Neville Isdell could have chosen anywhere in the world to call home. With residences in Cape Town and Atlanta already under his belt, the Irish businessman—best known as the former chairman and CEO of The Coca-Cola Company—found himself drawn instead to Barbados. So much so that he’s made the island his base, and with it, the heart of the ambitious, long-awaited $200 million Pierhead Redevelopment.
After two decades of setbacks, controversies and sceptical investors, the waterfront site at the heart of Bridgetown was launched last Thursday, with Isdell as its sole investor.
The 82-year-old philanthropist, and president of the World Wildlife Fund’s international board of trustees told those gathered at the official launch of The Pierhead: “Money is not a motivator, but it is how you keep score in life. When I wake up in the morning, I sometimes have to think about where I am. I’m based in Barbados, but we’ve also got a home in Cape Town and another one in Atlanta, Georgia, where I worked for quite a while.”
Reflecting on the significance of the event, he added: “Seeing so many people gathered here at The Pierhead has been extraordinary. Tonight wasn’t just about a development — it was about Bridgetown’s future. The energy and support we’ve felt shows that this project is truly resonating, and I couldn’t be prouder to be part of giving this remarkable site the new chapter it deserves.”
His vision opens a bold new chapter for his adopted home’s capital city. The Pierhead, once the nucleus of Bridgetown’s commercial life from the 18th century to the 1960s, will be reimagined as a mixed-use waterfront district combining 178 apartments, 35 food and beverage units, retail outlets, cultural spaces, and green, shaded public zones.
A centrepiece of the development will be Blackwood’s Screw Dock, the oldest surviving example of its kind, which is to be preserved and showcased. A visitor attraction centred on the history of Barbados’ internationally renowned rum industry is also planned.
The site holds deep cultural and emotional significance, having once housed the iconic Waterfront Café and served as a hub for maritime trade and local connection. The project’s tagline promises “an old soul with a new heart”, a nod to its blend of heritage preservation and forward-looking design.
Sustainability lies at the core of the vision, according to the project’s managing director, Mervyn Greene. “What excites me most is that The Pierhead isn’t just commercially sound, it’s being built with sustainability at its core,” Greene said. “This is a chance to invest in a project that will respect the environment, honour heritage, and deliver long-term value for Bridgetown. It’s about respect; respect for the land, for the past, and for future generations. Sustainability isn’t a feature; it’s a responsibility.”
Phase one of the project, currently in motion and due to conclude by mid-2027, centres on ‘The Steel Building’ and includes 39 residential units alongside retail, dining outlets, a beach club, a heritage trail, and expanded transport options including a water taxi station and chain ferry.
Phase two (2027–2028) will see the addition of ‘The House of Pillars’, and the final phase — ‘The Bridge House’ — is scheduled between 2029 and mid-2031.
Located within the UNESCO-designated Historic Bridgetown and its Garrison, the development seeks to bridge centuries-old heritage with opportunities for modern livelihoods, tourism and community space.
Isdell credited Prime Minister Mia Mottley as a pivotal force in getting the project going. “Without her support,” he said, “the project would not have gotten off the ground.”
Mottley, who attended the official launch along with several Cabinet ministers, hailed the venture as a crucial catalyst in reviving The City’s cultural and economic life.
“A place of refuge, opportunity and regeneration for all. A pathway to the fifth century for our Bridgetown,” she remarked, when asked what she envisions for the site’s future.
Chairman of Barbados Sotheby’s International Realty, Peter Harris, also hailed the project as the “crown jewel” in the government’s redevelopment plans.
“The project is fantastic. This will revitalise our capital. This project will be the crown jewel in the Prime Minister’s redevelopment plans for Bridgetown. Thanks to Neville Isdell and his team for the vision and choosing Barbados to do this project,” Harris said.
Work is now actively underway on the site.
emmanueljoseph@barbadostoday.bb
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