New Murabba 4D campaign teases future of Riyadh


Millions of people in London and New York have been given a preview of the Mukaab, Saudi Arabia’s iconic new architectural marvel, in an incredible campaign that harnessed the power of 3D and 4D technology to demonstrate the innovation at the heart of New Murabba in Riyadh.

New Murabba 

The Mukaab is the megastructure envisioned as a “gateway to a new world” within New Murabba, the downtown area that will become “the new face of Riyadh”.

The 4D billboard campaign – developed by PIF, one of the world’s largest and most impactful sovereign wealth funds – wowed more than five million people in London’s Piccadilly Circus and in Times Square, New York.

Passers-by were stopped in their tracks by the experience, which brought the New Murabba concept to life in four dimensions – giving a sense of its awesome scale, and innovation of the Mukaab.

This approach to storytelling fits the whole ethos of the Mukaab.

Measuring 400m x 400m x 400m – big enough to hold 20 Empire State Buildings – the cube structure will offer a “new reality”, featuring first-of-its-kind facilities and a unique combination of digital and virtual technology, blended with the latest holographics, to create a truly immersive destination unlike anything the world has seen.

The 4D spectacle in New York and London, showcased in March, marks the culmination of the New Murabba unveiling campaign.

It was the first to use 4D simultaneously in two cities, the first to involve eight 3D environments in a single activation, and the first time ten 4D objects have been seen in the same activation.

The wider campaign included activity on television, social media and outdoor advertising.

The launch of the New Murabba Development Company (NMDC) is part of PIF’s strategy to diversify the Saudi economy.

NMDC will develop the project and build the Mukaab, which is due to be completed in 2030; the broader development is set to redefine notions of a liveable city, with sustainability at its heart.

It will feature more than 104,000 residential units, state-of-the-art office spaces, retail sites and 80 cultural and entertainment venues, all surrounded by green spaces and cycling paths.

Residents will benefit from an internal transport system, and most of day-to-day facilities will be within a 15-minute walk.

New Murabba and the Mukaab are also set to become a huge tourist draw, boosted by their proximity to Riyadh’s international airport, just 20 minutes away.