Insight
AMAALA, an ultra-luxury wellness tourism project along the Red Sea Riviera, is among the first giga-projects launched under Crown Prince Mohammed bin Salman’s Vision 2030. Collaborating with the Executive Leadership team, we introduced the name AMAALA—symbolizing “purity” in Sanskrit and “new hope” in Arabic—capturing the vision’s spirit and setting an aspirational tone for Saudi Arabia’s future.

Idea
As a world-class health and wellbeing retreat in a remote paradise, AMAALA offers personal transformation in a hidden jewel of the Red Sea. Our brand vision, “Captivating Radiance,” blends location and personal journey with sustainability at its core. We launched an immersive CGI whale-mapping experience at Monaco’s Oceano-graphic Museum, echoing the Riviera’s vibrant marine life.

 

Impact
With phase one set for mid-2024 and full completion by 2027, AMAALA is poised to be a premier luxury destination, accessible by air, road, and sea. Opening the Red Sea to superyachts, it extends the Mediterranean season by four months. Our ongoing work on the Red Sea International Airport supports Vision 2030’s placemaking goals.

 

Group of visitors standing in a large immersive aquarium space, watching marine life through floor-to-ceiling glass walls.
Stack of premium hardcover books with a blue abstract cover design titled “Exploring the Blue Depths.”
Two luxury AMAALA branded access badges with gold and white detailing, attached to satin ribbons.
Close-up of a tailored suit and tie featuring a gold circular lapel pin with intricate design.
Large AMAALA branded display panel inside an elegant interior with a staircase and a person walking in the background.