A Journey Through Time to the Heart of the Old Market
Souq Al Awaleen
In 2022, “Souq Al-Awaleen” emerged as an innovative concept blossoming in the heart of Riyadh, heralding the beginning of a new era of events celebrating the rich cultural heritage. Through the fruitful collaboration between “The Gathering” and “Rafeeh,” the seed of “Souq Al-Awaleen” was planted, quickly growing into a symbol of Najdi heritage and a festival that celebrates authenticity and hospitality.
Client
General Entertainment
Authority
Service
Event Planning & Management,
Date
2023-2024
Endless Creativity
With each step in the planning journey, the CreativeLab team’s efforts united to shape a visual identity that captures the essence of the heritage market and reflects its vision through creative designs that embrace the place’s memory and heritage. The resulting identity was not just a collection of visual symbols but a visual narrative telling the story of ancient Najd. Then came the role of the concepts team, which built upon this identity to weave creative ideas and events that came to life. From the auction area, which transported us back to the era of traditional markets, to the welcome square, which became a space for roaming arts and traditional games, these ideas added a new spirit and dimension to every aspect.
Precise Execution
Once the idea took shape and the vision was set, “Vertex” entered the scene to bring this dream to life. With skill and precision, “Vertex” fully constructed the event from start to finish, from the main entrance of the market to the creation of a stage worthy of popular performances, thereby enhancing the market’s ability to attract visitors and create an unforgettable experience.
With the infrastructure completed, the operations team stepped in to ensure the event’s success. Their tasks ranged from organizing traffic flow and managing visitor movement to ensuring a smooth and safe experience for everyone stepping into “Souq Al-Awaleen.” By deploying skilled organizers and operators to oversee the events at the heart of the action and throughout the market, every corner of the market came alive with energy and activity. Souq Al-Awaleen was more than just an event; it became a place celebrating ancient Najdi customs and traditions, telling the story of an entire community.
NAJDI HORROR HOUSE
Najdi Horror House, part of Souq Al Awaleen events, reimagines a traditional Najd bridal night into a terrifying experience. Featuring five rooms with different scary scenarios inspired by legends, myths, and mysterious stories, the event relied on performers delivering frightening theatrical performances. The aim was to immerse visitors in the tales using visual and sound effects to enhance the mysterious and tense atmosphere.
SAAT SADR
Saat Sadr stage, part of Souq Al Awaleen events, showcases Saudi Arabia’s rich cultural heritage through diverse folkloric performances from various regions. Designed in traditional Najdi style, the stage provides an immersive environment. It hosts a variety of folk dances and songs, aiming to preserve and promote Saudi folk arts.
LITTLE ONES' SHOP
In Souq Al Awaleen, “Little Ones’ Shop” offers traditional activities for children aged four to ten. This vibrant space provides games and handicrafts that connect kids to their cultural heritage. Activities like “Taq Taqia,” “Fatahiya Warda,” and “The Wheel” evoke nostalgia. Skill-based games develop mental and physical abilities, inspired by traditional Saudi games. The aim is to entertain and educate, reflecting Saudi heritage in a fun way for the new generation.
AUCTION SQUARE
The auction, known as “Al-Haraj” in Najd, is a traditional profession where auctioneers trade both used and new products, reflecting the region’s rich culture. Held daily, it offers diverse items for bidding, creating unique and exciting sessions. The weekly auction features rare products, attracting collectors and enthusiasts. The aim of Auction Square is to revive Al-Haraj traditions, providing an interactive and educational experience, allowing participants to appreciate the value of items and enjoy social interaction in a competitive setting.