Wadi Safar

Wadi Safar is one of the most significant luxury projects driven by the Kingdom of Saudi Arabia’s Vision 2030. This globally peerless proposition is setting new standards for luxury investment, hospitality and lifestyle experiences in the Kingdom and beyond.

Construct was selected by the Diriyah Gate Development Authority (DGDA) to lead the Brand Strategy, Positioning, Visual Identity and Creative Direction for this new masterbrand. This was a project that embodied our mission to guide the world’s leading luxury brands through significant moments of change – we worked in close collaboration with a dynamic client team to deeply understand the culture, history and ambition of both project and place.

As the first of its kind, Wadi Safar required an approach that was as singular as the project itself, giving us the opportunity to set a new precedent in terms of strategic approach, concept and creative expression. We unlocked the specific challenges and opportunities, including directly engaging with UHNWIs who would be the first chorus of voices shaping the story of Wadi Safar. From this, we developed the robust foundations from which to create and craft a new and exceptional brand.