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Company Profile

S O N I A A S H O O R

C U L T U R A L D E S I G N

W W W . S A C D . D E S I G N

http://sacd.design

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During the golden age of Islam, scholars, scientists and artists of global descent were united under an umbrella of knowledge and enlightenment. They left a legacy of scientific achievement, monuments and artifacts of unsurpassed beauty. They belonged not to a common race or creed, but a shared vision of human advancement and civilization.

Our ‘roots’ are imbedded in this vision and our ‘language’ is that of unity, cultural diversity and tolerance.

Our ‘identity’ is in understanding who we are and where we come from, combined with the courage to learn, evolve and share with others.

We at SACD fulfil this identity through our work and with all those we engage with. With every project we learn more about culture, art and history and how everything is connected. We believe that the true value of this knowledge is in the sharing of it; through this we hope to reinstill the identity of our region.

“Here are my roots… Here is my language”A P O E T I C V E R S E B Y T H E B E L O V E D N I Z A R Q A B B A N I I L L U M I N A T I N G O U R I D E N T I T Y .

O U R M I S S I O N

- 3 - A B O U T U S

SACD is an interior design and advisory firm specializing in ‘culturally attuned’ projects. With an international track record, our Saudi office was opened in 2001 and in 2008 we moved to our current location in Bahrain. Since the firm’s inception, we have been involved in a wide range of cultural and sovereign projects worldwide. Our clientele to name a few include, the Saudi Ministry of Foreign affairs, Qatar Foundation, The Bahrain Cultural Authority and UNESCO.

What sets us apart is our deep understanding of this region. “We are the people and it’s culture. We are the interpreters of the tradition”. With every project, we listen, raise questions and engage in the context. We address the needs of our clients with a high regard to cultural values.

“Our focus is culture and our Commitment is to cultural relevance”.

We draw inspiration from art, culture and historical references and reinterpret them into our own design vocabulary, crafting signature interiors

We are a passionate design team rooted in this region by interest, knowledge and ancestry. We believe in the collective and with every project collaborate with various artists to deliver unique experiences. We are committed to our craft, delivering the full range of a design package from inception to contract documents to include art consultation, advisory and supervision.

With over 20 years of experience we have worked with Ministries, Cultural and non-profit organizations, global banks and select private clients.

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CultureWe commit to cultural relevance with every

project.

KnowledgeWe continuously learn about culture

and aim to inform others.

EnvironmentWe create environments that are rooted

and timeless.

O U R V A L U E S

- 5 - O U R S E R V I C E S

We design interior spaces with an ‘emic’ insider’s view, compared to an ‘etic’ outsider’s view. With every project we focus on meeting the clients specific needs within a cultural context. We engage in a dialogue and listen to their stories and aspirations. These we translate into images, narratives and concept sketches and filter them through an informed design process crafting signature interiors.

Our interior design services include: concept design, design development, final design and documentation, furniture, furnishings and equipment (FF&E), art consultation, procurement and supervision.

SACD act as advisors on internationally designed projects and assist in making them culturally relevant and place specific. We dissect and analyze cultural patterns and incorporate context. This includes, religion, tradition, heritage, behavior and psychology. We also research the relevance of each project in terms of form, function and intent to reach a comprehensive solution.

Our cultural advisory services include: design review and consultation, workshops, lectures, competition briefs and public engagement.

Cultural Design Cultural AdvisoryC U R A T I N G C U L T U R E W I T H E V E R Y P R O J E C T M A K I N G G L O B A L I D E A S P L A C E S P E C I F I C

S E R V I C E S P R O V I D E D

Interior design, contract and tender documents, soft furnishing (FF&E, Art Consultation)

Waseel Farm RetreatR I Y A D H , S A U D I A R A B I A

P R I V A T E C L I E N T



Al Faisal DiwaniaR I Y A D H , S A U D I A R A B I A




Atria PenthouseD U B A I , U . A . E .




Embassy & Ambassador’s ResidenceW A R S A W , P O L A N DS A U D I M I N I S T R Y O F F O R E I G N A F F A I R S



Remal Beach VillasA L K H O B A R , S A U D I A R A B I AR E T A L U R B A N D E V E L O P M E N T



Ma’ Ali Real EstateA L K H O B A R , S A U D I A R A B I AR E T A L U R B A N D E V E L O P M E N T



Embassy & Residence ComplexK H A R T O U M , S U D A NS A U D I M I N I S T R Y O F F O R E I G N A F F A I R S



National Control Centre Building R I Y A D H , S A U D I A R A B I AS A U D I E L E C T R I C I T Y C O M P A N Y


Architectural Facade Extension

Arab Regional Centre for World Heritage M A N A M A , B A H R A I NA U T H O R I T Y F O R C U L T U R E A N D A N T I Q U I T I E S



Royal Tent S W E I H A N , U . A . E .P R I V A T E C L I E N T



Ahmed Bin Mohammed Military CollegeD O H A , Q A T A RP R I V A T E E N G I N E E R I N G O F F I C E



Alubaf Arab International BankM A N A M A , B A H R A I NC O R P O R A T E O F F I C E S


Architecture, Interior design, contract and tender documents, soft furnishing (FF&E, Art Consultation)

Restaurant MassoM A N A M A , B A H R A I NP R I V A T E C L I E N T


Research for Audio Guide, Architectural Restoration, Landscape & Interior Design

Marad Guest House M A N A M A , B A H R A I NA U T H O R I T Y F O R C U L T U R E A N D A N T I Q U I T I E S

A U N E S C O W O R L D H E R I T A G E P R O J E C T



Kaid Investment Group A L K H O B A R , S A U D I A R A B I AC O R P O R A T E O F F I C E S


Cultural Advisory, Ideology & Conceptual Design Study

School of Islamic Studies D O H A , Q A T A RQ A T A R F O U N D A T I O N

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Sonia Ashoor is the founder and principal of Bahrain based SACD. She is known for her deep-rooted understanding of the region, which inspires her culturally attuned interiors. Ms. Ashoor holds a Bachelor of Arts in Interior Architecture from King Faisal University, Saudi Arabia and a Masters of Fine Arts in Interior Environments from Virginia Commonwealth University, USA.

Sonia Ashoor also plays an active role in the field of academia. She co-founded the Interior Design Department at Dar Al Hekma in Jeddah, Saudi Arabia and is an advisor to the board of several Gulf based universities. She speaks on the subject of ‘cultural identity’ in many conferences and conducts workshops for students on the same. Ms. Ashoor is passionate about where she comes from and acts as a design and cultural advisor on large-scale projects in the Gulf.

Daniel Kobel is a Swiss architect who studied architecture and design at the Gerrit Rietveld Academy in Amsterdam and holds a Master of Fine Arts in Design Culture from the Zurich University of the Arts. Between 2003-2006 he has taught at the Architecture Department at the Swiss Federal Institute of Technology in Zurich and was involved in research projects examine the changes in architectural production resulting form the introduction of digital manufacturing techniques.

In 2004 he started his own architecture firm based in Zurich and worked on historical renovation projects, several F&B projects and a “large scale multifunctional centre in Bern”. In 2010, he joined up with Sonia Ashoor and co-founded SACD based Manama, Bahrain.

Daniel KobelC O - F O U N D E R

O U R F O U N D E R S

Sonia AshoorC O - F O U N D E R & P R I N C I P A L

- 35 - O U R F O U N D E R S

PROFESSIONAL QUALIFICATION· B.A. (Interior Architecture), King Faisal University, Dammam, Saudi Arabia.· M.F.A. Masters of Fine Arts degree in Interior Environments.(specialization in international hospitality design) CAREER HIGHLIGHTS INCLUDE: HOSPITALITY PROJECTS· The Ramada Hotel, Washington D.C., USA· Sheraton Hotel, Doha, Qatar· Mariott Hotel, Doha, Qatar· Diyafa Towers, Al-Hamra, Jeddah, K.S.A.

SOVEREIGN AND COMMERCIAL PROJECTS· Arab Regional Centre for World Heritage (ARC-WH) Manama, Kingdom of Bahrain· Marad House, Pearling, Testimony of an Island Economy A Unesco World Heritage nomination project, Muharraq, Kingdom of Bahrain· The Saudi Ambassador’s Residence, Kingdom of Bahrain· The Saudi Embassy and Ambassador‘s Residence, Warsaw, Poland· Dhahran Royal airport, Dhahran, Saudi Arabia· Educational facility (preschool and kindergarten) Al-Khobar, Saudi Arabia

· The Saudi Embassy, Bern, Switzerland· The Saudi Embassy and Ambassador‘s residence, Djibouti, Djibouti· The Saudi Embassy and Ambassador‘s residence, Asmara, Eritrea· The Saudi Embassy and Ambassador‘s residence, Abuja, Nigeria· The Saudi Embassy and Ambassador‘s residence, Ougadougou, Burkina Faso· The Saudi Embassy and Ambassador‘s residence, Addis Ababa, Ethiopia· The Saudi Embassy and Ambassador‘s residence, Nouakchott, Mauritania· Nesma Restaurant Chain, Makkah, Saudi Arabia· Health Care facility (ENT clinics), Al-Khobar, Saudi Arabia· The Saudi Embassy, Berlin, Germany· The Saudi Ambassador‘s residence, Tehran, Iran· KAID corporate offices for HRH Prince Mohamad Bin Faisal bin Bandar Al- Saud, Al-Khobar, Saudi Arabia· Global Investment House corporate offices, Manama, Bahrain

Sonia AshoorC O - F O U N D E R & P R I N C I P A L

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ADVISORY PROJECTS· Specialist architectural advisor and concept designer to Qatar Foundation on „ The School of Islamic Studies“, Education City, Qatar Foundation, Doha, Qatar· Architectural/ cultural advisor to Doha Land on Heart of Doha (City planning)· Cultural and Design Consultant to AbuDhabi Investment House (ADIH) on Entertainment City, Doha, Qatar

ACADEMIC ACTIVITIES· Tutor, Lab 8 „Re-Instilling Cultural Identity Into Our Present and Future Built Environment“, MENA lab 2010, Topic: Designing Change, TASMENA, Dubai, UAE· Moderator, Mena Talk, „From Hatim Al-Taai to the 21st Century“ Lecture Series 2010, Topic: Designing Change, TASMENA, Dubai, UAE Commonwealth University, Doha- speaker· Speaker at the Mousharaka, Virginia Commonwealth University, Doha- speaker 2008 Involved in the launching of the Middle East Design Educators Association (MEDEA) · Speaker at “Tasmeem”- International Design Conference-Doha, Qatar 2008.

Topic: Conceptual studies in: The reinterpretation of the regions cultural heritage into a Contemporary context· Lecturer: Professional practice, course number 562-0532 summer 2007, Dept. of Interior Design, King Faisal University, Dammam, K.S.A· Co Founder and lecturer- Interior design dept. Dar Al Hekma College 2000, Jeddah, Saudi Arabia.· Lecturer: Foundation of color, Graphics I, Basic Design I, Dar Al Hekma College 2000, Jeddah, Saudi Arabia.

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PROFESSIONAL QUALIFICATIONS· B.A. Architecture Geritt Rietveld Academy, Amsterdam, Netherlands· M.F.A Design Culture, The Hochschule der Kunst, Zurich, Switzerland

CAREER HIGHLIGHTS· Arab Regional Centre for Wold Heritage, Bahrain· Saudi Electicity Company, Riyadh, Saudi Arabia· Alubaf Arab International Bank, Bahrain· Pension Kafi Schnaps, Zurich, Switzerland· Pension Zum Guten Glueck, Zurich, Switzerland· Hotel Victoria, Interlaken, Switzerland· House of Congress, Biel, Switzerland· Castle Niederurnen, Switzerland· Faculty of Islamic Studies, Education City, Doha, Qatar· Areal CU West, Uetikon, Switzerland· House of Religion, Centre Europlatz, Bern, Switzerland· School Altenburg, Wettingen, Switzerland· Pavilion SBB, HB Sihlpost, Zurich Switzerland· Restoration of several apartment buildings in Zurich, Switzerland

ACADEMIC ACTIVITIES· Project manager: Digital workshop, ETH Zurich· Special course: Information Pavilion Schlieren· Lecturer: first year course: Architectural and Design· Lecturer & project manager: The oblique Hole; The Programmed Wall; The Perforated Wall; The Disintegrated Wall; Aga Khan Center for Islamic Culture, Geneva; Domoterra Lounge, Basel Fair; The Resolution Wall; Tram Station Milchbuck, Zurich; Science City Construction Hoarding, ETH Zurich;

Daniel KobelC O - F O U N D E R

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C O M M E R C I A L & S O V E R E I G N P R O J E C T S

A L K H O B A R , S AU D I A R A B I A

A L K H O B A R , S AU D I A R A B I AA L K H O B A R , S AU D I A R A B I A

M A N A M A , B A H R A I N

S W E I H A N , U . A . E .

S W E I H A N , U . A . E .

D U B A I , U . A . E .


R I YA D H , S AU D I A R A B I A

R I YA D H , S AU D I A R A B I A

D O H A , QATA R


EWAN AL-MA‘ALI

RETAL HOUSING DEVELOPMENT COMPANY

REMAL BEACH VILLAS


ALUBAF ARAB INTERNATIONAL BANK

CORPORATE OFFICES

EWAN NAWRAS


AL FAISAL DIWANIA

KAID INVESTMENT GROUP

ROYAL TENT

PRIVATE CLIENT

ATRIA PENTHOUSE

PRIVATE CLIENT

SHEIKH AHMED BIN ALI AL KHALIFA

HISTORICAL PALACE

WASEEL FARM RESIDENCE

PRIVATE CLIENT

NATIONAL CONTROL CENTER BUILDING

SAUDI ELECTRICITY COMPANY

ABM MILITARY COLLEGE - V.I .P. AREA

PRIVATE CLIENT

RESTAURANT MASSO

PRIVATE CLIENT

K H A R TO U M , S U DA N

K H A R TO U M , S U DA N

EMBASSY & RESIDENCE COMPLEX

SAUDI MINISTRY OF FOREIGN AFFAIRS

EMBASSY & RESIDENCE COMPLEX


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C O M M E R C I A L & S O V E R E I G N P R O J E C T S

A L K H O B A R , S AU D I A R A B I A

M U H A R R AQ , B A H R A I NA U N E S CO WO R L D H ER I TAG E P R OJ EC T


ARAB REGIONAL CENTRE FOR WORLD HERITAGE

MINISTRY OF CULTURE, UNESCO

MARAD HOUSE, PEARLING

TESTIMONY OF AN ISLAND ECONOMY

AMBASSADOR’S RESIDENCE


WA R S AW, P O L A N D

D H A H R A N , S AU D I A R A B I ACO M P E T I T I O N W I N N ER

D H A H R A N , S AU D I A R A B I N

B ER N , S W I T Z ER L A N D

DJ I B O U T I , DJ I B O U T I

A S M A R A , ER I T R E A

A B UJA , N I G ER I A

O UAGA D O U G O U , B U R K I N A FA S O

A D D I S A B A B A , E T H I O P I A

N O UA KC H OT T, M AU R I TA N I A

B ER L I N , G ER M A N YC P E T I T I O N W I N N ER

EMBASSY AND AMBASSADOR’S RESIDENCE


DHAHRAN ROYAL AIRPORT

SAUDI AIR BASE

EDUCATIONAL FACILITY

(PRESCHOOL AND KINDERGARTEN)

EMBASSY














EMBASSY


- 40 - A D V I S O R Y

A D V I S O R Y & C U L T U R A L C O N S U L T A N C Y P R O J E C T S

D O H A , QATA R

D U B A I , U . A . E .

D O H A , QATA R

D O H A , QATA R

D U B A I , U . A . E .

CROSSING THE BOUNDARIES

VCU QATAR (LECTURE SERIES)

LEADERS IN DESIGN MENA SUMMIT

(LECTURE)

QATAR FOUNDATION

“FACULTY OF ISLAMIC STUDIES”

DOHA LAND

“HEART OF DOHA”

MEENA LAB 2010

”DESIGNING CHANGE”

D O H A , QATA R

ENERGY CITY

“ENTERTAINMENT CITY, LUSAIL DEVELOPMENT”

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P R E S S [ E N G L I S H ]

ARCHITECTS BETWEEN PHILOSOPHYAND IDENTITY

2013

ARABIAN HOMES

JULY 2014

SAUDI MAGAZINE

2013

QATAR HAPPENING

SEPTEMBER 2011

MIDDLE EAST INTERIORS

MAY 2009

BAHRAIN CONFIDENTIAL

JUNE 2009

CROSSROADS ARABIA

2009

TASMEEM DOHA INTERNATIONAL DESIGN CONFERENCE

MARCH 2008

WEEKLY GULF TIMES/QATAR

MARCH 3-7, 2008

THE PENINSULA/QATAR

MARCH 7, 2008

ARABIAN HOMES

MARCH 2007, VOL 6, NO. 3

GULF AIR

SEPTEMBER 2006

MIDDLE EAST INTERIORS

DECEMBER 2006, VOL 1, ISSUE 2

BAHRAINI TV

2009

M E D I A

MODELS OF SUCCESS (THE BOOK)

JULY 2006

WOMEN IN BUSINESS

JUNE 2006, VOL 3, ISSUE 6

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FORBES

MAY 2005

M E D I A [ E N G L I S H ] M E D I A [ A R A B I C ]

EO ENTREPRENEUR „100 SAUDI FAST GROWTH COMPANIES” (DOCU-MENTARY FILM)

2009

SAUDI CHANNEL 2 “LADIES”(DOCUMENTARY FILM)

2008

MODELS OF SUCCESS (DOCUMENTARY FILM)

2006

MBC 1 „SABAH ALKHEIR YA ARAB”

2014

AL-JAZIRA „GOOD MORNING SHOW“

2008

SAUDI RADIO „THE CREATIVE“ 2009

MBC 1 “SAUDI CONTEMPORARIES“

2007

M E D I A

MODELS OF SUCCESS (THE BOOK)

JULY 2006

WOMEN IN BUSINESS

JUNE 2006, VOL 3, ISSUE 6

GULF WEEKLY

MARCH 1-8, 2006

BAHRAINI TV NEW BOOK PROFILES TOP WOMEN (DOCUMENTARY FILM)

APRIL 14, 2006

P R E S S [ A R A B I C ]

AL-WATAN

JANUARY 28, 2009 PG 25

BAWABAT AL-MARA A

JULY 11, 2006

AL-RAYA

MARCH 10, 2007

AL-SHARQ AL-AWSATMARCH 24, 2006

AL-WASAT

FEBRUARY 22, 2006

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S O N I A A S H O O R

C U L T U R A L D E S I G N

Wind Tower, Diplomatic AreaBuilding 403, Road 1705Block 317, P.O. Box 7501Manama, Bahrain

+973 175 32 935+973 175 32 [email protected]

TFEW W W W . S A C D . D E S I G N

http://sacd.design

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