Large-scale projects drive Sharjah’s economic recovery

The 160 million dirham Kalba Waterfront boasts a magnificent view of a serene lagoon lined by mangroves and has a total built-up area of 17,000 square meters.
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Updated 16 September 2020

Large-scale projects drive Sharjah’s economic recovery

The Sharjah Investment and Development Authority (Shurooq) has shared the new developments being witnessed across its portfolio of latest large-scale real estate, tourism, commercial and hospitality projects, in line with the gradual reopening of businesses across the UAE.

Preventative measures to curb the spread of the coronavirus are being implemented effectively across all its sites to ensure the safety of Shurooq’s staff and workers.

Shurooq is developing an array of projects in strategic partnership with international companies that offer a range of investment opportunities. In doing so, Shurooq is furthering Sharjah’s economic diversification policy aimed at enhancing the investment environment across the emirate and making the most of its unique infrastructure to develop new projects in sectors like renewal energy, health care, logistics and hospitality.

Marwan bin Jassim Al-Sarkal, executive chairman of Shurooq, said: “As businesses are gradually returning to normal, Shurooq is responding to the crisis and helping drive recovery to preserve the resilience and stability of the economy as well as ensure that the growth in all sectors is balanced. This aligns with the vision and directives of Sheikh Dr. Sultan bin Muhammad Al-Qasimi, member of the Supreme Council and ruler of Sharjah, to bolster the status of the emirate as an outstanding business and investment destination at both regional and global levels.”

Amongst the list of projects scheduled for completion this year and some of the signature projects that will be completed within the next two years are:

House of Wisdom

The House of Wisdom project comprises indoor and outdoor reading spaces and will feature a 105,000-book collection. The project brings to the fore a new concept of the “future library” where its physical form and cultural role will see the merging of the activity of reading and acquiring knowledge in a socially centered, collaborative and creative space. The 12,000-square-meter project is scheduled for inauguration in the fourth quarter of 2020.

Sharjah Sustainable City

It is a first fully integrated, net-zero energy community in the emirate, adhering to the highest standards of environmental, social, and economical sustainability. The 2 billion dirham ($544.5 million) project, encompassing 7.2 million square feet, comprises environmentally friendly residential units, green houses with modern technology and vertical farms, driverless cars, a multiservice commercial center and a school.

Kalba Waterfront

The 160 million dirham Kalba Waterfront boasts a magnificent view of a serene lagoon lined by mangroves and has a total built-up area of 17,000 square meters. The shopping mall features 86 retail outlets, a supermarket, a family entertainment center, and a large food court.

Maryam Island

Nestled in the center of Sharjah, Maryam Island offers an array of luxury residential apartments, four- and five-star hotels, waterfront food and beverage outlets, cafés, retail shops, leisure facilities, a dock and green spaces. The 4.5 billion dirham venture extends over an area of 460,000 square meters.

Palace Al Khan

Located in downtown Sharjah overlooking the Arabian Sea, Palace Al Khan offers a spectacular blend of nature and state-of-the-art facilities. Complete with a spa, a fitness club, an outdoor swimming pool, conference facilities and parking, the 120 million dirham Palace Al Khan comprises 88 keys in total, including executive suites.


PepsiCo & SFA launch movement for athletic lifestyle

Updated 20 September 2020

PepsiCo & SFA launch movement for athletic lifestyle

The Saudi Sports for All Federation (SFA) and PepsiCo have announced a partnership that aims to make sports more accessible, facilitating a better quality and balanced lifestyle for people of all ages and abilities in the Kingdom. The 2-year collaboration will see both partners work toward achieving the nation’s goal of increasing participation in weekly sports by 40 percent by 2030.

Four key pillars — Endorse, Promote, Enable and Activate — are at the core of the partnership, in which PepsiCo endorses the SFA’s program of sports activities through an integrated, impactful marketing and communications campaign. This endorsement is centered on “Harek,” a new movement revealed on Sunday, which is being spearheaded by PepsiCo in collaboration with the SFA to encourage a more active lifestyle and participation in SFA events.

Harek, which means “move,” has been designed with its own identity and characterizes key principles of inclusivity, longevity, inspiring action, and is rooted in local culture.

Both partners will unite to promote key events including Family Activity Days, Neighborhood League Football, and virtual fitness activity as more people are now exercising at home. The partnership has enlisted PepsiCo’s support as the “beverage and nutrition partner” at SFA-selected events, anchored around brands such as Aquafina and Quaker Oats. 

The partnership was marked on Sunday with a signing event attended by President of SFA Prince Khaled bin Alwaleed bin Talal, and officiated by Managing Director of SFA Shaima Saleh Al-Husseini, alongside Tamer Mosalam, Gulf and Levant foods vice president and business unit general manager at PepsiCo.

“This partnership is a great example of how the government is working with the private sector to encourage widespread participation in sports and athletic activities,” said Al-Husseini. “This is not just a step, but a leap in the right direction, setting the pace for the adoption of healthier habits.”

“By working hand-in-hand with the SFA, PepsiCo looks forward to getting Saudi citizens and residents engaged in a wide variety of sport and leisure pursuits, and help the Kingdom pursue its ambition of being among the leaders in selected sports regionally and globally,” said Mosalam.