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Sanad – Doha, meaning “support” in Arabic, seamlessly blends business and leisure while offering a rich, immersive experience rooted in Arabic culture. Situated in the heart of Msheireb Downtown Doha, Qatar, this luxurious hospitality project reinterprets the local landscape and Arabic identity through modern craftsmanship and design, achieving a refined fusion of tradition and contemporary elements.
Led by co-founder and architectural designer Fahad Monjid through his studio, Studio EF, the design reflects a vision shared with co-founder Samira Hassan: to preserve and elevate traditional Qatari craftsmanship in a region increasingly shaped by global and Western influences. Sanad-Doha stands as an oasis where design honors cultural heritage while catering to the needs of both business and leisure.
During my visit to Doha last July, I had the privilege of exploring the space with a special guide—Fahad Monjid—who personally walked me through the project’s origins and his vision, deeply infused with cultural elements that strongly define this club. It stands out as a truly unique space, both in terms of design and its core identity.
While there are many clubs worldwide, creating one that is so deeply rooted in the cultural heritage of its location is something rare. In that moment, I recognized the beauty expressed not only through the most visible elements but also through the more subtle ones, a gentle reflection of a culture finding its most authentic form of expression.
Fahad Monjid:
“I am a Palestinian architectural designer who has spent most of my life between Doha and Toronto. After graduating from the University of Toronto’s architectural studies program, I immersed myself in the professional world of architecture. From a young age, I was captivated by how buildings shape the identity of the cities around us, and how visual surroundings influence our experiences. My design journey has been driven by a curiosity about the intersection of technology, heritage, and identity through design.
Exploring how these elements can coexist and evolve through design is a key passion of mine. Sanad – Doha was the starting point for truly bringing this vision to life, where the fusion of culture, heritage, and contemporary design was embodied not only in the space itself but also in the overall experience. It allowed me to delve deeper into how culture and identity can be reflected and reinterpreted through architectural design.”
Fahad Monjid:
“The concept began with Madame Samira, the founder, who envisioned a hospitality project that would offer a premium, culturally-rooted experience unique to Doha. In a market often dominated by foreign franchises, we wanted to create a concept that was rooted in the Arabic identity and proudly home grown. We identified a gap: an elevated modern space inspired by heritage where both business and leisure could thrive, combining international standards with an Arabic identity. Our goal was to create a local concept that seamlessly blends world-class service with deep cultural roots, offering a tailored experience.
This includes concierge services and exclusive members-only spaces for private business or social interactions. Moreover, we aimed to establish a design language that reinterprets the local landscape in a modern way—an approach that reflects Sanad’s core values of creating a vibrant community through cultural, art, and business activations.”
Fahad Monjid:
“Our design is deeply influenced by the region’s natural landscape, heritage, and traditional craftsmanship. For example, we designed travertine walls to evoke the sensation of walking through desert sand dunes, using organic, sculptural forms. Arches, inspired by traditional Islamic architecture, are integrated throughout the space as a nod to the region’s history. Additionally, the use of onyx and pearl—both significant materials in Qatar’s heritage—further ties the design to local traditions. The beige travertine mimics the hues of sand, while local craftsmanship, such as palm weaving, pottery, and embroidery, is reinterpreted in contemporary ways throughout the interiors. This fusion of tradition and modernity defines Sanad’s aesthetic.”
Fahad Monjid:
“Qatar stands out in the region for its strong commitment to preserving its heritage and culture. This is something we wanted to reflect and reinterpret within the design and DNA of Sanad. The space brings traditional craftsmanship, such as weaving and pottery, into a modern context while celebrating the country’s unique desert landscape. As a city that’s rapidly evolving into a cultural and design hub, Doha’s dual identity as both a modern metropolis and a preserver of tradition is echoed throughout the design of Sanad. We foster a sense of community by supporting local designers and artists, offering them a platform to showcase their work within a space that resonates with the cultural and artistic growth of the city.”
Fahad Monjid:
“It was crucial to design Sanad with a careful balance between business and leisure. The central lounge serves as the heart of the club, offering a relaxing environment from which members can access more private and business-oriented spaces. For example, we have a cigar lounge, a private dining room, and a meeting room for intimate gatherings or work-related functions. The layout is flexible and multifunctional, allowing spaces to transition from casual leisure to formal business settings seamlessly. The restaurant, Sawa by Sanad, offers a distinct, elevated culinary experience, while other spaces—like the private majlis—can be partitioned for various uses, from dining to business workshops. This versatility ensures that members’ and guests diverse needs are met, whether they’re there for work, socializing, or relaxation.”
Fahad Monjid:
“Art and design are core pillars of Sanad. From the beginning, we wanted to weave creativity into the fabric of the space, collaborating with regional artists to reinterpret tradition in new, exciting ways. All of the pieces were commissioned specifically for Sanad, each carrying a story that reflects the club’s DNA. For instance, Shouq Al Mana, a female artist, reinterpreted the traditional head piece, the “egal” which used as a symbol of welcoming, as a welcoming sculpture at the entrance, while Reema Abba Hassan crafted pottery inspired by traditional Qatari designs. Calligraphy artist Jassim Nasser used sand to create a piece symbolizing Arabic hospitality. We also partnered with product designer Joe Lebanese, who modernized everyday objects like ashtrays and scent sprinklers, which we integrated into the guest experience. These touchpoints are integral to the design, enhancing both the visual and sensory journey of our members.”
Fahad Monjid:
“Our immediate focus is on solidifying Sanad as a unique brand with a distinct identity and vision. We’re dedicated to creating memorable experiences through collaborations and activations that position Sanad as a cultural and design hub. In the long term, we definitely envision expanding to other cities across the region. As an Arabic brand deeply rooted in cultural identity, Sanad has the potential to resonate with Arabs across the region. With the growing development in the Middle East, we see Sanad playing an important role as a space for business, culture and leisure in cities across the region.”
2024, 21.10
