Doha Festival City - Space Supportable Model


About the brand

Doha Festival City is a regional mixed-used shopping, entertainment, leisure and hospitality destination in the north of Doha. Opening in stages, the development will be home to 540 retail outlets across a total of 244,000sqm of gross leasable area


The Challenge/Task

To undertake a review of potential market demand and review of competing developments, to determine the feasibility of the development and advise on the optimal unit mix.


  • Analysis of Dubai tourist and population forecasts, and the proposed facilities at the development, in order to identify customer demand streams
  • Analysis and audit of the current and future retail supply in Dubai to identify key competitors and potential gaps in the market
  • Advised the development on the optimal category mix and price positioning of the retail and F&B offer in order to maximise customer spend and satisfaction
  • Development of a bespoke footfall, space supportable and forecast revenue model to advise the development on the amount of retail and F&B space that should be provided at the development and the potential revenues this could generate

The Result

The results of Pragma’s work assisted the investment board in understanding the feasibility of the development, and provided them with a detailed understanding of the customer base, forecast space requirements and achievable revenue of the development.