"You have urgency and importance," says Saman Mohammadi, CEO of RE:BORN Real Estate, as he looks out over Scheveningen, "and those two things rarely coincide. The distinction is crucial. In a day, you might have two or three hours when you're really productive, your best hours. That’s when you want to focus on important things. The rest of the day you can put out fires, focus on urgency."

Making the distinction seems to have worked out quite well. Born in Iran, Mohammadi moved to Zoetermeer at the age of eight and he now lives somewhere in the area between The Hague and Amsterdam. RE:BORN started as a student dream and has grown into a company with £1 million in property investments. He met his business partner, Raouf Jarmo, when they were doing their PhDs in Engineering. An iconic part of Scheveningen is in the hands of RE:BORN: EVE, Seaview, Palace Promenade and the Pier. RE:BORN invests, buys, (re)develops and operates real estate. Mohammadi and Jarmo often take on projects that are not the easy choice – other entrepreneurs have failed to operate these locations successfully – for example at EVE and the Pier.

"I believe in these defining locations, our common heritage," says Mohammadi. "We renovate for eternity, for ever-changing uses. Our buildings must be able to serve multiple functions and be easy to adapt, depending on evolving requirements and wishes. The most important thing is that people are at the centre."

EVE

Jarmo and Mohammadi are on the roof of EVE, the stylish beach pavilion on Zwarte Pad. Jarmo says: "We have a dream: we want EVE to become the living room of Scheveningen. Places come alive through people. Many of our projects are properties that were previously in private use. We want to give these buildings back to the city, so they become places for everyone and have a sustainable future."

EVE, the stylish beach pavilion on Zwarte Pad.

“In the centre you have Amare,” Mohammadi adds. “A building that - like EVE - may not look as approachable, but is becoming more so for many. In EVE, we want to give people the freedom to organise their own events. We try to be approachable and any idea is encouraged. And the lunch and dinner menus should be affordable for everyone. At the same time, here - on the first floor - is a space with a roof terrace that can be rented for events, weddings, parties and meetings. The roof also offers opportunities to bring well-known DJs here. We want to improve Scheveningen's image, increase the high-quality visitor flow, give cultural events a permanent place in EVE.”

The Residency

"In a city, nothing happens in isolation," says Jarmo. "They are ecosystems, and we want our locations to be the same. We are redeveloping The Residency on Mauritskade – a project that also aims to bring the neighbourhood together. There too, we are building a place for innovative and driven companies. We are creating open-plan workspaces and closed offices, meeting rooms, a neighbourhood restaurant, bicycle storage and gym facilities."

The Residency on Mauritskade will be a place for innovative and driven businesses.

"We have already received enquiries from the ROC (regional training centre, ed.) about the possibility of a collaboration," says Mohammadi. "We would welcome that. Students are the future. They are indispensable in every ecosystem. We work with people@places; we will operate The Residency together."

Het Spaansche Hof

And the difference between important and urgent? "For me, cultural preservation is important," says Mohammadi.Het Spaansche Hof (The Spanish Court, at Westeinde, ed.) was built between the 15th and 18th centuries, serving as a Spanish embassy and official residence of Johan de Witt, who, like us, believed in the power of the citizen. He is buried a stone's throw from Het Spaansche Hof, near the Grote Kerk.

For years, the Court has suffered from underuse, and overdue maintenance has piled up over the past decades. We will ensure that all floors become all-electric, that energy is generated by PVT panels, that insulation values are increased and that the private courtyard garden – the largest in The Hague – becomes the breeding ground for biodiversity. The entire building will be function-free, meaning it can be adapted for residential, hotel, catering or educational use."

"To achieve that goal, you have to deal with countless urgent matters," says Jarmo. "A million things have to come together. Broadly speaking, that is how we divide our tasks. I am in charge of day-to-day operations; Saman focuses on the future. Ultimately, this leads to a place where you can stay at Het Spaansche Hof for either a short or extended period. You can work there, organise events, sleep in the hotel and relax in the spa."

"Don't forget reflection and the fellowship of the glass," laughs Mohammadi, "at wine bar De Filosoof."

Lange Voorhout

The partners are no longer easily impressed when it comes to real estate. Yet something happened when they first walked into Lange Voorhout 30-32, a location they recently opened. Jarmo says: "With its long avenue lined with trees, museums and embassies, it’s one of the most prestigious locations in The Hague. We could hardly believe how beautiful the building and surroundings were: the ornaments, the ceilings, the light, the wall paintings and the view."

"We are proud to announce that Kingstreet drinks will take place there from 2026," says Mohammadi. "We are going to make the ground floor available to the city again – the building was previously in private use. But now, you can rent rooms here for weddings, meetings, events, drinks and much more. Here too, we work together with people@places."

The building at Lange Voorhout 30-32 will also be function-free. It can be adapted for residential, hotel, catering or educational use.

"At the same time, we want to offer impactful companies the opportunity to be in a prime location for a reasonable price on the top floor," says Jarmo. "There are still a few offices available, ranging between 15 and 25 square metres. You can rent period rooms separately at a half-day rate. This way you can exude flair for important customers without paying a high fixed rate."

Family

"In the long term, we are building a family," says Mohammadi. "Our locations are connected. As a member of the family, you can visit them all – including co-working areas, gyms, restaurants, hotels and much more. This applies to other cities too, such as Amsterdam. You also receive discounts. But the benefits of family are greater – you are part of a network, and you get access to knowledge and expertise. No one does it alone. Together, we build the future. Family is much more than the sum of its individual members. Together, we form something bigger than ourselves, which is perhaps the most important aspect."

www.re-born.com