In just 6 weeks, Dhafra Designs transformed a blank industrial floor at LATICRETE’s Jeddah facility into a fully functional, high-impact Experience Center that educates, inspires, and closes deals. This turnkey project showcases how strategic design and flawless execution can turn a simple space into a powerful sales and marketing tool for one of the world’s leading construction solutions companies.

Client: LATICRETE International

Location: Jeddah, Saudi Arabia

Project Type: Brand Experience Center

Timeline: 6 weeks (100% on-time handover)

Scope: Full turnkey delivery – Consultation, Design, Build & Maintenance

The Challenge: Creating a Space That Sells Technical Excellence

LATICRETE International is globally recognized for its premium tile installation systems, waterproofing membranes, grouts, and stone care solutions. However, in a competitive Saudi market aligned with Vision 2030’s massive construction boom, the company needed more than just a showroom.

They required a dedicated Experience Center where:

• Contractors could see live product performance
• Architects could evaluate technical specifications
• End clients could visualize premium finishes

The space had to educate visitors while subtly guiding them toward confident purchasing decisions. LATICRETE chose Dhafra Designs to handle the entire project from concept to completion.

Our Six-Phase Methodology: Transparency from Day One

At Dhafra Designs, we follow a disciplined six-phase process that eliminates surprises and ensures every project delivers measurable business value:

1. Consultation – Deep discovery and brand alignment
2. Planning – Visitor journey and spatial zoning
3. 3D Design – Photorealistic visualization
4. Technical – Detailed engineering and coordination
5. Build – Precision construction and fit-out
6. Handover – Training, documentation, and ongoing maintenance

This structured approach was critical for the LATICRETE project, where technical accuracy and brand consistency were non-negotiable.

Phase 1: Consultation – Listening Before Drawing a Single Line

We began with intensive workshops involving LATICRETE’s brand, marketing, and technical teams. Our goal was to understand the different visitor profiles and design a space that serves each one perfectly.

We mapped visitor journeys for contractors seeking installation proof, architects evaluating performance data, and clients looking for visual inspiration. Site audits were conducted to assess existing power, HVAC, lighting, and structural constraints. Clear KPIs were established, including target dwell times and messaging hierarchy.

This early alignment ensured the final design would genuinely support LATICRETE’s sales and education objectives.

Phase 2: Space Planning – Engineering the Visitor Experience

The center was strategically divided into four distinct zones that create a natural progression:

• Welcome Reception – First impression and brand storytelling
• Wet Area Demonstration Zone – Live tile installation and waterproofing demos
• Product Wall – Curated display of LATICRETE’s complete portfolio
• Private Consultation Room – High-value client meetings

Circulation paths were carefully planned so visitors naturally move from awareness → demonstration → discovery → consultation. The space itself becomes a silent salesperson, even when the team is occupied elsewhere.

Phase 3: 3D Visualization – Seeing It Before It’s Built

Before any physical work began, we delivered photorealistic 3D renders and walkthroughs. Lighting was simulated to match real Jeddah daylight conditions, and every material and product display was shown exactly as it would appear after completion.

This phase gave LATICRETE complete confidence in the design. Client approval was swift and enthusiastic, with zero scope creep or last-minute changes — a common pain point in traditional fit-out projects.

Phase 4: Technical Drawings & Coordination

Our engineering team produced comprehensive technical packages, including reflected ceiling plans, section details, MEP layouts, and millwork shop drawings. Special attention was given to the Wet Demo Zone, where waterproofing and drainage systems were designed using LATICRETE’s own high-performance products.

All drawings were coordinated with mechanical and electrical consultants and reviewed by LATICRETE’s technical team, ensuring perfect integration and compliance.

Phase 5: Construction & Fit-Out – Precision Execution

The build phase was executed with military precision. Weekly progress reports with photographic evidence kept the client fully informed — something LATICRETE’s facilities team said they had rarely experienced with other contractors.

Custom product display units, backlit panels, and the centerpiece wet demonstration station were fabricated in our partner workshop, quality-checked off-site, and installed without any rework. The result: zero delays and zero post-handover snags.

Phase 6: Handover & Ongoing Support

Handover included a comprehensive walkthrough, staff training on maintenance protocols, and a complete documentation package with as-built drawings and warranties.

Dhafra Designs also provides a long-term maintenance agreement to ensure the Experience Center always remains in pristine showroom condition, protecting LATICRETE’s investment for years to come.

Project Outcomes: A Space That Delivers Real Business Value

The LATICRETE Experience Center in Jeddah has exceeded expectations:

• 100% on-time delivery within 14 weeks
• Four distinct, high-performing visitor zones
• Zero snags reported after handover
• Significant increase in architect and contractor visits
• The Wet Demo Zone has become the most powerful sales tool in their Saudi operations

The space now successfully educates visitors while reinforcing LATICRETE’s reputation for technical excellence and innovation.

Client Testimonial

“We needed a partner who could translate our brand’s technical credibility into a space that inspires confidence. Dhafra Designs delivered exactly that — on time, on budget, and beyond expectation.”

— Regional Management, LATICRETE International, Jeddah, KSA

Why Experience Centers Matter in Saudi Arabia’s Construction Sector

With Vision 2030 driving unprecedented growth in infrastructure and real estate, brands like LATICRETE understand that technical superiority alone is not enough. Today’s clients and specifiers want to see, touch, and experience products in real conditions before making decisions.

A well-designed Experience Center delivers exactly that — turning passive visitors into confident advocates and loyal customers.

Ready to Create Your Own High-Performance Space?

At Dhafra Designs, we specialize in designing and building Experience Centers, exhibition stands, commercial interiors, and event spaces across Saudi Arabia that don’t just look impressive — they actively drive business results.

Whether you need a product demonstration facility, a flagship showroom, or a complete brand environment, our six-phase process ensures transparency, quality, and measurable outcomes.

Let’s build a space that works as hard as you do.

Request a free consultation – we respond within 24 hours.