Falcon’s Creative Group, a global leader in entertainment experience design, has signed a long-term strategic agreement with New Murabba, a PIF company, to develop visionary concepts and immersive experiences for The Mukaab, the iconic centrepiece of New Murabba.
This partnership represents a significant milestone in New Murabba’s goal to provide a top-tier urban experience, powered by technology and enhanced by AI. Under this agreement, Falcon’s Creative Group will concentrate on creating The Mukaab’s immersive attractions, innovative interactive environments, and integrated technological solutions.
The Mukaab will offer a unique urban experience, featuring innovative architecture and design that blend reality and imagination to create dynamic, ever-evolving environments. At its core, it’s a transformative, multi-sensory space that changes how humans experience their environment, pushing the boundaries of what’s possible.
A next-gen urban destination
Michael Dyke, CEO of New Murabba, says: “This agreement reflects the company’s commitment to partnering with global leaders in design and immersive storytelling.
“This strategic partnership brings the company closer to realizing the vision of creating a next-generation urban destination that transforms how people live, connect, and experience the world around them, whilst transporting them to another world, using groundbreaking technology.”
Cecil D. Magpuri, CEO of Falcon’s Creative Group, adds: “The Mukaab is architecture with a soul. We are more than just developing the story structure. We are creating an infinite storytelling ecosystem and shaping how people feel, connect, and dream within it.”
New Murabba is a key initiative under Saudi Arabia’s Vision 2030. It introduces an innovative urban design that combines residential, commercial, and entertainment spaces into a fully connected environment.
The signing of this agreement comes after the successful completion of excavation at The Mukaab site, where more than 14 million cubic meters of earth have been removed. This milestone sets the stage for the next phase of construction.
This summer, Falcon’s Beyond Global announced the acquisition of Oceaneering Entertainment Systems (OES), a division of Oceaneering International Inc.
