ROSHN, Saudi Arabia’s leading national real estate developer and PIF-funded giga-project, has announced a significant step in its evolution to becoming a multi-asset class real estate developer – the rebranding of the iconic Riyadh Front to the all-new ROSHN Front.

The rebranding emphasizes ROSHN’s dedication to creating holistic and sustainable communities that enrich the lives of those who reside, work, and play within them. The name change not only reflects the evolving vision of the destination but also symbolizes a new era of development excellence that ROSHN is introducing to Riyadh.

The acquisition and rebranding of ROSHN Front marks the latest evolution in ROSHN’s strategy of building coast-to-coast in Saudi Arabia, expanding its range of operations to elevate its quality-of-life agenda, and lead the region in innovation and disruptive technologies. This journey will transform ROSHN into a globally significant multi-asset-class developer and enable the goals of Vision 2030.

“The metamorphosis of Riyadh Front to ROSHN Front signifies a cornerstone in ROSHN Group's evolution. As we strive to fuse mixed-use development with our pioneering vision, we are honored to breathe life into sustainable, inclusive, and innovative communities in Riyadh's epicenter and beyond. This rebranding not only mirrors our deep-rooted commitment to redefining urban living in Saudi Arabia but also cements our stance at the forefront of mixed-use community development,” stated David Grover, ROSHN’s Group CEO.

ROSHN Front comprises a mixed-use lifestyle retail and F&B destination of approximately 80,000 square metres, which welcomes over 10 million visitors annually, and an 80,000 m2 commercial district that features world-class modal workspaces. Features of the development include 1 km of walking promenades and green spaces, and state-of-the-art facilities such as a fitness center, a four-star hotel and meeting rooms, as well as conference halls.

The mixed-use assets of ROSHN Front will complement the array of amenities being developed by ROSHN at its adjoining flagship SEDRA community in Riyadh, which will bring 30,000 new homes to the market when its eight phases of development are complete.

Residents of SEDRA, the first phase of which was launched in October 2021, benefit from a combination of features that are unique in the market, including design that blends traditional architectural styles with cutting edge technology, a network of green and open spaces, pedestrian-friendly 'living streets’, long-term maintenance and management frameworks, and walkable access to a range of health, education, retail, entertainment, and sport facilities.

In October 2022, ROSHN launched sales of the second phase of its flagship SEDRA development, which added 2,171 homes to Riyadh’s most sought-after development, with the release of the third and fourth phases to follow.