Saudi PIF unveiled brand identity of new Qiddiya mega entertainment project

Updated 25 October 2017

Saudi PIF unveiled brand identity of new Qiddiya mega entertainment project

RIYADH: The logo for Saudi Arabia’s biggest cultural, sports and entertainment city — the Qiddiya project — has been unveiled by the Public Investment Fund.
The vast development, located 40km from Riyadh city center, will include a wide range of entertainment facilities. Work is due to start in 2018 and the doors are expected to open to the public in 2022.The logo was described as innovative and attractive and was designed to reflect the unique geography of the area in which the project will be built. It consists of the area’s name and location and was inspired by the famous Tuwaiq mountains of the Qiddiya area. 
The lines in the logo represent the Saudi people’s potential, and its bright colors depict their capacities and varied hobbies, according to the PIF. The logo aims to represent the project’s main objective, which is to provide an extraordinary entertainment destination for Saudi people, where they can meet and express themselves in different fields.
The project’s identity is a reflection of Qiddiya’s heritage and the area’s beauty, which is set to become a prominent landmark and an important center for meeting future generations’ recreational, cultural and social needs.
The Qiddiya project is among the most significant investment initiatives in support of the Kingdom’s Vision 2030, which aims to diversify the economy and create more job opportunities for Saudi citizens. 
Qiddiya city will allow visitors to enjoy entertainment and educational facilities divided into six main groups: amusement parks, sports tracks, car and bike racing areas, snow and water parks, natural scenery, and cultural initiatives.


Swarm of drones to light up AlUla’s skies as part of aerial art display

Updated 28 February 2020

Swarm of drones to light up AlUla’s skies as part of aerial art display

  • International artwork explores links between nature, technology and humanity at Saudi festival

ALULA: A swarm of drones will light up the skies over AlUla during a spectacular international artistic display as part of the Winter at Tantora festival.

The aerial presentation by Franchise Freedom, a performance arts initiative created by Studio Drift, explores the relationship between humanity, nature and technology.

Formed from an autonomously flying swarm of hundreds of drones, based on research into the flight behavior of starlings, the work aims to question the concept of freedom and social construct.

Underlining the harmony between humans and their surroundings, the artistic display, which runs until Feb. 28, uses the sky as its canvas to poetically illustrate how an individual can remain free, while operating within the safety of a community.

Through a variety of international events, the Winter at Tantora festival, organized by the Royal Commission for AlUla (RCU), seeks to highlight culture and heritage.

Noura Al-Dabal, the RCU’s culture and arts manager, said: “Winter at Tantora strives to keep pace with the evolution of humanity and the mix between the arts and technical development that the world has seen today, while preserving the heritage of AlUla.

“Franchise Freedom is a living embodiment of this goal and we are proud to host this distinguished international artwork in AlUla.”

Over the course of 12 weeks, the festival will present a variety of activities merging Eastern and Western cultures, embodying AlUla’s heritage as a meeting point for different civilizations from around the world throughout history.

The festival takes place every weekend until March 7.