- Brand Strategy
- Visual Identity
- Motion Identity
- Digital Experience
- Brand Experience
- Sonic Identity
- Brand Activation
- Brand Campaign
- Verbal Identity
The worlds most dynamic downtown
New Murabba is Riyadh’s new modern downtown, anchored by The Mukaab a landmark destination shaped by culture, technology and future urban living.
The Mukaab, meaning "The Cube," is a striking, 400-square-meter structure layered with intricate Najdi patterns. Able to house 20 Empire State Buildings, it features immersive digital content on an unprecedented scale. Inside, visitors can explore themed dining, shopping, and hospitality experiences, blending local design with cutting-edge digital surprises—an epic showcase of innovation and culture.
The Mukaab embodies the theme "A gateway to another world," with adaptable spaces that transport visitors within the same environment. This project fully realizes its core concept, setting a global benchmark for immersive brand experiences and showcasing expertise that extends beyond Riyadh and KSA, making it an exemplar in experiential design worldwide.
The architecture, themes, and experiences make The Mukaab a global attraction, drawing visitors to Riyadh and creating an iconic landscape. Its true impact lies in unforgettable moments and lasting impressions, with global recognition already growing. As the masterplan unfolds, The Mukaab’s influence is just beginning to make its mark.
