One Works - Masar masterplan, improving the quality of life in Makkah
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Masar masterplan, improving the quality of life in Makkah

One Works

Urban Planning  /  Future
One Works

One Works delivered the public real design for Masar Destination aimed to support the increasing number of visitors, especially for Hajj and Umrah pilgrimages. The concept included a 3.6 km pedestrian-only axial boulevard, MASAR front, linking the Haramain High-Speed Rail Station to the sacred Kaaba in the Great Mosque.

The boulevard was divided into six distinct zones with unique commercial positioning, enhancing walkability and crowd management. Contemporary elements blended harmoniously with traditional Islamic influences, maintaining Makkah's identity while fostering a forward-thinking approach.

Aligned with Saudi Arabia's Vision 2030, the development aims to accommodate 30 million Umrah pilgrims by 2030, while promoting sustainability through improved mobility and public spaces.

The Masar Destination project seamlessly integrates with Makkah's landscape and urban surroundings. Its axial boulevard, MASAR front, serves as a transit-oriented development, providing easy access to various transportation modes like the rail station, future metro stations, bus stops, and car parks. Responding to the desert climate, the design incorporates shade trees and misting for cooling, ensuring pedestrian comfort, and promoting sustainability by reducing reliance on congested roads.

The architecture blends contemporary features with traditional Islamic aesthetics, honouring the city's cultural and religious significance. This project respects Makkah's identity while enriching its urban fabric, creating a vibrant commercial and cultural quarter for both residents and visitors.

The project prioritized sustainability and eco-compatibility, employing various strategies in the public realm design. Emphasis was placed on pedestrian movement, reducing car dependence, and promoting public transport. AI-based crowd management technologies optimized pedestrian flow. Misting and shade trees were integrated for evaporative cooling and mitigating the desert climate.

Materials and technologies aligned with sustainability principles. Wave lines on MASAR front used materials blending contemporary aesthetics with sustainability. The shade canopies, inspired by Islamic stone vaults, were reinterpreted with light and airy steel and mesh structures.

The urban development project strategically addresses enormous flows of people by prioritizing pedestrian movement through the pedestrian-only MASAR front boulevard. It aims to provide a rich, safe, and comfortable spatial experience.

Masar Destination's key objective is to elevate Makkah's stature on the international cultural map. By skilfully blending traditional Islamic aesthetics with modern urban design, it pays homage to the city's cultural and religious heritage while creating a contemporary urban space. The incorporation of Islamic motifs, such as wave lines in paving and shade canopies inspired by "muqarnas," adds a distinct character, making it an iconic landmark.

Aligned with Saudi Arabia's Vision 2030, MASAR front supports the goal of increasing Umrah pilgrims to 30 million by 2030. Integrating with various transportation modes, including the Haramain Train Station and future metro stations, promotes sustainable mobility, alleviates traffic congestion, and enhances the overall experience for pilgrims and visitors.

In essence, Masar Destination is a visionary endeavour enriching lives in Makkah, providing a world-class experience for spiritual visitors. The seamless blend of tradition and modernity elevates the city's global appeal and contributes to Saudi Arabia's ambitious Vision 2030 objectives.

Masar Destination is a transformative urban intervention that enhances life in Makkah for residents and visitors through well-designed public spaces. By blending Islamic aesthetics with modern design, the project will become an iconic landmark capable of accommodating 30 million Umrah pilgrims by 2030. Aligned with Saudi Arabia's Vision 2030, it supports sustainable mobility and aims to elevate Makkah's global appeal.


 Arabia Saudita
 Nesma/COWI (Umm Al Qura Development & Construction)
 1200000 mq
 One Works
 Lucas London, Roberta Camaggio, Andrea Taylor, Cort Widlowski, Davide Grandi, Massimiliano De Chiara, Enrica Perrot, Dalma Napoletano, Lorenzo Penna, Carolina Zanin, Elisabetta Zecca
 Piasà - Landscape


One Works is a global architecture and engineering company with an integrated consultancy and design approach in transport infrastructure, master planning, real estate, and public and private buildings. Its significant experience in the planning and design of airports, commercial destinations, buildings, and public spaces, enables One Works to capture the complex relationships between urban development and places of high concentration and exchange, keeping people's experience at the center. Founded in 2007, One Works has grown exponentially and now works from various locations worldwide, with headquarters in Milan and offices in Venice, Rome, Dubai, London, Singapore, and Bangkok. Among the recent projects realized is the expansion of Marco Polo Airport in Venice, CityLife Square in Milan, and eleven metro stations between Doha and Riyadh. The studio is working on the King Abdul Aziz Road urban redevelopment project in Mecca, among others.

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