Al Dana Mixed-Use Masterplan
Category
Scope
Urban design, Masterplanning, Concept narrative, Retail positioning strategy
Location
South Airport Corridor, Amman, Jordan
Size
1.7 Mil. sqft.
A contemporary mixed-use urban district on Jordan's prime airport corridor, bringing retail, business, hospitality, residential living, and entertainment together as a new gateway to Amman.
Some sites just ask for more than a single use. Al Dana sits on Amman's prime airport corridor, close to the city's leading leisure and social destinations, in a position that called for a genuine district rather than a retail center with housing attached.
Form Follows People developed the concept narrative and masterplan strategy for Al Dana as a landmark lifestyle destination: luxury retail, business space, hospitality, residential living, entertainment, and public realm woven into one connected urban district. The ambition was never just occupancy, it was to create a place that works as a gateway to Amman, drawing regional and international visitors while giving the local community somewhere genuinely worth spending time.
The souk gave us the spatial logic to build from. It's one of the oldest and most resilient urban typologies there is, dense, walkable, and built entirely around the rhythm of daily life. We used that same logic to structure Al Dana's four-block composition, with a souk-led retail spine anchoring the ground plane and setting the pace for everything built around it.
From there, the plan layers in the destination pieces that turn a retail center into a district. A retail and entertainment core offers shopping, dining, leisure, and family-focused experiences designed to pull visitors from across Amman and the wider region.
Above and around it, a premium mixed-use layer brings curated retail, signature dining, hospitality, and vibrant public spaces together for a more elevated day-to-day experience. And behind the commercial frontage, a live-work environment integrates residences, hospitality, and business uses into a connected, highly amenitized setting, so the district doesn't empty out once the shops close.
Retail sits where footfall is highest, hospitality and business occupy the middle ground, and residential density builds up behind it, giving Al Dana a genuine live-work-shop rhythm across all four blocks rather than a single-use center with other programs bolted on.
The result is a concept masterplan that sets a new benchmark for integrated, destination-driven development in the region, built for a growing corridor on the edge of one of the Middle East's fastest-changing capital cities.
