New Murabba
Sonic identity for Riyadh's visionary new downtown.
Urban Environment · Masterplan Sound · Destination Identity
New Murabba
At the heart of Saudi Vision 2030, New Murabba is reimagining urban life. We designed the sound to match its ambition.
January, 2024
Context
New Murabba is a mixed-use urban development under construction in Riyadh, Saudi Arabia - a flagship project of Saudi Vision 2030. Anchored by The Mukaab, a 400-meter cube-shaped landmark, life flows seamlessly between home, work, and leisure. It represents one of the most ambitious urban developments in the world.
Vision
We collaborated with Audiom to compose a sonic identity rooted in humanization, futurism, global connectivity, and cultural resonance. Extensive research on Riyadh's cultural landscape and New Murabba's vision informed a soundscape designed to evoke wonder and excitement while embodying the city's evolution into a dynamic, progressive hub.
Impact
The sonic brand successfully captures the essence of Riyadh's visionary downtown. It sets a new standard for sonic branding in visionary urban developments - proving that sound is an essential layer in shaping how people experience the cities of tomorrow, in alignment with the Kingdom's transformative Vision 2030.
01
02
03
.jpg)
.png)
.png)
.png)
.png)