LAIBA brought the spirit of Saudi Arabia to the heart of Shanghai through an immersive cultural experience on The Bund.
Designed as a journey through the Kingdom, the experience introduced visitors to Saudi culture through architecture, hospitality, music, food, fashion, scents and interactive moments, creating a contemporary interpretation of a Saudi village within one of Shanghai’s most iconic locations.
The week-long experience launched with a VIP opening ceremony that brought Saudi and Chinese performers together, then opened to the public and welcomed more than 77,000 visitors over seven days.
Client: Saudi Tourism Authority
Location: Shanghai, China
Year: 2023
Role: Creative Direction
Location: Shanghai, China
Year: 2023
Role: Creative Direction
We designed, built and managed the LaiBa event, dedicated to introducing Saudi
Arabia’s culture, food and traditions to welcome the nation of China to visit the Kingdom.
Arabia’s culture, food and traditions to welcome the nation of China to visit the Kingdom.
With 80,000 attendees in just 7 days, the event has increased the number of people showing interest in the Kingdom by 277%.
Elements: Design, Production, Management, Lighting Show, Choir Performance, Entertainment, F&B, Hostesses & Hosts, 350+ crew members
Creative Direction: Fabian Pulido
Agency: Memories Events
Creative & Production Team: Memories Events
Images & Film: Courtesy of Memories Events
Agency: Memories Events
Creative & Production Team: Memories Events
Images & Film: Courtesy of Memories Events