Strategic Events Framework

A blueprint for experiences at the city of earth

Diriyah is the home of the At-Turaif UNESCO World Heritage Site, a beautifully preserved mud-brick city that was the birthplace of the Kingdom of Saudi Arabia, and the original home of House Al Saud. Located in Riyadh, the capital of Saudi Arabia, Diriyah is also a flagship destination that blends leisure, hospitality, residential and cultural spaces as part of the transformation of the nation through Vision 2030.

Imagination was tasked with a crucial mission: the development of a comprehensive strategic events framework for DC, which would enable the plan for a series of major events and experiences to support the launch and phases of the development.

Riyadh stands at the crossroads of tradition, modernity, and innovation – positioned within one of the world’s most dynamic and competitive regions. Planning for this project demanded a strategy that could operate on multiple levels at once. It had to align seamlessly with the bold transformation of Diriyah, while also responding to Riyadh’s rapidly evolving events ecosystem. At the same time, it needed to project beyond the city itself, positioning Riyadh within the wider GCC and onto the global stage as a flagship destination for world-class events.

Imagination carried out a comprehensive review of the existing events strategy, supported by a detailed gap analysis, to create a future-focused framework for the Diriyah Gate Master Plan across DG1.

This blueprint set out clear ambitions for each event site, mapping its role within the wider master plan and identifying the types of experiences best suited to each location. By bringing clarity and structure, the framework empowers the Diriyah Company to confidently design, plan, and deliver events that resonate with diverse audiences, strengthening Diriyah Gate’s position as a world-class events destination.

The events framework that emerged for Diriyah Gate has been strategically devised to align with the vision of the Diriyah Company, aiming to establish Riyadh as the preferred destination for a diverse range of both domestic and international events, including sporting events and conferences.

Taking advantage of the historical significance of Diriyah, the framework harnesses its unique backdrop, providing an unparalleled global, cultural destination for events in the region.