Spatial & interactive event design in Riyadh, Saudi Arabia.
In February 2023, Hewar Group commissioned BRS as Creative Partner for its end client, a Saudi Arabian government client in tax and customs, at the first Zakat, Tax and Customs (ZTC) Conference in Riyadh. The conference was built around three pillars – technology, prosperity and security. BRS developed the concept for and executed the interactive installations and walls, creating an immersive installation around the client’s three themes. This experience synergises interactive technology with user-centred design to effectively showcase the key components of their operations: Digitalisation, Security, and Prosperity.
Our focus in crafting this immersive installation has been to strike a balance between engagement and the conveyance of information. We’ve ensured the user interface is intuitive, preventing any frustration and providing an enriching experience for all visitors, irrespective of their familiarity with the installation. This interactive platform provides unique insights and fresh perspectives, each time it’s explored.
Hewar Group acted as commissioning partner. BRS was responsible for the creative direction, project management and installation direction, working with Hey Hoh Studio on spatial design and planning, Capture Media on content and motion design, Rekorder Studios on audio design, and Showtime as production company.
Digitalisation Tunnel – An interactive media experience
The installation offers a personalised journey through responsive, multi-choice questions. Navigating the digitalisation pathway reveals how technology has fundamentally transformed the process of goods entry into Saudi Arabia. This segment of the experience highlights the significant role of digitalisation in enhancing user experiences.
Security Interactive Pathway – NFC trigger technology
Incorporating advanced NFC trigger technology, the installation introduces a tangible element to the experience. Guests are given physical props, each representing a different method of importing goods. When these props interact with trigger points, they initiate captivating content that illustrates the detailed security measures employed.
Data Visualisation Tower – Bringing multidimensional stories to life
Located at the heart of the room, the Prosperity Data Visualisation Tower, an LED structure, narrates multifaceted stories of prosperity using engaging data points. The data displayed can be tailored according to the available dataset and intended outcomes, offering a wide range of information to visitors.
This project crafts an immersive journey that blends interactive installations with deep, significant themes. It is a clear reflection of a strong commitment to utilising innovation, design, and technology as transformative tools.
The room brought the client’s three themes together in one route: the Digitalisation Tunnel with its multi-choice interactive journey, the Security Interactive Pathway with NFC-triggered content, and the Prosperity Data Visualisation Tower, an LED structure at the centre of the space.
See more of our work in Saudi Arabia and the UAE.
Credits
- Partner — Hewar Group
- BRS — Creative Team
Jon Buckels
Lead Creative Director
Alessia Avallone
Project Coordinator
Stefan Spendier
Senior Project Manager
David Bray
Creative Producer / Install Director - Collaborators
HEY HOH STUDIO
Spatial Design and Planning
Capture Media GmbH
Content & Motion Design
Rekorder Studios
Audio Design
Showtime
Production Company
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