SHOPPING CENTRE UPDATE
THE BIRTHPLACE OF SAUDI ARABIA - The Future of Retail
Diriyah, a SAR 190 Billion investment project, is a 7 square kilometres mixed-use historic, culture and lifestyle destination. Diriyah will become the Kingdom’s historic and cultural heart, proudly showcasing to the world Saudi Arabia’s 300+ years of history through an engaging and inspiring set of heritage, hospitality, education, retail and dining experiences for residents, tourists and frequent visitors. The Retail People Magazine had a chat with Alfie Gibbs, DGDA Strategic Retail Advisor, and shared exciting things about the DGDA. Alfie, thank you for speaking with us. First of all, what is the Diriyah Gate project and how does it fit into Saudi Arabia’s Vision 2030? Our mission is to transform one of the most important historical sites in Saudi Arabia into a global hub for culture, heritage and tourism. Diriyah Gate will be a 7 square kilometre mixed-use development that protects and celebrates the exceptionally distinctive character of Diriyah. It’s a project with a USD $50.6 billion investment pipeline, adding around USD $7.2 billion to the Kingdom’s GDP. It will create 55,000 jobs and aims to attract 27 million visitors a year. As one of the first giga-projects slated to open, it is really the catalyst of Vision 2030 and is critical to the Vision’s success pledge to raise tourism’s contribution to the Kingdom’s GDP from 3% to 10% by the end of the decade.
What is it that makes Diriyah so special as a place? There is an immense pride in Diriyah amongst Saudis, particularly with it being the birthplace of the Saudi state. When I bring people to Diriyah, whether they be global brands or regional players, they fall in love with it. The uniqueness of any project starts with the location, so what we’re trying to do is curate an experience that delivers an authentic connection with visitors to Diriyah as a place. One of the ways we’re doing that is by building around our UNESCO World Heritage Site at At-Turaif. There aren’t many new developments in the world that can boast that sort of centrepiece.
RETAIL PEOPLE - SPECIAL RETAIL CONGRESS EDITION .14
In terms of the project itself, what is the masterplan and what assets are you looking to have? It’s a hugely exciting project. It’s going to be an unprecedented mixed-use space with culture firmly at its heart. There will be a tangible connection to the history in its execution, but one that works hand-in-hand with innovation and the future. We have a whole host of assets in development—everything from cultural centres to offices, museums, residential areas, performance spaces, a grand mosque, luxury and ultra-luxury hotels—with a number of hotel operators already confirmed, many of whom will be entering the Kingdom for the first time. Six of these establishments hug the development’s first-rate retail heart – Diriyah Square. Diriyah will comprise the Kingdom’s most walkable destination, where service infrastructure, roads and parking are largely subsurface.
Talk to us about the retail offering. What can you tell us about it? We don’t think of our visitors as just shoppers, but as guests. The experience we want them to have goes beyond just buying the latest fashion or goods, it’s about much more than that. We want a feeling of discovery, a sense of wonder and curiosity. We want people to come to Diriyah and find something new every time.
