AlUqair Conceptual Development

Reawakening Arabia’s oldest port

Imagination partnered with the Ministry of Culture and the Public Investment Fund to develop the strategy and concept design for the AlUqair anniversary celebration and public activation. Our team designed a placemaking strategy, masterplan and experience concepts supported by a business model which supported the creation of UADC, the AlUqair Development Company.

The client needed to transform AlUqair, Arabia’s oldest port, into a unique coastal leisure destination. They asked us to create a concept for a VIP launch event marking the centenary of King Abdulaziz Al Saud’s protocol signing, alongside a longer-term public activation strategy to attract audiences and build a platform for future investment as a DevCo for AlUqair.

Celebrating the centenary of a historic protocol

We crafted a VIP inauguration event concept for 300 guests set within the ancient fort walls. To mark the 100-year anniversary of the port’s protocol signing, our team designed an experience featuring a sensory Eastern BBQ and a large-scale projection mapping show.

Securing ministerial approval for the site’s ongoing renovation

We developed a comprehensive 325-page report detailing a long-term visitor experience. This strategy included a pop-up family beach club and an authentic Eastern Souk located within the heritage port to drive regional tourism. Following our presentation, Prince Badr officially approved the project to move into the detailed concept design phase.

Positioning the destination as an Arabian gateway

We anchored the overarching strategy around the culture, nature, and ancient history of Eastern Saudi Arabia. The concept connects heritage port buildings with new beach leisure destinations and hotels, giving visitors a sensory playground across land, sea, and air.

For the audience

Saudi Arabian nationals and tourists are discovering the unique, ancient story of AlUqair through marketing, event activities ahead of the full phased development.

For the brand

The client secured approval for the site’s ongoing renovation, launching the destination with a 325-page strategic roadmap and developing a masterplan for the cultural, beach destination.