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“A modern project with a Salmani design and character to revive our authentic culture.” A phrase that drew me from a friend in Roshn to describe Sedra Project. The first of Roshn’s real estate projects, one of the projects of the Public Investment Fund.
The Roshn project represents a qualitative leap for the concept of real estate development. In addition to its main objective to increase the percentage of housing units ownership during the next few years in line with contribute to achieving the objectives of Vision 2030. The Roshn project will create a typical residential environment by providing all the requirements and needs of the residents of the neighborhood from service facilities such as schools, mosques and health centers, providing garden areas and places for pedestrians. Enabling residents to access these service centers easily without using cars, will create a safe and healthy residential environment.
That is the idea of the residential neighborhood of the scheme (Clarence Perry 1929 AD) in the first quarter of the twentieth century approximately. At that time, he showed it after many natural social values were absent in American and European cities. Urban areas suffered from social disintegration, traffic jams, and poor housing, so the surrounding natural environment had to be improved. Obviously, there is a relationship between the environment, society and individual behavior. His idea relied on grouping housing with each other and with the surrounding services in a way that works to reduce the impact of vehicles.
By looking at the general plan of the Roshn real estate project in Riyadh, found that the project will depend on creating areas and communities that focus on the resident and revitalizing the concept of neighbors, it has to increase the connection between members of the community, which is missed by cities including Riyadh due to the urban planning of residential neighborhoods during the past forty years. Developers depended on profitability, by finding the largest residential plots for sale serviced by streets for cars only so that the resident had to go to the mosque by car.
Neighborhoods became lacking in the least components of a residential neighborhood for family members to practice daily life and communication between neighbors, which negatively affected the individual.
In addition to the change and acceleration in the lifestyle of urban residents, which made us lose the most important element and pillar of the old neighborhoods, which is the neighbor. We hope through Roshn projects to return the concept of neighbors, which in its urban design relied on strengthening the concept of neighbor, society and the humanization of neighborhoods.
In conclusion, the Roshn real estate project was created with unlimited support from the state, and under the guidance of His Highness, King Salman bin Abdulaziz. With direct support of His Highness, Crown Prince, Mohammed bin Salman, not only to create an integrated residential community for the Saudi citizen but also to find standards for the quality and prices of housing, which we see vary from one real estate developer to another according to the developer’s profitability, which sometimes reach to unreasonable prices and/with low quality, which leaves no room for doubt that there is no control or main driver for the real estate and housing market in the Kingdom, especially in large cities.
Therefore, companies and organizations, including Roshn, were created to achieve the Kingdom’s vision by raising the quality and percentage of ownership of the citizen, who was and still his satisfaction and elevation the most important goals of this blessed Kingdom.