Royal Embassy of Saudi Arabia

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  NATION BUILDING: World Community Archway – Crown Princes & World Leaders Visited

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  DC FLOOR PLAN: 15 Display Zones – 35,000 Visitors on a Single Day; 20,000 Average

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  ENTRANCE: A Royal Welcome – The Typical Visitor Spends Three Hours in Exhibit

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  THE LAND: Bedouin Tent – Exhibitry Travelled in a Mile-Long Caravan (81 Trailers)

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  SOCIETY: Assir Tower – Over Twenty Life-Size Sets Were Built for Seven Thematic Areas

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  PRE-ISLAM: "Sandstone" Formations of Madain Salih – 24' High Sculpted Foam Rocks

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  ISLAM: Old Kaaba Doors – Gold & Silver Gilt, New Ones at Kaaba Are Solid Gold

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  ISLAM: Model of the Mosque at Medina – Over 140 Architectural Models in Exhibit

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  PEOPLE: Riyadh Street – Lighting Similar to 10 Broadway Shows, Plus a Laser Theater

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  NATION BUILDING: King Abdul Azziz – Nine Million Dollar Astrolabe Collection Shown in DC

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  SOUK: Craftsmen, Stalls and Antique Window Screens – Exhibit Traveled to Six U.S. Cities

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  MAIN STAGE: Bedouin Dancers – 24-Man Troupe Performed 4 times Daily

Kingdom of Saudia Arabia: Yesterday and Today – one of the largest branding events of its time – promoted Saudi Arabia's accomplishments over fifity years and the unique Saudi-American friendship that helped fuel the Kingdom's rapid growth.

This 120,000 Sqft traveling museum expo / cultural experience opened in DC, and travelled to Atlanta, Dallas, Los Angeles, New York and Boston. In the first three weeks at the DC Convention Center over 470,000 visitors expecting a typical museum exhibit, instead found themselves immersed in another world. As the designers intended, visitors do not just tour this exhibit, they participate in it. 

Seven main thematic areas displayed geographical, agricultural and architectural vignettes, priceless artifacts, multi-media presentations and stunning imagery. Religious, historical, and current information about the Kingdom were freely given away to visitors. Augmenting the exhibits were native docents, artisans, performers and vendors. A 400 seat multi-media laser theater, video kiosks, theatrical lighting, and special events brought the sights, sounds, even smells of the kingdom to life. The American public could “visit” Saudi Arabia, without leaving home.

The exhibit was superlative in every way.

Highlights included:

• The actual gilded doors of the Kabbah and Kiswah cloths from Mecca
• A 60 member troup of bedouin dancers, and traditional artisans
• Life-size environments recreated iconic places found in the Kingdom
• Artifacts from King Abdul Azziz and the Saudi royal family
• Exhibitry was fabricated to reconfigure differently at each venue
• 4 weeks for initial installation in DC, the fastest set-up took only 72 hours
• The exhibit packed into 81 tractor trailers forming a mile-long caravan