Diriyah Masterplan and Wadi Safar Sales Tool Application

Crafting an immersive experience to showcase Diriyah’s vision

Diriyah Company approached Imagination with a clear objective: to create a digital-first experience that captivates and informs, making the scale, ambition, and exclusivity of the Diriyah Masterplan and Wadi Safar development accessible and engaging for a diverse audience.

The solution needed to work seamlessly across multiple contexts – from sales centres and global conferences to private one-to-one presentations with ultra-high-net-worth individuals – while remaining authentic, informative, and immersive.

Imagination designed and delivered a suite of interactive applications, combining AR, 2D maps, and immersive digital content. These tools transformed complex masterplans into experiences that not only educate but also inspire, equipping Diriyah’s sales teams with innovative platforms to communicate the story of Diriyah and Wadi Safar with clarity, elegance, and cultural precision.

Diriyah Masterplan

As the birthplace of the Kingdom of Saudi Arabia and the ancestral home of the Al Saud family, Diriyah’s At-Turaif district is a UNESCO World Heritage Site and an enduring symbol of unity. Today, the masterplan reimagines Diriyah as the Kingdom’s Historic Cultural and Lifestyle Hub, a world-class destination where heritage meets modern living. With over 18,000 residences, cultural landmarks, 30+ luxury hotels, offices, retail, and public spaces, Diriyah is set to become Riyadh’s iconic heart: a jewel from the past, arisen anew.

Wadi Safar Masterplan

Wadi Safar is conceived as an ultra-exclusive global landmark. Reflecting Diriyah’s heritage while delivering unparalleled modern experiences, it caters to VVIP and high-net-worth individuals. The development blends bespoke residential estates and branded villas with world-class hospitality from Aman, Oberoi, and Six Senses. Elite sports and leisure offerings – including a Greg Norman–designed championship golf course, a Royal Equestrian & Polo Club, and wellness sanctuaries – create a retreat for the world’s most distinguished guests.

The challenge lay in translating the scale and intricate detail of Diriyah Gate’s masterplan and the exclusivity of Wadi Safar into a single, versatile solution. The experience needed to work across multiple touchpoints:

• Sales centres, complementing existing physical models
• International conferences, where portability and visual impact are crucial
• VVIP settings, requiring personalised, persuasive experiences to drive high-value investment

The brief demanded precision, cultural authenticity, and technology-driven storytelling to convey both vision and scale effectively.

Phase one – AR sales tool

The core application was developed around three pillars, Learn, Explore, and Immerse, allowing users to engage interactively with both Diriyah and Wadi Safar. The tool was deployed across Diriyah HQ, the DG Sales Centre, Wadi Safar Sales Centre, and Wadi Safar Eastern Gate.

Phase two – Enhanced features

An AR Map allowed users to project the masterplan on any flat surface, removing dependency on physical models. Users could rotate and explore key landmark buildings in 3D, gaining unprecedented insight into the developments.

Phase three – Apple Vision Pro prototype

Wadi Safar content was adapted into a Vision Pro prototype, creating fully immersive 360° environments. This transported investors directly into the future of Wadi Safar, elevating presentations and enhancing engagement for projects still under development.

This suite of applications equips Diriyah Company with a future-proof sales and marketing toolkit. It educates, engages, and inspires audiences ranging from everyday visitors to ultra-high-net-worth investors, reinforcing Diriyah’s identity as both “A Timeless Symbol of Unity” and “A Jewel from the Past, Arisen Anew.”

By blending cutting-edge technology with storytelling and cultural sensitivity, the applications elevate Diriyah’s positioning as The Kingdom’s Historic Cultural and Lifestyle Hub.

Equally significant, the project strengthened Imagination’s partnership with Diriyah Company, opening the door to future innovations that will continue to bring the full ambition of their developments to life.