Noor Experiential Art Festival:
Ideation & Vision Planning
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Ideation & Vision Planning
Project Title: Noor Riyadh – Experiential Light & Art Festival
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Project Type: Citywide annual public art and light festival, integrating large-scale installations, performance, and multimedia interventions across Riyadh
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Overview:
Noor Riyadh is a major international light and art festival launched as part of the broader Riyadh Art initiative. Designed to activate public space and transform the urban landscape through immersive, time-based art experiences, the festival brings together international and regional artists to deliver monumental installations, projections, performances, and multimedia works. Staged across parks, heritage sites, building façades, and civic spaces, Noor Riyadh is positioned as one of the largest experiential art events in the Middle East.
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My Role:
I played a foundational role in the strategic and creative development of Noor Riyadh. I led the concept design and program direction, establishing curatorial themes, site strategy, and the vision for artist engagement. I oversaw the development of the festival’s master plan, including artist guidelines, submission protocols, evaluation criteria, and panel frameworks. My work helped ensure the initiative operated with international curatorial rigor while remaining locally resonant and accessible.
As part of my leadership, I developed and issued the RFP for the festival’s production partner, leading a competitive international bidding process. I also served as the key stakeholder liaison for branding and campaign development, working with HAVAS and Omnia Dubai to shape the festival’s identity and rollout strategy. This included messaging development, visual strategy, and regional media planning in alignment with Riyadh’s broader cultural diplomacy and tourism goals.
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Noor Riyadh gave me the opportunity to apply my marketing expertise within a deeply cultural context, aligning public art with audience-building and narrative storytelling. From artist strategy and program architecture to production delivery and campaign oversight, I brought a holistic approach to the festival’s launch and brand positioning. The work echoes a central throughline in my career—using marketing, placemaking, and creative strategy as engines for cultural growth, civic engagement, and public joy.
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Project Type: Citywide annual public art and light festival, integrating large-scale installations, performance, and multimedia interventions across Riyadh
Overview:
Noor Riyadh is a major international light and art festival launched as part of the broader Riyadh Art initiative. Designed to activate public space and transform the urban landscape through immersive, time-based art experiences, the festival brings together international and regional artists to deliver monumental installations, projections, performances, and multimedia works. Staged across parks, heritage sites, building façades, and civic spaces, Noor Riyadh is positioned as one of the largest experiential art events in the Middle East.
My Role:
I played a foundational role in the strategic and creative development of Noor Riyadh. I led the concept design and program direction, establishing curatorial themes, site strategy, and the vision for artist engagement. I oversaw the development of the festival’s master plan, including artist guidelines, submission protocols, evaluation criteria, and panel frameworks. My work helped ensure the initiative operated with international curatorial rigor while remaining locally resonant and accessible.
As part of my leadership, I developed and issued the RFP for the festival’s production partner, leading a competitive international bidding process. I also served as the key stakeholder liaison for branding and campaign development, working with HAVAS and Omnia Dubai to shape the festival’s identity and rollout strategy. This included messaging development, visual strategy, and regional media planning in alignment with Riyadh’s broader cultural diplomacy and tourism goals.
Noor Riyadh gave me the opportunity to apply my marketing expertise within a deeply cultural context, aligning public art with audience-building and narrative storytelling. From artist strategy and program architecture to production delivery and campaign oversight, I brought a holistic approach to the festival’s launch and brand positioning. The work echoes a central throughline in my career—using marketing, placemaking, and creative strategy as engines for cultural growth, civic engagement, and public joy.
