the building. As ‘Architects of the Future’, Designworks has a wealth of experience in the field of future mobility and urbanity and deep know-how of the luxury automotive industry. This knowledge will flow into the experience design of the futuristic Forbes International Tower and shape an intensive emotional and sensory engagement for all its users and visitors.”
“As early as 1973, the BMW Group was the world’s first car manufacturer to have its own environmental protection officer, and today sustainability is at the heart of the company´s focus – far beyond the automobile,” said Holger Hampf, Head of Designworks, a BMW Group Company. “As a BMW Group subsidiary, we are proud to be partner for the exterior- and charging experience design for the Forbes International Tower because it is our firm belief that good design can contribute to changing customer mindsets and behaviour and promote more responsible actions.”
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