Umm Al-Qura for Development and Construction, the owner and developer of the upcoming multibillion megaproject “Masar Destination” in Makkah, has partnered with Saudi company Midwam, a pioneer in designing immersive experiences using the latest advanced technologies, to design and implement the Masar Experience Center as a cutting-edge visitor destination.
The latest visual, light and sound technologies will be used in Makkah for the first time to showcase the features of Masar Destination. This experience will also include a virtual theater with the latest 3D projection technology that will be updated with new visual content as the work on the project continues to progress.
The partnership will be supported by the expertise of Icaria Atelier, a cutting-edge company based in Seville that integrates design, storytelling, media, and technology to transform spaces into experiences and that has won several awards during Dubai Expo 2020.
Yasser AbuAteek, CEO of Umm Al-Qura for Development and Construction, said: “I am delighted to sign this agreement with Midwam to design and implement this Experience Center, which combines innovative technology with the essential investment and business information in order to engage existing and prospective stakeholders and to demonstrate how the Masar Destination is a unique and distinguished project.”
Khalid Al-Muawad, CEO and co-founder of Midwam, said: “The Experience Center will play an essential role in promoting and showcasing the destination to its potential stakeholders, investors and customers. We are also looking forward to working with our award-winning partner, Icaria Atelier, and using our expertise and know-how in the latest immersive technologies to achieve a world-class Experience Center for Masar Destination.”
Masar is being developed as an urban destination in Makkah that will offer unparalleled experiences to inspire each visitor while enhancing the quality of life of the city’s residents through a diverse range of hospitality, mobility, retail, entertainment, and other offerings. It aims to simultaneously preserve the spiritual and cultural heritage of Makkah while providing opportunities to boost the region’s economic potential.