Riyadh Season

AIM was engaged to develop a flagship parade and accompanying night-time experience for Riyadh Season 2025, conceived as a high-impact cultural spectacle that would animate the city and captivate both local and international audiences. The brief called for a bold, visually arresting experience that could operate at scale while delivering moments of intimacy, storytelling and wonder.

My role focused on the creative direction of the parade, specifically the development of overarching themes, as well as the design of floats, performers and costumes.

The floats were conceived as immersive, moving stages, richly layered environments that integrate lighting, media and performance to create dynamic, evolving scenes. Performer choreography and costuming were developed in parallel, ensuring a seamless relationship between human movement and the physical structures.

A key focus was the creation of a strong visual identity that could translate across day and night, with particular attention given to how the parade transforms after dark. Lighting, illuminated materials and embedded media elements were carefully considered to ensure the experience intensifies in the evening, extending the life of the parade into a compelling night-time spectacle.