Brand Experience
BMA x ātrum x AlDirah
Al Rouh Experience
year
2025
capabilities
Show Development & Production
Technical Direction
Vendor Management
Scenic
Guest Journey
Al Rouh Experience in Riyadh set out to transform a historic district into a living archive of national presence—a space where years of portraits, voices, and moving images from across Saudi Arabia could be seen, heard, and felt. In partnership with BMA, ātrum, and AlDirah, the exhibition—hosted in Al Maigliah—invited audiences into an intimate, human-centered experience that reflected the beauty, complexity, and shared humanity of the Kingdom.
TAIT was engaged to provide technical direction and vendor management across the exhibition footprint, managing audiovisual and environmental integration, scenic design & execution, and on-site delivery. Our team acted as the connective tissue between the curators, creative stakeholders and all delivery suppliers, ensuring that every element of the experience supported the exhibition’s emotional and artistic intent.
Working within a historic setting demanded a sensitive approach. TAIT oversaw the integration of modern display technologies, lighting, and sound within the existing architecture, aligning vendors to deliver solutions that enhanced the atmosphere without overpowering it. Behind the scenes, our team streamlined communication across partners, managed cross-functional vendors, and maintained installation efficiency amid evolving site requirements.
This was more than supporting an exhibition—it was enabling a collective portrait of a nation to be presented with precision, respect, and clarity. The success of Al Rouh Experience reflected operational discipline and creative intent working in harmony, creating a space where people were invited simply to witness and be witnessed.
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