The Oman Ministry of Urban Development is leading an ambitious project: Sultan Haitham City, a visionary new urban district in the eastern part of Muscat. Designed to accommodate 100,000 residents, the city will offer essential infrastructure—including hospitals, schools, cultural centers, and entertainment hubs—while setting new benchmarks in urban living. To complete this vision, Altavia was commissioned to craft a comprehensive retail strategy for the central peninsula and the city’s key commercial hubs.
Altavia’s challenge was twofold: to create a retail ecosystem that seamlessly integrates into the daily lives of residents while positioning key locations as compelling destinations for visitors, tourists, and the wider Omani population. The goal was to blend modern retail formats with cultural and experiential elements, ensuring Sultan Haitham City becomes a landmark for both convenience and innovation in retail.
A visionary masterplan integrating convenience, culture, and commerce.
To deliver an impactful retail strategy, Altavia conducted an in-depth analysis of target audiences, competitive benchmarks, and global retail innovations. This led to the development of four distinct retail districts, each offering a unique value proposition:
Each retail district was carefully curated with a distinct offer mix, space planning approach, and architectural vision to ensure cohesion and uniqueness within the city’s broader urban framework.
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Altavia successfully translated its strategic vision into tangible retail experiences across Sultan Haitham City, delivering
Over 400,000m² of commercial space, incorporating diverse retail formats tailored to community needs and visitor expectations.
Luxury boutique malls, creative shopping districts, and a 180,000m² big-box retail center designed to attract and retain diverse audiences.
Thoughtfully integrated retail spaces that contribute to economic vitality, social interaction, and long-term sustainability.
A pioneering approach that blends convenience, experience, and innovation, setting new standards for future urban planning initiatives.
