Living Assets activations
Arabesque was brought in to bring Diriyah's Living Assets to life, through an activation strategy built around weekends — the aim being a destination that sustains itself rather than one that peaks once.
Our role was to invent and deliver a weekly programme holding cultural authenticity and creative entertainment in the same frame, turning the target sites into places visitors seek out. The work centred on immersive cultural experiences that read as Diriyah rather than as generic programming.
- Client
- Diriyah Company
- Year
- 2026
- Discipline
- Ongoing activation programme
Scope of work
- Activation strategy
- A sustainable weekly programme anchored on weekends.
- Cultural content
- Immersive experiences drawn from Diriyah's own history.
- Operations
- Delivering and running the weekly activations across the target sites.