Qiddiya
Brand Strategy, Identity, Development, Guidelines, Guardianship, Content Production, Experience Design and Digital Technology
Designing the world’s first city built for Play. Qiddiya isn't just a place; it's a paradigm shift. Envision a city where 'play' isn't an afterthought, but the foundational principle. 45km southwest of Riyadh, this groundbreaking project redefines urban living, education, and well-being through the transformative power of play. It's a bold, unprecedented destination built on the very essence of joyful engagement.
Collaborating with a team of world-class agencies, I was part of the Brash team tasked with developing the strategies and assets that would bring the Qiddiya brand to life. Partner Agencies include:
Vision
We transformed a visionary concept – a 'city of theme parks' – into Qiddiya, the world's first sports and entertainment mega-destination. Our design approach centered on 'Play,' infusing it into every element, from golf districts to a multi-purpose stadium. Building upon the existing logo, we developed a dynamic visual language inspired by the surrounding landscape, using the 'scarps' motif as a unifying thread.
Video by Droga5
Impact
Qiddiya's global launch, showcasing revolutionary attractions, is underway. Our strategic design contributions have been pivotal in establishing it as a distinct international sports and entertainment destination. Projected to attract over a million annual visitors, Qiddiya will serve as a central hub, integrating 'play' into the fabric of life, while fostering local community enrichment.
Video by Droga5
