Saudi Cup 2021
For the second edition of the Saudi Cup international horse race, a newly-developed concept design for the King Abdulaziz Racecourse guided the integration of new structures and the remodelling of existing spaces within the venue.
All interior and exterior spaces, including public areas, VIP suites and restaurants, were designed to harmoniously integrate the areas of the venue together and enhance the visitor experience.
The design concept aligned with Saudi Cup 2021 branding, simultaneously uplifting the venue and elevating the brand image. The Royal Suite was re-designed and existing suites were remodelled in accordance with the new branding, each with different accents and décor to create one-of-a-kind spaces for VIPs and sponsors. Activation booths encouraged visitor engagement with event partners.
Elements of Saudi culture were incorporated into interior and exterior settings, merging cultural identity to enhance brand image and assert the nation’s pride at delivering such a prestigious event. Connecting the Kingdom’s deeply valued tradition of horse riding with the modern world of racing created a new experience for the guests as culture and sport combined.
Held at a time when the majority of events were cancelled or held virtually, Saudi Cup 2021 was one of a few live major sporting events that was attended in person, with Covid restrictions in place. The event was attended in person and broadcasted to a global audience, with views of the venue and action strategically optimised for those watching via international media channels.
