Qiddiya
Designing and devising the world’s first city built for Play
Location:
Client:
Qiddiya
Type:
Why?
Insight
Imagine a landscape where play transcends mere destination, becoming the very lifeblood of an entire world. This is the groundbreaking vision of Qiddiya, a city near Riyadh, reshaping how we live, learn, and thrive through the prism of Play. It’s a never-seen-before destination that takes play seriously by embodying it at its core philosophy and harnessing its powers.
By 2030, Qiddiya aims to attract up to 17 million visitors annually, positioning itself as one of the world's largest tourism destinations.
What?
Idea
Starting with the vision of a “city with theme parks,” Brash developed Qiddiya into the world’s first sports and entertainment mega-destination centered on Play. From golf districts to a multi-use stadium, every design element connects play with Qiddiya’s essence. Using the legacy logo, we crafted a versatile visual language anchored in the “scarps” motif, inspired by the surrounding landscape.
How?
Impact
Qiddiya’s rollout has only begun, set to captivate the world with groundbreaking attractions. By expanding its vision, we helped shape it into a unique global destination for sports and entertainment. With over a million visitors expected annually and a focus on enriching local communities, Qiddiya will be a global hub where play is central to life.
