Assembly’s Transformation of an Underperforming Mall Property into a Profitable, High-Value Asset through a Hospitality-Driven Club Model
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Assembly transformed a long-underperforming floor of a shopping mall in Ankara’s Oran district into a multifunctional club model through a strategic initiative, creating 10,000 square meters of next generation business club and leaseable offices.
Project stands out not only as a physical transformation but as a holistic economic revitalization—experience-driven and value-enhancing at its core.
Location:
Untapped Potential in the Heart of Ankara
Located on the upper floor of the mall, the expansive space had long been underutilized due to limited foot traffic, low brand interest, and insufficient commercial returns. Assembly viewed this not as an empty space, but as a strategic opportunity brimming with potential.
Situated in Oran a crossroads of Ankara’s diplomatic and business circles the project began its transformation journey in 2021. Following nearly two years of planning and execution, it opened in 2023. Spanning a total of 10,000 square meters, the venue achieved a 75% occupancy rate by the end of its first year, meeting both commercial and community-driven goals.
The Vision: From Shopping Mall Floor to Community Club
Project was reimagined as a hybrid club model through a hospitality lens. Gastronomy, wellness, work, and networking spaces were brought together—not as stand-alone services, but as an integrated, curated experience. The goal was to create not just a user base, but a new community.
Key Components & Value Creation
Arc Brasserie, centrally located, offers a sophisticated yet approachable dining experience, serving members and external guests throughout the day.
Bar and lounge areas transform from day to night, redefining social interaction.
A boutique catering service integrates seamlessly with meeting rooms and events.
The event service evolved into a mobile model, supporting both in-club gatherings and external venues.
Menu concepts bridge local and global cuisines, contributing to Ankara’s gastronomic scene.
Quiet areas for yoga and breathwork sessions enhance mental focus.
Recharge Rooms offer quick, restorative breaks during busy schedules.
Massage and therapy rooms counter the city’s pace with deep relaxation and balance.
Services shaped around the slow living philosophy offer a healthy lifestyle alternative to the demands of the business world.
Private offices accessible all day have become a second hub for diplomatic and corporate users.
Shared working areas are used not only for work but also for connection and collaboration. The boardroom, video conferencing booths, and quick meeting spaces offer a functional yet elegant environment. Both planned and organic networking opportunities emerge among embassies and global corporate representatives.
A casual yet elevated social culture long absent in Ankara has been cultivated. Curated events such as tasting evenings, panel series, and private gatherings drive high engagement.
Member introductions are facilitated through unique formats such as “Matchmaking Lunch.” An international membership model connects Ankara with Assembly locations in Istanbul and Bodrum.
Each space was designed to serve a distinct scenario: Blue Lounge offers a terrace-facing setting for F&B gatherings, while Urban Terrace provides an airy backdrop for open-air events. Piazza features curated kiosks with member-only access and collaborative brand showcases. More intimate areas like Cabana and the Library allow for focused individual use or spontaneous professional conversations. Scale Up Lounge sits at the intersection of coworking and hospitality, bridging productivity with service. Complemented by an art gallery, dedicated event space, and an all-day restaurant, this layered configuration redefines the site as not just a place to work—but a place to live and connect.
Results & Impact
01
Impact on the Mall
Visitor traffic and dwell time have increased significantly.
Other independent brands in the mall have explored collaboration opportunities. The mall’s management has begun considering Assembly-inspired models for other vacant spaces.
02
New Partnerships
Programs tailored for diplomatic circles have been launched. Global companies have engaged through memberships and event partnerships. Local trainers, artists, and entrepreneurs have collaborated on content-based initiatives.
The club has hosted embassies from Canada, Japan, Ukraine, and Mexico, as well as prominent business organizations including Marketing Türkiye C-Level Club, ARYA Women, and SGİD.
Assembly’s Transformative Approach:
A New Lifestyle Model for the Capital
With project, Assembly has created not just a physical space, but a new way of living in the capital. Restaurant, wellness, and office components are treated not as separate offerings but as integral parts of a whole—resulting in a structure that centers the experience and integrates seamlessly into users’ daily rhythms.
What began in an underused mall floor has evolved into a strategic success redefining the entire property’s potential. Embraced by embassies, global brands, and the local business community, this new club culture has come to life through Assembly’s expertise in hospitality.
Financial Metrics & Value Creation
1 - By the end of 2.5 years, the project reached an occupancy rate of 85%. It generated rental values at 1.65 times the average rate in the surrounding area, offering a comparable premium above the city-wide average as well. Shared spaces, food & beverage facilities, event floors, and other ancillary services contributed to an additional income equivalent to 29% of total rental revenues. Meanwhile, fit-out projects created an added value corresponding to 50% of the base rental income.
2 - In large, unfurnished office units, the average rent reached $39/m² — 1.6 times higher than the regional average, and 35% above Ankara’s highest listed office rental rate at the time. The last two leases were signed at $54/m², achieving 1.4 times the city’s top listing benchmark. In smaller, fully furnished units, the average of the last 12 leases was $92/m², positioning Assembly at 1.8 times the rate of its closest competitor.
3 - Üyelik modellerinde en yüksek paket aylık 2.500 USD, bir alt paket ise 1.800 USD seviyesinde gerçekleşti. Toplam 410 aktif üye sayısına ulaşıldı.
4 - In the membership model, the highest-tier package was priced at $2,500 per month, while the next-tier option stood at $1,800. The total number of active members reached 410.
5 - The digital impact of the transformation was equally significant. From the project's launch onward, a strategic communications effort across social media platforms extended the club atmosphere far beyond physical users — strengthening the brand’s digital persona. Through curated content shared via Instagram and LinkedIn, the space’s lifestyle-driven experience was conveyed to a much wider audience. By 2024, digital content had generated over 6 million impressions and more than 40,000 engagements.
%85
Occupancy by the End of the Second Year
x1,6
Rental Value vs. Local Benchmark
+40.000
Event Participant
