Agency: The Open Lab
At the World Travel & Tourism Summit held in Diriyah, a UNESCO World Heritage Site and the cradle of modern Saudi Arabia, as the creative lead of The Open Lab, I worked on creating an immersive experience to showcase Diriyah as a historical, cultural, and lifestyle tourism hub, aligning with the Kingdom's Vision 2030 ambitions.
Conceptualized and lead the creative execution of an environment that immersed global media, dignitaries, and VIPs in the city’s rich cultural beauty, echoing the essence of what is soon to be one of the world's leading tourism destinations.
Guests were welcomed at the Bujairi Terrace with traditional Saudi hospitality that included the fragrance of local incense, Najdi motif-decorated furniture, and the melodies of a Oud player, setting the stage for a deeply engaging experience.
The highlight, a 10-minute live show titled ‘Jewel of the Kingdom,’ took attendees on a theatrical journey through Diriyah's storied past, complemented by breakout experiences such as an animated sculpture of the city's development plan, a QR-enabled artefact gallery, and live artisan workshops showcasing local craftspeople.
This multi-sensory experience was housed within a transformed food hall, designed to serve as an immersive stage for Diriyah's narrative, achieved remarkably within an eight-week timeframe from inception to completion.
