Building around presence
The brief demanded something beyond conventional event production. Diriyah’s landscapes and mud-brick architecture carry an inherent visual authority; the challenge was to build around that presence rather than over it. The approach began with the territory itself: the rhythm of the open plazas, the scale of the restored fortifications, the way afternoon light moves across the Wadi Hanifah valley.
Booth as storytelling chamber
Booth design formed the centrepiece of the scope. Each structure was conceived as an extension of Diriyah’s architectural language: proportions drawn from the vernacular Najdi style, materials that aged gracefully in the desert climate, and interiors designed to draw visitors in and hold them long enough to absorb the story being told.
Authenticity and spectacle are not opposing values; when production is grounded in place and purpose, they reinforce each other.
