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Diriyah Company brings Saudi heritage to London’s Harrods with $63bn development showcase

LONDON: The Diriyah Company is bringing a taste of Saudi culture and heritage to London’s luxury department store Harrods this month in the form of an exclusive pop-up exhibition highlighting the $63 billion mega development project underway in Diriyah , the historical birthplace of the Kingdom. .

The immersive experience, which opened on Monday and runs until July 26, aims to capture the attention of the 450,000 people expected to visit Harrods this month. The centerpiece of the event is a display outlining the master plan for the ambitious urban development project, which when completed will be six and a half times the size of Monaco. It will include hotels, four metro stations and extensive retail and commercial office space.

The centerpiece of the event is a display of the master plan for the ambitious urban development project. (Provided)

The Diriyah Company worked with the Harrods team to transform the space into an exhibition that tells the story of Saudi heritage and architecture, incorporating elements of the traditional Najdi architectural style in a warm color palette of yellow, orange and brown. A highlight of the event is a showcase of 350 residences developed by luxury brands Ritz Carlton, Baccarat and Corinthia.

“These are the best of the best to work with,” Diriyah’s chief marketing officer Kiran Jay Haslam told Arab News, adding that each brand brings something unique to the project.

The Baccarat residences will stand out for their sophisticated fusion of modern luxury and classic French elegance, incorporating opulent materials and Baccarat crystal accents, he said, while the Corinthia will offer a more homely, homely feel and the Ritz Carlton units will emphasize on the high levels of services available to residents. Diriyah representatives are on hand to explain the differences between the brands and highlight their unique selling points, he added, to help visitors understand what each has to offer.

In 2021, the Saudi authorities issued a directive allowing non-Saudis who are legal residents of the country to buy single properties in the Kingdom, subject to the approval of the licensing authorities.

“Additionally, the conversations that we know are happening right now to open up real estate to foreign investment are really exciting for us,” Haslam said. “We are watching very carefully when he will play.

“I believe that many of the projects in the kingdom will take on new life because of the capacity for global interaction in these budgets. And… I think we’re really going to start attracting some significant talent to the kingdom.”

Six units are available for purchase at Corinthia Development and eight at Baccarat. Haslam said sales at the Ritz Carlton development have moved faster than the company anticipated, and only 16 of the 106 residences are still available.

Visitors passing by Harrods take a look at the Diriyah masterplan displayed in the pop-up window. (Provided)

The pop-up event at Harrods follows Diriyah’s immersive exhibition at Outernet, London’s entertainment, arts and culture district. The showcases are part of a wider Saudi strategy to promote Diriyah on the global stage, with future events planned in Los Angeles, New York, Sydney and Paris.

Haslam said the exhibition at Harrods had already received a positive response from early visitors, particularly those for whom the celebration of Arab culture was close to home.

“We are a very exciting project,” he said. “We are a project that offers a kind of unique quality in essence and pride of the Kingdom. And so it’s really cool to be here and have that interaction.”

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