Diriyah brings Saudi heritage to Harrods London with $63 billion investment
LONDON: The Diriyah Company is bringing Saudi culture and heritage to London’s exclusive department store Harrods this month with an exclusive temporary exhibition that will showcase its $63 billion mega-development project in Diriyah, the kingdom’s historic birthplace.
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 centrepiece of the event is an exhibition showcasing the masterplan for the ambitious urban development project, which will be six and a half times the size of Monaco when completed, and will include hotels, four metro stations and extensive retail and office space.
The focal point of the event is an exhibition presenting the master plan of the ambitious spatial development project. (Supplied)
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 traditional Najdi architectural style in a warm palette of yellows, oranges and browns. The highlight of the event is a showcase of 350 residences developed by luxury brands Ritz Carlton, Baccarat and Corinthia.
“Working with them is the best of the best,” Diriyah Company’s chief marketing officer Kiran Jay Haslam told Arab News, adding that each brand brings something unique to the project.
The Baccarat residences will feature a sophisticated blend of modern luxury and classic French elegance, incorporating rich materials and Baccarat crystal accents, he said, while the Corinthia will offer a more family-friendly, home-like atmosphere and the Ritz Carlton units will emphasize the high level of service available to residents. Diriyah Company 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, Saudi authorities issued a directive allowing non-Saudi citizens who are legally resident in the country to purchase individual properties in the Kingdom, subject to approval from licensing authorities.
“Also, 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’re watching that very closely to see when that comes out.
“I think a lot of projects in the kingdom will take on new life because of the ability to interact globally in these budgets. And… I think we’ll really start to attract significant talent to the kingdom.”
Six units are available for purchase at the Corinthia development, and eight at Baccarat. Haslam said sales at the Ritz Carlton development are proceeding faster than the company had anticipated, with only 16 of the 106 residences still available.
Visitors passing Harrods view the Diriyah master plan displayed in a temporary outlet. (Materials supplied)
The Harrods pop-up follows Diriyah Company’s immersive exhibition at Outernet, London’s entertainment, arts and culture district. The exhibitions are part of Saudi Arabia’s broader strategy to promote Diriyah internationally, with upcoming events planned for Los Angeles, New York, Sydney and Paris.
Haslam said the exhibition at Harrods has already been well-received by early visitors, especially those who feel passionate about celebrating Arab culture.
“We are a very emotional project,” he said. “We are a project that provides a kind of unique quality to the essence and pride of the Kingdom. And so it is really great to be here and have this interaction.”