Executive Summary
Overview
Led and coordinated multiple strategic design workstreams within a major giga-scale urban programme in Saudi Arabia, supporting the transition from conceptual vision to structured, delivery-oriented planning.
The role focused on aligning stakeholders, managing interfaces across multidisciplinary teams, and establishing governance frameworks that enabled clear decision-making at programme level.
Snapshot:
Programme: THE LINE (NEOM), Saudi Arabia
Portfolio context: multi-consultant, multi-workstream coordination across masterplanning, development programming, research/innovation, and anchor asset definition
Emphasis: governance, interface management, design-to-budget thinking, milestone discipline, executive-ready outputs
Role
Design Director responsible for coordinating design inputs across multiple workstreams, ensuring alignment between strategic objectives, design outputs, and delivery considerations.
Key Responsibilities
Team Leadership
Leading multi-consultant coordination across complex urban and architectural scopes
Design Governance
Establishing governance structures, milestones, and quality review processes
Operational Strategy
Aligning design outputs with programme sequencing and delivery logic
Decision Support
Translating complex inputs into clear, executive-level communication and decision support
Approach
Structured Governance
Defined clear decision-making frameworks, responsibilities, and review processes across stakeholders.
Integrated Coordination
Aligned architecture, infrastructure, and planning inputs into a coherent programme structure.
Delivery Alignment
Ensured design outputs were grounded in programme requirements, sequencing, and practical implementation.
"Helping translate visionary urban ambition into coherent design frameworks for city-scale delivery"
Workstream 01
City-scale Masterplanning
Supported the evolution of strategic masterplanning work, aligning design ambition with phased delivery thinking and programme coordination.
Objective: Translate “Zero Gravity Urbanism” into a viable Phase 1 masterplan and production roadmap, aligning vision with near-term delivery milestones.
Leadership: Primary interface between design teams and strategy consultants (McKinsey, PWC); coordinated benchmarking and future-focused inputs, bridging abstract vision with actionable infrastructure and programme requirements.
Outcome: Refined Phase 1 masterplan and approved production roadmap aligned to 2030 population targets and delivery sequencing.
Selected giga-programme case studies available on request due to confidentiality requirements.
Workstream 02
Development Strategy
Led cross-sector coordination to shape development priorities, planning logic, and decision-ready strategic outputs.
Objective: Define the optimal urban asset mix for 300k–1M population scenarios and establish a phased GFA and asset delivery framework.
Leadership: Led global benchmarking across major cities (London, New York, Singapore) and directed multi-sector workstreams; ensured outputs were commercially grounded, performance-driven, and decision-ready.
Outcome: Approved development program and phased GFA roadmap, including sector requirements and identification of anchor assets to drive international competitiveness and livability.
Selected giga-programme case studies available on request due to confidentiality requirements.
Workstream 03
Urban Systems Innovation
Managed multidisciplinary design research exploring future urban models and translating complex findings into leadership-level recommendations.
Objective: Lead strategic design research to validate “Zero Gravity / Vertical Urbanism” principles and prove feasibility of the 170km Mirror Line.
Leadership: Scoped, appointed, and managed a world-class design collective (Morphosis, UNStudio, CHAP, Pei Cobb Freed); synthesised complex research into clear executive-level recommendations and value propositions.
Outcome: Validated density and performance targets, established a research and benchmarking framework, and created an IP/patent register for monetising innovation.
Selected giga-programme case studies available on request due to confidentiality requirements.
Workstream 04
Major Asset Integration
Coordinated the strategic definition and integration of major destination assets within the wider urban and public realm framework.
Objective: Develop and integrate major anchor assets (Stadium, Museum, HQ, University) within the masterplan to act as catalysts for city identity and activation.
Leadership: Design Director for the workstream; led consultant procurement, competition processes, and concept development, ensuring alignment with masterplan structure, public realm, and movement systems.
Outcome: Established a coordinated anchor asset strategy, integrated architectural frameworks, and defined district identities through alignment with public realm “Strings” and “Matrix” systems.
Selected giga-programme case studies available on request due to confidentiality requirements.
Outcome
Supported the development of a coordinated and delivery-focused programme framework, enabling leadership teams to make informed decisions and progress complex urban strategies toward implementation.