A UNESCO World Heritage Site and the birthplace of modern Saudi Arabia, Diriyah is fast transforming into one of the world’s foremost historical, cultural and lifestyle tourism destinations in line with the Kingdom’s Vision 2030.

As part of the World Travel & Tourism Summit, hosted in Diriyah, Open were commissioned to imagine, design and deliver an immersive experience fit for global media, international and national dignitaries and VIPs to encounter the warmth, cultural richness and natural beauty of the world’s largest mud brick inspired city.

How do you bring to life 300 years of culture for an international audience?

We crafted an immersive environment, live show and breakout experiences that placed the audience at the heart of Diriyah’s heritage – a charming and compelling visitor experience to connect guests with the city’s values.

Arriving at the Bujairi Terrace venue, guests were greeted with traditional Saudi hospitality. A welcoming environment filled with the scent of locally-sourced incense, comfortable custom-made furniture decorated with Najdi motifs, and the soft strumming of an Oud player.

The ‘Jewel of the Kingdom’ 10-minute live performance took the audience on a theatrical journey through Diriyah’s history. Additional experiences included an animated sculptural relief of the development masterplan, a QR-enabled artefacts gallery and authentic artisan workshops – spotlighting members of the local community keeping traditional crafts alive.

This multi-media experience was hosted in a bespoke environment, transforming a shell and core food hall into an immersive experience environment – all within just 8 weeks from concept to delivery.

"On behalf of all of us here at Diriyah, I would like to take this moment to say a massive thank you for helping us deliver an outstanding experience during our Diriyah, The City of Earth launch event. From the concept through to the nuanced detail of the story and creative, all executed to perfection whilst putting up with our goal post shifts as well as insanely tight timelines, you guys [Open] demonstrated just how amazing you are as a collective – as well as “as individuals”. There are many agencies I have worked with over the years, across many continents, and it is seldom to meet a team that all share a conscientious approach and have a level of excellence as high as you do. That is pretty much unrivalled, and hence, so very much appreciated. It often felt like we were acting as a family in the midst of all the madness."

Kiran Haslam - Chief Marketing Officer, Diriyah Gate Development Authority