Small and sophisticated

The Hashemite Kingdom of Jordan is brimming with examples of good design.

When it comes to design, Jordan is surprisingly advanced. “While Jordan is a small market, it is arguably more sophisticated in design,” noted Isabel Pintado, associate partner of Godwin Austen Johnson. “It is renowned for its distinctive architectural style that respects both the local environment and the progressive culture of the country,” she added.

The capital, Amman, is brimming with examples of excellent design, and has been successful in retaining its cultural heritage, despite rapid development. “Urban planning has been well considered, despite the country’s rapid development throughout the 1900s.

“The Cultural Village that has grown up around the Darat King Abdullah II in Amman includes the region’s leading theatre and visual arts school. This has had a tremendous impact on the high caliber of design work in Jordan.

“Architectural and interior design is one of the most established fields in Jordan, with the country having produced some very prominent works. On my last visit in December I saw incredible development in the city of Amman and I believe Jordan is a country full of possibilities,” Pintado maintained.

Jordan has experienced significant growth over recent years, explained Tareq Abdein of the Amman-based Tareq Abdein Design and Furniture Consulting. “Jordan has gone through a major real estate development boom over the last three or four years,” he said. “Jordan is considered a stable country politically and economically. Therefore, it attracted foreign investment, and became a base for many international firms that work in the region. In addition, the population has increased due to the stability offered, which created large demand for residential properties,” he continued.

According to city mayor Omar Mani, Amman’s population is set to grow to six million by 2025, up from its present 2.2 million. There will need to be enough housing for the increased number of residents, supported by the necessary transport and infrastructure.

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“While last year saw the cancellation of some major projects in Jordan, investor confidence seems to be returning, especially as more Jordanian expats look to invest in their home country,” Pintado added. “The country is also now exploring the options of new fuel technologies which, if successful, would create new wealth for the country to upgrade its infrastructure.”

Efforts to upgrade tourism infrastructure are already underway. A new 85,000m² terminal is being constructed at Queen Alia International Airport and will see capacity increase to over nine million passengers a year – an obvious indicator of Jordan’s tourism ambitions.

International hotel chains have been vying to increase their presence across the country, with InterContinental Hotel Group, Kempinski and Mövenpick Hotels & Resorts all having opened new hotels in Jordan in 2009. Hilton Hotels is due to open two new properties in the next two years, in Aqaba and Amman.

Growth in the tourism sector will have a knock-on effect, creating opportunities in other areas, Pintado predicted. “I see the potential to design high-end public spaces such as restaurants, offices and private spa clinics. We also shouldn’t forget that this growth in tourism is creating a retail revolution, so we are also exploring retail opportunities and fit-outs as part of our business development plans.”

As a stable, sophisticated market intent on enhancing its infrastructure, Jordan offers undeniable opportunity. But it is still a relatively small market, and the average consumer is still cautious, warned Abdein. “They are still scared of trying new ideas; they always prefer to be safe. That applies to design ideas, materials, and costs.”

Limited availability of materials is another issue, as is the quality of contractors. “The craftsmanship is not up to international standards, and finishing contractors lack the attention to detail. There is also no legislation in Jordan to protect interior design clients or designers.

Intruders – those that are not educated or trained as designers – can easily work in this field.”

Being original is essential. “Be different, be distinguished,” Abdein suggested. “This is the only way to prove yourself in this market, especially if you are new here.”

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