On the 7th of December Qiddiya announced its brand transformation and invited the world to ‘PLAY LIFE’. The new brand is based on a deep-rooted belief in the powers of play, supported by profound research. In modern life with all its challenges, it is even more critical to play and empower people and societies to reconnect, push forward and thrive. The brand has been re-launched as a captivating philosophy, brought to life at Qiddiya City, the world’s first entertainment, sports and culture mega-destination, fully designed around the power of play and with the sole purpose to set play free.
“Qiddiya will offer an entirely new way of living, never experienced before,” remarked HRH Mohammed bin Salman at the project’s inception. “It will bring together people from across the Kingdom and around the globe to explore new adventures, unleash their creativity, ultimately helping them to lead healthier and more fulfilling lives.”
Beyond establishing the core conceptual pillars and visual identity, Brash explored how Qiddiya City – with its diverse attractions and neighbourhoods – will map across an expansive360 + sq. km landscape, to ensure optimal vibrancy and liveability throughout.
We at Brash are immensely proud and grateful for having been part of a world-class team working directly with Qiddiya’s visionaries on what – so far – has been an exhilarating journey. Ambitious projects like these require a special blend of strategy and creativity to ensure the most accurate translation of an extraordinary ambition into a strategically viable and compelling reality. Qiddiya City, just 40 minutes away from Riyadh’s City centre, will invite the world to play again, offering over 400 mind-blowing attractions expected to open soon.
John Brash, Founder of Brash states: “Our agile team dedicates itself fully to this workshop-based partnership, problem-solving shoulder-to-shoulder with world-class counterparts. The sheer audacity and promise of Qiddiya sparks our imaginations daily. And we couldn’t be prouder helping set the stage for the globe’s most ambitious play-powered city whilst the virtuous vision steadily takes shape in the Saudi sands.”
