Think big

Qatar is quietly establishing itself as a regional force that cannot be ignored. “Its basic dynamics and economy are driven by different factors than those of the UAE,” highlighted Chris Barnes, managing director, Broadway Interiors, Dubai.

“At this point in time, that makes Qatar a very interesting proposition. It is definitely an emerging market that all serious interior designers should be looking at and carefully assessing.”

In a report released earlier this year, Proleads Global highlighted the relative buoyancy of Qatar’s construction industry. The report determined that there were 191 projects classified as ‘major’ underway in the country, amounting to a total value of some $82.5 billion.

“While the Qatari economy is not immune to the global economic slowdown, it is expected to maintain a reasonable rate of growth this year,” said Emil Rademeyer, director, Proleads Global. “[This growth] is driven by the benefits of a long-term strategy to export liquefied natural gas from its vast gas field.”

While the Proleads study revealed that 82% of projects were running late, budgets had not been enormously affected and all projects were progressing steadily. “There are a lot of projects coming up and now is the time when a lot of these are nearing completion.

“I see particular potential in the hospitality sector, in schools, in universities and in sporting facilities, which are all fields that we are interested in,” said Rashid Yousif Al Aqili, operations director, Al Aqili Furnishings.

The country is in the early stages of developing a comprehensive infrastructure and is working hard to create a unique identity for itself.

“We see a great deal of potential in Qatar, certainly, and anyone who has visited there knows there is a real need for additional hotel and restaurant capacity,” said Chuck Wood, managing director, Rockwell Group Middle East.

“As with the other major centres in the Gulf, they are clearly trying to develop a unique identity – in their case, one that is more centred on education, wellness, art and culture, and global affairs. Relative to interior design, we see that the primary opportunities will be, at least for us, in hospitality, education, culture, wellness, and retail and/or entertainment environments,” Wood said.

Cultural heritage is playing an important role in guiding the development of Qatar’s infrastructure – and will guide the country’s evolving design identity.

Qatar is taking a more considered approach than many of its neighbours, which has been key to instilling market confidence. The country is currently viewed as a stable, highly-attractive proposition, particularly when set against the volatility plaguing many other markets across the globe.

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“What we have seen is that Qatar is taking a much more measured approach in planning how they will develop their country,” said Wood. “Looking in from the outside, this also translates, at least perceptually, into much longer decision making cycles. Considering where we are right now in terms of the global recession, they have probably been moving along at just the right pace.”

Qatar also has the luxury of learning from the successes and failures of its neighbours, Wood pointed out.

“Qatar has been sitting back and studying lessons learned from places like Dubai and Abu Dhabi, and I think you are starting to see some of the results in places like Souq Waqif and The Pearl, which are both very thoughtfully executed examples of creating vibrant public spaces that are true to the identity that Qatar is trying to establish for itself.”

Rockwell is currently working on two projects in Doha, one of which is a new free-standing Nobu restaurant on the grounds of the Four Seasons Hotel.

Al Aqili Furnishings, meanwhile, has been focusing on the Qatari market for the best part of this year. “Whatever steps we have taken are producing results and I’m happy with what we have achieved,” Al Aqili noted.

The company has joined forces with a local partner and is focusing on promoting its core strengths. “We started with our flooring business and our projects department – and our projects department got an AED40 million project last week. It is a turnkey job for a big palace in Doha,” said Al Aqili.

There is definitely opportunity to be had in Qatar, Al Aqili explained, but the market is relatively small, particularly when compared with the UAE. It is also increasingly expensive, he added.

“The only shortfall in Qatar today is that prices are skyrocketing. This is particularly true when it comes to rent and there are not enough warehouse facilities available. It is extremely expensive, which is not good for business.”

Recruiting the right kind of talent also presents a challenge in a market that is only just beginning to mature. “We are trying to recruit and it is taking time,” Al Aqili said. “They have quotas for some nationalities. We are trying to recruit locally but the knowledge and expertise is not always available.”

Like any market, Qatar presents its own set of challenges and idiosyncracies. Companies would do well to do their homework before they rush in to exploit unfolding opportunities, Wood warned. “As with any of the Gulf markets, relationships are the key to succeeding, and that means generally that you need to be there on the ground.

“The commercial aspect of working in Qatar is also different than in other Gulf markets, so you will need to become familiar with how that will affect how you would operate there as a firm.”

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