Qiddiya Ground Breaking Launch Event. For this momentous occasion, our Executive Production client and collaborator of 20 years Executive Visions (EVI) invited Xitelabs to create elaborate projection mapped visual art, produce a set design, as well as sound design, and narrative scripting. EVI Produced and Directed the entire project surrounding the historic ceremony, which was led by the King of Saudi Arabia, Salman bin Abdulaziz Al Saud, and accompanied by the Crown Prince Mohammed bin Salman. The event took place on the future site of Qiddiya.
In a miraculous time span of less than three months our team of artists helped concept, write, design, animate and create a one night spectacle the scale of which had never been seen before in the Kingdom of Saudi Arabia. The show was a 45-minute immersive entertainment experience featuring 3D projection mapping, complete sound design, live dance and acrobatic troupes, international casting, elaborate choreography all wearing custom numbers and wardrobe, finishing with a massive fireworks display.
In addition to conveying meaningful messaging around the history of Saudi Arabia, its current stage of change and forthcoming world design, we were asked to portray visions of the various theme park pillars, entertainment and cultural attraction ‘zones’ in development at Qiddiya. These zones included Theme Parks, Wheels and Wings, Scenic and Animal Encounters, Water and Snow, Sports, and Arts and Culture. Each segment was animated in perfect synchrony to an all-original score by the illustrious composer William Ross (Celine Dion, Michael Jackson, Barbra Streisand). The score was recorded at Abbey road studios with the London Symphony Orchestra and performed live at the show by the Prague Philharmonic Orchestra.
Qiddiya is one of three development projects that are part of an ambitious program called “Vision 2030“, which aim to modernize Saudi Arabia with respect to lifestyle and entertainment.
Qiddiya is being built on a 334 sq km (8,400-acre) site located an hour south of the capital city of Riyadh, making it 2-1/2 times the size of Disney World. It will include a Six Flags theme park, water parks, motor sports, cultural events, and vacation homes. Qiddiya expects to attract 1.5 million visitors annually when the first phase opens in 2022. Local media have reported the cost of the infrastructure alone would reach up to 30 billion riyals ($8 bln) and the project would eventually be worth tens of billions of riyals. It is expected to be the world’s largest entertainment city by 2030.
“About two-thirds of the kingdom’s population is under the age of 35. There is a great need for the Qiddiya Project to provide them with entertainment,” stated Dr Fahd bin Abdullah Tounsi, Secretary General of the Foundation Council of Qiddiya Project.
We are extremely honored to have been a part of the Qiddiya Ground Breaking, and the symbolic advances that it represents for the Kingdom of Saudi Arabia. We look forward to contributing to future aspects of Qiddiya and The Vision 2030 initiative.
Deliverables: Creative Direction, Production Design, CAD support, 3D Animation, Content Creation, d3 System Programming and Operation, Live Visual Services
©2018 Executive Produced, Directed and Managed by Executive Visions. Visual Experience by XiteLabs.