“Common Ground” represents a multidisciplinary event that explores cultures around the world, highlighting both the similarities and differences with Saudi culture. In its first edition, it provided a comprehensive overview of Yemeni culture and its connection to Saudi culture.
The focus was on various aspects, including fashion, visual arts, architecture and design and culinary arts, aiming to enhance cultural exchange and collaboration between the Kingdom and Yemen.
Hwadi Company Ltd. was commissioned by the client to organize the first edition of the event which was held in Mayadeen, Diriyah from the 7th to the 9th of October 2023, attended by over 8500 people.
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 visual identity of the event, reflecting it on the 3D designs of all zones of the event, coordination with the art curators, screen content, venue and digital branding, visitor experience and documentation.
Executing Agency – Hwadi Company Ltd., Client & Copyright – MOC Saudi
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