The Mukaab

The Challenge

Help define the future visitor experience for The Mukaab as part of the wider New Murabba masterplan. Working within a multidisciplinary consortium of architects, master-planners, landscape designers, and specialist consultants, the challenge was to imagine how people would live, shop, work and socialise, whilst being entertained decades into the future.

Beyond designing individual attractions, the brief required a holistic experience strategy that integrated technology, retail, hospitality, culture, and entertainment into a single destination narrative by creating a visionary blueprint capable of evolving alongside Riyadh's future growth.

The Concept

During my time as Executive Creative director at Imagination, I lead the experience design team, and helped shape the overarching creative vision, guest journeys, and immersive concepts that brought The Mukaab to life. Beginning with extensive research and future forecasting, we developed a scalable experience ecosystem that combined immersive entertainment, next-generation retail, hospitality, digital innovation, and emerging technologies into one connected destination.

Imagination worked closely with consortium partners, and created a future-facing masterplan that considered not only the visitor experience, but also the operational, commercial, and technological frameworks needed to support it for decades to come.

The result was a bold experience vision that helped define the winning concept for one of the world's most ambitious urban developments, demonstrating how architecture, storytelling, and technology can combine to create a new generation of destination experiences.