Case Study
Vortex & Virtual Vortex
Doha, QatarVortex & Virtual Vortex is a dynamic headquarters and platform concept for AJI Doha, Qatar. Investment group with a portfolio of +30 brands in Real estate, development, F&B, FMCG, education, landscaping and logistics, in the MENA region, EU, and US. Their vision is to create strategic synergy and a contemporary communication platform.
Audit
Cousins, in partnership with Bananamonkey (Beirut, London), has been AJI's consulting agency, providing expertise in portfolio management, IPOs, brand & communication, and other special projects, including Vortex & Virtual Vortex. The team is already familiar with the executives in charge of different business units, organizational structures, human resources, capabilities, and struggles. For this audit, Cousins focused on assessing the technological infrastructure (IT, SAAS, ERPs, CRMs, etc.), knowledge sharing protocols, prototypes of similar projects, and the group's readiness for adoption.
Setup
Building upon the audit findings, Cousins assigned a dedicated partner to the account and curated a team of experts from their network.
Partner
Victor Ayache
Managing Partner, Consultant at Cousins
Team
Gabriella Zreik (Consultant)
Riwan Eid (Designer)
Collaborators
Romeo Chahine (Architecture)
Architect, Co-founder at Platau
Anna Ogden-Smith (strategy, design, digital)
Director at Bananamonkey.
Workshop Outcomes
Cousins initiated a workshop process that involved extensive research, engaging conversations with stakeholders, immersive visits to different departments and business units, research phase, and in-depth discussions with industry experts.
01/ Ideation Phase
During the workshop, the focus was on shaping the strategic direction of Vortex & Virtual Vortex, outlining a phased action plan, and exploring early adoption scenarios. The overarching concept aimed to achieve group synergy and efficient organizational design with The Vortex, while the Virtual Vortex would serve as a platform for group convergence, knowledge sharing, communication, and thought leadership to drive transformation within AJI and across Doha, Qatar.
02/ Vortex Headquarters Architecture & Programmatic Concept
Collaborating with architecture and design experts, Cousins developed a visionary architectural and programmatic concept for the Vortex headquarters. The concept emphasized collaboration between business units, seamless integration of functional spaces, and efficient circulation and logistics. Additionally, Cousins devised a phased plan covering feasibility, decision-making milestones, master plan, detailed design, execution, and management. Funding and program governance plans were also part of the comprehensive approach.
03/ Digital & Design Strategy for Virtual Vortex
Leveraging their digital expertise, Cousins formulated a comprehensive strategy for the Virtual Vortex. Initially serving as an internal digital hub for
AJI departments, it will later expand to become an external platform hosting industry-specific events, debates, and serving as a national hub for AI.
The strategy encompassed user experience design, wireframing, brand simulations, and infrastructure and technology stacking.
The volatility in oil prices is driving governments in the region to seek alternative sources for revenue and growth. Investing in AI technologies and developing non-oil sectors strategically positions the region for future success.
04/ Phasing Plan & National-level Partnerships:
To ensure a successful launch and scalability, Cousins developed a phased approach for the platform. The first phase focuses on internal adoption within AJI headquarters and business units, enabling operational management, knowledge sharing, and HR management. Subsequently, strategic partnerships at the national level are established. The social activation plan includes expert evidence meetings, AI adoption workshops, innovation challenges, AI-powered analytics presentations, public surveys and polls, and national and sectoral focus groups.