Reimagining the birthplace of the Kingdom

  • Client
  • Location
    Riyadh, Saudi Arabia
  • Deliverables
    Strategy / Branding / Design / Campaign / Art Direction

Reimagining the birthplace of the kingdom

As part of KSA’s 2030 vision, Diriyah Gate Development have an ambitious vision to re-imagine the Kingdom’s birthplace as a future-thinking destination for the world to experience. A protected UNESCO heritage site with its distinct Najdi architecture, Diriyah will become a global statement, blending heritage design with the world’s best in retail, cuisine, education, culture and homes. An authentic experience in an exceptional destination.

As part of an international strategic team, Sectorlight developed Diriyah’s place-making pillars to guide the development of the destination’s neighbourhood individual propositions and identities delivering a brand strategy for the six residential neighbourhoods and the first food & beverage neighbourhood next to the At Turaif UNESCO heritage site.

Designing a DNA that celebrates heritage

Manazel Al Bawabah was the first residential neighbourhood to launch, and the benchmark for others to follow. Steeped in cultural colours, local textures and rich evocative imagery, Diriyah’s visual language reinvents the past with a modern identity made up of ownable features given to each of the neighbourhoods. Graphic patterns inspired by the Najdi architecture connect the neighbourhoods and gives the destination a visual DNA celebrating the birthplace of the kingdom – At-Turaif.

Diriyah opened with the co-launch of Manazel Al Bawabah and Bujairi Terrace – ‘A new culinary culture for the kingdom.’ Blending world-class international cuisines with local menus to become the first dining district overlooking a UNESCO heritage site in the desert.

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