Abu Dhabi Urban Planning Council Magazine Issue 6 April 2012

Who is Sorouh?
Established in June 2005, and with capital of
AED 2.5bn, Sorouh is now one of the largest
real estate developers listed on the Abu Dhabi
Securities Exchange. As part of Sorouh’s
partnership with the Abu Dhabi Government in
its Plan 2030, the Company has been awarded
the contract to master plan three investment
zones in Abu Dhabi – Lulu Island; Shams Abu
Dhabi on Al Reem; and SeihSdeirah, the site of
the Alghadeer development.
What is Sorouh’s mission?
Our day-to-day mission is to develop places
that are significant and bring balance to the
lives of people and society. Like the founders
of Abu Dhabi, we are able to understand what
differentiates the Emirate from any other
place, so we try to create places that influence
everyone associated with the city in a positive
and measured way.
What are the key features of all
your developments regarding
liveability?
‘Community Liveability’ refers to the
environmental and social quality of an area as
perceived by residents, visitors and employees,
which include: health and safety; local
environmental conditions; the quality of social
interaction; and others.
In our developments, we endeavour to
design and implement the urban components
which help achieving the principle above, for
example, the hierarchy of open and green
spaces as well as the availability of community
facilities and amenities, which are located
within a reasonable walking distances and
connected through nicely landscaped and
shaded pedestrian and cycling networks. We
are always keen to create ‘places that matter’.
Which of the UPC Standards and
Manuals are utilised in Sorouh’s
development projects?
All manuals and design guidelines issues by
UPC are very helpful and are being utilised in
Sorouh developments.
•The Abu Dhabi Urban Street Design Manual
helps in creating nicely landscaped pedestrian
and cycle ways and provides clear guidelines
to organise on-street parking.
•The Abu Dhabi Public Realm Design Manual
helps creating a hierarchy of vibrant public
open spaces within our developments.
•The Abu Dhabi Utility Corridor Design Manual
helps in the coordination and layout of utilities
networks.
Q&A
Vision Magazine met with Fahad Al
Ketbi, Chief Commercial Officer at
Sorouh, one of Abu Dhabi’s largest
listed real estate developers.
What are the most important
factors for consideration during
the design and construction of
Sorouh’s developments?
During the design of Sorouh developments, the
most important factor for consideration is to
understand and respond to the requirements
and aspirations of the future users, by creating
liveable and sustainable communities through
innovative ideas and unique products.
During construction, our main focus is the
implementation of top-of-the-line technologies
and construction practices, to achieve the best
possible quality and to reduce any negative
impacts on the environment.
How does Sorouh contribute and
adhere to Plan Capital 2030,
Plan Al Ain 2030 and Plan Al
Gharbia 2030 and the wider
Vision 2030?
SOROUH is committed to Plan Capital 2030,
Plan Al Ain 2030 and Plan Gharbia 2030, as
positively reflected in all our projects being
executed in Abu Dhabi, Al Ain and the Western
Region and of course, all Sorouh developments
adhere to and respect the wider vision 2030.
Do Sorouh’s projects comply
with Estidama principles of
sustainability across the four
pillars (economy, environment,
culture, society) and with the
Pearl Rating System?
Sorouh is committed to promoting the
sustainability agenda of Abu Dhabi Government.
Sorouh Developments do comply with the
Estidama principles and the implementation of
the mandatory and optional requirements of
the Pearl Rating System. We understand and
appreciate the benefits of its implementation
on the development of Abu Dhabi as a
sustainable place.
23 VISION MAGAZINE ISSUE SIX