The letter looked too regal to be taken seriously.
A redevelopment authority in Saudi Arabia's capital city of Riyadh wanted Coen + Partners, a small landscape architecture firm in the North Loop of Minneapolis, to pitch ideas for a 1,220-acre public space in the King Abdullah Financial District.
"It sounded like a giant planning project that ends up on some government shelf and that never gets built," said Shane Coen, the firm's founder. "So we wrote back and said it isn't really our cup of tea."
The reply from Saudi Arabia was swift and direct: the park was one of the kingdom's "most important urban projects" and it wanted Coen's ideas.
The Arriyadh Development Authority flew the firm's leaders to Riyadh for a three-day tour. On the last day, the firm presented a vision for the desert landscape following similar pitches from designers based in London or elsewhere in the Middle East. The 18-person firm from 1st Avenue N. made the biggest impression and was selected on the spot.
At first, Coen + Partners was hired to set the project's design and cost estimates, which was completed in July. Last month, the High Commission approved the master plan and all zoning ordinances and are currently negotiating terms for Coen + Partners to lead the entire project.
Now, Coen + Partners is embarking on the largest — and most shocking — project in its history. The firm prides itself on creating "contextually" appropriate landscapes from private residences to large public spaces. And while it has experience in various U.S. locales and some international cities, such as Singapore and Shanghai, the physical and cultural environment of Saudi Arabia is unlike any place the firm has worked.
"This is a new type of development in Saudi Arabia," Coen said. "They are entering a very interesting time in the Kingdom for a few reasons."