Diriyah: The City of Earth
The Brief
Following a successful 2023 and 2024, Diriyah partnered with The Manual in 2025 to deliver an authentic activation that captured Diriyah’s cultural identify, taking over Outernet for six days.
The goal was to create a premium, memorable experience that celebrated the spirit of Diriyah while meaningfully engaging international audiences.
What we did
We brought Diriyah’s heritage to life through a blend of craftsmanship, performance, and hospitality within one of London’s most advanced immersive spaces.
In the Now Building, we created clusters of set builds inspired by Diriyah, offering guests a place to relax alongside a coffee bar serving traditional beverages.
Pop 1 was transformed into an Oud and Calligraphy area, featuring an expanded storage wall used as a back-of-house space for caterers, a dressed performance area, and a dedicated desk for the calligrapher.
Pop 2 served as the VIP Lounge, providing comfortable seating and a food service area for platter displays.
Finally, the Now Trending building was styled with potted plants and a set build featuring traditional cushions.
