Andrew Bromberg's Innovative Design: Abdul Latif Jameel's Corporate HQ

Award-winning Architecture Melding Tradition and Innovation

The inspiration for this project was drawn from the traditional buildings of Jeddah. The headquarters anchors the northwest corner of a master plan in the historical area of the city. The two faces of the complex adjacent to the main roads are more solid, serving as a buffer for the working 'living' spaces. Its orientation, geometry, and materials carefully address Jeddah’s extreme heat and light exposure. The facility provides various social interaction zones, bringing a spirit of community to inspire future developments in the city.

What sets this design apart is its unique blend of the old and the new. The project is the headquarters of a regional diversified business, blending with the old adjacent context and introducing the future master plan. The two faces of the complex adjacent to the roads are more solid in appearance, evolving to independent ‘L-bar’ volumes which contain all supporting services and allow adjacent offices maximum efficiency. In contrast to the 'L-bar', the open-plan office space is 'soft, flowing and highly transparent', reflecting the ethos of the company.

The technical specifications of the design are impressive. The gross floor area of the building is 38,523 square meters. The project was completed in 2018 in Jeddah, Kingdom of Saudi Arabia. The design team, led by Andrew Bromberg at Aedas, worked diligently to ensure the success of this project.

The project is a testament to Bromberg's architectural prowess. The headquarters of a regional diversified business, it blends seamlessly with the old adjacent context while introducing the future master plan. The two faces of the complex adjacent to the roads are more solid in appearance, evolving to independent ‘L-bar’ volumes which contain all supporting services and allow adjacent offices maximum efficiency. In contrast to the 'L-bar', the open-plan office space is 'soft, flowing and highly transparent', reflecting the ethos of the company.

This design was awarded Silver in the A' Architecture, Building and Structure Design Award in 2017. The Silver A' Design Award is rewarded to top-of-the-line, creative, and professionally remarkable designs that illustrate outstanding expertise and innovation. These designs, admired for their strong technical characteristics and splendid artistic skill, showcase a remarkable level of excellence and introduce positive feelings, amazement, and wonder.