Client:         Oliver Wyman
Location:    Eastern Province, Saudi Arabia
Timescale:  2020 - 2021

Cultural Innovations produced a Cultural Curation Strategy for a newly planned urban development in the Eastern Region of Saudi Arabia. Linked to Saudi’s 2030 Vision, the project was conceived with the aim to transform the significant length of coastline into an attractive destination, primarily targeting purchasers looking for second homes by the sea.

Cultural Innovations contributed to the overall site analysis, providing valuable insights into the Eastern Regions’s environmental character and existing community. Our work also involved researching the area’s ancient and modern history, its characteristic Khaleeji architecture, diverse traditions and natural and industrial heritage so that we could propose themes that could be leveraged to form the core cultural offering for the new development.

Cultural Innovations met regularly online with a wider team of experts (including those from the hospitality, leisure, sports and adventure, sea and sun, wellness and relaxation and lifestyle sectors) and considered how these cultural offers could work within the broader development of the site. From this, we developed a set of creative directions to inform the site masterplan.