The City of Earth Immersive Experience

Delivering Diriyah’s heritage abroad

Imagination ideated, curated, and delivered a three-day cultural brand activation for Diriyah Company in Shanghai, bringing the essence of Saudi Arabia to a Chinese audience through an immersive, multi-sensory experience.

Designing an event that resonated with Chinese audiences demanded cultural sensitivity, creativity, and precision, all against an exceptionally tight delivery timeline. Balancing authenticity with engagement was key to delivering a meaningful experience.

The sights, sounds, and tastes of Diriyah

To meet this challenge, Imagination created a rich cultural showcase at Shanghai’s North Bund International Passenger Center. The three-day activation brought the Kingdom of Saudi Arabia to life through immersive storytelling, traditional performances, and sensory experiences.

A global cultural experience

Guests were invited to sample traditional Saudi coffee, inhale the aroma of rare spices, and marvel at the artistry of traditional weaving workshops. Every element was carefully designed to create a deep connection between Diriyah’s heritage and the Chinese audience.

Seamless execution across borders

From complex installations to open-air environments, Imagination’s teams across Riyadh, Dubai, and Shanghai collaborated to deliver a world-class experience. The result was a flawless, high-impact activation that engaged visitors and elevated Diriyah’s global profile.

For the audience

Over 1,000 visitors experienced Saudi cultural traditions firsthand, including artisanal demonstrations and interactive workshops, all tailored for a Chinese-speaking audience.

For the brand

This immersive activation allowed Diriyah to share its heritage authentically while reinforcing its global cultural relevance. The activation highlighted Saudi Arabia as a vibrant cultural destination, engaging a new audience at a time when Chinese tourism to the Kingdom is growing rapidly, reaching over 81,000 visitors in 2024.