We’re proud to unveil ‘Good Water’, the Saudi Pavilion at London Design Biennale 2025, an immersive installation that asks us to look deeper at what we take for granted.
Opening June 6 at Somerset House, ‘Good Water’ confronts a global challenge hiding in plain sight: water. Inspired by the Sabeel, a traditional symbol of generosity and hospitality, the pavilion invites visitors to trace the unseen paths that water takes before it reaches our taps. From subterranean infrastructure to the quiet labour behind every drop, this experience transforms data into design and infrastructure into narrative.
Curated by Saudi creatives Alaa Tarabzouni, Aziz Jamal, Dur Kattan, and Fahad bin Naif, the pavilion reflects a “design without designers” philosophy, a deliberate, stripped-back approach that foregrounds utility over decoration. Pipes, valves, filters, and tanks form the backbone of the installation, putting the raw mechanics of water delivery at the centre stage.
We are proud to partner on the Saudi Pavilion at London Design Biennale 2025, bringing to life a meaningful and timely exploration of water as a global resource and highlighting the intentional design approach that lays bare the infrastructure behind this essential resource. This project exemplifies our commitment to creating experiences that not only engage but also provoke thought and spark dialogue across cultures.
Ross Wheeler Business Director & Head of Live at Imagination
Commissioned by the Architecture and Design Commission of Saudi Arabia and led by CEO Dr. Sumayah Al-Solaiman, ‘Good Water’ represents a powerful convergence of global dialogue and local creative energy. The pavilion supports Vision 2030’s ambition to amplify Saudi voices in design and culture, with a focus on emerging talent, thoughtful provocation, and meaningful exchange.
‘Good Water’ is more than an installation – it is a statement on the unseen systems and collective efforts that sustain life. Through this pavilion, we are proud to showcase Saudi creative voices and to offer an experience that invites global audiences to reflect on the value of water, generosity, and shared responsibility.
Dr. Sumayah Al-Solaiman CEO, Saudi Arabia’s Architecture and Design Commission
Imagination’s scope encompasses end-to-end experience delivery, including spatial and exhibition design, film and photographic content, visual identity, social and PR in collaboration with Pelham Communications and international logistics. Every element works in harmony to invite audiences into a fluid, reflective, and deeply human exploration of water as a resource, a symbol, and a story.
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