AtharX, a Saudi-headquartered experience design studio and part of ANMAT Group, has signed a strategic partnership with Sanctuary On The Moon, the international project that plans to send a record of human knowledge, culture and art to the Moon.
The collaboration will draw on Sanctuary's international scientific and creative expertise and AtharX's storytelling, interpretation, and experience design capabilities to bring the project's vision to public audiences.
For AtharX, which launched only a few months ago, the agreement represents a milestone in its journey to become a leading international experience design company based in Saudi Arabia. For ANMAT Group, it opens a new chapter in international creative collaboration and expansion into the global cultural and experience design industry.
The partnership also reflects a broader shift in Saudi Arabia’s creative economy, from primarily commissioning and hosting international creative projects to developing, producing and exporting original cultural experiences for audiences worldwide.
Sanctuary On The Moon
Founded by French engineer and producer Benoît Faiveley, Sanctuary On The Moon is an international scientific and cultural initiative seeking to preserve a record of human civilisation beyond Earth.
Conceived as an archive for future generations, the project plans to send 24 sapphire discs containing micro-engraved records of human knowledge, cultural heritage and artistic achievement to the lunar surface.
It raises fundamental questions about humanity: Who are we? What defines our cultures and achievements? And what should we preserve for generations yet to come?
Sanctuary's ambitions extend beyond the lunar archive itself. Through its Children of Planet Earth initiative, developed in partnership with the French National Commission for UNESCO, approximately 1,500 students were invited to reflect on humanity's relationship with Earth and its future.
Of these, 120 artworks were selected for inclusion on a dedicated lunar disc. The initiative demonstrates how Sanctuary is already engaging younger generations in questions about our shared identity, cultural heritage and the legacy we leave behind.
"Half of the work in the creation of the content on the discs and the development of the hardware. The other half is the cultural ecosystem we plan to create in the coming years: such as documentaries, films, fictions, exhibitions, concerts, etc.," says Faiveley.
"We were looking for a partner who understands how to bring a subject like this to the public, and who brings a perspective we did not already have in the team. AtharX gives us both, and it gives the project a real home in Saudi Arabia."
Sanctuary brings together scientists, cultural institutions, artists and creative professionals from different disciplines. While its destination is the Moon, the project also seeks to engage audiences on Earth, encouraging people to explore the knowledge, discoveries and cultural achievements that shape our understanding of humanity.
Making these ideas accessible and meaningful to different audiences is where AtharX will play an important role.
Sanctuary retains ownership of the project's intellectual property and leads its overall vision, scientific direction, cultural mission and international relationships.
As strategic experience design and development partner, AtharX will lead the translation of this vision into public-facing cultural experiences for audiences in Saudi Arabia and internationally.
Its role will encompass concept and narrative development, exhibition and spatial design, immersive storytelling, digital and interactive experiences, audiovisual content and production, and the implementation of agreed projects.
The partnership will also involve curatorial development, including researching, selecting, interpreting, and presenting scientific knowledge, cultural heritage, and artistic expression.
Working closely with Sanctuary's international creative and scientific teams, AtharX will bring together creative expertise, technology and production capabilities to develop experiences that engage audiences across different cultures and markets.
Why it matters for Saudi Arabia
Over the past decade, Saudi Arabia has undergone a transformation in its cultural, entertainment and tourism sectors.
Driven by Vision 2030, the Kingdom has invested in museums, cultural destinations, visitor attractions, and entertainment infrastructure, creating opportunities for international creative companies and bringing global expertise into the Saudi market.
As these sectors mature, the next stage is to build on this investment by developing original creative concepts, content, and experiences within Saudi Arabia that can reach international audiences.
The partnership between AtharX and Sanctuary on the Moon demonstrates how this ambition can take shape. By combining Sanctuary’s international scientific and cultural expertise with AtharX’s Saudi-based creative capabilities, the collaboration provides a platform to develop cultural experiences in Saudi Arabia that resonate with audiences worldwide.
It also highlights the potential for Saudi Arabia's growing experience design sector to contribute beyond museums and entertainment, supporting projects that bring together scientific research, technological innovation, cultural heritage and public engagement.
Sanctuary's mission shows how complex ideas can be communicated in ways that are accessible, engaging, and meaningful to audiences from different backgrounds.
Beyond its commercial significance, the partnership also creates space for Saudi perspectives to contribute to a wider international conversation about humanity's shared knowledge, cultural achievements, and what we choose to preserve for future generations.
Building a sustainable and internationally competitive creative economy requires more than investment in cultural infrastructure. It depends on developing specialist skills, strengthening local companies, encouraging interdisciplinary collaboration and enabling professionals to work on projects of international significance.
Through its partnership with Sanctuary, AtharX aims to contribute directly to these objectives by connecting Saudi-based designers, researchers, creative technologists, producers and other specialists with international expertise and new approaches to creative development.
The long-term value lies not only in the projects delivered through this partnership, but also in the knowledge, relationships and capabilities that can support future cultural, scientific and educational projects originating in the Kingdom for audiences around the world.
The people behind the partnership
Faiveley's vision for Sanctuary On The Moon, and its ambition to safeguard humanity's knowledge and cultural achievements, inspired an international collaboration.
Central to that vision is the belief that the project should engage people today while leaving a legacy for future generations.
Thomas Boltz initiated the collaboration, bringing more than 30 years of international leadership experience in museums, science communication, exhibitions, and immersive experiences.
Working with Belal Aqilan, CEO of AtharX, Boltz has played a pivotal role in developing the relationship with Sanctuary, shaping the partnership's strategic direction and bringing the agreement to fruition.
Drawing on his international network and industry expertise, Boltz will continue to lead the partnership's strategic development, build international relationships and oversee the delivery of agreed initiatives.
His ambitions extend beyond this collaboration, with a commitment to strengthening Saudi Arabia's creative economy by connecting international expertise with local talent and opening new avenues for Saudi-developed experiences to reach audiences worldwide.
"What excites us about Sanctuary is that it asks questions that everyone can relate to, regardless of their background,” says Boltz. “We have an opportunity to take an extraordinary scientific and cultural idea and make it something people can experience, explore and discuss.
"For AtharX, that is exactly the kind of work we want to develop in Saudi Arabia and share with the world."
This partnership brings together two complementary ambitions: Sanctuary's mission to preserve a record of humanity's knowledge and cultural achievements for future generations, and AtharX's commitment to developing creative experiences in Saudi Arabia with international reach.
Together, the organisations aim to bring this project to life for audiences today, inviting people to explore what we know about our world, what we value and what future generations might learn about us.
Charlotte Blanco Coates is blooloop's editor. She is from Brighton, UK and previously worked as a librarian. She has a strong interest in arts, culture and information and graduated from the University of Sussex with a degree in English Literature. Charlotte can usually be found either with her head in a book or planning her next travel adventure.
