‘Sheraa’ is an entrepreneurship hub for regional talent located in the American University of Sharjah. The center provides startups and aspiring entrepreneurs with the support and expertise they need. The brief called for a space that allowed for a variety of settings and act as a magnet for entrepreneurs.

The design includes collaborative and deep workspaces, casual meeting lounges, seminar rooms, workshop rooms and a quirky amphitheater for product/ business launches.


The Sheraa HQ/ back of house offices and training spaces are housed in enclosed rooms within the open plan floor plate. The corporate colors and graphics are used throughout the space to build cognizance about the brand. “The design of the space had to be completely flexible to host a variety of events ranging from workshops, intimate meetings to large-scale seminars. The designer truly created a completely malleable space for us to play with” Najla Al Midfa GM

Multi-functionality is at the core of the design : The amphitheater in the space houses a plug and play hot desk station, a library and has tiered seating zone. The adjacent walls have ‘idea paint’ for brain storming sessions – and the elevated platform also doubles up at a stage for panel discussions and seminars.

They worked with the Arabic typography of the ‘sheraa’ logo to create the form of the amphitheater. They are shaped as waves as is the logo – refers back to the word Arabic word ‘sheraa’ which means sail. We also custom-designed the dome-shaped light fixtures that are suspended over the informal meeting areas in the open plan space.


The dome shape references back to the campus architecture at the University of Sharjah – look closely and you will see they mimic the decorative details. The interiors were painted in gold to add drama.

For more information about Pallavi Dean Interiors visit

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