JEDDAH: 海角直播鈥檚 real estate megaprojects are rapidly emerging as both engines of urban transformation and instruments of soft power, blending heritage with modernity to project national identity, attract global investment, and strengthen the Kingdom鈥檚 international standing.
Central to Vision 2030 is the ambition to create world-class urban spaces that respect cultural roots while embracing futuristic innovation. From Diriyah Gate, which preserves the birthplace of the Saudi state, to Neom鈥檚 The Line, a radical experiment in sustainable living, the Kingdom is fusing tradition with cutting-edge design to redefine its cities and global image.
Heritage at the core
Diriyah Gate, anchored by the UNESCO-listed At-Turaif district, is restoring Najdi architecture while adding museums, cultural institutes, and heritage-focused hotels. Similarly, Riyadh鈥檚 New Murabba development is being shaped by Salmani architectural principles 鈥 a contemporary style rooted in Najdi heritage 鈥 and is anchored by the colossal Mukaab, which will serve as the centerpiece of what is billed as the world鈥檚 largest downtown.
In a January address at the Real Estate Future Forum, Michael Dyke, CEO of New Murabba Development Co., described the Mukaab as 鈥減ound for pound, I think the world鈥檚 most complex structure ever created by man or woman in the history of time.鈥
Elias Abou Samra, CEO of Rafal Real Estate Development Co., told Arab News: 鈥淯nder Vision 2030, we have seen a unique approach to developing landmark projects compared to other emerging economies. Heritage and sustainability have been given priority over ultra-modern structures that do not relate to the local context.鈥
He added: 鈥淚n Riyadh, most of the landmark projects pay homage to the Najdi heritage of the city, following a contemporary vernacular trend known as Salmani architecture. Salmani design goes way beyond the architectural character, addressing human scale urbanism, 15 minutes districts, regenerative architecture and sustainable material.鈥
Beyond the capital, cultural integration is also shaping regional developments. In AlUla, millennia-old Nabataean tombs and desert oases are preserved alongside arts and tourism hubs. In Madinah, the Rua Al-Madinah project expands capacity around the Prophet鈥檚 Mosque while retaining the city鈥檚 spiritual essence. Meanwhile, Soudah Peaks in Asir is transforming mountain terrain into a luxury destination that honors local craftsmanship and heritage.
Innovation-driven future
Alongside its cultural focus, the Kingdom is pursuing ambitious innovations. In Jeddah, the under-construction Jeddah Tower will anchor a 5 million-sq-m mixed-use masterplan.
鈥淲hile media focuses on Jeddah Tower being the upcoming landmark in Jeddah, it is in fact the anchor of a large-scale mixed-use masterplan,鈥 Abou Samra explained, noting that it would align religious tourism with modern business and leisure facilities.
He also described NEOM as 鈥満＝侵辈モ檚 pitch to be at the epicenter of the new Middle East and beyond. It is set to become the hub connecting east and west in a new world order.鈥
With a 50-year horizon, the megacity aims to redefine industries from technology to sustainability.
Economic and cultural dividends
Abou Samra noted that several Vision 2030 real estate ventures are reaching critical mass. 鈥淭his is considering a turning point in terms of the Kingdom鈥檚 attractiveness to foreign investment, as evidenced in the foreign direct investment figures related to real estate with a year-on-year growth of 12 percent and 15 percent respectively over 2023 and 2024,鈥 he said.
FDIs, he added, act as catalysts for cultural integration, tourism, and entrepreneurship, accelerating bilateral ties.
Haider Abduljabbar, executive director at Dubai-based TownX, said AlUla is a prime example of cultural preservation driving economic growth. 鈥淭he key is to preserve the essence of traditional architecture and cultural elements while introducing modern solutions,鈥 he told Arab News.
He stressed that careful use of local materials and sustainable technologies allows projects to remain authentic. Abduljabbar highlighted the Ithra cultural center in Dhahran and the Red Sea Project as initiatives that blend tradition with modernity, comparable to Dubai鈥檚 Burj Khalifa and Al-Wasl Dome.
鈥淭hese projects are not merely about state-of-the-art facilities but are firmly rooted in the Kingdom鈥檚 cultural transformation under Vision 2030,鈥 he said. 鈥淔or example, the architectural design of Ithra draws from traditional Arab forms, while using cutting-edge technologies to engage the global cultural community.鈥
Regional influence
Abduljabbar emphasized that such projects are redefining the Gulf鈥檚 global image. 鈥淭hey shape the identity of the cities and by extension, the broader Gulf, as places that are both rooted in history yet open to global trends, making them attractive for international collaborations, tourism, and investments,鈥 he said.
Commenting on their geopolitical importance, he added: 鈥淭hey serve as dynamic platforms for international collaboration, enabling Gulf countries to host global events, attract strategic partnerships, and showcase advancements in fields such as sustainability and architecture.鈥
He concluded that these projects extend far beyond aesthetics. 鈥淏eyond their architectural grandeur, these projects create lasting impressions that resonate with both global leaders and international audiences, fostering deeper diplomatic relationships and enhancing the Gulf鈥檚 influence in shaping global trends.鈥
海角直播 leverages architecture and culture to project soft power
Short Url
https://arab.news/m7nrv
Updated 15 min 25 sec ago
海角直播 leverages architecture and culture to project soft power
- Central to Vision 2030 is the ambition to create world-class urban spaces that respect cultural roots while embracing futuristic innovation
- Diriyah Gate, anchored by the UNESCO-listed At-Turaif district, is restoring Najdi architecture while adding museums, cultural institutes, and heritage-focused hotels
