Saudi Cup 2023 built on the success of its previous editions and aimed to attract larger audience with local and international exposure. The line formed the main theme for that year inspired by the start and finish lines of the horse racecourse and by the line that links our heritage with our future and our traditions with modern ideas. All buildings and activations were designed following the Salmani Architecture.
Hwadi Company Ltd. was commissioned by the client to execute the project which took place over 2 days in King Abdulaziz Equestrian Field and was attended by over 25,000 people.
The event featured a wide range of activations including an escape room designed as a Saudi house, three famous restaurants, kids’ area, fashion exhibition, immersive art experience by Sarah Shakeel, several art installations and photo opportunities and a full stage program including folk performances, singers and Al-Mayyas group.
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 selected theme, reflecting it on the 3D designs of all zones of the event, content development for all activations, stage programming, branding, visitor experience and documentation.
Executing Agency – Hwadi Company Ltd., Client & Copyright – MOC Saudi
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