Knowliom, an expert in creating immersive cultural experiences that showcase the rich cultural heritage of Saudi Arabia, has joined forces with the respected organisation Backyard to establish a new cultural group.
With this partnership, six businesses and 20 brands will work to promote the cultural sector throughout the Kingdom. This will be achieved through experiences, products, and institutional assets with an overarching theme of Two Sides to One Story.
To find out more, please visit the group website here.
Supporting Saudi Arabia’s cultural renaissance
This partnership is in line with the goals of Vision 2030, which aims to promote the Kingdom’s rich legacy and boost its cultural vibrancy. It represents a significant development in the cultural sector of Saudi Arabia.
The group will operate as separate organisations, each with its own brand identity, while supporting the wider goal of preserving heritage, developing talent, and fostering innovation. Its primary objective is to establish a complete ecosystem that promotes the development of cultural initiatives, provides a wide range of services to organisations, foundations, museums, and brands, and champions Saudi Arabia’s cultural legacy both domestically and internationally.
With extensive knowledge of the Kingdom’s cultural landscape and a dedication to building a strong sense of identity and community, the group’s ambition is to become a leader in Saudi Arabia’s cultural renaissance.
The alliance establishes the largest private sector consortium in the Kingdom devoted to the cultural sector. Four office locations and more than 200 specialist staff position the group to provide incomparable cultural experiences and institutional assets that inspire, inform, and entertain while promoting growth and prosperity across the country.
Knowliom recently created and operated an experience at Wadi AlNaam, a site of historical and natural beauty, as part of its collaboration with the Royal Commission for AlUla. Also known as Ostrich Valley, Wadi AlNaam is thought to be the ancient hunting ground of the Dadan civilization, who leveraged the gorge’s landscape to hunt ostriches and a range of other wildlife.
