New Murabba

Designing for the next century

Imagination played a key role in the creative and technical consultancy for the New Murabba development, as a partner for the consortium selected to design the initial concepts of The Mukaab.

Our team delivered groundbreaking immersive spectacles within the world’s largest clearspan structure, supported by detailed guest personas, customer journeys, and an early creative vision that defined the project’s future trajectory.

Imagine what the visitor experience for the Mukaab and the New Murabba would be decades into the future, considering the speed of technology, habits, trends and cultural growth in Riyadh. This required a completely holistic approach that took into account nearly every aspect of urban life, making each ‘prediction’ an exercise in future-making and planning.

Over the course of nine months, our team embarked on a journey that began with blank-page research and grew into a fully fledged proposal and business model. Step by step, we layered in indicative designs, mapped user journeys, integrated cutting-edge holographic technology concepts, and explored digital opportunities alongside a bold new approach to retail. Every element was considered not only for today, but for the content, operations, and investment frameworks that would carry the project into the future.

This process was a true collaboration. Partnering with Atkins, Open Fabric, and estudioHerreros, we collaborated closely to shape a design and development vision of unprecedented scale. The culmination of this effort came in 2022, when our collective vision was presented directly to the client leadership team, a defining moment that showcased both the project’s ambition and the trust placed in our team.

At its heart, Imagination provided the creative spark and strategic direction that stitched the entire concept together. From design and technology to retail, hospitality, and digital, we didn’t just respond to the brief; we set new benchmarks for immersive innovation at the scale of city-making, redefining how architecture and experience can merge into one seamless narrative.

The outcome was a visionary blueprint that redefined the boundaries of creatively led architecture and experience-driven engagement. By presenting this work to both the Royal Court and His Royal Highness in formats ranging from digital showcases to in-person sessions, the project demonstrated its impact at the highest levels. Collaboration was central to success, with a consortium of more than ten firms contributing expertise to deliver a truly comprehensive and innovative solution.