AlUla gets its very first global campaign, ‘Forever Revitalising’

AlUla gets its very first global campaign, ‘Forever Revitalising’
Elephant Rock, AlUla. (Supplied)
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Updated 01 March 2024
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AlUla gets its very first global campaign, ‘Forever Revitalising’

AlUla gets its very first global campaign, ‘Forever Revitalising’

DUBAI: Saudi Arabia’s ancient city of AlUla is launching its first-ever global marketing campaign.

Revealed on Feb. 29 with launch events in six major international cities — Dubai, London, New York, Paris, Shanghai and Mumbai — “Forever Revitalizing” is being described as a “data-driven endeavor” that aims to redefine tourism in the region.

Melanie D’Souza, executive director of destination marketing at The Royal Commission for AlUla, described the new brand campaign as a “transformative moment” for AlUla as it looks beyond the historic site’s travel potential to spotlight the programs and initiatives designed to “create a better future for all those who live, work and visit our ancient oasis.

“This initiative redefines AlUla as more than just a travel destination by emphasizing its profound heritage, breathtaking landscapes and rich cultural tapestry, presenting a holistic view that transcends the conventional,” she told Arab News in an email interview.

As AlUla’s first-ever global marketing campaign, “Forever Revitalizing” has been launched with the goal of transforming the city into a world-renowned heritage and cultural destination.

“At its core, ‘Forever Revitalising’ aims to drive visitor numbers and spur economic prosperity by showcasing AlUla’s comprehensive revitalization efforts. From ecological restoration projects within nature reserves to the rejuvenation of age-old crafts and traditions, and the advancement of local skills and cultural enrichment, the campaign positions AlUla as a pioneering figure in the creation of an experience-driven economy,” said D’Souza.




AlUla Old Town. (Supplied)

The new campaign coincides with a significant increase in visitor numbers to AlUla, rising from 185,000 in 2022 to 263,000 last year, she added.

Additionally, the share of international visitors increased from 25 percent to 35 percent, reflecting the destination’s growing global appeal.

“This aligns with AlUla’s strategic vision for ‘light touch tourism,’ aiming to attract 1.1 million visitors by 2030, while steadfastly maintaining its commitment to sustainability and preserving the destination’s integrity,” she said.




Hegra AlUla. (Supplied)

The campaign is specifically targeting four kinds of travelers: The luxe seeker, wanderlust nomad, intrepid voyager, and affluent and active retirees. This highlights AlUla’s amibition to remain a luxury destination.

“Modern tourists, increasingly disillusioned with overcrowded and inauthentic destinations, seek authentic, meaningful connections. They prefer destinations that offer a genuine sense of place, sustainability and social responsibility — qualities that AlUla has been promoting since opening its doors to the world three years ago,” said D’Souza.

The recently opened Dar Tantora The House Hotel in AlUla Old Town is a promising new addition to the area, D’Souza said.

The hotel was designed by Egyptian architect Shahira Fahmy.

Fahmy, who was selected by The Royal Commission for AlUla, and her team restored 30 buildings in the historical village. They turned multiple old two-story mud-brick buildings into the boutique hotel.  

The architect previously told Arab News that the early inhabitants in the city used the ground floor as a workplace and to meet with family and friends, while the first floor was for bedrooms and bathrooms.  

People who lived in the city 800 years ago whitewashed the interior walls and adorned them with red and blue murals, Fahmy said. Her team managed to preserve the existing designs in collaboration with the archaeological team. 




Banyan Tree Resort AlUla Canyon Pool. (Supplied)

“This boutique hotel revitalizes the ancient mud-brick structures of Old Town, which was continuously inhabited since the 12th century until the 1980s. It stands out for its commitment to cultural preservation, employing local artisans for restoration efforts and showcasing the area’s rich heritage through traditional decor, furniture and artistic treatments, complemented by storytelling elements that bring the intangible heritage of the area to life,” she added.

Looking ahead, three new luxury hotels are all set to open in AlUla.

“The Sharaan Resort by Jean Nouvel, inspired by ancient Nabataean architecture, promises to blend seamlessly with the Sharaan Nature Reserve’s landscape, embodying innovative design while respecting the environment,” said D’Souza.

“The Chedi Hegra is another milestone, positioned within Saudi Arabia’s first UNESCO World Heritage Site, Hegra. Opening in mid-2024, it will offer guests unparalleled access to the historic site, featuring guest rooms with views of Hegra’s monumental landscape, an International Summit Center, hospitality pavilions and private villas,” she added.

In 2027, AlUla will welcome the AZULIK AlUla Resort. “This project, a collaboration between AZULIK and Roth Architecture, will be located in the Nabatean Horizon District, integrating design elements that highlight ancient rock art, utilize natural waterways for irrigation and promote eco-friendly transport to minimize environmental impact,” said D’Souza.


Sotheby’s ‘Origins’ auction in Diriyah achieves more than $17 million in sales, with Saudi artists shining

Sotheby’s ‘Origins’ auction in Diriyah achieves more than $17 million in sales, with Saudi artists shining
Updated 09 February 2025
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Sotheby’s ‘Origins’ auction in Diriyah achieves more than $17 million in sales, with Saudi artists shining

Sotheby’s ‘Origins’ auction in Diriyah achieves more than $17 million in sales, with Saudi artists shining

RIYADH: Sotheby’s inaugural auction in Saudi Arabia, titled “Origins,” concluded on Saturday with a total of $17,283,840 in sales in the fine art and luxury categories.

The historic event at Diriyah’s Bujairi Terrace was a turning point for the Kingdom’s art and luxury scene, with Saudi artists garnering significant attention.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by (@visitdiriyah)

Jerry Inzerillo, CEO of Diriyah Company, highlighted the significance of the collaboration between Diriyah and Sotheby’s.

“A few years ago, we decided that Sotheby’s, as a 277-year-old brand, had to match up with Diriyah because the value systems were the same, and you can’t be Sotheby’s without being in Diriyah,” he said in his opening remarks.

The modern and contemporary art section featured works by Saudi artists that collectively realized $1.1 million in sales.

Abdulhalim Radwi’s vibrant 1984 market scene set a personal auction record, selling for $264,000 after fierce bidding online and in the room. (Supplied)

Mohammed Al-Saleem’s untitled work, sourced directly from the artist’s daughter, led the Saudi work on offer.

The piece, blending abstract Arabic calligraphy with Al-Saleem’s vision of Saudi landscapes, sparked intense competition among four bidders before selling for a remarkable $660,000 — triple its pre-sale estimate.

Abdulhalim Radwi’s vibrant 1984 market scene set a personal auction record, selling for $264,000 after fierce bidding online and in the room.

Ahmed Mater’s “Illumination Diptych (Makkiah Tale)” exceeded expectations at $102,000.

Mater, one of Saudi Arabia’s most acclaimed contemporary artists, is internationally celebrated, with works displayed by institutions throughout the Arab world, the UK and the US.

Rene Magritte’s “L’Etat de veille” sold for $1.2 million. (Supplied)

Maha Malluh’s “Magadeer” (from the “Food for Thought” series), inspired by the cultural and spiritual heritage of the Najd area of the Kingdom, sold for $84,000, also surpassing its estimate.

When it came to international works, surrealist Rene Magritte’s “L’Etat de veille” sold for $1.2 million and Fernando Botero’s “Society Woman” made $1 million. Meanwhile, Banksy’s “Subject to Availability” from his series of vandalised oils, sold for $1.2 million.

The luxury segment dazzled collectors with an extraordinary selection of rare items, such as a Patek Philippe Grand Complication watch, a Cartier diamond necklace from the Art Deco era, and a limited-edition Hermes Birkin bag crafted from exotic leather.

Collectors from 45 countries took part in the auction, demonstrating its global appeal, while nearly one-third of the lots were bought by buyers from Saudi Arabia.

Additionally, more than 30 percent of participants were under the age of 40, reflecting the growing interest in art and luxury items among younger generations.

 


Meet your sole mate at Sneaker Con in Riyadh

Sneaker Con features more than 150 brands showcasing curated collections of rare sneakers, fashion items, and accessories.
Sneaker Con features more than 150 brands showcasing curated collections of rare sneakers, fashion items, and accessories.
Updated 08 February 2025
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Meet your sole mate at Sneaker Con in Riyadh

Sneaker Con features more than 150 brands showcasing curated collections of rare sneakers, fashion items, and accessories.
  • Visitors can buy, sell, and trade rare and limited-edition sneakers

RIYADH: Sneaker Con in Riyadh has opened its doors to enthusiasts and collectors, offering a platform to buy, sell, and trade rare and limited-edition items as part of Riyadh Season.

Billed as “The Greatest Sneaker Show on Earth,” Sneaker Con is one of the world’s largest sneaker conventions, which has previously been held in cities across North America, Europe, and Asia. Its Riyadh edition — the first in Saudi Arabia — runs until Feb. 19 at ANB Arena.

A pair of signed sneakers by basketball player Michael Jordan, featured at Sneaker Con Riyadh. (AN photo by Hajar AlQusayer)

The event provides visitors with the opportunity to engage with industry experts and meet influencers in the sneaker community.

One visitor, Fares Indejani, highlighted the growing sneaker culture in Riyadh, pointing out that sneakers have become an integral part of personal style and expression. He told Arab News about the impact of the event on the local sneaker community.

These sneaker communities are micro-communities that are often isolated and don’t really have a dedicated space. But this event changes that … you can just walk in and meet others like you.

Fares Indejani, Sneaker enthusiast

“These sneaker communities are micro-communities that are often isolated and don’t really have a dedicated space,” he said. “But this event changes that … you can just walk in and meet others like you.

Visitors engaging with various shops and exploring exclusive sneakers at Sneaker Con Riyadh. (Supplied)

“You get an idea of what direction we’re heading toward, and that’s valuable knowledge for investors and business owners,” he added. “Really knowing what kind of communities are popping up, seeing how loud and real they are, and recognizing that they exist, have a voice, and are moving, is crucial.”

Abdulmohsen Al-Ahmari, another visitor, said the event provides an opportunity to see sneakers that are not typically available.

“Making connections at Sneaker Con and getting to know people helps me later,” he said.

Chase Young, a sneaker trader and founder of Culture Kicks, said: “There are people with crazy pairs of shoes and a lot of different collectors’ items here, and very high-end shoes, so (the market) is definitely big here.”

Sneaker Con features more than 150 brands showcasing curated collections of rare sneakers, fashion items, and accessories.

 


Angelina Jolie stuns in Elie Saab at Critics’ Choice Awards

Angelina Jolie stuns in Elie Saab at Critics’ Choice Awards
Updated 08 February 2025
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Angelina Jolie stuns in Elie Saab at Critics’ Choice Awards

Angelina Jolie stuns in Elie Saab at Critics’ Choice Awards

DUBAI: Hollywood icon Angelina Jolie turned heads on Friday at the Critics’ Choice Awards, wearing a gown by renowned Lebanese designer Elie Saab.

The dress was from the couturier’s spring/summer 2025 collection. It featured intricate lace detailing throughout, with a flowing, floor-length silhouette. The ensemble had delicate short sleeves, a cinched waistline that highlighted her figure, and a sheer overlay.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by ELIE SAAB (@eliesaabworld)

Jolie completed the look with a bold red lip that contrasted with the gown’s soft tones, and styled her hair in loose, effortless waves.

Demi Moore won best actress at the event, confirming her status as favorite for the Oscars.

Moore’s horror film “The Substance” won best original screenplay at the glitzy Los Angeles gala, and critics crowned “Anora” as the year’s best picture.

Moore’s triumph followed her victory at the Golden Globes in January, and puts her on track to cap a remarkable career renaissance at next month’s Oscars.

“This has been such a wild ride,” said Moore, 62, who made a string of hit films in the 1990s, but came to be known as much for her love life as her acting in subsequent decades.

That changed with “The Substance,” a body-horror flick about an aging celebrity who injects a serum to temporarily live again in her younger body.

Nodding to the film’s frequently bloody and horrifying depictions of warped bodies, Moore thanked critics for rewarding “this genre of horror films, that are overlooked and not seen for the profundity that they can hold.”


Crown Prince Hussein of Jordan shares photo of King Abdullah with granddaughter Iman

Crown Prince Hussein of Jordan shares photo of King Abdullah with granddaughter Iman
Updated 08 February 2025
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Crown Prince Hussein of Jordan shares photo of King Abdullah with granddaughter Iman

Crown Prince Hussein of Jordan shares photo of King Abdullah with granddaughter Iman

DUBAI: Jordan’s Crown Prince Hussein bin Abdullah took to Instagram on Saturday to share a touching photo of his father, King Abdullah, playing with his granddaughter Princess Iman.

The little girl is the daughter of Prince Hussein and his wife, Saudi Princess Rajwa Al-Hussein.

In the picture, the king is seen warmly interacting with Iman as she holds his cheeks.

“Iman with the dearest grandpa,” Prince Hussein captioned the post.

Rajwa and Hussein welcomed their first child on August 3, 2024. 

At her birth, the king posted a tribute to his granddaughter on social media. Translated from Arabic, the post reads: “I thank God for giving us our first granddaughter Iman bint Hussein. I congratulate beloved Hussein and Rajwa for their newborn.

“We ask God to raise her well and protect her for her parents. You have lit up our family,” he added. 


Mrs Keepa’s latest collection ‘La Boite’ is statement on breaking free

Mrs Keepa’s latest collection ‘La Boite’ is statement on breaking free
Updated 08 February 2025
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Mrs Keepa’s latest collection ‘La Boite’ is statement on breaking free

Mrs Keepa’s latest collection ‘La Boite’ is statement on breaking free

DUBAI: Mariam Yehia is the ultimate nonconformist. As the founder and creative force behind Dubai-based fashion house Mrs Keepa, her label is not defined by traditional fashion norms. Known for bold silhouettes, sculptural tailoring and avant-garde sensibility, Mrs Keepa thrives on individuality and reinvention. Yehia’s Spring/Summer 2025 collection, La Boite, takes this ethos even further — challenging stereotypes, embracing duality, and redefining fashion as a personal and cultural narrative.

At its core, La Boite, which translates to “The Box,” is a direct commentary on the limitations imposed by rigid categorization. “People are always trying to fit fashion, people and even cultures into predefined boxes,” Yehia said. “This collection is about breaking free from that.” Through structured silhouettes, boxy tailoring and unexpected design transformations, the collection encourages wearers to reinterpret fashion on their own terms. Each look can be styled in multiple ways — chic, casual or bold —offering a fluidity that reflects the modern woman’s ever-changing identity.

(Supplied)

Yehia pulls out a black boxy short dress with multiple long pieces of fabric hanging from the padded shoulders and explains how the dress can be worn depending on the wearer’s mood. A client can wear the dress exactly as is — loose and androgynous — or she can tie the fabric and cinch the waist, or even layer it over a skirt and pair it with sneakers. “One outfit can have many different personas,” said Yehia. The same philosophy translates to her more sporty pieces featuring mesh and kimono sleeves — wear it wrapped around as a mini dress, or leave it open and pair it with leggings. Each ensemble gives you more than just a single look. A series of mini dresses with a scarf-like attachment will sell fast, as will the jumpsuit that can be deconstructed and worn as ultra-wide pants.

(Supplied)

While every garment was impactful, the star pieces were undoubtedly the brocade ones. A dramatic thigh-length jacket, shorts and trousers in luxurious brocade were given the sporty treatment through contrast piping —  highlighting the polarities of us as individuals. Elsewhere, denim garments engineered to perfection catch the eye. An edgy denim jacket retains a cinched look even when unbuttoned, while jeans with the waistband folded over featuring sparkling embellishments add a maximalist touch. Loyal Mrs Keepa clients will also be drawn to a red crepe number with exaggerated shoulders and high low layering of fabric, which can be both modest and sexy.  Potential buyers might also enjoy her experimentation with feminine lace — a rarity for Yehia.

(Supplied)

Mrs Keepa has always thrived on storytelling through fashion, and La Boite is no exception. Beyond its sharp tailoring and experimental silhouettes, the collection holds a deeper meaning: A rejection of stereotypes, particularly those imposed on Middle Eastern people. “We’ve been framed for too long. For years, global fashion dictated that for a designer to be successful, they had to be recognized internationally first. But why? Why can’t we build a strong foundation in our own region first, before expanding outward?” She speaks of the diversity of designs within the region itself and of the uniqueness of each Arab designer, whether it is refined tailoring, cool streetwear, maximalist silhouettes or modest fashion. “Despite this diversity, we are still stereotyped. This collection challenges the rigid perceptions that frame the Middle East as a monolithic culture, often diminishing its significance.”

Yehia delivers a collection that is both metaphorically and literally transformative. Whether through adjustable silhouettes, unexpected layering or garments that can be styled in various ways, each piece invites the wearer to reshape, reinterpret and make it their own. “Fashion isn’t just about clothing — it’s about identity, emotion and the freedom to express yourself beyond predefined labels,” Yehia said. La Boite is an invitation to step outside the box — on your own terms.