ROSHN: How Is Saudi Arabia Redefining Modern Living?
Explore how ROSHN's projects contribute to Saudi Vision 2030 through integrated residential communities and a modern lifestyle.
200+ million m² of total developed land
30% savings in energy and water consumption
10-minute walk to essential services in a pedestrian-friendly community
Official ROSHN website: Browse homes and book appointments
Saudi Vision 2030: Explore the Quality of Life and Housing programs
Sakani platform: Financing and housing solutions for citizens
Public Investment Fund: ROSHN's owner and founder
Introduction: Shaping the Urban Future in Light of Vision 2030
Saudi Arabia's real estate and urban landscape is undergoing an unprecedented, fundamental transformation, driven by Vision 2030, which places quality of life and increased homeownership among citizens at the top of its priorities. At the heart of this transformation, ROSHN Group stands out as a key driving force, moving beyond conventional property development to establish a people-centered approach to cities and build integrated communities. As one of the giga-projects wholly owned by the Public Investment Fund (PIF), ROSHN does more than construct buildings: it redefines the relationship between people and place, targeting a homeownership rate of 70% by 2030—a national strategic objective requiring millions of square meters of sustainable residential space.
ROSHN's strategy goes beyond simply bridging the gap between supply and demand. It is a process of social and economic redesign intended to create urban environments that promote public health, social interaction, and environmental sustainability while rigorously preserving the cultural and architectural identities of Saudi Arabia's different regions. With an extensive property portfolio spanning the Kingdom's main regions and development areas exceeding 200 million square meters, the group is leading a structural change in how Saudi cities are planned, moving away from unplanned urban sprawl toward smart, sustainable urban planning.
Drawing on the latest official data and reports, this report provides an in-depth, detailed analysis of ROSHN's strategy, major projects, architectural philosophy, and economic and social impacts, serving as a comprehensive reference for specialists and observers of Saudi Arabia's development landscape.
First: Architectural Philosophy and National Identity—Reviving Heritage with a Contemporary Spirit
Architectural identity is the backbone of ROSHN's projects. While many modern property developments have embraced architectural globalization at the expense of a sense of place, ROSHN has taken a different path, drawing inspiration from local heritage and reinterpreting it in a contemporary language. This approach serves more than aesthetics: it strengthens residents' sense of belonging and achieves environmental sustainability rooted in traditional architecture's understanding of the local climate.
1. The Salmani Code: An Icon of the Central Region
In its Riyadh projects, SEDRA and WAREFA, ROSHN clearly embraces the principles of Salmani architecture established by the Custodian of the Two Holy Mosques, King Salman bin Abdulaziz. This style rejects blind imitation of the West and returns to Najdi roots, adapting them to modern living requirements. This is evident in its use of the following elements:
Materials and colors: Natural earth tones and local stone reduce thermal variation and improve energy efficiency.
Privacy and openness: Homes are designed to preserve Saudi family privacy through the placement of windows and entrances while opening onto shared public spaces that encourage neighborly connections.
Triangles and ornamentation: Triangular parapets and Najdi decorative elements, such as triangles and stepped squares, are used on exterior façades not merely as decoration, but to soften sunlight and shade the façades.
2. The Hijazi Style: Harmony with Sea and Mountain
In the western region, through ALAROUS, MARAFY, and ALMANAR, ROSHN is reviving the rich Hijazi architectural heritage that distinguishes Jeddah and Makkah.
Rawasheen and mashrabiyas: The most prominent element is the roshan, from which the company takes its name. More than a wooden window, it is a natural ventilation and shading system that admits the sea breeze and blocks solar heat while providing complete privacy for residents.
Responding to the climate: Coral stone is incorporated into modern designs as both an aesthetic and insulating element, with urban planning emphasizing wind catchers to direct cool air currents through neighborhoods.
3. The Eastern Style: Architecture of Oases and Coastlines
In the Eastern Province, through ALFULWA and ALDANAH, ROSHN offers a distinctive blend reflecting the region's history as a crossroads of civilizations and a major agricultural oasis.
Ornamentation and arches: The geometric patterns and rounded arches characteristic of traditional Al-Ahsa and Gulf architecture are combined with timber, such as danshal wood in contemporary reinterpretations of traditional ceilings.
Badgir wind catchers: Drawing on the Eastern Province's traditional badgir technique to provide natural ventilation and reduce reliance on artificial air conditioning, this approach is translated into modern practice through building orientation and the design of spaces between buildings to increase airflow.
Second: The Giga-Project Portfolio and Its Geographic Distribution
ROSHN's projects are strategically distributed across areas with high population density and rapid economic growth. They are not merely residential neighborhoods, but cities within cities, with self-sufficient services.
1. The Central Region: Riyadh as an Urban Center of Gravity
In Riyadh, ROSHN supports the goal of doubling the capital's population and making it a global economic hub through major projects in the city's north and east.
A. SEDRA Community: The First Model of Integrated Living
SEDRA is the group's flagship project, located in northern Riyadh and covering more than 20 million square meters.
Urban integration: The project includes more than 30,000 homes. SEDRA is distinguished by its artificial valley and green spaces woven throughout the neighborhoods, placing all residents just steps from nature.
Phases and handovers: The project has been divided into eight development phases. The company has already begun handing over homes in the initial phases, transforming SEDRA from a master plan into a lively, inhabited community currently home to more than 1,000 families.
Product diversity: In response to changing market conditions, ROSHN recently launched SEDRA Residence, adding more than 700 apartments to the community and providing suitable options for small families and professionals alongside villas and townhouses.
B. WAREFA Community: Redefining East Riyadh
Located in Al Janadriyah district, it covers 1.4 million square meters.
Sustainable design: The project provides more than 2,300 homes and accommodates 13,000 people. Its design emphasizes vibrant, shaded streets, with 160,000 square meters—approximately 11% of the area—allocated to green spaces and public amenities, a very high proportion compared with traditional neighborhoods in eastern Riyadh.
Infrastructure: Sewage and stormwater drainage networks were 100% complete before vertical construction began, reflecting ROSHN's commitment to infrastructure quality and preventing flood-related problems.
C. ROSHN Front: A Destination for Work and Leisure
ROSHN acquired Riyadh Front, renaming and developing it as a mixed-use district serving SEDRA residents and visitors to Riyadh.
The figures: The destination welcomes more than 10 million visitors annually and includes office, hotel, and retail space, putting the principle of work and leisure close to home into practice.
2. The Western Region: Connecting History with the Future
In Jeddah and Makkah, ROSHN's projects focus on leveraging the coastal location and sacred spiritual significance.
A. MARAFY: Jeddah's New Waterfront
MARAFY is one of the Kingdom's most ambitious projects, aiming to create an artificial canal 11 kilometers long and 100 meters wide, the first canal in Saudi Arabia to connect the Red Sea with the heart of a city.
Water transport: The canal will offer water taxis and marinas, creating a new transport artery that eases traffic congestion and adds a distinctive tourism experience.
Diversity: A mixed-use project comprising residential and commercial districts and international hotels, designed to accommodate more than 130,000 people.
B. ALAROUS Community: The Vibrant North of Jeddah
It spans 4 million square meters and offers more than 18,000 homes.
Strategic connectivity: Direct connections to MARAFY via pedestrian bridges and green pathways allow residents to enjoy the waterfront and canal without needing a car.
Pocket parks: ALAROUS's layout distributes small pocket parks among residential clusters to strengthen social connections.
C. ALMANAR Community: Makkah's Western Gateway
Located at the western gateway to Makkah, it spans an extensive 21 million square meters, making it one of the holy city's largest residential projects.
A spiritual location: Just 20 minutes from the Grand Mosque, it connects to public transport networks and shuttle buses to facilitate access to the mosque for residents and Umrah pilgrims.
Nature: The design incorporates Makkah's mountainous terrain and natural valleys into the project's green spaces, providing a tranquil, spiritual residential environment with more than 33,000 homes.
3. The Eastern Province: Combining Industry and Quality of Life
Projects in the Eastern Province reflect a balance between the region's industrial character and the need for green, people-centered communities.
A. ALFULWA Community: A Modern Palm Oasis
Located in Hofuf, Al-Ahsa, it spans 10.8 million square meters and includes more than 18,000 homes.
Thermal sustainability: Given the region's hot climate, the homes are designed to deliver 18% energy savings through insulation technologies and proper building orientation.
Heritage: The project draws design inspiration from Al Qarah Mountain and the surrounding palm oases, forming a natural extension of Al-Ahsa's heritage landscape.
B. ALDANAH Community: The Heart of Dhahran
Strategically located between Dammam, Al Khobar, and Dhahran, it covers 1.7 million square meters.
Luxury: The project offers premium villas, accounting for 6% of its homes, with spacious layouts and locations directly overlooking the neighborhood's green spine.
Connectivity: It is 15 minutes from Al Khobar Corniche and 20 minutes from King Fahd Airport, making it an ideal hub for employees of Aramco and industrial sectors.
Comparative Data Table for the Main Projects
Third: Smart Infrastructure and Digital Transformation—Smart Living
ROSHN recognizes that modern cities depend on data as much as concrete. The group has therefore invested heavily in digital infrastructure to ensure its communities are fully smart.
1. The Strategic Partnership with STC and Neutral Host Infrastructure
ROSHN signed a strategic agreement with STC Group to implement neutral host infrastructure across its projects, beginning with SEDRA and WAREFA.
The concept: Instead of every telecom operator excavating streets and laying its own cables, ROSHN and STC build a unified, highly efficient fiber-optic network and 5G towers that all telecom companies, including Mobily and Zain, can use.
The benefit: This model ensures excellent fiber-to-the-home internet and 5G coverage without visual clutter in neighborhoods, giving residents the freedom to choose a service provider without technical barriers.
2. The ROSHN Super App and the Customer Experience
The ROSHN app is the cornerstone of its digital customer experience, offering services that go beyond sales:
Virtual reality (VR): Buyers can take virtual tours of homes, review floor plans, and change façades and colors before purchasing.
Community management: Residents can manage daily activities such as issuing QR-code visitor entry permits, paying utility bills, booking sports facilities, and contacting the community manager directly to resolve maintenance issues.
Digital sales: ROSHN has shifted substantially toward digital sales. Customers can complete purchases, verify eligibility, and sign contracts entirely electronically through the app, reflecting a transformation in the Kingdom's property-buying experience.
3. Corporate Innovation—ROSHNEXT
The group launched ROSHNEXT to support the property technology, or PropTech, innovation ecosystem.
Supporting startups: The initiative organizes hackathons and competitions such as Visionaries, with prizes of up to SAR 1 million, to support entrepreneurs offering innovative solutions in sustainable construction, the Internet of Things (IoT), and data analytics.
Technology partnerships: Collaboration with companies such as Google Cloud uses artificial intelligence to analyze urban data and improve operating efficiency, culminating in ROSHN receiving excellence awards from Google.
Fourth: Sustainability and Environmental Responsibility—More Than Green Building
ROSHN follows stringent environmental standards aligned with the Saudi Green Initiative, aiming to reduce its projects' carbon footprint and enhance biodiversity.
1. The ROSHN Green Initiative
The initiative's center (RGIC): The group established a specialist center in SEDRA that serves as a nursery and educational center. It produces more than 2,000 trees annually and focuses on propagating drought-tolerant native plants suited to the desert environment.
Tree-planting campaigns: The group has carried out campaigns to plant tens of thousands of mangroves and wild plants, with hundreds of volunteers participating to increase vegetation cover and combat desertification.
2. Water and Energy Management
Smart irrigation: ROSHN communities, such as ALDANAH and ALFULWA, use smart irrigation systems based on soil-moisture sensors and treated sewage effluent (TSE) to irrigate all green spaces, conserving drinking water.
Energy efficiency: Homes are designed with advanced thermal insulation, double-glazed windows, and heat-reflective glass, alongside high-efficiency variable refrigerant flow (VRF) air conditioning and solar water heaters, reducing electricity bills and emissions.
3. Sustainable Industrial Partnerships
ROSHN has signed memoranda of understanding with international companies to enhance the sustainability of construction materials.
Geberit: A partnership with the leading Swiss company to supply and manufacture water-saving sanitary systems within the Kingdom, ensuring lower water consumption inside homes.
Certifications: ROSHN projects seek the local Mostadam and international LEED sustainability certifications, and the group has received multiple awards for sustainability and green building.
Fifth: Economic Impact, Local Content, and Supply Chains
ROSHN plays a pivotal role in diversifying the national economy and empowering the private sector, moving beyond property development to become an industrial catalyst.
1. Enhancing Local Content
ROSHN launched a national local content program (RGLCP) that imposes stringent standards for keeping expenditure within the local economy.
Record figures: In 2024, 71% of the group's contracts were directed to local companies and suppliers.
Supporting small and medium-sized enterprises: The group allocated more than SAR 300 million to contracts with SMEs, contributing to their growth and the creation of new jobs.
Workforce localization: ROSHN maintains a Saudization rate exceeding 70%, with a strong focus on empowering women and developing young leaders through programs such as AZM in cooperation with the Public Investment Fund.
2. Strategic Partnerships with the Private Sector
ROSHN follows a partnership model with the private sector to accelerate delivery and transfer expertise.
Sub-developers: ROSHN has sold developed land to leading local property companies such as Retal, Dar Wa Emaar, Maskan, and Abyatona to build homes within its communities in accordance with ROSHN's building code. These agreements have exceeded billions of riyals in value, helping diversify housing products and bring them to market more quickly.
Construction giants: ROSHN signed major contracts with large contractors such as Shapoorji Pallonji, China Harbour Engineering Company (CHEC), El Seif, and Cityscape Group to deliver infrastructure and buildings, ensuring adherence to schedules and international quality standards.
Sixth: Social Responsibility and the YUHYEEK Program
ROSHN takes a comprehensive approach to social responsibility through its YUHYEEK program, which focuses on five pillars: community development, environmental sustainability, education and innovation, arts and culture, and public health.
1. Community and Health Initiatives
Supporting women: ROSHN launched ReTurn to support women returning to the workforce after career breaks and provide them with the necessary training.
Health awareness: A strategic partnership with the Zahra Association sponsors the national breast cancer awareness campaign, alongside participation in health events to promote public health.
Home renovation: Cooperation with charitable organizations to renovate the homes of families in need and distribute food assistance.
2. Sports and Cultural Sponsorship
ROSHN is a key quality-of-life partner through sports and entertainment:
ROSHN Saudi League: Official sponsor of the Saudi Pro League, strengthening fan engagement and supporting the development of Saudi football.
Formula 1: Sponsorship of the Saudi Arabian Grand Prix in Jeddah and contributions to accompanying events.
Culture: Sponsorship of art exhibitions and design competitions, such as the Musahamah competition, encouraging local artists and designers to help beautify the urban landscape.
Seventh: Awards and International Recognition
ROSHN's efforts have earned international and local recognition that affirms its leadership:
Top Employer: Awarded for several consecutive years in recognition of its motivating work environment.
ISO certifications: It obtained ISO certifications in quality management (9001) and customer satisfaction (10001, 10002, 10003, and 10004), reflecting its commitment to international standards in customer service and complaints handling.
Sustainability awards: It won four awards at the 2024 Gulf Sustainability Awards for its environmental and community initiatives.
Guinness World Records: It set records in community initiatives such as the largest real estate training lesson and the largest clothing donation campaign.
Conclusion
ROSHN Group is a living example of the transformation underway in Saudi Arabia. It is not simply a company that builds homes, but a national institution that builds a way of life. By combining architectural authenticity with smart technologies, a firm commitment to sustainability, and empowerment of the local economy, ROSHN offers a comprehensive solution to housing and urban development challenges.
As work continues on its giga-projects and initial phases are handed over, the conviction grows that ROSHN is not only contributing to the homeownership target, but also establishing new quality-of-life standards that will serve as a model for the region and the world. ROSHN's success is the success of a vision that invests in people and place, creating a future worthy of the Kingdom's ambitions.
