Saudi Arabia: Diriyah aspiring to become one of world's foremost cultural capitals
Diriyah —
one of Saudi Arabia’s most historically significant giga-projects — is entering
a decisive new phase. Defined by accelerated development, deeper partnerships
and a more assertive cultural vision, the project is leveraging its status as
the birthplace of the first Saudi state to shape a compelling global investment
story.
For Kiran Jay Haslam,
Chief Marketing Officer of Diriyah, this heritage is not simply a backdrop — it
is the core of the project’s value proposition. Speaking
to Gulf Business at Cityscape Global 2025, he described Diriyah as “the
most important project of all,” rooted in the legacy of the Al-Saud family and
the identity of the Saudi people.
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“It’s such a rich story, rich heritage, and
incredible legacy,” he said. “Not only of the people and the place, but of the
vision of the leadership.”
Unlocking new opportunities
ahead of 2030
With the master plan set to reach substantial
completion by 2030, Diriyah is sharpening its focus on opening opportunities
across commercial office space, hospitality, retail, food and beverage, and the
public realm.
“We remain fully committed to delivering by
2030,” Haslam said, noting that the next 12–24 months will see rapid expansion
in partnerships with operators and developers who appreciate the project’s
unique cultural and architectural requirements.
He emphasized that prospective partners must
understand Diriyah’s form-based code — rooted in Najdi and Salmani design —
from adobe mud-brick exteriors to pedestrian-first urban planning. “We need
operators who understand the importance of the master plan, the architecture,
the pedestrian nature of the city and the quality of life we’re unlocking.”
Balancing authenticity with
global commercial appeal
One of Diriyah’s greatest challenges — and
opportunities — lies in merging deep cultural heritage with world-class asset
development.
“It’s easy to maintain authenticity in
physical form,” Haslam noted. “What’s harder is complementing it with
operations that can work within this strict code.”
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This extends to hospitality, where every brand
must deliver a Diriyah-specific interpretation. “A Six Senses in Diriyah should
feel unique to Diriyah. A Radisson in Diriyah should feel unique to Diriyah.”
Diriyah is now inviting developers, operators
and investors to bring forward proposals across mixed-use assets, hospitality,
retail concepts, public realm activations and community-led ventures. Its
in-house asset management organisation may also co-operate with partners where
strategically aligned.
“Tell us who you are, why you want to be part
of the Diriyah plan, and let’s explore the value we can unlock together,” he
said.
Why global investors are
paying attention
Diriyah’s momentum is closely tied to Riyadh’s
rising economic performance. The project alone is expected to create at least
170,000 jobs, while supporting demand for Grade A office space, luxury
hospitality and experiential retail.
Haslam highlighted the significance of Diriyah’s
fully pedestrianised core — one of the largest in the world. “This is a game
changer for retail, entertainment, and F&B.”
Investors, he added, are already reading the
signals across the kingdom: stronger footfall, expanding tourism, longer dwell times
and a rapidly evolving consumer landscape.
A cultural capital built for
the next 300 years
Diriyah aspires to become one of the world’s
foremost cultural capitals — a goal Haslam insists must be grounded in authenticity.
“Culture has to be real. If it’s not real,
it’s entertainment.”
This authenticity is reflected in every
dimension of the project: a workforce that is 85% Saudi, including more than
14% from Diriyah itself; a master plan that dedicates 25% of land to green and
public spaces; and a commitment to everyday community life.
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“We need the small, mom-and-dad falafel shop
so that university students don’t need to go to a five-star hotel lobby for
lunch,” Haslam said.
Looking ahead, he framed Diriyah’s vision in
centuries, not decades. “Three hundred years from today, people will see that
the quality-of-life proposition embedded in Diriyah’s new master plan was as
profound as the one created 300 years ago in At-Turaif.”
Partnership momentum at
Cityscape Global
Haslam confirmed that several MOUs and
partnership announcements would be unveiled during Cityscape, reflecting the
growing pipeline of residential, retail and commercial opportunities.
With branded and unbranded residential
communities coming to market, increasing investor interest, and multiple
districts moving toward delivery, Diriyah is cementing its role as one of the
kingdom’s most strategically influential developments.
As Saudi Arabia pushes toward Vision 2030, Diriyah’s
fusion of heritage, culture and modern urbanism positions it as an enduring
cultural and investment hub — designed not just for this generation, but for
the next 300 years.
Source: Gulf Business
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