Case Study


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The Royal Commission for AlUla wanted to welcome weary travelers to celebrate the region’s 200,000-year history. They were looking to create an unforgettable experience to celebrate Saudi National Day set amongst its rocky outcrops that would entertain audiences from dusk to dawn, and write the next pages of AlUla’s history—transforming this World UNESCO Heritage site into a spectacular stage where international artists and regional favorites could radiate brilliantly. 

We partnered up with MDLBEAST to once again deliver a must-see music festival that would drive tourism to the region and create a hypnotic experience under the stars. At the center of it all was the Eye of Azimuth a custom stage that took inspiration from the surrounding landscape, where top talent shined bright. Stories straight out of Saudi culture were projected onto the rockscapes, awash in stunning hues flanking the stage. A temporary tattoo parlor brought AlUla’s heritage to life in unexpected ways.

Light seesaws lit up the night while sway pole dancers, fire performers, Buggem, and pom pom monsters ensured that this experience was anything but ordinary. The headlining performances were punctuated by a striking secondary stage, the hive, where attendees got up close and personal with regional talent. VIP areas provided pampering and a luxe viewpoint. This full-service activation even featured a stunning shaded canopy providing a kaleidoscope of color and much-needed respite from the sun.

Fab food and savory snacks quelled hungry souls, and a merch area paid homage to AlUla’s old town traditions.

For 2 days from dusk to dawn, Azimuth came alive, transforming this UNESCO World Heritage site into something truly magical. A festival celebrating Saudi culture and writing the next chapter in AlUla’s history through music.

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