As DLR Group expands its presence into Saudi Arabia, Jamal Salem, Principal & Middle East Region Director, discusses the firm’s approach to design innovation, cultural preservation, and sustainable urban development. From giga-projects to human-centric spaces, he shares insights on how the firm is shaping the architectural landscape of the region
What key architectural trends do you foresee shaping the UAE’s design landscape in 2025?
Inspired by a forward-thinking leadership and their vision for ‘We the UAE 2031’, the UAE continues to build on its past achievements and chart a new course towards the four pillars of new goals: Forward Society, Forward Economy, Forward Diplomacy, and Forward Ecosystem. With those inspirational pillars, the architectural design landscape is not only thriving but is also continuing to chart new dimensions and trends in the region and on a global scale. With sprawling suburban communities, connectivity will play a major role in the next development phase for pedestrians, vehicles, public transport or new transportation modal.
With the Saudi office launch in April, how do you plan to approach design innovation while respecting the region’s cultural heritage?
April 2025 marks an exciting milestone for our firm with the launch of our Saudi office—a strategic step in aligning our brand promise to elevate the human experience through design with the Kingdom’s transformative vision. More importantly, this move builds on years of active work in the Kingdom. We’ve already delivered completed projects, and have others in construction and design—establishing a solid foundation for our presence in Riyadh.
Saudi Arabia’s rapid urbanization and deep-rooted cultural heritage present a unique design challenge: how to innovate while preserving authenticity. Our approach embraces this duality by respecting the essence of traditional Najdi, Hijazi, and contemporary Saudi aesthetics while incorporating cutting-edge technology. We aim to craft spaces that resonate with the community, ensuring that modern developments do not overshadow but rather amplify the region’s cultural richness.
This approach echoes the recent discourse within the Kingdom around how architecture can meaningfully contribute to cultural identity, well-being, and a deeper connection to place. Through our work, we hope to foster a dialogue between the past and the future, delivering designs that honor the land’s storied legacy.
What inspired the decision to expand into Saudi Arabia, and how does it align with the firm’s long-term architectural vision?
While the Riyadh office is new, our firm has a longstanding history of engagement in the Kingdom, this proven foundation is what led us to formally establish a presence on the ground.
We have been involved in transformative projects in the Kingdom such as The Point, a vibrant mixed use destination in Abha; Madinah Gate, a mixed-use urban experience that brings together retail, culture, and wellness; and Knowledge Economic City, a key master plan in Madinah advancing the Kingdom’s innovation agenda.
The decision to expand into Saudi Arabia is both a response to market potential and an alignment with our long-term vision of being a key player in shaping the region’s architectural identity. Saudi Arabia’s commitment to giga-projects such as NEOM, The Line, and Diriyah Gate showcases an unparalleled ambition in urban development. Our presence in the Kingdom allows us to contribute directly to these monumental projects, ensuring that our designs are not only aesthetically compelling but also culturally and environmentally responsive.
This expansion is a natural extension of our firm’s ethos: to create spaces that inspire, endure, and enrich communities. We see this as an opportunity to establish a legacy of thoughtful design that seamlessly integrates Saudi Arabia’s aspirations with global architectural excellence.
How will the Saudi expansion influence your design approach, especially in the context of the region’s rapidly evolving built environment?
As we embed ourselves into the Saudi market, our design philosophy remains rooted in a commitment to authenticity and sustainability. The Kingdom’s architectural boom demands innovative responses to climate, mobility, and urban density. Our approach will focus on modular and flexible urban solutions, ensuring that developments remain adaptable to future needs while staying true to the cultural spirit of Saudi Arabia.
Moreover, our expansion enables us to push the boundaries of material experimentation, leveraging local resources to create buildings that harmonize with their surroundings. Whether through the revival of traditional mud-brick construction techniques or the integration of state-of-the-art parametric designs, we are eager to shape the future while respecting the past.
What unique architectural opportunities do you see in Saudi Arabia, and how will the new office support these projects?
Saudi Arabia’s design landscape is brimming with opportunities. From revitalizing historic districts to crafting futuristic urban hubs, our Saudi office will serve as a hub of research, creativity, and collaboration. One of the most exciting aspects of this expansion is the ability to engage with the country’s emerging architectural talents and forge partnerships that will redefine the region’s skyline.
Hospitality, mixed-use developments, and cultural institutions will be key focus areas, as these sectors are pivotal in Saudi Arabia’s long-term economic and social development plans. We aim to create human-centric spaces that reflect the Kingdom’s vision for a dynamic and inclusive future.
As the firm grows, how do you plan to balance creative freedom with maintaining the brand’s design philosophy?
Growth presents both opportunities and challenges. One of our primary goals is to ensure that our creative freedom flourishes while maintaining the core DNA of our design philosophy. We believe that expansion should not lead to dilution but refinement—evolving our approach while staying true to the principles that define our firm.
Above all, we anchor every project in our global brand promise: to elevate the human experience through design. Through this synergy, we are confident that our brand identity will remain strong while continuously adapting to new contexts.
What role will sustainability and technology play in the firm’s upcoming projects across the UAE and Saudi Arabia?
Sustainability and technological integration will be at the heart of our future projects. Across both the UAE and Saudi Arabia, we are committed to designing for longevity—creating structures that minimize their carbon footprint while maximizing their impact.
The rise of AI-driven design, 3D printing, and digital twins will redefine how we approach architecture. These advancements allow us to simulate environmental performance, optimize material usage, and enhance efficiency at every stage of development. In Saudi Arabia, where desert environments pose unique challenges, passive cooling techniques, green roofs, and water-sensitive urban design will play crucial roles in our strategy.
What message would you like to share with the design community as the firm enters this next chapter of regional growth?
As we embark on this new chapter, we are reminded of architects’ responsibility in shaping societies. Our work goes beyond aesthetics—it influences how people live, work, and interact with their environment. With this expansion, we are not just growing geographically but deepening our impact on the region’s architectural narrative.
To our peers in the design community, we extend an invitation: Let’s collaborate, innovate, and craft spaces that honor our heritage while embracing the future. The Gulf’s architectural renaissance is unfolding before us, and together, we have the privilege of designing its next great era.
The journey ahead is one of limitless possibilities, and we are excited to build, create, and inspire—one visionary project at a time.
