In alignment with Vision 2030 and the Quality of Life Program, the Ministry of Culture organized the “Culture Square” initiative as a celebration of the rich local and international cultural, artistic and theatrical heritage.
Over the course of eleven days, guests experienced an immersive experience that included world-renowned performances, educational workshops and various food and beverage offerings. By bringing together classic and modern performances, Culture Square provided an experience that combined culture, education and entertainment.
Hwadi Company Ltd. was commissioned by the client to organize event which featured seven shows on three different stages in Riyadh Front. The shows included two ballets, The Nutcracker and Swan Lake, Inspiration by Todes, Arabic Philharmonic Recital with Racha Rizk, A Night with JoseĢ Carreras, An Evening With Whitney (Hologram), Magnificent Broadway and A Jazzy Tale.
We handled all creative aspects of the project, in both the proposal and live phases, in our capacity as Creative Directors in the executing agency at that time. We were in charge of developing the theme and visual identity of the festival, reflecting them on the 3D designs of all zones of the event, content development for all activations, screen content, venue branding, visitor experience and documentation.
Executing Agency – Hwadi Company Ltd., Client & Copyright – MOC Saudi
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