Inspired by Saudi Arabia’s Vision 2030, which aims to transform the kingdom and diversify the Middle East’s largest economy away from a dependence on oil, AMAALA is an exclusive resort destination that’s redefining luxury.
Delivering three tourism communities along the Red Sea Riviera with a focus on ultra-luxury wellness, AMAALA is one of the first giga-projects announced as part of Crown Prince Mohammed bin Salman’s Vision 2030. When we were asked to collaborate on the destination branding for such a cutting-edge project, we knew we had a unique opportunity to awaken the world’s imagination and unveil a new dawn for the Kingdom of Saudi Arabia.
So, working directly with the Executive Leadership team to capture Crown Prince’s vision, we started by introducing the name AMAALA. Meaning ‘purity’ in Sanskrit and conveying ‘new hope’ in Arabic, it perfectly aligned with the purpose at the heart of Vision 2030, setting the tone for the aspiration and magnitude of the destination.
As a world-class health and wellbeing retreat in one of the most isolated places on the planet, AMAALA is both a hidden jewel and a place for personal transformation. So, because the role of brand in destination and placemaking is to create a sense of place that audiences can connect with, it was important to unite the aspects of location and personal journey into an unforgettable experience – one that’s perfect in all its detail. The idea of ‘Captivating Radiance’ emerged to underpin the narrative in which sustainability is a cornerstone.
To continue to inspire and awaken people’s imaginations, we also planned an immersive launch event at the Oceanic Museum in Monaco where visitors could be part of a CGI experience mapping whales – a nod to the warm, clear water and abundant marine life the Red Sea Riviera has to offer.
With phase one set to be finished by mid-2024 and a full completion date of 2027, AMAALA will soon be the world’s finest luxury tourist destination that’s hidden in plain sight. Easily accessible by air, road and sea, it also opens up the Red Sea to super yachts, which will extend the Mediterranean season by another four months, mitigating the need for the world’s elite to cross the Atlantic to the Caribbean.
Looking ahead, we are continuing our commitment to Saudi Arabia’s Vision 2030 as we work on the Riviera’s overall placemaking through the Red Sea International Airport project.
