1-ama holdings brochure email version
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AMA Holdings was established in the UAE in 2011 to provide development management and project
management services to the hotel, commercial, institutional and residential markets for clients
around the world.
Steady, organic growth and investment saw AMA Holdings expand in 2011 with the launch o f our
rst project, the Asia Grand Beach Resort and Spa in Abu Dhabi. Established on a 36,000 sq metre
beachfront site, and adjacent to the UAE Royal Families’ Sea Palace, this hotel will be the initial
investment and agship project for the company.
In addition, AMA Holdings specialises in Architecture, Interior Design, Project Management (including
Client Representative role) and all building related services across many sectors, specically:
Hospitality
Commercial
Institutional
Retail
Residential
Sport and Recreation
Our talented and experienced team is headquartered in Dubai, ensuring we bring the perfect
balance of local knowledge and international experience to each project.
We genuinely enjoy working with a wide range of companies, from large multinationals to smaller
privately owned businesses, taking care that each solution we provide reects the individual needs of
the client.
COMPANY PROFILE
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Martin graduated with a degree in Architecture in 1991 and has
worked in Australia, Singapore for 4 years and the UAE for 15 years.
L+B DESIGN GROUP :
Managing Director - Dubai, UAE (2009-Present)
RMJM :
Project Director - Dubai, UAE (2005 - 2009)
HOK :
Design Manager and Master Architect - Dubai, UAE (2003-2005)
Hill International :
Senior Project Manager - Dubai, UAE (2002-2003)
NORR :
Project Manager - Dubai, UAE (2000-2001)
Hyder Consulting :
Design Manager - Dubai, UAE (1997-2000)
Bouygues Construction :
Co-ordinating Architect - Singapore (1993-1997)
MARTIN BAERSCHMIDTBA (Arch), BArch, ARBV
PARTNER
+971 50 456 3781
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ALI AKBAR
Ali has been involved with the hospitality sector since leading the Dubai Tourism and
Commerce Marketing (DTCM) initiative in the 1990s.
Having been in the UAE for the last 35 years, Ali has witnessed real time growth
of the National economy. In fact, he has been an active enetrepreneur since 1997
where he has been a Development Director for over 10 ten years. Other ventures
include owning Italian restaurants, Fashion Retail outlets, Advertising & Production
agencies.
Currently, he is the CEO of Frank & Chimo Partners Inc - an oil and gas investment
company.
Key development projects include:
Jumeirah Islands, Dubai, UAE(160 villas for Nakheel, at peak 3,000 workers on site, USD 35 million)
Discovery Gardens, Jebel Ali, UAE
(36 G+8 Buildings, at peak 10,000 workers on site, USD 125 million)
Various real estate investments / developments in the UAE.
PARTNER
+971 50 754 6944
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PHILOSOPHY
We believe in results. We think like entrepreneurs because we are entrepreneurs.
As entrepreneurs we are always open for strategic partnerships with clients as well.
As a developer we discuss luxury for our clients particularly in hotels and resorts.,
but equally so for ofces and mixed-use developments. Whether 3 or 5 star, we make
luxurious developments that complement and add to the city that they are located in.
At AMA, our intention is to adopt perfection early on in order to avoid post development
and construction and/or operational issues.
We work with institutes, rms and corporations within the industry and create an alliance
which brings the best of experience, creativity & expertise to all of our developments.
We also engage with both government and private sector hospitality and tourism entities
of a particular country associated with our developments.
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AMA Holdings’ mission is to combine international expertise and best practice in design
and build with local knowledge, to create original and highly functional projects.
The company’s founders identied a gap in the market for a company which coulddemonstrate consistent levels of professionalism while at the same time ensuring clients
receive a personalised ser vice, with emphasis on transparent and open communication
practices.
For employees, our culture rewards hard work and independent thinking, and also
provides the opportunity to develop new skills and talents in a dynamic, enthusiastic team
environment.
Mission
Vision
The vision for AMA Holdings is to continue to grow the brand in the Middle East and
South East Asia, with a particular focus on new markets, and set new standards and
expectations of design and build services for the region.
We would like to be recognised as leading the way in innovative des ign, real-world
feasibility and advisory, quality of construction, transparent pricing and processes.
The long-term vision for the company is to expand its international reach and establisha presence in regions experiencing high economic growth and demand for high quality
design and build services.
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PHASE 1: Concept Design
OBJECTIVE: Economical, feasible & protable development
AMA HOLDINGS / CLIENT REPRESENTATIVES / STRATEGIC PARTNERS
CLIENT
CONCEPT
MASTER PLANNING
HOSPITALITY PRODUCT
DESIGN & BUILD
APPROACH
FEASIBILITY STUDY
MAIN
CONTRACTOR
GREEN
TECHNOLOGY
HOSPITALITY
SPECIALIST
S.W.O.T
VALUE
ENGINEERING
CONSTRUCTION
METHODOLOGY
VACATIONAL
CLUBS
IN BOUND TOUR
OPERATORS
HOTEL
OPERATOR
INTERIOR
DESIGNERS
CONSTRUCTION
ADVISORY
ARCHITECTS
& ENGINEERS
INTERIOR
DESIGNERS
HOTEL
OPERATOR
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DEVELOPMENT STEERING COMMITTEE
CAPITAL INVESTMENTS JOINT VENTURES FINANCE + LENDING
DEVELOPMENT FUND
PARTNERSHIPS
PHASE 2: Financial
OBJECTIVE: Identify suitable nancing arrangements
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PHASE 3: Design & Build
OBJECTIVE: Finalize detailed design & development cost
AMA HOLDINGS / CLIENT REPRESENTATIVES / STRATEGIC PARTNERS
CLIENT
CONSORTIUM
FINALIZED MASTER PLANNING
HOSPITALITY
SPECIALISTSDESIGN & BUILD
CONTRACTOR
INBOUND TOUR
OPERATOR
FINALISED DETAILED DESIGN,
COST AND PROFIT UPDATE
DEVELOPMENT STEERING COMMITTEE
TOURISM
AUTHORITY
VACATION
CLUBSHOTEL
OPERATORS
FOOD &
BEVERAGES
PROCUREMENT
COMPANIES
CLUB
OPERATORS
CHIEF
ARCHITECTS
DEVELOPMENT
MANAGERS
GOVERNMENT
APPROVALSINTERIOR
DESIGNER
ENGINEERS
SUSTAINABILITY
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PHASE 4: Mobilisation
OBJECTIVE: Development Mobilisation
FINALISED DETAILED DESIGN,
COST AND PROFIT UPDATE
DEVELOPMENT
MOBILISATION
ACCOUNTS
DESIGN & BUILD
CONTRACTOR
CONTRACTS & LEGAL
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WHY US
1. Transparent
2. Ethical
3. Innovative
4. International standards
5. Protable
6. Sustainable
7. Efcient
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Chief Architects:
Associate Architects:
Design & Build Contractor:
Specialised Construction Methodology:
Hospitality Special ist:
Hotel Operator:
Environmental:
Tour Operator:
Interior Designer:
FF&E Procurement:
Vacation Clubs:
External/Internal auditing:
CONSORTIUM MEMBERS
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L+B DESIGN GROUP has fully conceptualized
and designed the concept for an Asian hotel in the
Middle East. Working with major hotel chains and
tour operators, this concept has been prepared for
a 33,000 sq m site on Reem Island, Abu Dhabi.
L+B DESIGN GROUP has worked seamlessly for
AMA Holdings, and has conducted meetings with
investors and hotel operators and has successfully
integrated a team of interested parties to give
impetus to the construction of the nal project.
ASIA GRAND HOTELABU DHABI, UAE
2011
Project Details
Client: Reem Investments
Master Architect: L+B Design Group
Site area: 33,000 sq m
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ASIA GRAND HOTEL - CONTEXT MODASIA GRAND HOTEL - SITE PLAN
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When everything comes together in perfect
harmony, life becomes so much easier. A modern
township that lets you be one with the elements
that provides you with integrated living at its best.
Inspired by garden living, Discovery Gardens is an
exceptional residential community located in Jebel
Ali consisting of 2.6 million square metres and more
than 26,000 spacious apartments of various sizes.
Discovery Gardens boasts of close proximity to
major business and economic centres like Dubai
Internet City, Dubai Media City, Dubai Metal and
Commodities Centre and Ibn Batutta Mall.
Discovery GardensDUBAI, UAE
2003-2004
Project Details
Client: Nakheel
Developer: Nakheel
Construction period: 2003 – 2004
Apartments / Units: 26,000
Total GFA: 2,600 ,000 sqm
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Aston Martin is an iconic British car maker, with the
highest standards of design and customer care. After
20 years association with their local sponsor, Aston
Martin MENA looked to project their brand in the
Middle East market with a new showroom on Burj
Boulevard, opposite the world’s tallest tower.
The customer experience is paramount, and the
retail tenancy selected is an 11 meter high space
that will be transformed with 5 cars inside on the
ground oor and all management functions on the 2
proposed mezzanine levels.
Scheduled to open in mid-2012, this project was
entirely designed and managed by L+B DESIGN
GROUP on behalf of Aston Martin MENA, with
signicant co-operation from the UK Head Ofce
of Aston Martin at Gaydon. The strict following of
Corporate Identity (CI) Guidelines for materials and
furniture has made this a challenging and rewarding
project.
ASTON MARTIN SHOWROOMDUBAI, UAE
2011-2012
Project Details
Client: Aston Martin MENA
Architect: L+B Design Group
Construction period: 2012
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The Royal Oman Police Directorate General ofProjects and maintenance has issued a tender forthe design of the Directorate General of TrafcHeadquarters at Airport Heights.
The project is to be culturally responsive to the richhistory and bright future of Oman, environmentallyresponsive to the local climate to assuresustainability and show strong disciplined characterto represent the proud tradition of the Royal OmanPolice and their core values of security, peace andstability.
The site is located to the south of MuscatInternational Airport, to the south of SultanQaboos highway, near the existing Safety Institute,Registration and Testing Facility and not far from theOfcers’ accommodation.
The Omani tradition of building sustainably for
centuries should serve as a source of inspirationfor the layout and provide a strong link back tothe cultural setting of the project. The discipline,strength and character of the Royal Oman Policemust be clearly felt in the building form and siteorganization.
ROYAL OMAN TRAFFIC HEADQUARTERSMUSCAT, OMAN
2012
Project Details
Client: Royal Oman Police
Master Architect: L+B Design Group
Total GFA: 10,405 sq m
Site Area : 5.1 hectares
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DIFC
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Project Details
Client: Dubai Properties
Master Architect: HOK Planning Group
Construction period: 2002 – 2015 (ongoing)
Total GFA: 2,500 ,000 sq m
Site Area : 48 hectares
DIFCDUBAI, UAE
2004-2005
Martin Baerschmidt was the Design Manager onthis project while at HOK.
The Dubai International Financial Centre (DIFC)
consists of 48 Hectares of land behind the Sheikh
Zayed Road towers, and opposite Emirates Towers,
which has now developed into a premium development
precinct and public space that houses some of theworld’s most recognized banks and nancial institutions.
The project consists of 2,500,000 sq. m of GFA, and
can accommodate 9,000 carparking spaces within 3
basements and 3 podium parking levels. The Concourse
level was designed to be an elevated parkland with
towers interspersed amongst it, and Personal Rapid
Transit (PRT) proposals were also investigated to
expedite travel within the precinct.
The masterplan was conceived by Gensler on the basis
of London’s Canary Wharf (Docklands) and HOK
were then appointed in 2004 as Master Architect, to
further develop the Masterplan, the Design Guidelines,
the landscaping of the Public Realm and to review with
Dubai Properties all proposals from developers.
Over 30 plots exist within the development, and roads,
landscaping and signage guidelines were progressed to
give a uniformity and quality to the overall development.
A 1.5 km long spine of retail was developed by
Eric Kuhne and Associates (USA) to link all of the
development
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CAPITAL GATE MASTERPLAN
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Project Details
Client: ADNEC (Abu Dhabi National Exhibition Company)
Master Architect: RMJM
Construction period: 2007– 2012(ongoing)
Total GFA: 800,000 sq m
Site Area : 15.5 hectares
CAPITAL GATE MASTERPLANABU DHABI, UAE
2007-2009
Martin Baerschmidt was the Project Director onthis project while at RMJM.
RMJM were appointed as Master Planner and
Master Architect on the Abu Dhabi National
Exhibition Centre project, where 15.5 hectares of
the original 35 hectares of land, centrally located on
Abu Dhabi Island, is to become known as CapitalCentre. Situated on the main arter y to the city, the
Client wished to capitalise on their land through
the sale to private investors and also to c reate
a destination. RMJM created a set of cohesive
Design Guidelines for all developers to follow, and
reviewed each development proposal at concept
and schematic design stages.
The 24 plots are to have a 3 basement and 2
podium level conguration for parking, with towers
of up to 160 metres in height above. Substations
and roadworks including extensive infrastructure
installations are to be completed by ADNEC, whilst
private developers continue with their construction.
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SHANGRI-LA HOTEL
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Project Details
Client: Obaid Al Jaber
Contractor: Murray and Roberts
Design Archite ct: NORR (Yahya Yan)
Construction period: 2001 – 2003
Total GFA: 115,000 sq m
Construction Cost: 175 million USD
SHANGRI-LA HOTELDUBAI, UAE
2000-2003
NORR were commissioned for full services for
design and construction of a 43 storey 5 star hotel
tower, comprising 300 bedrooms, and 112 serviced
apartments and 60 unfurnished apartments. Also
comprising ballrooms, ofces, gymnasium and healthclub and a 4 storey food and beverage lobby atrium.
Situated on a highly prominent site on Sheikh
Zayed Road, the project included 2 basements for
kitchen and laundry, a connecting tunnel to 4 levels
of underground parking and servicing facilities, and
parking structure with a rooftop with exclusive
swimming pool, tennis court and landscaping.
The hotel was built using reinforced, in-situ
concrete and is c lad in golden toned, polished
granite over its full height. The interior design by
Wilson and Associates (Singapore) is contemporary
and to the highest 5 s tar standard.
Martin Baerschmidt was the Project Manager onthis project while at NORR.
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At AMA HOLDINGS we ensure that our
clients are serviced correctly and are given
personal attention at all times.
Successful delivery of projects is our GOAL
MANAGEMENT | DEVELOPMENT | HOSPITALITY