The Rise of WATER – FRONT Under Visionary Leadership
An Exclusive with Mr. Labib Brashdi, General Manager, WATER – FRONT
In the heart of Muscat’s thriving coastal stretch stands a destination that has quietly redefined what it means to blend lifestyle with architecture—WATER – FRONT. Overlooking the serene Arabian Sea, this landmark development is more than a collection of shops and offices; it is the manifestation of a vision brought to life by Service & Trade Real Estate and led with precision and passion by Mr. Labib Brashdi, General Manager of WATER – FRONT. In a recent conversation, Mr. Brashdi shared the compelling story behind this iconic project, the challenges overcome, and the guiding principles that continue to shape its success.
WATER – FRONT began as a dream. The project was born from a desire to create a lifestyle destination rooted in thoughtful design and functionality. The journey started with selecting the perfect coastal location, followed by commissioning one of the world’s most renowned architectural firms to bring the vision to life. The concept included a bold structure—an eight-story development with three levels of basement parking, two dynamic floors dedicated to retail and food & beverage outlets, and upper levels allocated to premium corporate office spaces. But beyond the physical build, the development stood out for its commitment to sustainability. WATER – FRONT proudly became Oman’s first LEED GOLD-certified real estate project, incorporating several design and construction features that were new to the country and setting a benchmark for eco-conscious development in the region.
What truly distinguishes WATER – FRONT is the experience it offers. According to Mr. Brashdi, it’s not just about having a beautiful building, but about creating a space people connect with. With direct beach access, uninterrupted sea views, and a calm ambiance that shifts effortlessly from day to night, WATER – FRONT is not simply a place to shop or work—it is a place to unwind, to meet, to reflect. From boutique dining experiences and carefully selected retail brands to open-air venues and lush landscaping, every element is curated to enhance the lifestyle of visitors, whether they are families, young professionals, tourists, or corporate clients. It’s this careful balance of aesthetic, utility, and emotion that transforms the space into something memorable.
While many malls aim to impress with scale, WATER – FRONT redefines success by focusing on human connection. Mr. Brashdi believes that success is not measured by the size of the mall or the number of stores, but by how often people return. The goal is to create a destination that feels natural and inviting—a place people want to be, not just pass through. Strategically located in central Muscat, the development attracts a diverse crowd and is anchored by a tenant mix that aligns with the expectations and lifestyle preferences of its audience. The emphasis remains on customer experience above all, with every element—from design to operations—geared toward creating satisfaction and loyalty.
One of the most insightful aspects of Mr. Brashdi’s approach lies in how he defines the relationship with tenants. He sees them not merely as occupants, but as partners in the journey. This mindset has resulted in a support system that includes collaborative marketing efforts, business mentoring, visibility through social platforms, and unwavering operational backing, particularly during testing times like the COVID-19 pandemic. Tenants at WATER – FRONT are part of a community. The property is consistently maintained to the highest standards, with 24/7 security and safety systems in place, and a regular calendar of cultural and community events designed to bring people together and keep the space vibrant.
Having worked closely with numerous startups and business owners, Mr. Brashdi also offers valuable advice to entrepreneurs looking to establish a presence in spaces like WATER – FRONT. Passion, he says, is essential—but it’s only part of the equation. For lasting success, it must be paired with strategy. He highlights five key factors that every entrepreneur should consider: understanding the market through research; building a unique and engaging concept; surrounding oneself with a professional, visionary team; offering a product or service where quality is non-negotiable; and choosing the right location—something he firmly believes WATER – FRONT provides as one of the most ideally situated developments in Oman.
WATER – FRONT today stands not only as a commercial property but as a symbol of what can be achieved when vision, execution, and community come together. Under Mr. Labib Brashdi’s leadership, it continues to evolve—not by chasing trends, but by staying rooted in purpose and people. It’s a space that invites you to slow down, to connect, to enjoy. And as Muscat grows, WATER – FRONT remains at the forefront of this transformation—not just shaping the city’s skyline, but elevating the way people experience urban life.