Eng. Amr Soliman, founder and chairman of Mountain View, speaks to Gulf Business
Saudi Arabia’s urban transformation under Vision 2030 is accelerating at a scale unmatched anywhere in the region, creating new demand for developers capable of reimagining how people live, work, and build community. Among the companies entering this next phase is Egypt-based Mountain View, which has built its reputation on an unconventional philosophy: real estate is not about buildings, but about human happiness. Speaking at Cityscape Global 2025, Eng. Amr Soliman, founder and chairman of Mountain View, explained how the company’s expansion into the Kingdom is anchored in a model that blends behavioural science, architecture, design, and lifestyle programming.
Mountain View’s long-term partnership with the US-based Delivering Happiness consultancy has shaped its development methodology. As Soliman explained, “We learn how to do it in a scientific way… What makes you happy is the third place. That’s our job, to provide for our clients.”
While traditional real estate focuses on homes, offices, and masterplans, Mountain View builds around what Soliman calls the “third place”—the environment where community, hobbies, wellness, events, and social life intersect. “You see your hobbies, you see activity, you see social life, you see retail and food and beverage — but not like the regular food and beverage just to eat,” he noted. “It’s how to make events and entertainment and even goodness… how to engage people in real life.”
Designing the ‘third place’: more than smart homes and amenities
Soliman believes that most smart-home innovations in the market today miss the point. “Smart… is ridiculous also, because you go to a smart room in a hotel and you don’t know how to do the curtains and the light. You need a manual to do that,” he said. In his view, over-engineered digital systems ignore the core purpose of real estate — enhancing everyday quality of life.
At Mountain View, smartness and sustainability are used only where they support human experience. “Everything… has to lead to the happiness of the customer, of the real life,” Soliman said.
This philosophy shapes both the “hardware” (architecture and homes) and the “software” (the lifestyle ecosystem). The company’s Lighthouse concept replaces traditional clubhouses with a blended digital-physical model — combining community spaces, courts, activities, and an app that personalises resident experiences. “When you join Mountain View, you go to the app, you know what’s your activity daily, weekly,” he said. The system uses “happiness tests” to match residents with hobbies, experiences, and community touchpoints.
Soliman argues that real estate has long underserved the majority of people who simply want meaningful experiences, not elite-level performance. “We care not about professional players… They are the real market for us and the real people,” he said.
Entering the Saudi market: deep cultural insight, not generic replication
With more than 50,000 clients — representing over 200,000 residents — the company believes it understands how people live, interact, and aspire to shape their communities. This experience, Soliman said, is directly transferable to Saudi Arabia, a market he considers rich in values, family orientation, and evolving global aspirations.
“We see real people. We see every family have three, four kids… This is the real market for us. That’s why we came here,” he said.
Mountain View is also investing deeply in understanding the essence of Salmani architecture, not just replicating its visual elements. “We get deep in it and understand how it was, what’s the essence… not only the shape of triangle or something,” he said. The firm is blending heritage with global influences — including fashion — by integrating materials such as leather and wood into a modern Najdi aesthetic. “We combine it to make a different house,” he added.
Mountain View has already announced two major projects in Riyadh:
• Mountain View One – Riyadh:
Located north of the city near IKEA and Thumama Street — a 500-villa development with an investment of USD 320 million.
• Haya (Life):
A second project featuring 1,700 villas, representing more than USD 600 million in investment.
Across both developments, the company will deploy over USD 1 billion in the Saudi market. Soliman emphasised that the initial focus is execution, not expansion. “We need to focus on these two projects… we don’t want any project in Riyadh more until next Cityscape while we prove it on the ground,” he said.
While Mountain View is exploring additional Saudi cities, it will prioritise construction quality and delivery before announcing new destinations. “Actually what we need now is construction, construction and build what we had,” Soliman noted.
Soliman underscored that partnerships — with government entities, private developers, investors, and communities — are central to Mountain View’s expansion philosophy. “We believe in win, win, win. Three win,” he said. “We believe in win with the government… and the other win is the customers.”
This model, he argues, is essential in a market where land holdings are large, ambitions are high, and expectations from regulators and homeowners continue to rise. “If you have the three win, you have the right way,” he added.
Mountain View sees Saudi Arabia not just as a growth market but as the ideal environment to redefine how people experience urban life. For Soliman, the kingdom’s demographic depth, cultural identity, and appetite for global design make it a perfect match for the company’s philosophy.
By blending the “science of happiness,” personalised lifestyle ecosystems, and deeper cultural authenticity, Mountain View aims to deliver something more than housing — it aims to deliver meaning, belonging, and joy.
