INNOVATIVE PATHWAYS: Transforming Lifestyle Retail

In an exclusive interview, Scott Pryde, Principal and Mixed-Use Director- Middle East at DLR Group is spearheading a new era in retail design. Discover how his visionary approach is reshaping lifestyle
retail across the Middle East, with a spotlight on groundbreaking projects in Saudi Arabia.

By Roma Arora

When your passion transforms into a successful career story, your youthful dreams become reality, and you start changing the world, it’s an unparalleled achievement. Meet Scott Pryde, the Principal and Mixed-Use Director for the Middle East at DLR Group, his innovative vision has not only reimagined the region’s architectural landscape but has also turned his passion into a powerful reality, leading to groundbreaking successes and setting new benchmarks in the industry. Let’s delve into his story
to discover more about him and his future plans.

From Passionate Beginnings to Architectural Excellence
When you’re inspired by iconic architects like Le Corbusier, Richard Meier, and Norman Foster. It’s natural to follow in their footsteps. Scott’s work reflects this influence, as their pioneering designs laid the groundwork for his own approach to creating buildings that thoughtfully consider communities, spaces, and people.
I had a candid chat with Scott, and he began by discussing his childhood enthusiasm, love of art and
built environments, and how formal education solidified his bond with humanity and cityscapes.
Scott describes his journey: “From a young age, I was passionate about all things creative and had a keen interest in the arts. I was also fascinated by the mastery of the built environment
and how landscaping could seamlessly integrate with buildings and structures. This passion led me
to pursue a degree in architecture, where my interest in the relationship between humans and cityscapes
deepened.”

Scott goes on to describe his early career: “As I advanced through my studies, I delved into more intricate projects, including mixed-use developments and large-scale master plans. Graduating at the top of my class, I embarked on my professional journey in London as an aspiring architect. In the early phases of my career, I worked on a range of smaller projects before joining an award-winning firm, where I spent nearly 13 years specializing in retail design. During this time, I refined my expertise in crafting engaging shopping experiences, mall environments, and retail-oriented place-making. I was also involved in the concept development for client-facing projects across the UK, Asia, and the Middle East.”

Revolutionizing Retail with Lifestyle Concepts

Scott is consistently captivated by emerging concepts and their potential to enhance consumer experiences. He is particularly impressed by the lifestyle retail concept, which heralds a new era of shopping. This innovative approach emphasizes the creation of lively and versatile spaces that seamlessly combine retail, dining, entertainment, and residential areas. Scott expresses his excitement: “The evolution of retail from traditional markets to lifestyle reflects a significant shift in consumer preferences and technological advancements. While online shopping provides convenience, lifestyle retail offers entertainment and a holistic experience. Lifestyle retail represents a new era of shopping, focusing on creating dynamic and vibrant centers that integrate retail, dining, entertainment, and living spaces. By prioritizing community, experience, and sustainability, lifestyle retail meets the evolving needs of modern consumers.”

Is KSA becoming the hub for lifestyle retail?

Scott is astounded by how much the lifestyle retail sector in Riyadh has grown since 2019, particularly driven by the flourishing culinary and beverage sector. The city has witnessed a significant increase in restaurant-focused commercial spaces, totaling over 400,000 square meters. New lifestyle retail projects emphasize creating vibrant green areas and gardens, enhancing the aesthetic and environmental appeal for visitors. Additionally, these developments integrate public realms and various lifestyle facilities, such as recreational and community spaces, fostering social interaction and community engagement. This holistic approach aims to create memorable and enjoyable consumer experiences by combining shopping with dining, entertainment, and leisure activities. There is also a strong emphasis on sustainable development practices, ensuring that these retail environments are environmentally friendly and socially responsible.

“In Jeddah, lifestyle retail is driven by an interest in outdoor activities, with many centers now including water attractions and a mix of retail, food, and beverage options. The rise of the expat community in the Kingdom is also leading to a surge in lifestyle retail on the outskirts of major cities, with places like Abha becoming hubs for eco-tourism and modern retail,” explains Scott.

Collaboration is key to securing deals in new regions, and DLR Group Middle East exemplifies this through its strategic partnerships. DLR Group ensures success in retail and mixed-use developments by collaborating closely with developers like Ehteraf Real Estate Developer. This collaborative approach enables them to create unique solutions and achieve significant outcomes in a wide range of market segments. Scott stresses the importance of collaboration: “Our relationship with Ehteraf began in 2018. As an integrated design firm, we quickly understood their requirements for developing mixed-use initiatives around key assets like IKEA and Lulu. Our ability to generate remarkable designs that transformed into an architectural brand for Ehteraf has been highly appreciated. This effective collaboration has secured multiple projects in Saudi, with our client-consultant partnership being key to realizing these ventures successfully.”

Navigating Challenges

In regions with more forgiving climates, outdoor lifestyle retail environments are common. However, in hot desert weather, this becomes a challenge. Scott is aware of the many challenges, sharing: “Many outdoor retail projects in Dubai have struggled due to the heat and lack of 24-hour community connections, leading to remodels that include residential and other assets. Rapid growth can also lead to an oversupply of retail and F&B spaces, as seen in Dubai. This forces developers to repurpose or scale down developments to more niche and boutique formats. It’s about finding the sweet spot and ensuring feasibility studies align with demographic needs.”

Pioneering Excellence in Lifestyle Retail Design

DLR Group appears to have mastered the art of successful lifestyle retail projects, with Scott emerging as a true expert in this field. Under Scott’s leadership, they have crafted dynamic and versatile retail spaces that perfectly align with modern consumer preferences. His innovative approach and keen insight into end-user needs harmoniously integrate retail, dining, entertainment, and leisure activities, establishing new standards in the industry and positioning DLR Group as a leader in lifestyle retail development.

Scott whips up the recipe for this success: “A significant part of our success comes from studying the end user profile, aspirations, and the context. We prioritize understanding the needs of the community, the environmental requirements, and the cultural dynamics at play. Developing a design narrative based on these values forms the foundation of our projects. We focus on the seamless integration of various uses within a mixed-use development, ensuring the experience is cohesive and intuitive for users.”

Scott believes that architectural and environmental considerations are essential in creating successful developments. He emphasizes: “We use strategies such as terraced planning for sloping sites to seamlessly integrate buildings with the natural landscape and design in harmony with local conditions to enhance aesthetic appeal. By balancing outdoor and indoor spaces, we offer visitors diverse and engaging experiences. Central to our developments is a focus on customer experience, emphasizing ease of arrival, intuitive navigation, and maximizing scenic views to ensure a satisfying and memorable visit.”

Scott discusses DLR Group’s journey in lifestyle retail, starting with the Mall of the Emirates expansion. “This early success paved the way for repeat retail development collaborations with Ehteraf Real Estate Developer, a Saudi-based company specializing in retail, hospitality, commercial, residential, and urban developments. Our portfolio includes significant projects such as the transformation of Riyadh Mall and the development of Sport Society, showcasing our ability to innovate and adapt to diverse retail environments. The Point in Abha, KSA, stands out as a prime example of our commitment to integrating retail with leisure spaces to create memorable experiences and foster community engagement.”

Recently, DLR Group has been working on several GIGA projects that promise to revolutionize the retail experience in the region. “Collaborating on GIGA projects is a testament to our dedication and success in building our portfolio, particularly in Saudi Arabia. These projects present both significant constraints and immense opportunities, requiring extensive initial planning and collaboration across our offices in the Middle East, the US, and Shanghai. By 2030, we expect to see the first phases completed, showcasing the future of large-scale design,” shares Scott.

People-Driven Success and Future Optimism

Scott firmly believes that the success of any practice is closely linked to the success of its people. “Achieving thriving projects and effective metrics requires a team of talented individuals who believe in their vision of enhancing the built environment and work together towards a common goal. At DLR Group Middle East, we’ve experienced rapid growth, expanding from a few people in 2016 to a team of over 80 employees now. With a newly opened 11,000 square foot office in Dubai Science Park, we aim to grow our team even more. This expansion has been fueled by bringing in the right talent at the right levels. Continuous progress and development are essential, and fine-tuning our team’s effectiveness and work efficiency is vital to reaching our project milestones and realizing our clients’ visions,” tells Scott.

Scott is filled with excitement and optimism about the future. The possibilities for innovation and growth in the Middle East are immense, and he is looking forward to exploring them. “At DLR Group Middle East, we are determined to broaden our portfolio and strengthen our impact in the region. As we prepare to open a new office in Saudi Arabia, we aim to better serve our clients and tap into the growing market. Our plans include diversifying our project types across sectors such as culture and performing arts, education, and workplace. Our commitment to understanding people, culture, and the environment, combined with our focus on elevating the human experience through design, will continue to drive our success. We are excited about the future,” concludes Scott.