QIDDIYA
CITY, KSA

QIDDIYA
CITY, KSA

An exciting new destination city on the doorstep of Riyadh, seems to be magically rising out of the sands in the Kingdom of Saudi Arabia. Rooted in the concept of play, Qiddiya City aims to become the region’s, if not the world’s, centre for an evolved way of living – a place where you don’t just live life, you ‘Play Life.’ 

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RIDES & THRILLS

THE CHALLENGE

In Arabic, the word ‘play’ is strongly associated with children and hence immaturity. It often carries a negative connotation for adults who engage in play.

This also then becomes a deeply embedded cultural problem with very few adults taking to play for fear of social scrutiny, ideology or preconceived notions

The biggest challenge was changing the mindset of an entire nation. 

THE SOLUTION

Play had to be redefined for adults by educating the public about the benefits of play for everyone, not just children. 

A detailed strategy was drawn up that involved educating the public on the scientific benefits of play, researching and understanding targeted audiences and their interests and endorsing the play concept by the country’s highest leaders and influencers. 

THE IMPACT

HRH Prince Mohammad bin Salman bin Abdulaziz, Crown Prince and Prime Minister of the Kingdom of Saudi Arabia launched the urban design for Qiddiya City and Qiddiya’s brand, resulting in a lot of press coverage within the press. 

The Crown Prince subtly reinforced the positivity behind the concept of play by stating that the city of Qiddiya would become the foremost global destination in the fields of entertainment, sports, and culture.

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