Designing and devising the world’s first city built for Play

10 January, 2024

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.”

 

brash qiddiya uptonw render

Related Articles

Landing another iconic brand; the Red Sea International Airport

Landing another iconic brand; the Red Sea International Airport

With the first touch-down on 21 September, KSA has delivered another proof-point for its vision 2030; The Red Sea International Airport. Part of the Red Sea Global Masterplan, it will act as the new gateway...

View more +

Catrion launch

Catrion launch

At Brash we are immensely proud to announce the launch of CATRION, the re-brand of Saudi Airlines Catering Company. Beyond marking a significant milestone in the company’s 40-year legacy, the CATRION brand will act as...

View more +

Brash is delighted to announce the launch of EYWA Dubai by R•Evolution.

Brash is delighted to announce the launch of EYWA Dubai by R•Evolution.

Tonight we were invited to attend the launch of one our our distinctive brands–EYWA Dubai. Brash developed the brand positioning and design system for R•Evolution Real Estate Developers. EYWA is centred around a unique proposition–‘Wild...

View more +