Aldyar Alarabiya
Designlab Experience has designed the immersive stand for Aldyar Alarabiya, a leading Saudi real estate and development company, at Cityscape Global 2024, which occurred in Riyadh from November 11 to 14, 2024.
The Aldyar Alarabiya showcase drew inspiration from an organic dialogue between form and function, mirroring the fluidity of the brand’s logo. At its core, a series of elegant, sweeping arches created a seamless, one-way path, guiding visitors through the space in a continuous, cinematic flow. Spanning 28 meters by 13.5 meters, the stand's most striking feature was its innovative parametric design. The arches, positioned at varying intervals, formed a rhythmic cadence that captured attention while maintaining spatial harmony. Supported by a concealed metal frame, the structure ensured both aesthetic fluidity and structural integrity. Embedded LED lighting cast a soft glow, highlighting the rich natural wood finish and transforming the space as visitors moved through it.
Strategically placed throughout the stand were six touchpoints, each designed to reinforce Aldyar Alarabiya's brand identity and core values. Unique panels at each touchpoint reflected their respective themes, visually narrating the company’s principles and vision.
The first touchpoint, near the entrance, welcomed visitors with traditional Arabic coffee and visuals celebrating the company’s values of authenticity, generosity, and heritage. Subsequent touchpoints explored themes of excellence, community, well-being, and empowerment—key pillars of Aldyar Alarabiya's mission.
At the heart of the exhibit, an inviting plaza featured a large fissured wall as a backdrop to a digital display showcasing Aldyar Alarabiya's historical timeline and milestones. Double-sided screens displayed high-quality images of projects, while an interactive touchscreen allowed guests to explore detailed renders.
Suspended above the space, a large-scale ceiling installation crafted from delicate washi paper depicted a flock of flying birds, symbolizing the rock doves of Mecca. This artwork introduced a sense of movement and lightness, contrasting with the structured design of the showcase.
A hospitality space within the stand offered mocktails and small bites inspired by Saudi culture, while an elevated VIP lounge provided a curated culinary experience for exclusive clients. A common lounge area with high tables encouraged interaction among visitors.
