In an exclusive interview, DLR Group Principal and Mixed-Use Director Scott Pryde is ushering in a new era of retail design. Find out how his visionary approach is transforming lifestyles.
It will focus on ground-breaking projects in retail across the Middle East, with a particular focus on Saudi Arabia.
By Roman Arora
It's an unparalleled achievement when a passion turns into a successful career story and a youthful dream becomes a reality and starts to change the world. Meet Scott Pryde, Principal and Mixed-Use Director for the Middle East at DLR Group. His innovative vision has not only reinvented the architectural landscape in the region, but he has also transformed his passion into a powerful reality, leading to groundbreaking success and setting new benchmarks in the industry. Let's take a closer look at his story.
To find out more about him and his future plans.
From passionate beginnings to architectural excellence
When inspired by iconic architects such as Le Corbusier, Richard Meier and Norman Foster, it's only natural to follow in their footsteps. Scott's work reflects this influence, and their pioneering designs laid the foundation for his own approach to creating buildings that thoughtfully consider community, space and people.
I had a candid conversation with Scott, who talked about his childhood passions, his love of art, and
He talks about the built environment and how formal education strengthened his connection to his humanity and the urban landscape.
Speaking about his journey, Scott said: “From an early age I had a creative passion and a keen interest in the arts, as well as being fascinated by the artifice of the built environment.
I wanted to explore ways in which landscaping could be seamlessly integrated with buildings and structures. This passion led me to
I got a degree in architecture and I was interested in the relationship between humans and the urban landscape.
It has deepened.”
Scott describes his early career thus: “As I progressed through my studies I began working on more complex projects including mixed-use developments and large scale masterplans. I graduated top of my class and began my professional journey in London as an architect. After working on a variety of smaller projects in the early stages of my career, I joined an award-winning firm where I spent nearly 13 years specialising in retail design, honing my expertise in crafting compelling shopping experiences, shopping mall environments and retail-led spaces. I also worked in concept development for projects for clients across the UK, Asia and the Middle East.”
Revolutionizing retail with lifestyle concepts
Scott is always fascinated by new concepts and their potential to enhance the consumer experience. He is particularly excited by the lifestyle retail concept that heralds a new era of shopping. This innovative approach focuses on creating vibrant, mixed-use spaces that seamlessly combine retail, F&B, entertainment and residential areas. Scott shares his excitement: “Retail's evolution from traditional marketplaces to lifestyle reflects a major shift in consumer preferences and technological advancements. While online shopping offers convenience, lifestyle retail offers entertainment and a holistic experience. Lifestyle retail represents a new era of shopping, focused on creating dynamic, vibrant centers that integrate retail, F&B, entertainment and living spaces. By prioritizing community, experience and sustainability, lifestyle retail meets the evolving needs of the modern consumer.”
Is KSA becoming a lifestyle retail hub?
Eftelakh Tumama, Jeddah: Spanning 170,000 square metres, the project will integrate a vast 85,000 square metres IKEA store and 120,000 square metres of additional space, creating a mixed-use destination with retail, dining options and attractively landscaped outdoor areas.
Scott is amazed at how much Riyadh's lifestyle retail sector has grown since 2019, especially driven by the thriving food and beverage sector. The city has seen a significant increase in restaurant-led commercial space, totalling more than 400,000 square metres. New lifestyle retail projects have focused on creating vibrant green spaces and gardens to enhance aesthetic and environmental appeal for visitors. Additionally, these developments integrate public realm and various lifestyle amenities such as recreational and community spaces to encourage 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 focus on sustainable development practices, ensuring these retail environments are environmentally friendly and socially responsible.
“In Jeddah, interest in outdoor activities is driving lifestyle retail, with many centres now featuring a mix of water attractions and retail, food and beverage options. The rise of Saudi Arabia's expat community has also led to a proliferation of lifestyle retail outside major cities, with places like Abha becoming hubs for ecotourism and modern retail,” Scott explains.
Collaboration is key to securing deals in new regions, and DLR Group Middle East has demonstrated this through its strategic partnerships. DLR Group has ensured success in retail and mixed-use developments by working closely with developers such as Ehteraf Real Estate Developer. This collaborative approach allows them to create unique solutions and achieve great results across a wide range of market segments. Scott emphasises the importance of collaboration: “Our relationship with Ehteraf began in 2018. As an integrated design firm, we quickly understood their requirements to develop mixed-use development initiatives around key assets such as IKEA and Lulu. Ehteraf has been highly regarded for our ability to produce stunning designs that have been transformed into their architectural brand. This effective collaboration has seen us secure multiple projects in Saudi Arabia, with the client-consultant partnership being key to the success of these ventures.”
Overcoming challenges
Scott Pryde, Principal and Mixed-Use Director (Middle East) at DLR Group
Outdoor lifestyle retail environments are common in areas with milder climates. However, in hot desert climates, this becomes challenging. Scott is aware of many challenges and says: “Many of Dubai's outdoor retail projects struggle due to the heat and lack of 24-hour community connection, leading to renovations including for residential and other properties. Rapid growth can also lead to an oversupply of retail and F&B space, as seen in Dubai, which forces developers to repurpose or scale back developments to more niche, boutique formats. It's important to find the sweet spot and ensure your feasibility study aligns with demographic needs.”
Pioneering Excellence in Lifestyle Retail Design
DLR Group seems to have mastered the secret to successful lifestyle retail projects, with Scott emerging as a true expert in the field. Under Scott's leadership, the Group has created dynamic, multi-purpose retail spaces that are perfectly aligned with modern consumer preferences. Scott's innovative approach and keen insight into end-user needs have harmoniously integrated retail, F&B, entertainment and leisure activities, setting new standards in the industry and establishing DLR Group as a leader in lifestyle retail development.
Scott sums up the secret to this success: “A large part of our success comes from studying the end-user profile, aspirations and context. We prioritize understanding the community needs, environmental requirements and cultural dynamics involved. Developing a design story based on these values is the foundation of our projects. We focus on the seamless integration of different uses in mixed-use developments, ensuring a consistent and intuitive experience for the user.”
The Point, Abba, Saudi Arabia: The project comprises of 43,000 sqm of retail, F&B and entertainment gross lettable area, 126 four-star business hotel rooms and 120 units of serviced apartments. The total project area is 80,000 sqm. The retail section comprises of three large family entertainment centres, several large anchors, a large showroom on the main street, restaurants and cafes of various sizes, and a range of small retail shops and kiosks.
Scott believes that consideration of the architecture and the environment are integral to the success of the development. He emphasises: “The sloping site employs strategies such as terracing, seamlessly blending the building with the natural landscape and enhancing aesthetics with designs that harmonise with local conditions. A balance of outdoor and indoor spaces provides a diverse and engaging experience for visitors. At the heart of our developments is a focus on the customer experience, maximising ease of arrival, intuitive navigation and views to ensure a satisfying and memorable visit.”
Scott talks about DLR Group's lifestyle retail journey, beginning with the expansion of Mall of the Emirates: “This early success has prompted repeated retail development collaborations with Ehteraf Real Estate Developer, a Saudi Arabia-based company specialising in retail, hospitality, commercial, residential and urban development. Our portfolio includes significant projects such as the transformation of Riyadh Mall and the development of The Sports Society, demonstrating our ability to innovate and adapt to different retail environments. The Point in Abha, Saudi Arabia, is a great example of our commitment to integrating retail and leisure spaces to create memorable experiences and drive community engagement.”
Recently, DLR Group has been working on several GIGA projects that are expected to revolutionize the retail experience in the region. “Our collaboration on the GIGA projects is a testament to our dedication and success in building our portfolio, especially in Saudi Arabia. These projects pose both significant constraints and great opportunities, requiring extensive early planning and collaboration between our offices in the Middle East, the US and Shanghai. We hope to have the first phase completed by 2030, showcasing the future of large-scale design,” says Scott.
Human-driven success and optimism for the future
EHTERAF KHAMIS MUSHAIT MALL: The concept is based on an open-air experience with boutique retail, street F&B and street shopping, also utilising courtyards, plazas and terraces.
Scott firmly believes that the success of any business is closely linked to the success of its employees. “Successful projects and achieving effective metrics require a team of talented people who believe in the vision of enhancing the built environment and work together towards a common goal. DLR Group Middle East has grown rapidly, expanding from a handful in 2016 to a team of over 80 employees today, and with our newly opened 11,000 sq ft office in Dubai Science Park, we aim to further expand our team. This expansion is driven by hiring the right people at the right level. Continuous progress and development is essential and fine-tuning the effectiveness and working efficiency of our team is crucial to reaching project milestones and realising our client's vision,” says Scott.
Scott is full of excitement and optimism about the future. The potential for innovation and growth in the Middle East is immense and he looks forward to exploring it. “At DLR Group Middle East, we are determined to expand our portfolio and strengthen our influence in the region. As we prepare to open a new office in Saudi Arabia, we aim to better serve our clients and enter a growing market. Our plans include diversifying our project types across sectors such as culture and performing arts, education and the 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.
