Experiential DesignService Design
Royal Inaugural Celebration of Diriyah Gate
The Jewel of the Kingdom was a first-of-its-kind event held in the Kingdom of Saudi Arabia, during which the new Diriyah Gate giga project was inaugurated in the presence of Custodian of the Two Holy Mosques King Salman and Crown Prince Mohammed Bin Salman. As the architects of this remarkable opening celebration, we curated an experience that marked a historic milestone for the Diriyah Gate project while building global awareness of Diriyah and At-Turaif, as the birthplace and Jewel of the Kingdom and a UNESCO World Heritage Site.
The Challenge
How do you tell a story to the man who wrote it!  Our challenge was to put together a flawless experience, a milestone in the cultural legacy of Diriyah that would share the ambitious vision of Diriyah Gate with more than 1500 VVIP guests.  The expected presence of King Salman bin Abdulaziz Al Saud, Crown Prince Mohammed Bin Salman, and other members of the Saudi royal family meant that we were going to be telling the story of the Kingdom to the person who knows it, wrote it and is the foremost historical authority in the Kingdom.
The Process
Our partnership with Diriyah Gate Development Authority (DGDA), and our work with them since 2018 meant that we were embedded as part of the team.  Ziad Jarrar, our Founder/Chief Design Officer, was the acting CMO at DGDA and hence produced the event, leading both the DGDA & Taurus teams and reporting directly to the CEO of DGDA, Mr. Jerry Inzerillo. Ziad was supported by our project team of design leads, designers and marketing strategists, and led over 6000 individuals representing scores of organizations, which all came together to bring this event to life.
The work started with understanding the challenges associated with hosting a royal event and mapping out the venue, a UNESCO World Heritage Site. This allowed the team to design every step of the VIP guest journey & experience.  Through seamless collaboration, we were able to ensure that all on-ground arrangements were taking place as planned and on schedule. Preparations for the grand opening encompassed countless hours of rehearsals and countless run-throughs of the guest journey to make sure that everything was ready for the big night.
The Experience
The Jewel of the Kingdom event may have taken place over just a single night, but it made history. It was one of the most successful events in the history of the Kingdom; an unforgettable experience for all who attended, and a benchmark for events to follow. The eclectic and sizable project team was able to create something spectacular in just 90 days and worked from the ground up, taking a magical place and uniquely telling its story as a fusion of various narratives which allowed the audience to rediscover Diriyah from inspiring new perspectives.
The guest experience provided was indeed a masterpiece in its own right; the various experiences, whether it was the world-class gala dinner or the performance by Saudi musicians and pyrotechnics, stitched together to provide a memorable guest experience.
The event led to more than 4.8 billion PR and social media impressions, and the impact left on our beloved King, Crown Prince and their guests was very meaningful to us, as it was a humbling experience.



Suite 301,
3rd Floor, Jana Heights,
Malik Road, Jeddah, KSA


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