Over 40 global design firms have entered the region in last two years

On the sidelines of the International Design Forum (IDF) 2007, winner of the Agha Khan Award for Architecture, Rasem J. Badran, is in deep conversation with Mehdi Amjad, President and CEO of Omniyat Properties. In all likelihood, they are discussing the importance of Arab design influences in architecture.

The IDF which runs until 29 May at the Madinat Jumeirah in Dubai, has been organised by Moutamarat, a joint venture between Tatweer and Saudi Research and Publishing Company. It is being held under the patronage of His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Chairman of Dubai Executive Council.

Khalid Al Malik, CEO of Tatweer, said: 'This is not surprising. Business opportunities in the Middle East are at unprecedented levels. The breakneck pace of growth in the real estate industry is spurring demand for architecture and engineering expertise on commercial, urban, residential, healthcare and education projects.

'In the past two years alone, we estimate up to 40 global design firms have opened representative offices in Dubai to work on the many urban planning and mixed use design projects initiated by developers in the Middle East.'

The regional investment in design products, if one was to aggregate graphics, retail, industrial and urban landscape, could be several billions. Firms such as WS Atkins now employ 1,200-plus professionals, compared to 200 in 1999. Others, such as The Office of Metropolitan Architects, Marcel Wanders Studio and Zaha Hadid Architects, are expanding their staff capabilities in the Middle East region.

However, given the growth in the industry, the most dominant question during the discussions at IDF is whether this growth is sensitive enough to capture the needs of the Arab market. Are there design innovations really relevant to the Arab consumer?

'Absolutely', said Marcel Wanders, winner of 'Designer of the Year 2005/2006' at the Elle Decoration International Design Awards. Marcel Wanders has also designed Villa Moda's newest outlet in Bahrain.

'There are promising business opportunities for firms which tackle design challenges in the Middle East, keeping in mind the regional requirements. Souqs are a part of the retail history in the region, and the juxtaposition of a Souq's display technique for contemporary luxury retail products was crucial for Villa Moda's developer Sheikh Majed Al-Sabah.'

The success of design is measured in terms of the value it adds. With more and more international designers setting their sights on Arab markets and consumers, we need to identify the factors and understand the behaviour of Arab consumers. This will help create a successful Arab-oriented product which is accessible to everyone.

Karim Rashid, Designer, Karim Rashid Inc., USA, said: 'It is important to have some sense of familiarity with language and culture to design for the Arab customers. Recently, I designed a collection of furniture for an Egyptian customer and this was really appreciated because of the design relevance specific to that family.'