In this series, we ask Imagination talent all about the experiences that have made them who they are. This month we spoke to Abdullah Alrasheed, General Manager from our Riyadh studio.
A bit about me…
I’m passionate about creating experiences that bring people together and leave a lasting impression. My background sits at the intersection of strategy, culture, and large-scale events. I enjoy building ideas from concept to reality, especially projects that combine storytelling, technology, and design.
Outside of work, I’m deeply into music and DJing, sketching and painting, fitness training, cars and mountain roads, hiking in green mountains, and exploring new cultural experiences around the world. I’m naturally curious, analytical, humorous and creative.
The creative experience that has influenced me the most…
One of the creative experiences that influenced me the most was attending a small Sofar Sounds concert in London. The event was held inside a brewery with only around 60 people in attendance.
What made it so special was how simple and intimate the experience was. There was very little production, no large stage, and no elaborate setup – just artists performing a few meters away from the audience.
It reminded me that powerful experiences don’t always require massive budgets or complex production. Sometimes intimacy, authenticity, and a strong connection between performers and audience create something far more memorable than a large-scale spectacle.
My industry hero is…
Heroes actually! Always the creative, production, operations & HSSE teams behind the scenes doing their magic and turning impossible ideas into reality. But if I had to say a name, it would be Mr. Philip Mckean, he’s the person who first introduced me to events and the world that revolves around them.
The piece of work I’m most proud of…
It would be a B2C IP that I created back in 2017 called Nasayem February – Nasayem means breezes in Arabic – it was an outdoor market with tons of entertainment, carefully selected vendors, and dream cars on display for people to admire. It generated over £700k in profits, and gathered 60k visitors in four days.
The piece of work that makes me cringe…
The Saudi Towards Space exhibition we created for the Ministry of Communications and Information Technology and the Saudi Space Agency in 2022 is a project that still makes me reflect. The concept and ambition behind the exhibition were exciting, and it had the potential to be an incredible experience.
The project was creatively strong, but it also showed me how important alignment is between a team and a client. At times, we had different expectations about the process and direction, which made the collaboration more complex – even the strongest ideas and teams can struggle when the partnership dynamic isn’t right.
The biggest lesson I took is that understanding the client – their priorities, ways of working, and vision – is just as important as understanding the brief. When that alignment is there, it makes a huge difference to the outcome.
The experience I wish I had created…
I’ve always dreamed of creating an IP-based experience that teaches people practical survival and DIY skills. Something immersive where participants learn how to build, fix, improvise, and solve problems with their own hands.
In today’s world, particularly in our region, many people rely heavily on handymen and external labour for even the simplest tasks. While there’s nothing wrong with that, I believe losing these basic skills can limit our creativity and resourcefulness as a society.
An experience like this would not just teach practical skills – it would empower people, reconnect them with the satisfaction of making things themselves, and encourage greater independence. It would also help cultivate more solution-oriented thinking, where people approach challenges with curiosity and confidence rather than immediately outsourcing the problem.
Advice to my 18-year-old self…
Don’t rush the journey. Focus on learning, building meaningful relationships, and saying yes to experiences that challenge you.
What’s next?
I’m excited about the opportunity to contribute more meaningfully to the evolving cultural landscape in Saudi Arabia. The Kingdom is going through a remarkable transformation, and there is enormous potential to create experiences that resonate both locally and globally.
At Imagination, I’m particularly excited about how we can rethink and reimagine cultural offerings in ways that move beyond traditional formats – creating experiences that genuinely spark excitement, curiosity, and emotional connection. The goal is not only to build events, but to craft moments and platforms that capture attention, inspire audiences, and position Saudi Arabia as a global hub for world-class cultural experiences.
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