Diriyah Company showcases its richness to British audiences
Diriyah Company has announced the
launch of the Diriyah House Experience Center at One Hyde Park,
Knightsbridge—one of London’s most prestigious addresses—as part of a global
marketing initiative to promote investment opportunities in Diriyah, one of
Saudi Arabia’s major giga-projects.
Scheduled to open in early July
2025, the center will operate through a co-branding partnership with Sotheby’s
International Realty, which recently entered the Saudi market and has selected
Diriyah as a central pillar of its expansion strategy. The collaboration
supports the marketing of luxury branded residences from world-renowned
hospitality names such as The Ritz-Carlton, Corinthia, and Baccarat—all part of
the landmark Diriyah development.
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Situated near Harrods in the heart
of London, the Experience Center will feature an advanced marketing suite,
complete with a detailed masterplan model and interactive display areas
designed to immerse potential investors in the vision of “The City of Earth.”
The initiative aims to connect Diriyah’s rich cultural legacy with an
international audience of discerning stakeholders.
Jerry Inzerillo, Group CEO of Diriyah Company, remarked:
“We are delighted to open this
prestigious experience center in the heart of London. One Hyde Park provides a
world-class setting to share Diriyah’s story and vision globally, as we build
one of the world’s greatest gathering places rooted in the Kingdom’s history,
heritage, and culture.”
George Azar, Chairman and CEO of Sotheby’s International Realty for
Dubai, the UK, and Saudi Arabia, added:
“We are proud to collaborate with
Diriyah Company on this landmark initiative. This partnership allows us to
bring exceptional real estate opportunities to a global audience while acting
as trusted local experts in the UK’s super-prime property market. We look
forward to introducing investors to the unique lifestyle and investment
potential of Diriyah.”
The announcement follows Diriyah
Company’s successful month-long activation at Harrods in July 2024, which
featured the project’s masterplan models and a city-wide outdoor campaign. This
ongoing international engagement reflects growing global interest in the
Diriyah development.
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Located just outside Riyadh and
backed by Saudi Arabia’s Public Investment Fund (PIF), the Diriyah masterplan
spans 14 square kilometers. It will include housing for approximately 100,000
residents and is projected to create around 180,000 jobs. With a target of 50
million visits annually, the project is expected to contribute SAR 70 billion
(approx. £16.6 billion) to Saudi Arabia’s GDP.
While Diriyah Company does not maintain
a permanent establishment in the UK, the Experience Center—operated by
Sotheby’s International Realty—will exclusively focus on marketing the Diriyah
project to international investors.
Source: https://cairoscene.com/
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