7 November - 5 April 2025
AlUla, Saudi Arabia
Images courtesy of visitsaudiarabia.com and theaimes.com
Key Responsibilities:
Creative Production
Production Management
Exhibition Design
Exhibition Management
Logistics
The Incense Road Experience is a two-hour immersive journey through the heart of AlUla’s storied past, set within a maze of mud-brick houses that once stood along the legendary trade routes. Designed as an exploration of history through live performance, interactive storytelling, multi-sensory installations, and immersive AV projections, the project aims to transport visitors into the world of ancient merchants, travelers, and storytellers.
At its core, the experience weaves together archaeological discovery, theatrical encounters, and sensory engagement to create a layered narrative of the Incense Road’s legacy. Visitors move through bustling market scenes, aromatic gardens, and private quarters, encountering historical figures, ancient artifacts, and immersive environments that evoke the sights, sounds, and scents of a world long past.
Interactive AV and projection mapping bring spaces to life, allowing visitors to witness ancient trade routes unfold before them, hear the echoes of voices from history, and experience shifting environments that respond to their movements. Through carefully curated spaces, guests follow a path of hidden clues, material traces, and atmospheric installations that reveal the deep connections between trade, ritual, and daily life in AlUla. Every space is designed to deepen engagement—whether through deciphering inscriptions, handling objects that echo across centuries, or stepping into the daily rituals of those who once shaped AlUla’s history.
Set within AlUla, a UNESCO World Heritage site, the Incense Road Experience highlights the region’s historical significance as a crossroads of civilizations. Beyond a historical recreation, it is envisioned as a living archive, bridging past and present through storytelling and exploration. It serves as both a tribute to AlUla’s enduring cultural significance and a reflection on the way history is felt, remembered, and reimagined.