Saudi Arabia Pavilion at L'Artigiano in Fiera, Milan
As the Guest of Honour country at the prestigious L'Artigiano in Fiera international exhibition in Milan, the Kingdom of Saudi Arabia showcased its rich heritage, coinciding with the "Year of Handicrafts." The pavilion featured over 20 diverse exhibition booths celebrating a wide spectrum of traditional Saudi artisan crafts.
The activation was a collaborative national effort involving various cultural authorities to bring the pavilion to life. It offered visitors an immersive, multi-sensory cultural experience complete with live musical and theatrical performances, authentic Saudi hospitality, and traditional local gastronomy.
Project Scope & Core Responsibilities:
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International Strategic Representation: Spearheaded the global visibility and visual positioning of the Saudi Ministry of Culture, curating a seamless and immersive cultural experience.
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Cross-Functional Leadership: Managed and guided operations, execution, and design teams to ensure brand consistency with the Ministry’s vision and the preservation of its authentic identity.
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Production & Marketing Oversight: Supervised executive details, material manufacturing, and comprehensive promotional campaigns across social media and out-of-home (OOH) channels.
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Media & Content Direction: Directed the media and video editing teams to deliver high-impact visual narratives and promotional assets.
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