Georges Masri

The Group is a leading Luxury fashion and Lifestyle retail company with stores spreading across the GCC.

My role was to manage the design and fit-out of new store development and renovations of a vast portfolio of Brands:
 Luxury Brands: Armani Group of brands, Dolce & Gabbana, Alexander McQueen, Stella McCartney, Balenciaga,
Coach, Moschino, Jimmy Choo, Diane Von Furstenberg, Roger Vivier, Brunello Cucinelli…
 Lifestyle Brands: GAP, Banana Republic, Mammas & Papas…
 F&B Brands: Caffè Nero, Magnolia Bakery, Serendipity 3, Ocean Basket, More Café, Atrium Café.

Achievements:
 Successfully completed over 80 projects in the course of 3 years in the UAE, KSA, Qatar, Kuwait & Bahrain.
 Applauded by the CEO and SVPs for effectively reducing the built up cost and CAPEX of the majority of the projects
(- 20% versus previous CAPEX of same brand).
 Successfully completed the renovation of Armani Dubai Mall store in a benchmark period (120 days versus 180
days as advised by Brand’s consultant & PMC). Project CAPEX USD 6m (1000 sqm).
 Led an effective restructuring of the Projects team and currently managing a group of Five Project Managers and

The Group is a leading fashion and lifestyle retail company with vast presence in the Middle East and North Africa.
My role was to manage the design and fit-out of new store developments and renovations of the entire portfolio of Brands in the UAE territory:

 Fashion & Accessories Brands: Zara, Massimo Dutti, Bershka, Pull & Bear, Mango, Promod, American Outfitters, Old Navy, Zara Home, Sunglass Hut…
 Multimedia, Cosmetics & Sports Brands: Virgin Megastore, Kiko Milano, Decathlon…
 F&B Brands: Paul Café, Eataly, The Butcher Shop & Grill, Kosebasi, Pulp Juice, Argo Tea, Columbus Café.

Achievements:
 Effectively managed to re-build and nurture Azadea UAE Projects Team which successfully completed over 300
new shop openings & full renovations in more than 20 major malls in the UAE within a period of 9 years.
 Successfully delivered major Anchor Retail and F&B stores within record timelines (Zara & Virgin The Dubai Mall
- 2, 400m² in 75 days, Decathlon Mirdif City Center - 4, 500m² in 80 days, Paul, The Butcher Shop & Grill and
Kosebasi JBR - 600m² in 90 days, Eataly The Dubai Mall in 150 days, Rosa Mexicano The Dubai Mall & Mirdif
City Center in 120 days…), Massimo Dutti Dubai Festival City & Yas Mall - 1, 000 m² in 90 days.
 Slashed contractors’ quotations by 20% through negotiations and major tendering process involving over 50 UAE
Fit-Out contractors.

Key Responsibilities:
 Headed Azadea UAE projects department with overall responsiblity for all new projects & major renovation works
related to Interior, Civil and MEP for the UAE territory of Azadea Group.
 Managed shop construction projects from inception to implementation and monitored major material, orders and
deliveries to ensure projects delivered on time, cost and quality standards. Prepared full project target budget.
 Analyzed and checked technical drawings to ensure feasibility of project design and engineering activities.
 Identified and recommended project resources for procurement (manpower and materials), provided specifications,
performed technical evaluation/assessment of quotes, awarded contracts to qualified contractors.
 Supervised on-site construction works ensuring efficiency, quality & safety, taking corrective action as appropriate.
 Prepared reports, records and correspondence on the full range of design and construction activities.
 Managed compilation and effective rectification of snag lists and handover to commercial departments.
 Contractors sourcing, inviting tenders, market rates comparison, quotes and unit rates negotiation.
 Reviewed numerous lease agreements and advised both Real Estate and Legal departments regarding technical
aspects and feasibility, responsibilities matrix, milestones and Fit-out periods.
 Budget and actual cost tracking.

The Agency is a reputable Architecture and Design Consultancy Firm with projects in Lebanon and the Middle East.
Projects varied from hotels, high-rises, villas, restaurants, etc.

Key Responsibilities:
 A primary member of the design team, designed several large urban mixed used projects.
 Lead designer responsible for presentations, computer graphics and 3D renderings.
 Participated in Client/Designer meetings.
 Ensured the highest level of design quality, maintained client satisfaction and exceeded expectations.