COMPANY PROFILE

PARTNERS
PHILOSOPHY
VISION
HOW WE WORK
WHY US
CONSORTIUM
PROJECTS

COMPANY PROFILE
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 of our
first 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 flagship 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, specifically:
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 reflects the individual needs of
the client.

COMPANY PROFILE
PARTNERS
PHILOSOPHY
VISION
HOW WE WORK
WHY US
CONSORTIUM
PROJECTS

MARTIN BAERSCHMIDT
BA (Arch), BArch, ARBV

PARTNER
+971 50 456 3781
mbaerschmidt@ama-holdings.com
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)

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ALI AKBAR
PARTNER
+971 50 754 6944
aakbar@ama-holdings.com
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.

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COMPANY PROFILE
PRINCIPAL PARTNERS
PHILOSOPHY
VISION
HOW WE WORK
WHY US
CONSORTIUM
PROJECTS

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 offices 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, firms 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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COMPANY PROFILE
PRINCIPAL PARTNERS
PHILOSOPHY
VISION
HOW WE WORK
WHY US
CONSORTIUM
PROJECTS

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 design, 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 establish
a presence in regions experiencing high economic growth and demand for high quality
design and build services.

Mission
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 companys founders identified a gap in the market for a company which could
demonstrate consistent levels of professionalism while at the same time ensuring clients
receive a personalised service, 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.

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COMPANY PROFILE
PRINCIPAL PARTNERS
PHILOSOPHY
VISION
HOW WE WORK
WHY US
CONSORTIUM
PROJECTS

PHASE 1: Concept Design

OBJECTIVE: Economical, feasible & profitable development
CLIENT
AMA HOLDINGS / CLIENT REPRESENTATIVES / STRATEGIC PARTNERS
HOSPITALITY PRODUCT

CONSTRUCTION
ADVISORY

ARCHITECTS
& ENGINEERS

CONCEPT
MASTER PLANNING

S.W.O.T

INTERIOR
DESIGNERS

HOTEL
OPERATOR

FEASIBILITY STUDY
HOSPITALITY
SPECIALIST

DESIGN & BUILD

APPROACH

MAIN
CONTRACTOR

CONSTRUCTION
METHODOLOGY

INTERIOR
DESIGNERS

GREEN
TECHNOLOGY

VALUE
ENGINEERING

VACATIONAL
CLUBS

HOTEL
OPERATOR

IN BOUND TOUR
OPERATORS

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PHASE 2: Financial
OBJECTIVE: Identify suitable financing arrangements

DEVELOPMENT STEERING COMMITTEE

DEVELOPMENT FUND

CAPITAL INVESTMENTS

JOINT VENTURES

PARTNERSHIPS

FINANCE + LENDING

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PHASE 3: Design & Build

OBJECTIVE: Finalize detailed design & development cost

CLIENT

AMA HOLDINGS / CLIENT REPRESENTATIVES / STRATEGIC PARTNERS

FINALIZED MASTER PLANNING
DEVELOPMENT STEERING COMMITTEE

HOTEL
OPERATORS

FOOD &
BEVERAGES

CLUB
OPERATORS

VACATION
CLUBS

TOURISM
AUTHORITY

HOSPITALITY
SPECIALISTS

CONSORTIUM

DEVELOPMENT
MANAGERS

INBOUND TOUR
OPERATOR

CHIEF
ARCHITECTS

ENGINEERS

GOVERNMENT
APPROVALS

PROCUREMENT
COMPANIES

INTERIOR
DESIGNER

SUSTAINABILITY

FINALISED DETAILED DESIGN,

COST AND PROFIT UPDATE

DESIGN & BUILD

CONTRACTOR

PHASE 4: Mobilisation
OBJECTIVE: Development Mobilisation
FINALISED DETAILED DESIGN,
COST AND PROFIT UPDATE

CONTRACTS & LEGAL

ACCOUNTS

DESIGN & BUILD

CONTRACTOR

DEVELOPMENT
MOBILISATION

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COMPANY PROFILE
PRINCIPAL PARTNERS
PHILOSOPHY
VISION
HOW WE WORK
WHY US
CONSORTIUM
PROJECTS

WHY US
1. Transparent
2. Ethical
3. Innovative
4. International standards
5. Profitable
6. Sustainable
7. Efficient

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COMPANY PROFILE
PRINCIPAL PARTNERS
PHILOSOPHY
VISION
HOW WE WORK
WHY US
CONSORTIUM
PROJECTS

CONSORTIUM MEMBERS

Chief Architects:
Associate Architects:
Design & Build Contractor:
Specialised Construction Methodology:
Hospitality Specialist:
Hotel Operator:
Environmental:
Tour Operator:
Interior Designer:
FF&E Procurement:
Vacation Clubs:
External/Internal auditing:

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COMPANY PROFILE
PRINCIPAL PARTNERS
PHILOSOPHY
VISION
HOW WE WORK
WHY US
CONSORTIUM
PROJECTS

ASIA GRAND HOTEL

ABU DHABI, UAE
2011

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.

Project Details
Client:

Reem Investments

Master Architect:

L+B Design Group

Site area:

33,000 sq m

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 final project.

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ASIA GRAND BEACH RESORT & SPA

ASIA GRAND HOTEL - SITE PLAN

ABU DHABI, UAE

25 AUGUST 2011

ASIA GRAND BEACH RESORT & SPA

ASIA
GRAND
ABU
DHABI,
UAE

OPTION Q (G+4)

25 AUGUST 2011

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REEM ISLAND - CONTEXT MODEL

HOTEL - CONTEXT MODEL

RESIDENTIAL
RETAIL / INTERIORS
MASTER PLANNING
MIXED USE
COMMERCIAL
HOSPITALITY

Discovery Gardens
DUBAI, UAE
2003-2004

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.

Project Details
Client:

Nakheel

Developer:

Nakheel

Construction period:
Apartments / Units:
Total GFA:

2003 2004

26,000
2,600,000 sqm

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RESIDENTIAL
RETAIL / INTERIORS
MASTER PLANNING
MIXED USE
COMMERCIAL
HOSPITALITY

ASTON MARTIN SHOWROOM

DUBAI, UAE
2011-2012

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 worlds tallest tower.

Project Details
Client:
Architect:
Construction period:

Aston Martin MENA

L+B Design Group
2012

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 floor 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
significant co-operation from the UK Head Office
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.

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RESIDENTIAL
RETAIL / INTERIORS
MASTER PLANNING
MIXED USE
COMMERCIAL
HOSPITALITY

ROYAL OMAN TRAFFIC HEADQUARTERS

MUSCAT, OMAN
2012

The Royal Oman Police Directorate General of

Projects and maintenance has issued a tender for
the design of the Directorate General of Traffic
Headquarters at Airport Heights.
The project is to be culturally responsive to the rich
history and bright future of Oman, environmentally
responsive to the local climate to assure
sustainability and show strong disciplined character
to represent the proud tradition of the Royal Oman
Police and their core values of security, peace and
stability.

Project Details
Client:

Royal Oman Police

Master Architect:

L+B Design Group

Total GFA:

10,405 sq m

Site Area :

5.1 hectares

The site is located to the south of Muscat

International Airport, to the south of Sultan
Qaboos highway, near the existing Safety Institute,
Registration and Testing Facility and not far from the
Officers accommodation.
The Omani tradition of building sustainably for
centuries should serve as a source of inspiration
for the layout and provide a strong link back to
the cultural setting of the project. The discipline,
strength and character of the Royal Oman Police
must be clearly felt in the building form and site
organization.

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RESIDENTIAL
RETAIL / INTERIORS
MASTER PLANNING
MIXED USE
COMMERCIAL
HOSPITALITY

DIFC

DUBAI, UAE
2004-2005

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 the
worlds most recognized banks and financial 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.

Project Details
Client:
Master Architect:
Construction period:

Dubai Properties
HOK Planning Group
2002 2015 (ongoing)

Total GFA:

2,500,000 sq m

Site Area :

48 hectares

The masterplan was conceived by Gensler on the basis

of Londons 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.

Martin Baerschmidt was the Design Manager on

this project while at HOK.

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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RESIDENTIAL
RETAIL / INTERIORS
MASTER PLANNING
MIXED USE
COMMERCIAL
HOSPITALITY

CAPITAL GATE MASTERPLAN

ABU DHABI, UAE
2007-2009

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 Capital
Centre. Situated on the main artery to the city, the
Client wished to capitalise on their land through
the sale to private investors and also to create
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 configuration 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.

Project Details
Client: ADNEC (Abu Dhabi National Exhibition Company)
Master Architect:
Construction period:

RMJM
2007 2012(ongoing)

Total GFA:

800,000 sq m

Site Area :

15.5 hectares

Martin Baerschmidt was the Project Director on

this project while at RMJM.

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RESIDENTIAL
RETAIL / INTERIORS
MASTER PLANNING
MIXED USE
COMMERCIAL
HOSPITALITY

SHANGRI-LA HOTEL
DUBAI, 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, offices, gymnasium and health
club 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.

Project Details
Client:
Contractor:
Design Architect:
Construction period:
Total GFA:
Construction Cost:

Obaid Al Jaber
Murray and Roberts
NORR (Yahya Yan)
2001 2003
115,000 sq m
175 million USD

The hotel was built using reinforced, in-situ

concrete and is clad in golden toned, polished
granite over its full height. The interior design by
Wilson and Associates (Singapore) is contemporary
and to the highest 5 star standard.
Martin Baerschmidt was the Project Manager on
this 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

134