SADA AL ULA
BRAND DEVELOPMENT
A Sensorial Journey through Music and Nature
An entertainment concept for a world-class Khaleeji orchestra experience within the monumental landscape of AlUla.
The concept explored the merging of sound and emotional transformation, awakening the deep and ancient silence that covers the desert.
Stories of our parents fetching cassettes with their morning coffee, as our ears soak up the sound of classical Tarab.
The role of sensorial, emotional, and social experiences
The creative process explored the deep echoes of the desert, the subtle chirps and sandy footsteps creating a chorus, while the instruments of the concert take front-stage. The audible experience is immersive and humbling, with the creative graphic language being entirely born out of the concept of sound: notes, instruments, vibrations, echoes.
The concept also seeks to explore the materiality and textures of the surrounding landscape, developing them into design codes that respect the pure scenography of contextual graphics that represent the mother land.
The design system is experimental in its interpretation of sound, taking inspiration from the shapes and forms of musical notes and vibrations.The user experience on digital translates the same graphic language, creating a journey that singlehandedly celebrates the artists and the rich program of Sada AlUla.
