Qube Development
Client Experience Centre

Commercial Interior Design
& Multifunctional Space Innovation

Client:
Qube Development LLC
Location:
City Walk, Dubai, UAE
Project Type:
Client Experience Centre
Sales Showroom
Operations Office
size:
600 sqm
Services:
Commercial Interior Design, Custom Engineering Solutions, Tendering supervision, construction supervision
Completion:
December, 2024 —
July, 2025
7 months

Key Innovation

Patent-pending motorized rotating platform with integrated coffee bar and interactive screen. Transforming the open space function at the push of a button.
Challenge:
Design a single space that serves three distinct functions simultaneously: a high-end sales showroom for real estate developer's projects, an experience centre for presentations, and a fully functional backend office for sales and commercial teams—while creating a homely atmosphere and functional variation.
Solution:
An interior strategy featuring a motorized rotating platform that reconfigures the space in seconds, dali protocol lighting, professional grade music system and bespoke furniture systems.
Presentation Platform
Coffee Bar
Event Stage
Sales & Meeting Hub

Context
& location analysis

Create aclient experience centrethat could host VIP real estate buyers, display large-scale project maquettes, and house the sales team’s daily operations — all within a single floor plate in City Walk Dubai.
burj khalifa:
7 minutes
difc:
6 minutes
dxb airport:
14 minutes
City Walk Mall:
across the road
Coca-Cola Arena:
directly opposite
Noise Level:
65–70 dB peak (Al Safa Street)
Visibility:
panoramic glazing on two facades
sun Path:
southwest exposure, 3–6 PM direct glare

design brief &
challenge

Just as complex sequences are built from simple elements, this project began with a single telephone call with Qube Development’s CEO who envisioned a client experience centre that could: hold sales processes with dedicated spaces, hostprivate client presentations and partner-trainings without disrupting office’s daily operations, accommodate a fully functional office for sales, leadership, and support staff
The constraint:
All three functions had to coexist in one compact space and adapt in minutes.
workspace zone
client experience centre zones
showroom zone
Workspace zone:
Design a single space that serves three distinct functions simultaneously: a high-end sales showroom for real estate developer's projects, an experience centre for presentations, and a fully functional backend office for sales and commercial  teams— while creating a homely atmosphere and functional variation.
Showroom zone:
An interior strategy featuring a motorized rotating platform that reconfigures the space in seconds, digital addressable lighting interface system, professional grade music system and bespoke furniture systems.

functional
analysis

in the desire to create truly efficient and functional space that would respond to real estate developer’s needs letra design studied the nature behind investment deals and conducted competition analysis. what could be considered basic knowledge - allowed to create a firm functional matrix that our design must respond to.
Office Functions:
Commercial teams dedicated and open space work seats, team leads, director private office, utility spaces
investment Journey:
From traffic to deal — 20 min
Awareness
tools to utilise pedestrian and vehicle traffic for increase of awarenesess
Interest
spaces to respond to the guest’s interest and support initial exploration
Engagement
spaces and tools to convert interest in decision
Deal
functional space structured to support the deal-making process
Awareness
build awareness, start customer journey
The main entrance acts as the primary awareness trigger, forming the first visual and spatial impression of the project. Clear visibility, orientation cues, and strong architectural presence establish immediate recognition and attract pedestrian and vehicle traffic.
Interest
spaces to respond to interest of guests
Engagement
spaces and tools to convert interest in decision
Deal
functional space to make the deal
office zone
structured environment for internal workflow
office zone
structured environment for internal workflow

THE UNIQUE SOLUTION

Our team invented apatent - pending motorized rotating platformthat acts as a partition, coffee bar, and interactive display—all in one. The platform rotates 180 degrees on command, revealing either:
Diameter:
4.5 meters
Control:
wireless remote + wall-mounted panel
Power:
13A and 20A integrated power supply for coffee equipment, LED lighting and digital screen
safety:
emergency stop, soft-start/stop to prevent fall
Rotation Mechanism:
single phase industrial motor, 1.5 kW
Materials:
steel frame, brushed stainless steel, micro cement topping, MEP conduits, tracks and cables.
Coffee bar side:
A fully equipped hospitality station for client meetings and events
Interactive display side:
A digital screen for presentations, project videos, or interactive maquette lighting
Three Scenarios, One Space:
How It Adapts in Real Time
The true test of amultifunctional showroomis not how it looks, but how itperforms. We designed three distinct spatial modes, each optimized for a specific business function

Permanent mode

showroom
Permanent exposition for daily operations with project moquettes, client seating zones and coffee bar
1/3
Layout:
guest armchair and sofa seating, building maquettes
Platform position:
coffee bar facing the entrance
Capacity:
14 + 25 guests
(open space / meeting rooms)
IT/AV configuration:
ambient music through sound system, balanced lighting with lighbox LED walls in warm white colours rooms
Average duration:
full day

presentation Mode

showroom
Platform rotates, interactive screen becomes focal point, seating reconfigures for presentations
2/3
Layout:
Event chairs face the platform screen; daily guest armchairs are relocated
Platform position:
interactive screen facing the length of the open space
Capacity:
20–30 guests
IT/AV configuration:
ambient music through sound system, balanced lighting with lighbox LED walls in warm white colours rooms
Average duration:
90–120 min

Gathering Mode

showroom
The platform and bar operate in an event format for hosting activities within the showroom.
3/3
Layout:
catering tables, lounge seating, maquettes placed as accents if needed
Platform position:
coffee bar facing the length of the open space
Capacity:
15-25 guests
IT/AV configuration:
ambient music through sound system, balanced lighting with lighbox LED walls in warm white colours rooms
Average duration:
90–120 min

DESIGN PROCESS

Our process for thiscommercial interior design projectcombined strategic research, technical innovation, and rigorous project management
Sales Process & User Journey Mapping
Based on the project studies, competition analysis we have mapped a functional map of the real estate deal.
‍
Key insights:
— With guided tour, engagement of the client by the sales agent could be held for up to 15 minutes, including context storytelling, project description and materials introduction
— Sales team loses 7 % of prospects if the space lacks clear customer journey route
— Private events increse the return of customers, volume of bulk sales, but require quick setup
— The client's workflow organisation led to the need of separation of showroom and commercial office processes
Concept & Zoning Strategy
Based on the project study we defined the main division of the space into two zones:
showroom & office
— with showroom space organised to respond to the sales funnel and the office area allow for management, sales team,  backend and aftersales team workspaces.
Engineering & Custom Fabrication
Our unique know-how rotating platform allowed to combine 3 core functions in one limited space. We increased the space utilisation and designed an element that creates a WOW effect: the bespoke rotating platform. With support of the general contractor and clear execution vision we have managed to make a solution that the industry never seen.
‍
The rotating platform required custom motorization, structural engineering, and MEP integration
— we collaborated with local fabricators in Dubai to prototype, test, and install the system within a 10-week construction timeline.
Fit-Out & Supervision
Our expertise in construction, past mistakes and desire to deliver allowed to establish effective relationship with the general contractor and client's team to execute the construction in 4 months.
‍

TECHNICAL DRAWINGS
& ISO MODELS

technical documentation: from SketchUp to reality
IT/AV layout
lighting layout
HVAC Layout
furniture layout
partition layout

PROJECT TEAM

BULAT MAVLIYAROV
lead architect, Letra Design
LEON KOLFIAATH
project director, Qube Development
ANOOP PILLAI
snr. project manager, RK Gulf
ANASTASIA LELEKOVA
concept development, visualisations
ANDREY LAZAREV
design director, Qube Development
JAS BAHADUR
site manager, RK Gulf
DARIA PEVZNER
detailed design
RAMY ABDELKADER
construction director, Qube Development
EL BESA
project architect, RK Gulf
contact
Tell us about your project and needs, and we will respond with a clear way to move your space from where it is now to where it needs to be.
discuss your space
contact:
+971 58 506 5195
email:
bulat.mavliyarov@letra.design
WhatsApp:
сlick to сhat
address:
Dubai, United Arab Emirates
Let’s rethink your space
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