BEIJING, CHINA A large-scale cultural experience created for the Saudi Tourism Authority, bringing the spirit of Saudi hospitality to Beijing through the Lai Ba Saudi Travel Festival. Built around the concept The Warmest Welcome, the experience translated Hafawah, Saudi Arabia’s tradition of generous hospitality, into a journey connecting the Kingdom’s heritage, contemporary culture and future. Guests discovered Saudi through immersive environments, traditional rituals, performances, cultural activations and interactive storytelling. Set within Beijing’s Tiantan Garden, the experience combined a major opening ceremony with a cultural activation trail featuring coffee and dates, traditional crafts, live music, Saudi-inspired architecture and interactive gateways into the country’s destinations and stories. Client: Saudi Tourism Authority Project: Lai Ba Saudi Travel Festival · Beijing Go Red Location: Beijing, China Role: Creative Direction Scope: Concept Development · Experience Strategy · Spatial Design · Cultural Storytelling · Team Leadership · Design Oversight
