LONDON, UNITED KINGDOM An immersive destination experience created for Diriyah at World Travel Market London, bringing the story of Saudi Arabia’s historic birthplace to an international audience. Built around the concept Layers of Legacy, the stand drew inspiration from the intersecting volumes, courtyards and pathways of At-Turaif. Layered architecture, warm natural materials and contemporary interpretations of Najdi design transformed the exhibition space into a miniature city designed for exploration and discovery. Across the experience, visitors encountered Diriyah through immersive storytelling, cultural activations, hospitality, partner spaces and dedicated environments showcasing its hotels and future destinations. Heritage and contemporary design came together to present Diriyah not only as a place rooted in history, but as an evolving global destination for culture, tourism and investment. Client: Diriyah Project: WTM London 2025 Concept: Layers of Legacy Location: ExCeL London, United Kingdom Role: Creative Direction Scope: Creative Concept · Experience Strategy · Spatial Design · Cultural Storytelling · Hospitality Experience · Team Leadership · Design Oversight
