Established in September 2014, Nshama is a private developer of integrated lifestyle communities differentiated by its focus on offering distinct value propositions for aspiring home-owners.

Bringing the expertise of project development professionals from around the world, backed by strong industry knowledge, Nshama aims to create elegantly master-planned neighborhoods that are smart, interconnected, tech-driven and sustainable. Nshama projects are truly self-contained offering residents all their needs within close proximity. Its projects are differentiated at all touch points – from value to amenities and location. Investing in Nshama enables customers to shift their lifestyle from a predominantly rent-driven model to an own end-user home that is cost-competitive and a solid investment for the family.


Experience & Expertise
Fred Durie

Chief Executive Officer

Fred Durie is Chief Executive Officer of Nshama, a newly launched Dubai-based private developer of integrated lifestyle communities, established in September 2014.

In his role, Durie oversees the successful delivery of elegantly master-planned, smart, interconnected, networked, tech-driven and sustainable neighbourhoods, including Town Square, Nshama’s flagship development.

Fred Durie has been associated with several mega-developments in the region, including multibillion dollar projects such as Downtown Dubai and Arabian Ranches, among others, in Dubai, as well as prestigious projects internationally in Egypt, Saudi Arabia, Morocco, Jordan, Lebanon, Turkey and Pakistan, among others.

He has been closely associated with the design, development and handover of thousands of residences in iconic projects as well as premium commercial property.




Working in the region since 1986, Durie was previously Chief Executive Officer of Emaar International and also served as its Executive Director of Development. Durie is a civil engineer, and worked with the Dubai Municipality from 1986 to 2001.


Abdulrahman Juma Al Falasi

Chief Operating Officer, Nshama

Abdulrahman Juma Al Falasi, Chief Operating Officer at Nshama, has over a decade of international experience in the operational aspects of businesses across multiple geographies and sectors, and is also mandated with the strategic management of all operations of the company.

Earlier, Head of Operations at Nshama, he assumed charge as COO in June 2016. He is responsible for planning, directing and managing overall performance, building relationships with key stakeholders, forecasting business requirements and growth potential, overseeing design, government relations, infrastructure development and contracts, and accountable for all matters relating to acquiring new land and sourcing innovative technology.

A UAE National, he has proven expertise in strategic planning and corporate development leading to profit improvement and improved operational efficiency. He has proved his skills as an organisational change agent committed to best practices, process improvement and introduction of advanced technologies to streamline operations.

Previously he was Director – Operations at RSH Middle East, the leading pan-Asian marketer, distributor and retailer of top international brand-names in sports, golf, active lifestyle and fashion products, with operations in 11 countries. He earlier served the same company as General Manager of Operations & Distribution Centre Manager at RSH Singapore and Malaysia.

Al Falasi holds a Bachelor’s degree in Government, majoring in Political Science, from Eastern Washington University.