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the ksa edition

JULIEN TORNARE CEO OF HUBLOT

LUXURY WITHOUT LIMITS ISSUE 25 | JAN - FEB 2026

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highlights ISSUE 25 | Jan - Feb 2026

Juliette Binoche and Dilan Çiçek Deniz Shine in Maison Boucheron at RSIFF

Rewriting the Rules of Luxury: Julien Tornare Leads Hublot into a New Era

Red Sea Global announces the opening of AMAALA

Leading with Vision: Alex Apthorpe Shapes Pixel Artworks’ Middle East Growth

Kuuru: A Michelin Guide Recommended Destination Redefining Nikkei Cuisine in Saudi Arabia

Gems of Arabia

The St. Regis Riyadh Unveils an Exclusive Afternoon Tea with Tom Ford

Qirat: A New Standard of Longevity and Precision Health

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Inauguration of Souq7: The Kingdom’s Largest Open-Air Retail and Entertainment Destination

BMW 7 SERIES SUHAIL EDITION: A TRIBUTE TO ARABIAN LEGACY

mid the serenity and the beauty of the desert of Riyadh in the Kingdom of Saudi Arabia, BMW Middle East presented one of its most exclusive and poetic creations for the Middle East region to date: the BMW 7 Series Suhail Edition. Limited to just 50 examples worldwide, this remarkable edition draws inspiration from the Suhail star, a symbol of guidance and brilliance deeply rooted in Arabian heritage. A harmonious blend of art, luxury, and advanced engineering The Suhail Edition is a harmonious blend of art, luxury, and advanced engineering. On the exterior, the vehicle features BMW’s signature crystal headlights paired with the iconic glowing kidney grille, a luminous welcome that exudes modern elegance while a BMW Individual two-tone paint finish, Oxid Grey metallic and Night Blue metallic, creates a sense of fluid motion and timeless sophistication. The Suhail Edition extends its distinctive concept inward, with its Night Blue interior accents echoing the exterior’s celestial signature and reinforcing the concept of a unified palette. The interior is a sanctuary of BMW Individual craftsmanship. The Suhail constellation and logo are exquisitely embroidered onto the headrests and cushions, and are elegantly crafted onto the C-pillars,

On the Road

side headrests, and dashboard, with BMW Sky Lounge enveloping passengers in a subtle celestial narrative. The finest stitched BMW Individual Merino Leather, with BMW Individual Taupe Grey/Night Blue elements are complemented by Oak mirror-finish wood trim and grey-metallic high-gloss, is brought to life by ambient lighting, creating an atmosphere of pure refinement. BMW Individual is the ultimate expression of personal luxury, offering discerning customers the opportunity to craft a vehicle as unique as their own identity. Through a world of exclusive materials, personalised colours, and handcrafted details, BMW Individual transforms each car into a personal masterpiece. Whether it’s selecting a custom paint finish, commissioning fine leather upholstery, or adding intricate inlays and motifs, every element is tailored to reflect the owner’s tastes and values combining the precision of German engineering with the artistry of true craftsmanship. BMW 7 Series: A showcase of innovation Beyond beauty, the Suhail Edition is a showcase of innovation. The BMW Curved Display, powered by Operating System 8.5, integrates seamlessly with gesture and voice controls for a truly intuitive driving experience. Rear-seat passengers are treated to the Executive Lounge experience, including fully reclining seats, personal touchscreens, and the show-stopping BMW Theatre Screen, a 31.3-inch 8K display that transforms every journey into a cinematic escape. Thanks to BMW ConnectedDrive, the 7 Series offers real-time digital services, intelligent navigation, and effortless remote interaction via the My BMW App, ensuring that every drive is not only luxurious but connected and intelligent. The BMW 7 Series Suhail Edition is not merely a car, it is a statement of elegance, a constellation of craftsmanship, and a celebration of cultural brilliance.

On the Road

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The BMW 7 Series Suhail Edition is more than a celebration of automotive excellence, it is a tribute to the cultural legacy, craftsmanship, and forward-thinking spirit of the Middle East. With only 50 examples worldwide, the Suhail Edition represents the potentials of BMW Individual, crafted for those who value meaning, beauty, and innovation in equal measure.” Karim-Christian Haririan, Regional Director - BMW Group Middle East

Maison Boucheron Juliette Binoche and Dilan Çiçek Deniz Shine in Maison Boucheron at RSIFF During the Red Sea International Film Festival in Jeddah, Maison Boucheron creations were worn by leading international talents across the festival’s key events.

Brilliant Bijoux

At the Women in Cinema Gala on December 5, Dilan Çiçek Deniz wore pieces from the Serpent Bohème collection, including a diamond-paved vintage ring and bracelet in yellow gold. Earlier, at the opening ceremony on December 4, Juliette Binoche and Dilan Çiçek Deniz both chose Maison Boucheron. Juliette Binoche wore a Serpent Bohème Solarité necklace paved with diamonds, while Dilan Çiçek Deniz selected Quatre Radiant Edition pendant earrings and matching diamond-paved rings in white gold.

Cover Story

JULIEN

TORNARE

REWRITING THE

You took over as CEO of Hublot in 2024, just as the brand prepares to celebrate its 45th anniversary. What vision are you bringing to this new chapter of Hublot’s legacy?

RULES OF LUXURY: JULIEN TORNARE LEADS HUBLOT INTO A NEW ERA.

When I stepped into this role, my goal was clear: to reinforce Hublot’s watchmaking savoir faire, communicate on this, while propelling its spirit of innovation even further. It’s all about an evolution based on renewed focus on craftsmanship, innovation, authenticity, and cultural relevance. Over the past 45 years, Hublot has built its identity around disruption “The Art of Fusion.” My vision is to strengthen the watchmaking foundation behind that boldness: deeper investment in manufacture know-how, in-house movements, finishing, and the people who craft them. At the same time, we want Hublot to remain the most connected luxury Maison to culture through art, music, sport, and innovation. Hublot has always stood for “The Art of Fusion.” How do you plan to evolve this philosophy for a new generation of watch enthusiasts? “The Art of Fusion” will always define us, but fusion today means more than materials. It’s about connecting universes: craftsmanship with technology, heritage with digital storytelling, and exclusivity with community. For a new generation, we are evolving “fusion” into cultural and emotional fusion. That means collaborating with artists, athletes, and innovators who reflect the world we live in, individuals who, like Hublot, aren’t afraid to challenge conventions.

Cover Story

Material innovation remains key. We are continuing our R&D in ceramic, sapphire, Magic Gold, but the next fusion is also between emotion and experience, between mechanical mastery and cultural meaning. You mentioned that your leadership is about “rewriting the rules.” Can you elaborate on what that means for Hublot moving forward? Rewriting the rules means not being constrained by how luxury has always been defined. Hublot was born from disruption, fusing gold with rubber in the 1980s and that spirit continues. This is what distinguishes Hublot to other brands as well, always seeking to do things differently, the “Hublot way”. For me, rewriting the rules is about modernizing the codes of watchmaking while respecting its soul. We are rethinking how we launch products, fewer but stronger stories. We’re re-evaluating how we engage with clients by not just selling, but curating experiences. It also means redefining leadership: being closer to teams, empowering creativity, and fostering an entrepreneurial mindset inside the Maison. Luxury today must feel human, dynamic, and real, not distant or static. How do you balance tradition and avant-garde creativity in a brand that’s both luxurious and disruptive? That duality is precisely what makes Hublot unique. Tradition gives us legitimacy; creativity gives us energy. One cannot exist without the other. Our manufacture in Nyon symbolizes this balance, traditional Swiss watchmaking savoir-faire alongside the most advanced material laboratories in the industry. We respect watchmaking codes, yet we express them through unexpected materials, colors, and design languages.

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Luxury today is evolving from possession to emotion and purpose. At Hublot, we fuse craftsmanship with creativity, tradition with innovation, and exclusivity with community. Our mission is to create watches and experiences that are meaningful, culturally relevant, and emotionally resonant, connecting with collectors and enthusiasts who value originality, authenticity, and daring.

Ultimately, balance comes from authenticity: we never innovate for the sake of novelty, but because it serves our story; the fusion of time, art, and technology. Are there any new or upcoming collaborations that particularly excite you? Absolutely. Collaborations are part of Hublot’s DNA, they allow us to express creativity in unexpected ways. 15

We continue to build on our long-term partnerships in sports and we’re also expanding our artistic and design collaborations. Recent projects with Daniel Arsham and Samuel Ross have shown how deeply art, design and watchmaking can intertwine. We also have strong partnerships in the culinary area with highly-acclaimed mihelin starred chefs whose work and values reflect the brand DNA, from the likes of Anne-Sophie Pic, Yannick Aleno, Eneko Atxa among others. How does Hublot’s association with art, music, and sport help strengthen its emotional connection with customers? These worlds are where emotion lives. Art, music, and sport all embody performance, creativity, and passion, the same values that drive us. When someone sees Hublot on the wrist of a footballer, an artist, a musician, or a chef it’s not only a symbol of success; it’s an invitation to join a community that values daring, excellence, and individuality. Through these associations, we speak a universal language, the language of emotion. It’s not about celebrity, it’s about shared energy and authenticity. The Middle East has a deep appreciation for high watchmaking. How significant is Saudi Arabia for Hublot’s growth strategy in the region? Saudi Arabia is absolutely strategic for us. The country today represents one of the most dynamic luxury markets globally: young, confident, and deeply connected to culture and design. With the opening of our new flagship boutique in Riyadh, featuring the region’s first Experiential Room, we are reinforcing our long-term commitment. Saudi clients have a refined eye for craftsmanship and innovation: they understand both the story and the substance of a watch. The market’s growth, its ambition, and its appetite 16

for bold luxury perfectly mirror Hublot’s own DNA. For us, it’s not just about presence; it’s about partnership and community. What trends are you noticing among Saudi collectors and clients, are they leaning more toward classic craftsmanship or futuristic designs? The Saudi client is wonderfully diverse but united by a desire for individuality. They appreciate serious watchmaking, in-house movements, complications, craftsmanship, yet they are also drawn to bold aesthetics and storytelling. We’re seeing collectors who move seamlessly between both worlds: one day wearing a Classic Fusion, the next a Big Bang Unico Sapphire. They want exclusivity, originality, and meaning, not just logos. Can you share any upcoming plans or activations for Hublot in Saudi Arabia or the wider GCC region? We have several exciting initiatives planned. Following the Riyadh flagship opening, we’ll continue to develop experiential formats, boutique events, private unveilings, and art-driven collaborations that bring our community together. The GCC remains one of our strongest regions globally. Our strategy is simple: be physically present, emotionally relevant, and locally resonant. In your view, how is the definition of luxury changing in 2025 and beyond? Luxury is evolving from possession to emotion and purpose. People no longer just want to own something valuable, they want to feel something meaningful. Today’s collectors value craftsmanship, authenticity, and community. They want to know the story behind what they wear and the values it represents.

For us, luxury in 2025 is clarity, substance, and connection, less noise, more meaning. The brands that thrive will be those that inspire trust and emotion in equal measure. Younger generations are redefining what it means to own a luxury timepiece. How is Hublot connecting with this digital, experience-driven audience? Younger clients don’t buy a watch to tell the time, they buy it to tell their story. That’s why we focus on authentic experiences and relevance. Through art, sport, and digital storytelling, we meet them where they are, not just in boutiques, but online, at events, and through communities. Our collaborations with bold talents like Kylian Mbappé or Samuel Ross speak directly to that mindset of self-expression. We are also investing in digital content and immersive experiences that blend physical craftsmanship with virtual creativity, true to our Art of Fusion philosophy. With 2025 marking 20 years of the Big Bang, how do you see the collection evolving to continue resonating with collectors and new audiences alike? The Big Bang is our icon: a symbol of Hublot’s daring and innovation. For its 20th anniversary, we’re celebrating its legacy by returning to its essence while reimagining its future. Expect reinterpretations that pay tribute to the original 2005 design, but with new materials, new movements, and fresh creative codes. The Big Bang will continue to evolve as a platform for experimentation: a space where tradition meets innovation, and where every model tells a story of mastery and courage. Twenty years on, it remains not just a watch, but a statement of attitude. 17

“I have decoded the secrets of success of luxury brands and will share with you the core values.” - Tom Meggle

The Luxury Network Academy is an educational initiative to individuals who are interested in joining the growing community of the luxury industry. In times of downsizing, global unemployment, and never-ending quality pressures, the need for protecting high standards in marketing sectors is being compromised. www.tln.academy

Four Extraordinary Saudi Escapes to Experience This Winter Season

rom dramatic mountain landscapes to private island sanctuaries, design-led stays on Shura Island and heritage-rich retreats in Hegra, Saudi Arabia offers winter escapes shaped by cooler weather, calm Red Sea conditions and ideal opportunities for outdoor adventure. These four destinations showcase the Kingdom’s most inspiring settings for the holiday season, each offering a different way to experience celebration, stillness and meaningful moments. Desert Rock Celebrate this winter season with an unforgettable escape to Desert Rock, a sanctuary where architecture and landscape merge in perfect harmony. Sculpted into the dramatic Hijaz mountains, the resort’s private villas, are carved into cliffs or suspended from natural rock pinnacles, each with a private pool and expansive views that shift from glowing desert light to deep, star-filled skies. Ideal for couples and families seeking moments of stillness. Days unfold with Akun, Red Sea Global’s land-based and aerial experiences brand, offering curated experiences including mindful hikes, via ferrata, climbing, abseiling, electric-powered excursions, cultural encounters and stargazing under pristine skies. Younger guests can take part in nature-led programming designed to encourage curiosity and connection with the landscape. Culinary moments span five distinctive venues. Basalt transitions from wholesome breakfasts to modern Indian cuisine, while Nyra, led by chef Osman Sezener, brings wood-fired artistry at sunset. Wadi offers relaxed Peruvian-inspired poolside dining, Mica serves inventive mocktails, and The Library shifts from a calm daytime retreat to an intimate evening lounge. Evenings culminate at The Observatory, a clifftop sanctuary accessed by a 120-metre suspension bridge, where imaginative beverages and pastries pair with sweeping views of the massif. 20

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Moments of stillness await at the spa, where ancient wellness wisdom meets desert minerals, complemented by the Analogue and Listening Rooms that blend music and mindfulness. Offer: Guests can enjoy 20% off villa rates for stays of three nights or more, inclusive of daily breakfast for two. www.desertrock.sa Shebara Resort This winter season, set your sights on the shimmering Red Sea and retreat to experience the beauty of Shebara Resort, a private island sanctuary where architectural elegance meets the calm rhythm of the ocean. Recently recognised with two Michelin Keys, the resort features exclusive overwater and beachfront villas, each a polished orb mirroring sea and sky with private pools and uninterrupted ocean views. blend contemporary design with natural simplicity, creating a tranquil haven that celebrates connection and comfort. Guests can explore vibrant coral reefs and marine life with Galaxea, Red Sea Global’s diving and water sports centre, which offers guided snorkelling, night snorkelling with bioluminescence and PADI-certified diving. Above the water, WAMA offers paddleboarding, kayaking, and sailing through turquoise lagoons. As evening approaches, astronomy sessions under clear skies trace constellations once used by ancient Arabian navigators. 21

Dining spans five distinctive venues, from iki.roe’s Japanese-Nikkei and Ariamare’s Mediterranean menus to Lunara’s brasserie offering beachside Levantine flavours at Saria Pool Bar & Grill and sunset mocktails at Solera pool bar. For complete relaxation, the spa offers sea-inspired treatments using black pearl, green caviar and mineral-rich extracts, with facilities including indoor and outdoor treatment spaces, a vitality pool, steam, sauna and Jacuzzis. Offer: Guest can enjoy 20% off villa rates for stays of three nights or more, inclusive of daily breakfast for two. shebara.sa SLS The Red Sea As winter escapes begin, SLS The Red Sea brings its unmistakable blend of theatrical flair, lavish style and unapologetic spirit to Shura Island, the heart of The Red Sea destination. The resort shines as Shura’s vibrant epicentre where bold design, world class dining and electric energy come together to create the ultimate VIP experience. SLS The Red Sea is located just twenty minutes from Red Sea International Airport by boat or seaplane and twenty five minutes by car, placing guests at the centre of it all. The resort is five minutes from Shura Links, Saudi Arabia’s first island golf course, steps away from Shura Island’s yacht marina and high end retail, and directly connected to The Red Sea’s coral reefs and marine reserves. At the centre of the resort is the legendary SLS pool, the beating pulse of Shura Island, complete with world class DJs, dazzling lights and an unmistakable see and be seen atmosphere. Destination dining takes the lead at SLS The Red Sea, with a combination of flagship favourites and bold new concepts that form a lively culinary hub. 22

Guests can enjoy London’s celebrated Seabird, the theatrical Japanese concept Floating World, the Saudi debut of Fi’lia, artisanal treats at Deluxe and golden hour bites at The Perch. Spa lovers can also unwind at Ciel Spa, which features an outdoor hydro pool, a water circuit and six bespoke treatment rooms. slshotels.com The Chedi Hegra This winter season, journey to The Chedi Hegra, a oneof-a-kind retreat set within Saudi Arabia’s first UNESCO World Heritage Site. Surrounded by ancient Nabataean tombs and dramatic sandstone formations, the property blends minimalist Chedi elegance with the rich heritage of Hegra, offering an intimate stay where history and serenity meet. Restored railway buildings house tranquil rooms, courtyards, and lounges, creating a calming desert sanctuary infused with cultural significance.

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Guests can explore Hegra’s archaeological marvels through expert-guided tours, storytelling walks, and scenic excursions that bring the site’s 2,000-year-old history to life. As evening approaches, stargazing beneath pristine desert skies highlights the region’s celestial beauty, once essential to ancient traders navigating these landscapes. Dining celebrates regional flavours with menus inspired by local ingredients and the historic incense routes, served in spaces that honour the site’s architectural legacy. For moments of stillness, wellness rituals draw on desert botanicals and traditional healing practices, complemented by gentle stretching, meditation and slow-paced programming designed to harmonize body and mind amidst the silence of Hegra’s monumental backdrop. Offer: Guests can enjoy a Serenity Weekend package inclusive of a two night stay in a Chedi Deluxe Room, daily breakfast at Prima Classe, a thirty minute spa treatment for each guest, daily yoga sessions, ten percent savings at all dining venues, a Hegra Wildlife Tour and welcome amenities inspired by Saudi heritage. www.ghmhotels.com

RED SEA GLOBAL ANNOUNCES THE OPENING OF AMAALA: THE WORLD’S NEW COASTAL LIFESTYLE DESTINATION Red Sea Global (RSG), the real estate developer and pioneer of regenerative tourism, announced the highly anticipated opening of AMAALA Triple Bay during the inaugural TOURISE Summit. Nestled across three naturally occurring bays on Saudi Arabia’s rugged north-western coast where the Hijaz Mountains meet the Red Sea, the ultra-luxury, wellness destination is set to open in the coming months. “Deriving from the Arabic word for hope, AMAALA offers a new coastal lifestyle rooted in wellness right here in Saudi Arabia. Guests and residents are invited to discover and honor what it means for them to live longer, better, whether that be serene retreats or sea and sun-soaked adventures. Proceeding directly from timeless Saudi traditions of retreat, renewal and connection, AMAALA is the new home for wellness in the world,” said John Pagano, Group CEO of Red Sea Global. The launch will see the debut of six world-class luxury resorts initially, as well as a yacht club, marine life institute, state-of-the-art marina and bustling Marina Village. The Wellness Route, a 5km linear park that connects the resorts and experiences through pristine nature, will also open in the next few months. First resorts and experiences to open • Equinox Resort and Residences, AMAALA Set to debut with 128 sleep-optimized guest rooms, suites, and two penthouses and 21 branded residences, redefining the luxury resort experience through the lens of high performance. The resort will introduce a next-generation approach to health, regeneration, and recovery — offering an open-air magnesium vitality pool, a subterranean spa grotto, hyperbaric chambers, personalized IV therapies, an Equinox 24

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Fitness Club, and five distinct culinary venues. • Four Seasons Resort and Residences, AMAALA at Triple Bay Lush landscapes and cascading water features interspersed by beautifully designed outdoor spaces create a sanctuary of relaxation. This is complemented by its six dining outlets, an expansive Kids For All Seasons program, and a Discovery Centre. Offers 202 keys and 25 residences. • Nammos Resort and Residences, AMAALA A social and solo wellness playground, the property boasts 110 rooms and 20 apartments with penthouse marina views, plus a number of F&B offerings. This includes the Ilios Bar with sunset views of the Red Sea and Nammos Restaurant on an exclusive island off the resort’s coast. • Rosewood Resort, AMAALA With 110 guest rooms and suites, and 26 beautifully crafted private residences, Rosewood AMAALA offers bespoke luxury experiences, combining refined elegance with the natural beauty of the Red Sea. The resort is divided into zones catering to different experiences, including a Family Hotel, 25

Couples Hotel, and Spa and Wellness zone. The Signature Asaya Spa invites guests to nurture the self with tradition-inspired treatments, rejuvenating activities, and healthy food and drink. • Six Senses, AMAALA Offering 100 pool suites and villas, plus 25 branded residences, Six Senses AMAALA is set to deliver immersive personalized journeys of rejuvenation and discovery. The 3,000 m2 spa brings signature Six Senses Wellness programs including Sleep, Yoga, Fitness, Detox, Longevity and Visiting Practitioner Program. It also offers biohacking programs designed to enhance overall vitality and performance. • AMAALA Yacht Club Poised to become one of the world’s premier yachting destinations, the yacht club will host an exceptional event calendar, including the Grand Finale of The Ocean Race in 2027, plus offer a dedicated sailing academy, opening up new waters for maritime enthusiasts, while reviving the region’s long history of sailing heritage. • Corallium A signature attraction at Triple Bay AMAALA, Corallium celebrates the beauty and resilience of the Red Sea. Through immersive exhibits across three levels, stunning marine displays, and storytelling led by passionate experts, it invites visitors to explore the ocean’s wonders and protect what we love. • AMAALA Hotel Also opening in the first phase, the resort is owned and operated by Red Sea Global and situated at the Staff Village, where those running the destination live. The hotel offers 144 keys with a Levantine all-day dining restaurant, Mediterranean beach club and grab and go snack bar. As Saudi Arabia continues its transformation journey under Vision 2030, RSG is helping bring that to life, creating destinations that drive sustainable growth, empower Saudi talent, and deliver lasting socioeconomic impact. AMAALA alone is expected to create up to 50,000 new jobs and contribute SAR 11 billion (USD 3 billion) to the nation’s GDP upon its completion. RSG invested SAR 51.04bn into Phase One of the destination’s development. When complete it will feature a total of nine resorts, encompassing more than1,600 keys including branded and unbranded residences. The remaining three resorts 26

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that complete Phase One are Clinique La Prairie Health Resort, Jayasom Wellness Resort, and The Ritz-Carlton Resort. All are on track to open over the coming months, further enhancing AMAALA’s diverse luxury and wellness offerings. Pioneering Regenerative Tourism AMAALA is committed to going beyond sustainability, aiming for a 30% net conservation benefit to local ecosystems by 2040 through enhancing biologically diverse habitats. The destination has been carefully designed to accommodate no more than 500,000 visitors annually to preserve the pristine environment. The entire destination will be powered by 100% renewable energy, eliminating 350,000 tCO2eq annually. Guests can arrive to AMAALA via Red Sea International Airport, which now welcomes direct flights from Doha, Dubai, Jeddah, and Riyadh, and transfer by a fleet of luxury electric vehicles. A direct European route will be added imminently. In 2026, AlWajh Airport will re-open following renovations, providing enhanced connectivity to the destination. 27

Welcome Jareed Samhan: A New Chapter of Saudi Culinary Heritage Begins at Bab Samhan, a Luxury Collection Hotel, Diriyah

ab Samhan, a Luxury Collection Hotel, Diriyah, proudly announces the opening of Jareed Samhan, its new signature restaurant that celebrates the depth and diversity of Saudi heritage through an elevated dining experience.

Rooted in tradition served modernly, Jareed Samhan honors the flavors of the Kingdom, offering guests an experience that celebrates both the richness of the past and the creativity of the present. The restaurant’s concept is deeply inspired by Saudi Arabia’s storied culinary landscape, where every recipe tells a story and every ingredient carries the memory of home. “From the moment you step into Jareed Samhan, you’re immersed in the essence of Saudi culture at every touchpoint, from the warm Saudi welcome and the rich 28

aroma of bukhoor, to the authentic Najdi interior and ambiance. But above all, it’s our signature Najdi cuisine that truly speaks to the soul, sharing the heartfelt stories of mothers in their home kitchens.” said Fabrice, General Manager of Bab Samhan, a Luxury Collection Hotel, Diriyah. “Each dish tells part of our story, our traditions, our gatherings, our way of celebrating life through food. Jareed Samhan was created to honor that connection, allowing every guest to taste the heritage of Saudi Arabia presented in a contemporary way.” A Celebration of Saudi Flavors The essence of Saudi cuisine takes centre stage in a menu that balances authenticity with innovation. Guests are invited to rediscover traditional favourites such as muqalal, jareesh, matazeez, and kabsa, each thoughtfully prepared to highlight local ingredients and

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seasonal produce. These beloved dishes are interpreted through a creative culinary lens, where contemporary techniques meet age-old traditions to create flavors that are both comforting and unexpected. Every dish reflects the heart of Chef Saleh’s vision for Jareed Samhan, one of warmth and memories from his grandmother’s kitchen. “Each dish we create carries the soul of traditional Saudi cooking, the same flavors and aromas that once filled our mothers’ kitchens,” explains Chef Saleh Aljabali, Chef de Cuisine at Jareed Samhan. “We’ve taken those familiar recipes and reimagined them with modern techniques, allowing guests to taste something that feels deeply nostalgic yet entirely new. It is a culinary expression of who we are and where we come from.” This deep respect for heritage is evident not only in the food but in the way it is presented. The menu invites diners on a journey through Saudi Arabia’s diverse regions and culinary traditions, highlighting the richness of local produce and the artistry of contemporary Saudi cuisine. Design Rooted in Heritage The design of Jareed Samhan mirrors its culinary philosophy, a seamless union of heritage and modern elegance. The interiors are adorned with traditional Saudi

architectural motifs, including decorative cornices, bold columns, and classic stone flooring. The extensive use of local timbers and traditional plaster rendering creates a warm, earth-toned palette complemented by luxurious textiles and bespoke furnishings. The atmosphere evokes the timeless beauty of Diriyah, where every detail, from hand-finished tables to heritage-inspired lighting, speaks to craftsmanship and authenticity. Jareed’s design creates a setting that feels both familiar and refined, echoing the same balance of old and new that defines its cuisine. An Invitation to Experience Jareed Samhan More than a dining destination, it is a cultural experience, a meeting place where flavor, artistry, and heritage converge. It offers guests the opportunity to connect with Saudi Arabia’s culinary story in an environment that feels both intimate and inspired. Guests are warmly invited to discover Jareed at Bab Samhan, a Luxury Collection Hotel, Diriyah, and experience a modern interpretation of Saudi tradition that is as evocative as it is elegant. www.sevenrooms.com

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Welcoming Travelers to Shura Island: The Beating Heart of The Red Sea The island debuts with its first three luxury resorts and the Kingdom’s first championship island golf course.

et among coral reefs, turquoise lagoons, and soft white sands, Shura Island opens as the beating heart of The Red Sea, the place where the destination truly comes alive. As the vibrant hub of this pioneering new world of travel, the island brings together world-class hospitality, adventure, and relaxation across one extraordinary setting. Master planned by Foster + Partners, the island’s design takes inspiration from the Coral Bloom vision. Shaped to blend seamlessly with its surrounding land and sea, Shura captures the destination’s spirit of energy, culture, and connection, an island alive with beauty and purpose. Set to welcome guests from November 2025, the island introduces its first three resorts, The Red Sea EDITION, SLS The Red Sea, and InterContinental The Red Sea Resort, together with the newly opened Shura Links, the Kingdom’s first championship island golf course. Beyond its hotels, Shura Island offers a world of

experiences that celebrate the beauty and vitality of the Red Sea. At its centre, the 118-berth Shura Marina serves as a yachting hub for exploration, connecting guests to sailing excursions, diving adventures, and sunset cruises across the archipelago. Nearby, The Village unfolds as a lively retail and leisure promenade with boutique stores, luxury brands, dining outlets, and a curated mix of homegrown labels and pop-up concepts. Guests can also enjoy the Athletic Kids and Beach Club, a dedicated dive centre, elegant wedding venues, and open-air entertainment on the central lawn. The Red Sea Experiences invite travellers to connect with nature through adventure and learning. WAMA offers kayaking, canoeing, stand-up paddleboarding, foiling, kite surfing, and sailing, all guided by expert instructors. Galaxea opens a window to the underwater world with scuba diving, PADI courses, conservation and heritage dives, and snorkelling excursions led

by certified professionals. On land, Akun caters to every level of explorer with gravel and electric biking, trail running, hiking, climbing, and ziplines that reveal the destination’s striking landscapes from new perspectives. Each resort offers its own distinctive personality, from serene coastal living to vibrant social spaces and family-friendly retreats. The Red Sea EDITION opens as Shura’s first hotel and a new expression of contemporary luxury. Set along a kilometer of private beachfront with uninterrupted views of the Red Sea and Shura Links, the resort embodies EDITION’s signature blend of energy and understated elegance. 240 rooms and suites are crafted in coral stone, natural oak, and soft sand hues that echo the island’s palette. Guests can unwind at the spa, enjoy the rhythm of JIWA Beach Club, or dine at ANASA, an Aegean-inspired restaurant led by Saudi chef Basma Elkhereiji. Guests can avail the exclusive opening offer while booking between 1st November until 23rd

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December including breakfast for two, late check-out, complimentary cabana access, and a SAR 375 resort credit. SLS The Red Sea takes center stage at the heart of the island, where theatrical flair meets coastal beauty. Welcoming guests in December 2025, it introduces 150 rooms, suites, and villas, including fifteen signature pool villas designed for privacy and indulgence. The resort’s bold interiors and playful touches create a space alive with energy and design. Five destination restaurants reimagine global dining, from London’s celebrated Seabird to the Japanese-inspired Floating World and the beloved Fi’lia, known for its Italian warmth and creativity. Whether at the lively pool scene, outdoor cinema, or in the presence of Saudi artist Heba Ismail’s reinterpretation of the iconic SLS duck, every detail invites guests into a world of imagination and glamor. A short stroll away, InterContinental The Red Sea Resort embodies the

timeless elegance that has defined the brand for more than seventy-five years. Its 210 rooms and suites, ranging from tranquil beachfront sanctuaries to family two-bedroom retreats, balance comfort and calm. Dining spans five unique restaurants including Darein, which fuses Levantine and Moroccan flavors, and Chimes, inspired by Mediterranean coastal living. Club InterContinental offers exclusivity and personal service, while a spa and wellness center provide holistic experiences inspired by the sea. Guests booking their stays during the first three months of opening will enjoy daily breakfast and dinner for two, plus 50 percent savings on a second room. At the heart of the island lies Shura Links, the Kingdom’s first championship island golf course and one of The Red Sea’s signature experiences. Designed by Brian Curley, the par-72 course stretches across dunes and shoreline, offering panoramic views that merge sport with

landscape. A clubhouse welcomes players and guests alike, complete with elevated dining, a golf academy, and relaxed practice greens. The Red Sea is now closer than ever to the rest of the world. With Red Sea International Airport (RSI) welcoming direct flights from Riyadh, Jeddah, Dubai and Doha, and onestop connections from major European and Eastern European cities including London, Paris, Rome, Milan, Berlin, Frankfurt, Barcelona, Madrid, Almaty and Moscow, the destination is quickly becoming one of the most accessible escapes in the region. From RSI, Shura Island is just an hour’s drive across Saudi Arabia’s longest overwater bridge, linking travelers directly to the vibrant hub of The Red Sea. Whether traveling for relaxation, celebration, or discovery, every moment on Shura Island invites connection and possibility. For more information, please visit www.visitredsea.com

LEADING WITH VISION: ALEX APTHORPE SHAPES PIXEL ARTWORKS’ MIDDLE EAST GROWTH

lex Apthorpe leads Pixel Artworks’ Middle East office from the company’s regional headquarters in Dubai Design District, driving growth and innovation across the UAE, Saudi Arabia, and the wider GCC. With over two decades of regional experience, he brings deep expertise in immersive technology, creative leadership, and strategic business development. Since joining Pixel Artworks in 2021, Alex has been instrumental in expanding the company’s footprint and delivering some of the region’s most ambitious immersive experiences. His leadership has guided landmark projects for ROSHN, Burj Al Arab, NEOM and Diriyah, as well as collaborations with Dubai Economy & Tourism (DET), EMAAR, and Majid Al Futtaim. Working closely with teams

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in Dubai and London, he oversees project delivery, client services, and business strategy across the luxury, automotive, tourism, cultural, and government sectors. Over a 30-year career spanning immersive brand experiences, live events, exhibitions, film, theatre, and event technology, Alex has built a reputation for ensuring every activation is both visually exceptional and commercially effective. Passionate about technology, creativity, and great storytelling, he finds Pixel Artworks the perfect environment to bring all three together — transforming ideas into experiences that inspire audiences and deliver measurable impact. Early in his career, he worked for London’s National Theatre and major sound production studios, laying a strong foundation in technical and creative disciplines. Before joining Pixel Artworks, he co-founded the boutique live communications agency The Bridge and later established the Middle East office for Jack Morton Worldwide. Defined by a clear vision and a commitment to excellence, Alex’s leadership consistently raises creative and operational standards — ensuring every project delivers measurable results and leaves a lasting impact.

KUURU: A MICHELIN GUIDE RECOMMENDED DESTINATION REDEFINING NIKKEI CUISINE IN SAUDI ARABIA

uuru, from the renowned Leylaty Hospitality Group has established itself as a distinguished destination within Saudi Arabia’s dining scene, defined by an authentic approach to True Nikkei cuisine shaped by cultural depth and refined technique.

The restaurant’s interiors set the tone for the experience, defined by an atmosphere of discovery and understated luxury. Inca-inspired accents, sculptural wall textures, and refined finishes form a narrative that blends cultural richness with contemporary elegance. The space balances elevated Japanese satai-style influences with a bold Peruvian spirit, resulting in a setting that feels both sophisticated and quietly unexpected. At the heart of the room, the Nikkei bar becomes the focal point - a circular counter framed by suspended ceramics and soft architectural lines, where chefs perform live preparation in full view of the dining room. Its presence anchors the space with energy and intimacy, drawing guests into the craft behind each dish and reinforcing the seamless connection between design and the art of preparation.

Taste Makers

This vision is guided by an accomplished culinary team. Corporate Executive Chef Eddie Castro leads Kuuru’s creative direction, drawing on his experience across Argentina, Chile and Brazil to shape the restaurant’s bold and refined identity. He is joined by Corporate Itamae Chef Kenji Sarco, a specialist in Nikkei cuisine, bringing over a decade of experience from Lima, Paraguay and Japan. On the first of each month, the restaurant unveils a monthly feature, designed for those seeking a memorable and unexpected experience. This month’s special: Niku Wasabi - Wagyu tenderloin with kizami wasabi, rocoto sauce and tsukemonoa, a bold expression crafted to showcase the restaurant’s commitment to innovation and seasonality.

The menu opens with cold and warm selections that immediately set the palate in motion. The Ceviche Limeno combines akami bluefin tuna with rocoto leche de tigre, chifles and avocado, for a bright clean start, while the Wagyu Tartare deepens the profile with nikkei kimchi sauce and crisp Andean crackers. Warm dishes build gently in richness; the Kuuru Edamame, glazed in Peruvian teriyaki, offers subtle heat and sweetness, and the Kuuru Slider elevates wagyu with ají amarillo truffle sauce and pickled red onion. Each plate is composed to shift the palate forward, layering texture, contrast and intensity. The journey continues with the Nigri Tasting, a curated sequence of five preparations presented by the Itamae chef. Each piece is crafted with intention,

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allowing flavours to unfold gradually, with highlights including the Nakka Truffle, Langostino Karai and Nigaki Tartare. Hand-rolled creations such as the Lobster Al Fuego and the Japanese Acevichado extend the experience with richer textures and vibrant brightness. Main courses introduce deeper expressions, including the Charboiled Chicken with ají panca and the Nicku Tomorokoshi short rib with corn foam and edamame chalaquita. Sides such as miso broccolini, truffle Shumasshu potatoes and chimichurri-glazed asparagus are composed to enhance the meal rather than simply accompany the dishes.

Beyond the menu, Kuuru offers exclusive off-menu items available only upon personal request, such as premium caviar and exceptionally fresh creamy uni sourced in limited quantities and rarely found in the region. These discreet offerings invite guests into a more intimate, inside layer of the Kuuru experience. The dessert menu brings the experience to a gentle close. Kuuru’s iconic vanilla cheesecake is soft and creamy, lifted with lime and finished with dulce de leche zest. Churros dusted in vanilla sugar are paired with a chocolate suspiro sauce, while the Aisu Kurimu

tasting offers a lighter finish with housemade flavours such as yuzu-coconut, strawberry lychee, passion fruit-chocolate, and sesame pistachio. Kuuru has rapidly earned recognition with Saudi Arabia’s evolving gastronomic landscape, including its feature in the Michelin Guide Saudi Arabia. Its presence reflects not only the refinement of its cuisine, but a celebration of cultural connection - where Peruvian heritage and Japanese artistry are expressed with balance, authenticity and understated sophistication. Guests are welcomed to experience the journey firsthand, a setting where every detail is considered, every flavour carries intention, and each visit leaves a lasting impression. Kuuru offers more than a meal; it is a destination to return to, discover and share.

Féerie Nocturne, A Celebr ation of the Golden Age at Royal Mansour Casablanca This festive season, Royal Mansour Casablanca invites guests to step into an enchanting world inspired by the golden age of glamour and the captivating allure of “Féerie nocturne.” Bathed in the glow of majestic golden forests, crystal cascades, and precious Art Deco ornaments, the hotel transforms into a luminous stage where elegance, mystery, and refinement intertwine. Every space becomes a tableau of celebration where culinary artistry, sparkling soirées, and timeless sophistication create unforgettable moments of magic. MENU DU RÉVEILLON DE NOËL At La BrasserIe, enjoy a gastronomic voyage featuring scallops wrapped in cabbage leaf, sole stuffed with truffle, and roast turkey with foie gras and chestnuts, followed by an exquisite Christmas Yule log. At Le Rooftop, share the joy of the season with an inspired Mediterranean menu of grilled lobster, duck breast with orange blossom demi-glace, and white 40

truffle risotto, a feast to remember under Casablanca’s starlit sky. MENU DE LA SAINT-SYLVESTRE The Ballroom transforms into a glittering showcase of enchantment and glamour, where the Aretha group brings Motown magic to life, blending the soulful rhythms of the sixties and seventies with the elegance of a bygone era. Guests may also choose to dine at La Brasserie, where a refined multi-course menu features seared scallops with Alba truffle gnocchi, Wagyu beef Rossini-style, and mango-passion desserts, paired with fine wines and the festive glow of candlelight. At Le Rooftop, a vibrant New Year’s Eve soirée begins at 11 p.m., with live DJ sets, panoramic views, and an atmosphere alive with celebration. As the clock strikes midnight, Casablanca sparkles with a modern fairy tale, an ode to music, elegance, and the joy of new beginnings.

Taste Makers

LA GASTRONOMIE In the spirit of “Féerie nocturne,” the culinary world of Royal Mansour Casablanca takes on a touch of starry brilliance. At La Brasserie, Chef Éric Frechon unveils festive menus that marry French savoir-faire and contemporary flair. From delicate foie gras tartlets and black truffle creations to the refined art of pairing textures and aromas, every dish is an ode to indulgence and artistry. At Le Rooftop, perched high above the city’s skyline, the Mediterranean comes alive both on the plate and in the air, bold, radiant, and evocative of Casablanca’s luminous nights. Here, guests can share in moments of culinary discovery, surrounded by views that stretch to infinity. Each dining experience becomes a gourmet tale, a journey through the golden age, where the spirit of celebration shines as brightly as the Casablanca skyline. LES BÛCHES DE NOËL Embodying the artistry of the season, Royal Mansour Casablanca’s Yule logs are culinary masterpieces blending tradition and innovation. Royal Mansour Collection Signature Log - A symphony of hazelnut, vanilla, caramel, and citrus, symbolising the three destinations of the Royal Mansour Collection. 41

Royal Mansour Casablanca Signature Log - A harmony of citrus confit and Bahibe chocolate cream, crowned with Manjari mousse. Éric Frechon Signature Log – A sublime creation celebrating Madagascar vanilla in its purest form. Each creation, elegantly presented, invites guests to savour the magic of the holidays in every bite. LE BIEN-ÊTRE At Le Spa Royal Mansour Casablanca, well-being glows brighter during the festive season. Guests are invited to experience signature treatments designed to rejuvenate and illuminate, from the Festive Radiance Lift & Glow facial to the Rasayana Detox & Relaxation Ritual.

Taste Makers

Gentlemen may indulge at Le Salon Barbier by La Barbière de Paris, where traditional grooming meets modern refinement. From the Signature Beauty Instant to The Ultimate Experience, every treatment is crafted to celebrate confidence and style.

A Season of Wonder This year, Royal Mansour Casablanca becomes the stage for a dreamlike celebration, where every note, every flavour, and every moment glows with the charm of “Féerie nocturne.”

LE TEA TIME DES FÊTES From December 5, 2025, to January 11, 2026, the Lobby Lounge welcomes guests for an enchanting Festive Afternoon Tea crafted by Chef Éric Frechon, Meilleur Ouvrier de France.

A luminous tribute to the golden age, where refinement meets reverie, and where each guest is invited to experience the timeless magic of Casablanca’s festive nights.

Savour sweet and savoury delights such as poultry and lobster croque-monsieur, spider crab churros, duck foie gras tartlets, and signature desserts including Mont-Blanc and Hazelnut Choux. A cup of Maison Valrhona hot chocolate or a fragrant organic infusion completes this festive interlude, a refined pause amidst the season’s sparkle.

LA BOUTIQUE Celebrate the art of giving with The Boutique at Royal Mansour Casablanca, a curated haven of elegance featuring fine leather goods, couture pieces, jewellery, and bespoke accessories. Each selection reflects the hotel’s signature blend of luxury and artistry, the perfect inspiration for festive gifting.

BATEEL UNVEILS NEW FESTIVE COLLECTION TO CELEBRATE THE JOY OF GIFTING BATEEL BRINGS ARTISTRY AND CRAFTSMANSHIP TO THE FESTIVE SEASON WITH LIMITED-EDITION GIFT COLLECTIONS AND A NEW RANGE OF INDULGENT CHOCOLATE FLAVOURS AND CONFECTIONS.

ateel, the world-renowned gourmet brand and leading name in luxury dates and confections, unveils its new Festive Assortment, available from the 28th of October across all boutiques and online.

The centerpiece of the launch, the Seren Collection, reflects the essence of the season: it draws inspiration from the festive hues of red, green, and gold, & showcases a signature star motif, elegantly blending timeless craftsmanship and modern design. Each piece can be fully customised with an assortment of gourmet delights, from handcrafted truffles and single-origin chocolates to organic dates grown on Bateel’s own farms. Adding to the festive charm, Bateel’s Festive Sleigh captures the nostalgic magic of the holidays. Finished in rich red with brushed gold accents, this sculpted sleigh offers a unique and customisable gifting experience, perfect for creating memorable celebrations.

Taste Makers

For the season, Bateel will also introduce a limited-edition range of indulgent treats, including new Crispy Speculoos and Pistachio Kunafa Truffles, alongside a tempting biscuit collection featuring: • Raspberry Milk Chocolate Ganache Biscuit • Crispy Dark Chocolate Praline Biscuit • Crispy Pistachio Dark Chocolate Gianduja Biscuit Completing the collection is the Bateel Music Box — a timeless keepsake designed to evoke emotion and elegance. Crafted in all-white wood with a gold winding key, this rotating gift box reveals a delicate built-in melody, symbolising the harmony of artistry, craftsmanship, and heartfelt gifting. The festive collection is available now in all Bateel boutiques and online at bateel. com.

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Nurtac Afridi, CEO of Bateel, commented: “At Bateel, we celebrate moments that bring people together. Our new Festive Collection embodies the joy of giving beautifully crafted creations that reflect our artistry, craftsmanship and commitment to excellence in every detail.”

GEMS OF ARABIA

e are proud to announce two new pillars under the Gems of Arabia platform created to deepen cultural dialogue and elevate the creative narrative of our region. Alongside our established Gems of Arabia Podcast and GemsForums, these new pillars reflect our ongoing mission to champion creativity, identity, and cultural excellence across Arabia. THE CULTURAL EDIT The Cultural Edit explores the cultural elements shaping fashion, art, lifestyle, watchmaking, and design through the Saudi lens and beyond. Hosted and curated by Hatem Alakeel, founder of Gems of Arabia, The Cultural Edit is grounded in more than twenty years of experience in fashion design and creative direction. With a deep understanding of global luxury and regional heritage, Hatem personally selects and edits each story, offering an elevated perspective on style and culture. This is not just commentary. It is a cultural lens crafted in Saudi Arabia and shared with the world. Our latest Cultural Edit covered Riyadh Fashion Week, capturing a moment when Saudi creativity stood confidently on a global stage blending heritage with contemporary expression.

Runway À La Mode

This is not just commentary. It is a cultural lens, crafted in Saudi Arabia, and shared with the world. It reflects how identity, heritage, craftsmanship, and modernity come together to define a new creative vocabulary emerging from Arabia. GEMS FORUMS GemsForums is our live cultural dialogue platform bringing together leaders, innovators, and creative voices shaping the future of the region. Our first GemsForum launched in partnership with Piaget under the theme Art is the New Currency. The conversation took place at the Piaget Solitaire Boutique in Riyadh with: • HRH Princess Noura AlFaisal, founder of Adhlal • Nouf AlMoneef, Noor Riyadh • Ammar Al Andar, interior designer This was a milestone moment celebrating cultural leadership artistic value and the rising creative capital of our region. A NEW ERA FOR OUR PLATFORM Through The Cultural Edit, GemsForums, and the Gems of Arabia Podcast, our platform continues to grow as a cultural and editorial voice championing identity creative depth and regional excellence.

THE ST. REGIS RIYADH UNVEILS AN EXCLUSIVE AFTERNOON TEA WITH TOM FORD A REFINED JOURNEY INSPIRED BY THE WORLD OF BEAUTY, BLENDING THE ELEGANCE OF COUTURE WITH THE RITUAL OF AFTERNOON TEA

he St. Regis Riyadh unveils a new chapter in refined indulgence with the launch of its exclusive Afternoon Tea in collaboration with Tom Ford, an experience where beauty, flavor, and fragrance converge in perfect harmony. Hosted within The Drawing Room, the hotel’s most elegant social setting, the collaboration transforms the timeless ritual of Afternoon Tea into a multi-sensory journey that celebrates craftsmanship, creativity, and couture. Drawing inspiration from Tom Ford’s iconic world of beauty, the menu is a curated gallery of edible artistry. Each delicacy reinterprets the elegance of the brand’s most beloved creations, from desserts sculpted in the shape of signature lipsticks and perfume bottles to petits fours infused with the distinctive notes of Tom Ford’s top-selling fragrances. Every bite reveals layers of texture and scent, inviting guests to savor a symphony of the senses where taste mirrors perfume and presentation evokes design.

All Things Beauty

The experience is further elevated by decorative details personally curated by the St. Regis Riyadh, enveloping the space in the Tom Ford’s unmistakable sleek, sensual, and timeless aesthetic. As afternoon light filters through The Drawing Room, the ambiance captures an air of quiet sophistication, offering a haven of beauty and contemplation at the heart of the capital. This collaboration reflects The St. Regis Riyadh’s ongoing commitment to curating rare moments that transcend the ordinary. By blending the world of haute beauty with the art of culinary finesse, the property reaffirms its position as a cultural tastemaker and a destination of modern elegance in Saudi Arabia.

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“At The St. Regis Riyadh, we are always seeking to create moments that are both memorable and meaningful,” said Marina Krasnobrizhaya, General Manager of The St. Regis Riyadh. “Our collaboration with Tom Ford perfectly captures the essence of contemporary sophistication, where scent, taste, and design unite to tell a story that lingers long after the last sip of tea.”

The St. Regis Riyadh × Tom Ford Afternoon Tea will be available daily at The Drawing Room, inviting guests to indulge in the reimagined art of Afternoon Tea. Reserve your table and embark on a journey where fragrance and flavor meet in perfect harmony. 49

BRAD PITT – FORMULA 1 by

M aj ed G a rou b

I recently watched Brad Pitt’s widely acclaimed film Formula 1, and found within it a remarkable spectrum of values that mirror the true essence of life, work, leadership, and human nature. Passion, excitement, love, sacrifice, integrity, discipline, professionalism, ambition, patience, teamwork, resilience, envy, vulnerability, temptation, carelessness, comfort, luxury, effort, strategy, focus, and the complexities of fame and money all of these elements appear vividly throughout the film. It is far more than a story about racing; it is a lens through which we see the forces that shape our choices, our setbacks, and our moments of triumph. Above all, it is a powerful reminder that integrity sits at the core of every lasting success, and without it, all other values lose their meaning. I viewed the film through multiple lenses shaped by more than thirty years of professional life. As the founder of a law firm and a training center that has delivered programs across six continents with leading global institutions Sorbonne, Georgetown, Rome III and IV and in cooperation with ministries of justice and under the patronage of kings and heads of state, I found myself reflecting on the real-world pressures that challenge integrity every day. My former role as President of the Bar Association in Jeddah and nationally, my honorary memberships from international legal unions, and my current responsibilities as President of the International Association of Sports Law and Chairman of the Advisory Board of the GCC Commercial Arbitration Centre have all shown me how deeply integrity shapes leadership and long-term success. But I also watched the film as a father, and that perspective added another emotional layer. My eldest son, Abdulrahman, now manages the law firm I founded in 1995. One of my daughters works as a lawyer at the Public Investment Fund, while my youngest

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daughter, a specialist in speech and language difficulties, earned her master’s degree from Columbia University in New York and now lives there with her husband, Mohammed Al-Samaeel, a U.S.-licensed attorney at a major international law firm. Seeing their journeys reflected in the film’s themes ambition, resilience, responsibility, and moral clarity made the story even more meaningful. Integrity, I realized once again, is not just a professional requirement; it is a family legacy. I watched the film with my colleagues and with the teams working in my sports companies, especially those involved in our motorsport activities. Through Speed Sports my company that manages Riyadh’s Reem International Circuit, the first and largest racetrack in the Middle East we run community motorsport programs and long-distance road adventures under the name GT Saudi Arabia. One of our most memorable events was an 11,750-kilometer journey around Saudi Arabia, inspired by the legendary tour of King Abdulaziz across the Arabian Peninsula a century ago. That journey, which we proudly named “The Journey of Pride and Glory,” taught us the same lessons of endurance, discipline, and national pride reflected in Formula 1. I also watched the film with my wife, and I know I will be watching it again. Not simply because Brad Pitt has starred in some of my favorite films Fight Club, Moneyball, Se7en, The Curious Case of Benjamin Button and not only because I have a natural affinity for motorsport. I will watch it again because it captures something real: the emotional, ethical, and strategic challenges that shape our decisions as individuals, as professionals, as leaders, and as families. It is a film based on lived human experience, not fantasy, and that is what makes it so compelling. This is why I encourage every parent, manager, entrepreneur, and team member regardless of industry to watch the film. Watch it alone to think. Watch it with your family to share values. Watch it with your colleagues and partners to reflect on teamwork and responsibility. And watch it simply to unwind and recharge, because meaningful stories have a way of renewing our energy and reshaping our perspective. A quiet weekend, some popcorn, a soft drink, ice cream, or a quick hot dog is sometimes all we need to reset our minds for the week ahead. Sports deserve thanks. Motorsports deserve thanks. Formula 1 deserves thanks. And Brad Pitt deserves thanks for bringing to the screen a story that reminds us that real success on the track, in business, and in life depends on integrity. It is the value that steadies ambition, guides leadership, and gives purpose to every victory. As excitement builds for the next installment of the film, I look forward to revisiting these lessons once again. 51

ART AND MEDICINE: A SHARED LANGUAGE OF HUMANITY WRITTEN BY : DR. FAISAL H. ZAGZOOG At first glance, art and medicine may seem to belong to entirely different worlds. Medicine is often associated with protocols, measurements, and clinical decisions, while art is rooted in emotion, imagination, and personal expression. Yet both disciplines are deeply connected by a shared concern for the human condition. Long before modern technology, art played a central role in medical progress. Early anatomical illustrations were not merely scientific records; they were careful interpretations of the human body, created through observation, curiosity, and creativity. Even today, medicine continues to rely on visual thinking, narrative understanding, and interpretation--skills that are fundamentally artistic in nature. Art also holds an important place in healing. Patients facing illness often struggle not only with physical symptoms but with fear, isolation, and loss of identity. Music, painting, storytelling, and other forms of creative expression offer ways to process these experiences when words alone are insufficient. In many healthcare settings, art has become a quiet companion to treatment, easing anxiety and restoring a sense of dignity. For physicians, art can be a refuge and a reminder. It encourages reflection, sharpens perception, and helps clinicians reconnect with the emotional core of their work. Engaging with art can restore balance in a profession that often demands emotional restraint. In the end, medicine heals the body, but art speaks to the soul. When the two meet, care becomes more than treatment.

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DR. FAISAL H. ZAGZOOG 53

2026 IS WHEN THE EXECUTION GAP BECOMES VISIBLE BY DR. DINA ALNAHDY For years, sustainability has been discussed as ambition: targets, pledges, roadmaps, and glossy commitments designed to signal intent. Intent matters—but 2026 is when intent becomes measurable in ways that are difficult to explain away. Not because leaders suddenly changed, but because the world around them did. In 2026, the gap between what organizations say and what they do becomes visible through three converging forces: mandatory disclosure, hardening risk realities, and rapidly rising expectations of evidence. This is the year where sustainability stops being a “direction” and becomes a performance question. Why 2026 is a visibility point, not just another calendar year 1. Disclosure is no longer optional—and it is structured to expose weak execution Across major markets, sustainability reporting is moving from voluntary narratives to structured requirements that demand traceability, governance clarity, and consistent data. In the EU, CSRD application is phased, with a wider wave of companies reporting in 2026 for financial year 2025—a cadence the European Commission sets out explicitly in its CSRD materials. In parallel, the investor-focused baseline is consolidating around ISSB (IFRS S1 and IFRS S2), with a growing number of jurisdictions moving toward adoption or alignment on varying timelines. The implication is straightforward: sustainability claims without operational proof are becoming easier to challenge—and harder to defend. 2. The risk environment is already pricing in environmental disruption Regulation pulls from one side; reality pushes from the other. 54

The World Economic Forum’s Global Risks Report 2025 shows environmental risks dominating the long-term horizon, led by extreme weather and biodiversity loss. And the IPCC’s synthesis reporting remains unambiguous: human influence on warming is unequivocal. This is no longer abstract risk: in December 2025, Swiss Re Institute estimated 2025 insured catastrophe losses at USD 107 billion, the sixth consecutive year above USD 100 billion. When environmental risk becomes recurring balance-sheet reality—through insurance pricing, asset valuation, and supply disruption—wishful thinking gets audited by the market. 3. Credibility standards are rising—even as the policy landscape shifts Nuance matters: the global direction is toward stronger accountability, but the path is not perfectly linear. In Europe, for example, late-2025 moves aimed at simplifying sustainability reporting and due diligence obligations signal political pressure to rebalance requirements.

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Some will read this as “less pressure.” That is a risky misread. Even where rules are adjusted, customers, lenders, insurers, and talent markets increasingly impose their own scrutiny—often faster than law. The bar is rising because stakeholders have learned how to test credibility. What “the execution gap” looks like in 2026 In boardrooms, it tends to show up in predictable ways: • A strategy with no operating model The strategy exists, but decision rights, governance, and integration into procurement, capex, risk management, and product design are unclear. When asked “who decides?” answers become vague. • Metrics without measurement discipline Targets are announced, but baselines, boundaries, data lineage, and assurance readiness are weak—exactly where structured disclosure regimes focus scrutiny. • Programs without trade-offs Execution requires hard choices—cost, specs, suppliers, and operating change. Many plans fail because they were designed to avoid those choices. • Communication moving faster than reality Messaging improves, but performance does not. As reporting becomes more comparable, credibility risk rises—especially when external stakeholders can triangulate claims against evidence, benchmarks, and incident signals. The leadership response: how to close the gap before it becomes reputational damage If 2026 is the visibility point, treat this as an execution design problem—not a communications project. 1. Build an execution architecture, not a strategy deck Define decision rights and escalation paths, integrate budgets (capex/opex), embed performance management, and design internal controls and assurance pathways. Without this, targets remain ornamental.

2. Upgrade from “data collection” to decision-grade environmental intelligence Leaders should ask one blunt question: Can we stand behind our numbers under scrutiny? Decision-grade means consistent methods and boundaries, auditable trails, assurance readiness, and the ability to explain variance—fast. 3. Treat resilience as strategy, not contingency Environmental risk is recurring, compounding, and costly. The strongest performers will design resilience into assets, operations, and supply networks—aligned with the risk realities highlighted by global risk assessments. 4. Reduce promise density—increase proof density In 2026, credibility will belong to organizations that say less and prove more. A practical rule: every public claim should map to a baseline, a method, an accountable owner, a delivery plan, and evidence of progress. The final point: 2026 will reward realism Sustainability is entering a new era—less theatrical, more operational. That is a healthy correction. Because the purpose was never branding; it was performance: reducing harm, protecting ecosystems, and building systems that endure. In 2026, the execution gap becomes visible not to embarrass leaders—but to separate those prepared to build from those prepared only to announce.

References • European Commission — CSRD guidance and phased timeline (including FY2025 reporting in 2026). (Finance) • IFRS/ISSB — jurisdictional uptake and pathways toward mandatory use (many around 2026). (IFRS Foundation) • World Economic Forum — Global Risks Report 2025 (environmental risks dominate long-horizon threats). (World Economic Forum) • IPCC AR6 Synthesis Report headline statements (scientific grounding on warming and emissions). (IPCC) • Swiss Re Institute — 2025 insured catastrophe losses estimate (USD 107bn; sixth year > USD 100bn). (swissre.com) • EU Council / Reuters — late-2025 political moves to simplify EU sustainability rules, with early-2026 procedural steps. (Consilium)

AI, ABUNDANCE & THE DISCIPLINE THRESHOLD THE HUMAN SIDE OF LUXURY IN THE AGE OF INTELLIGENT MACHINES

BY SORAKA S. ALKHATIB | THE CORPORATRE NOMAD

As 2026 begins, we find ourselves living inside a paradox: the world has never offered us more, yet we have never been more overwhelmed. Artificial Intelligence, once a distant frontier, now shapes how we work, shop, learn, dream, and connect. It has placed abundance—true, unfiltered abundance—within immediate reach. Everything is a tap away. Anything can be generated. Every curiosity can be answered in seconds. This is a remarkable achievement, but also a quiet disruption of what it means to be human. With abundance comes a new burden: the challenge of staying. Because when everything is available, nothing automatically feels meaningful.

The logic is simple: Leave a patch when you believe the next one will reward you more—after accounting for the cost of switching. In nature, switching is costly. In traditional human life, switching required effort. But in the AI era, switching is nearly free: • one click, • one swipe, • one prompt, • one moment of boredom. The next patch is always glowing, always promising more. And because switching cost has collapsed to zero, we leave too often, too quickly, too unconsciously.

And this is where the Marginal Value Theorem—a principle born in ecology, not economics or philosophy—reveals something profound about our behavior in the age of AI.

We drift: • from one task to another, • from one idea to the next, • from one digital feed to another, • from one experience to another, • from one commitment to another. Not because we are flawed — but because the environment invites drift. This is the human vulnerability of abundance.

1. The Ancient Rule Behind Modern Restlessness The Marginal Value Theorem (MVT) describes how a forager decides when to leave one patch of food and move to another.

2. The Link to Article 10: Intention Is Nothing Without Stability In Article 10, we spoke about the rise of Digital Sovereignty — the ability to reclaim intention in a world designed to steal it.

But here is the truth I arrived at as I closed out 2025: Intention is only as strong as the discipline that protects it. Intention is a spark. Discipline is the shelter that keeps it alive. AI accelerates everything: • information, • options, • creativity, • consumption, • distraction. So if Article 10 defined the why— Article 11 defines the how. The future of sovereignty depends on whether we can stay when switching feels easier. 3. The Emotional Cost of Abundance Abundance sounds like a gift until you live inside it. When everything is possible: • our curiosity becomes scattered, • our attention becomes diluted, • our satisfaction becomes shallow, • our memory becomes fragile, • our presence becomes fragmented. Sometimes abundance feels like noise wearing the mask of opportunity. This is why people today feel: • overstimulated yet under-fulfilled, • busy yet unproductive, • connected yet lonely. We have more, but we feel less. Not because we lack access — but because we lack anchors.

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5. Why This Matters for Luxury in Saudi Arabia Saudi Arabia is not merely participating in the global luxury evolution — it is redefining it.

4. Why Discipline Has Become the Ultimate Luxury Luxury has always been defined by scarcity. In the past, scarcity meant: • rare materials, • exclusive access, • high craftsmanship, • limited production. But in 2026, scarcity has shifted. Because abundance is everywhere, the new luxury is the ability to choose intentionally and stay with that choice. Discipline becomes: • a sign of taste, • a sign of identity, • a sign of sovereignty, • a sign of emotional maturity. In a world of infinite possibilities, the rarest thing is: • a focused mind, • a consistent narrative, • a single direction pursued deeply, • a habit practiced daily, • a brand you truly commit to. This is the Discipline Premium — the true currency of the intelligent age.

Our luxury sector is expanding beyond products into: • cultural meaning, • place-based identity, • regenerative hospitality, • crafted emotion, • narrative experience. In this context, AI abundance creates both challenge and opportunity. The Challenge Consumers drift faster. Loyalty becomes fragile. Attention becomes shallow. Stories evaporate. The Opportunity Luxury brands can become anchors in a world of drift. The brands that win in Saudi Arabia will be those that: • create experiences that slow people down, • build rituals, not just moments, • help consumers feel something deeply, • design for emotion, not impulse, • craft presence in a world of distraction. In other words, the future luxury brand is not the one offering the most

—but the one helping people stay with what matters. 6. The Human Truth at the Heart of Article 11 We don’t need more abundance. We need more meaning. We don’t need more noise. We need more clarity. We don’t need more options. We need more commitment. Discipline is not restriction; it is restoration. It restores identity. It restores presence. It restores connection. It restores humanity. In 2026, abundance is the environment. Discipline is the choice. And luxury is the outcome. 7. The Opening Wisdom for the New Year As we step into this new chapter, we acknowledge: The most luxurious thing you can offer yourself or the world is attention that stays long enough to feel, understand, create, and transform. This is Article 11. This is the continuation of the Sovereignty Arc. This is the new luxury frontier for Saudi Arabia. 57

HUBLOT OPENS ITS FIRST SAUDI ARABIA FLAGSHIP HUBLOT AND ATTAR UNITED CELEBRATE THE OPENING OF THE FIRST FLAGSHIP BOUTIQUE AT SOLITAIRE MALL, RIYADH.

ublot, the Swiss luxury watchmaker, and partner Attar United, proudly announce the opening of the first Hublot Flagship Boutique in Saudi Arabia, located in Solitaire Mall, Riyadh. This new Boutique further solidifies the brand’s presence in the region, offering clients a unique journey in the world of Hublot. The grand opening took place in the presence of Hublot’s CEO Julien Tornare, and Ambassador of Switzerland to Saudi Arabia, HE Yasmine Chatila Zwahlen, alongside Hublot’s valued clients. “We are very proud to open Hublot’s first flagship boutique in Saudi 58

Arabia. Riyadh represents the perfect fusion of tradition and bold vision, values that echo deeply with Hublot’s own spirit of innovation and heritage. With this new flagship boutique, we are proud to strengthen our connection with the Kingdom and reinforce our commitment to its dynamic luxury landscape” stated Julien Tornare, Hublot CEO.

our longterm commitment to the Kingdom. Through this space, we aim to showcase the very best of our brand, from our iconic timepieces to the spirit of innovation that defines us. We look forward to welcoming our valued Hublotistas, sharing our distinctive approach to luxury watchmaking, and creating memorable experiences that truly reflect the values and energy of the brand”.

David Tedeschi, Hublot Managing Director for Middle East, Africa, India and Latin America added, “Saudi Arabia is a key market for Hublot, and the opening of this Flagship Boutique is a clear statement of

The Boutique spans an impressive 246 m², and is designed to perfectly embody Hublot’s DNA, featuring a fusion of contemporary art, luxury craftsmanship, and innovation. Guests will be welcomed into a

Network News dynamic space that pays tribute to Hublot’s philosophy of merging tradition with innovation, which includes signature Hublot elements multiple watch towers, and a spacious lounge area designed for comfort and relaxation. A highlight of this Boutique is the Experiential Room - debuted for the first time in the Middle East where cutting-edge innovation and watchmaking expertise converge. Here, enthusiasts can engage in an interactive experience that offers an immersive exploration of Hublot’s pioneering materials Rubber, Magic Gold, Ceramic, and Sapphire—all developed in-house. Emblematic timepieces, renowned for their mastery of materials, are available at the Boutique, together with a selection of the brand’s most celebrated timepieces, bringing this innovation to life.

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“We are proud to mark the opening of Hublot’s flagship boutique in Solitaire Riyadh and to celebrate the 20th anniversary of the Big Bang in the heart of Saudi Arabia. This moment reflects our ongoing commitment to bringing world-class luxury experiences to our clients and strengthening our partnership with one of the most innovative watchmakers in the world.” stated Mohammed Saddik Attar, CEO of Attar United.

QIRAT: A NEW STANDARD OF LONGEVITY AND PRECISION HEALTH

IRAT is a comprehensive health and longevity program based at AsSalamah Hospital in Jeddah, Saudi Arabia—the bride of the Red Sea. It was conceived to serve discerning individuals who expect discretion, precision, and an elevated standard of care across every stage of life. Its philosophy transcends conventional healthcare, shifting the focus to holistic, preventive, and precision-driven medicine—where each decision is informed by data, guided by expertise, and tailored with intention. In line with Vision 2030, QIRAT advances prevention, longevity, and quality of life through precision-led health optimization. At the core of QIRAT is the integration of evidence-based medicine, advanced artificial

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intelligence, and genetic science. Through intelligent health analytics and personalized biological insights, QIRAT translates complex medical data into clear, elegant strategies designed to enhance performance, resilience, and longevity. The essence of QIRAT is defined by its people. The program is delivered through a multidisciplinary team of healthcare professionals with internationally recognized, prestigious certifications across medical and wellness disciplines. This collective expertise enables QIRAT to provide an integrated, luxury-level healthcare experience aligned with the highest international standards—within the trusted clinical environment of As-Salamah Hospital.

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QIRAT’s advanced diagnostic services form the foundation of its precision approach. These include comprehensive genetic (DNA) testing, revealing inherited traits and health predispositions; microbiome analysis, offering insight into metabolic balance, immunity, and systemic health; and hereditary cancer risk assessment, enabling early awareness and proactive, informed prevention. Beyond diagnostics, QIRAT offers an exclusive health journey—defined by discretion, refinement, and continuity of care. Every recommendation is curated through science, refined by technology, and delivered with exceptional attention to detail. QIRAT represents a shift from episodic care to a lifelong partnership in health—from generalized guidance to intentional longevity design. It is created for individuals who understand that longevity is not merely about living longer, but about living exceptionally well. QIRAT is where global medical excellence meets intelligent precision—at As-Salamah Hospital in Jeddah—and where the future of luxury healthcare in the Middle East is being defined. At Qirat, we are pleased to invite you for a personalized tour of our facilities, where our team will be happy to address any questions or inquiries you may have. Appointments can be arranged by contacting the number 0538365300

JEDDAH BEAUTY WEEK Jeddah… The Capital of Elegance and Beauty

About JEDDAH BEAUTY WEEK The Jeddah Beauty Week celebrates the art and science of beauty, bringing together prestigious brands, industry experts, and enthusiasts from around the world to create a vibrant community where inspiration thrives and connections are made. The exhibition takes place as part of Jeddah Season 2025, offering beauty lovers a comprehensive experience that celebrates cosmetic arts, interactive makeup and skincare experiences, and showcases the latest products, trends, and innovations in the field. General Information - Opening Date: October 1, 2025 - Closing Date: October 6, 2025 - Venue: Obaidi Al Johar Arena – King Abdulaziz Road – Jeddah Event Significance - The first specialized beauty exhibition in the Middle East. - Enhances Jeddah’s position as a prime destination for quality events. - Provides new investment opportunities by bringing beauty professionals and experts together in one place. - Features a variety of events designed in an innovative and engaging style.

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Event Objectives - Showcase the latest innovations, products, and services in the beauty industry. - Support local brands and strengthen their market presence. - Introduce famous local and international brands. - Provide a unique platform for cosmetics and personal care. - Raise awareness of modern, knowledge-based beauty practices. Participating Categories - Skincare, nails, hair - Makeup - Relaxation - Beauty tools - Cosmetic products - Niche perfumes - Salons and spas Highlights and Experiences Shopping The exhibition introduces thousands of visitors to a wide range of beauty brands. Workshops and Experiences Hands-on training and experiences for visitors in various beauty techniques. Interactive Platforms Visitors can try out makeup, explore new products, discover the latest beauty innovations, and engage directly with brands. These platforms include: -Dedicated makeup area -Nail corner Entertainment The exhibition offers diverse activities designed in a unique and attractive style, including: - Music lounge - Creative photo zones

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Talk Sessions The exhibition hosts “Beauty Talk” sessions: First Session: October 2, 8:00 PM – 9:00 PM, titled Beauty Experts, hosted by journalist Lujain Omran, featuring Shaimaa Waleed and Mona Alnoaman. Second Session: October 2, 9:00 PM – 10:00 PM, titled Influencers, hosted by Lujain Omran, featuring guest Lama Alaqeel. Third Session: October 3, 9:00 PM – 10:00 PM, titled Beauty Doctors, hosted by journalist Lamia Ghalib, featuring Dr. Dana Swain and Dr. Ibrahim Ashari. Fourth Session: October 4, 9:00 PM – 10:00 PM, titled Niche Perfumes, hosted by Lamia Ghalib, featuring Sarah Al Dhalawi and Hassan Al Sarraf. Main Message Jeddah Beauty Week aims to provide a platform that combines education, innovation, and creativity, enhancing the value of Jeddah Season as a diverse entertainment event that meets audience expectations. Communication Messages Strengthening Jeddah’s Global Position The event reinforces Jeddah’s position as a hub for beauty and innovation, combining interactive showcases and sensory experiences that appeal to both residents and visitors.

Supporting Saudi Vision 2030 Goals The event contributes to achieving Saudi Vision 2030 objectives by promoting tourism through diverse global-standard activities that attract visitors from inside and outside the Kingdom, supporting Jeddah’s transformation into a vibrant global city. Enhancing Quality of Life By providing a high-end entertainment environment that fosters cultural and social activities, the event enriches the experience of residents and visitors, positively impacting their well-being. Creating Economic Opportunities The event promotes direct and indirect employment by empowering Saudi talent, engaging local entrepreneurs and professionals in the execution of activities, thus supporting economic development. Reflecting Cultural Openness The event embodies cultural openness and highlights Saudi Arabia’s role as a hub of creativity, combining global showcases with local identity. Attracting Investments The event opens new avenues for public and private sectors to build strategic partnerships that strengthen the entertainment and tourism ecosystem, supporting local and international investments in line with Saudi Vision 2030.

Riyadh Air Flight First Flight To LHR

oday marks a truly proud moment for the Kingdom as Riyadh Air commences its first daily service to London Heathrow (LHR). This pivotal step is a direct realization of Saudi Arabia’s ambition to connect to the world, strongly supporting Vision 2030. These flights, operated aboard our designated Boeing 787-9 “Jamila”, are a

core component of our ‘Pathway to Perfect’ go-to-market plan and are designed to ensure unparalleled operational readiness. Available only to Riyadh Air employees and select guests, each flight will allow us to fine-tune every detail, guaranteeing a seamless, world-class travel experience ahead of our full 2025 operations.

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GLOBAL HEALTH EXHIBITION 2025 OPENS WITH LANDMARK AGREEMENTS ANNOUNCED WORTH MORE THAN $33 BILLION USD The 8th edition of the Global Health Exhibition opens its doors today in Riyadh, Saudi Arabia

lobal Health Exhibition (GHE) officially opened its doors today in Riyadh, marking the launch of its 8th edition. Today H.E. Fahad bin Abdulrahman Aljalajel, Minister of Health for Saudi Arabia announced that Global Health Exhibition 2025 is set to host agreements of more than $33 billion USD, showcasing Saudi Arabia as a global leader in the healthcare sector. Held under the patronage of the Ministry of Health, supported by Vision 2030 and the Health Sector Transformation Program - and organised by Tahaluf - GHE is Saudi Arabia’s flagship platform for healthcare transformation. Opening address from Saudi Arabia’s Minister of Health The Kingdom of Saudi Arabia continues to lead global health transformation through strategic investments, innovation, and international collaboration. The event was honoured by a virtual address from HRH Princess Reema bint Bandar Al Saud, Saudi Ambassador to the United States. In his keynote address, H.E. Fahad bin Abdulrahman Aljalajel, Minister of Health for Saudi Arabia highlighted the Kingdom’s transformative progress in healthcare, driven by Vision 2030. “Saudi Vision 2030 has given us a wide space to change the health landscape. We have moved from treatment after illness, to prevention before illness, and from investing in pain to investing in hope.” H.E. Fahad bin Abdulrahman Aljalajel announced that Saudi Arabia is close to achieving its vision goal of an average life expectancy of 79.7 years, up from 74 in 2016, with five years added to the lives of Saudi citizens through targeted interventions. These include early screening for nearly 3 million newborns and 6 million couples, and a 38% reduction in deaths from chronic diseases. The opening remarks also noted a more than 50% drop in traffic accident fatalities and that 70% of detected cancer cases are now identified in early stages. H.E. Fahad bin Abdulrahman Aljalajel

recognised the transformation as part of a period of transformation for Saudi Arabia, stating: “This is Vision 2030, this is our health transformation, this is the single government approach”. Looking ahead, His Excellency unveiled a series of new announcements and partnerships, showcasing Global Health Exhibition as a leading platform for investment, collaboration and progress. Hospital and infrastructure announcements A landmark $8.4 billion USD investment was unveiled to accelerate the development of hospitals and healthcare infrastructure across Saudi Arabia, marking a major step forward in the nation’s health transformation journey. Hayat National Hospitals will expand to 15 facilities with over 4,000 beds through a $1.86 billion USD investment. Akdital Group, Morocco’s leading private healthcare group, announced a strategic expansion into the Saudi Arabian market with an investment of $1.41 billion USD, while Mouwasat is investing $1.33 billion USD to grow its footprint across key cities including Jeddah, Yanbu, Abha, and Khobar.

Alrajhi Medicine is committing over $1 billion USD to establish new speciality healthcare centres. Burjeel Holdings will invest just under $1 billion USD in a range of healthcare specialties by 2030. IMC is dedicating $800 million USD to expand holistic treatment and medical education in Makkah, Thuwal, and Obhur. SMC Healthcare is also investing $800 million USD in advanced hospitals and primary health clinics. Life Sciences Investment announcements In the life sciences sector, more than $625 million USD investment was announced, including BD, who committed $266 million USD to localise medical technologies and deliver clinical training. Lifera announced several strategic partnerships with global pharmaceutical companies, including partnerships with Sanofi to localise vaccine manufacturing, MSD to evaluate vaccine production capabilities, Pfizer to explore biopharmaceutical localisation, and Jamjoom Pharma to collaborate on vaccine manufacturing. VC and Investment Announcements Saudi Arabia’s healthcare investment ecosystem is gaining significant momentum, with over $3.24 billion USD committed to venture capital and strategic funds aimed at accelerating innovation and localisation. Hillhouse leads with a $1.49 billion USD investment to support pharmaceutical manufacturing and R&D. Al Fozan Holding is investing $675 million USD to develop next-generation clinical infrastructure. TMV

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The scale of investment announced at Global Health Exhibition reflects Saudi Arabia’s ambition and commitment to transforming healthcare, through infrastructure and technology, and by fostering meaningful partnerships that deliver lasting impact.” Rachel Sturgess, Senior Vice President at Tahaluf

Capital Healthcare and Baraya is expanding its network of rehabilitation hospitals and long-term care facilities with $405 million USD. Esnad Financial Company and SEHA Capital are launching a $266 million USD sukuk programme to bridge financial gaps in healthcare and biotech. GKSD Investment Holding is also committing $266 million USD to transform patient care across the Kingdom. Goldtrack Ventures is establishing Saudi Arabia’s first industrial biotechnology growth fund with $250 million USD. This year’s exhibition features the strongest line-up of global healthcare giants to date, including GE, Siemens Healthineers, Fujifilm, Johnson & Johnson, GSK, Samsung, Danaher, Karl Storz and Stryker. Saudi Arabia’s leading healthcare organisations will also be present, such as Health Holding, NUPCO, Saudi Commission for Health Specialties, Dallah Health, HAYAT National Hospitals, Lean and STC, and Diamond Partners, including Tawuniya and WuXi AppTec. Also announced during the opening ceremony were a number of substantial strategic partnerships across Saudi Arabia’s healthcare and life sciences sectors. These included new digital health initiatives from HUMAIN, Lean and Google Cloud and AI-powered wellness tools In addition, major investments in research and development and start-up innovation were announced - underscoring Saudi Arabia’s accelerating progress in building a world-class health ecosystem. Tomorrow’s agenda will focus on innovation and breakthrough tech with highlights to include smart hospitals, generative AI in global healthcare and digitising the patient journey. For more information, please visit www.globalhealthsaudi.com

TOURISM DEVELOPMENT FUND UNLOCKS OVER SAR 4 BILLION IN PARTNERSHIP IMPACT AT “MOMENTUM 2025”

he Tourism Development Fund (TDF), Saudi Arabia’s national tourism enabler, has announced 6 agreements and one Memorandum of Understanding “MoU” with government and private-sector partners, unlocking partnerships with a combined impact exceeding SAR 4 billion. The agreements and MoU aim to expand access to financing through TDF’s “Tourism Empowerment Programs”, which support micro, small, and medium-sized enterprises (MSMEs). The announcements were made during the Momentum 2025, organized by the National Development Fund, in the presence of H.E. Ahmed Al-Khateeb, Minister of Tourism and Chairman of the Tourism Development Fund, H.E. Dr. Stephen Groff, Member of the Board, Governor of the National Development Fund, and Mr. Qusai Al-Fakhri, CEO of Tourism Development

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Fund, alongside CEOs and leaders of banks and finance companies. The agreements build on TDF’s existing partnerships with financing providers and reflect the Fund’s continued commitment to expanding development finance for the tourism sector. Since launch, TDF’s Tourism Empowerment Programs have delivered nearly SAR 3 billion in financing, which led to create more than 74,000 jobs nationwide, underscoring the catalytic role of financial partnerships in strengthening tourism destinations and local economies. Commenting on the announcement, TDF CEO Qusai Al-Fakhri said: “The exceptional growth of our Tourism Empowerment Programs reflects the strength of our strategy to enable and sustain tourism enterprises. Annual beneficiaries have grown nearly tenfold, and financing volumes have more than doubled compared with previous years, demonstrating our expanding economic impact. At TDF, our role extends beyond financing, we are building a fully integrated empowerment ecosystem that unlocks investment opportunities, strengthens development financing, and deepens private-sector participation across all regions of Saudi Arabia.” As part of MSMEs empowerment, TDF expanded its collaboration with the Kafalah Program, following the success of previous guarantees exceeding SAR 2 billion, which enabled more than 2,000 tourism enterprises. The new partnership introduces a program with an estimated market value of SAR 700 million, in cooperation with over 45 financing entities, reinforcing Kafalah’s strategic role in scaling tourism projects nationwide. TDF also announced a SAR 300 million financing agreement with Arab National Bank,

enhancing tourism enterprises’ access to growth capital. This expands on a similar agreement signed with the same value last year, and which supported 249 enterprises across Saudi Arabia within one year. Additionally, TDF announced four new agreements worth SAR 200 million under its NBFI program with Al-Jabr Finance Company, Tayseer Arabia Company, AlRaedah Finance, and Tamweel Aloula. These agreements extend prior cooperation valued at SAR 250 million, broadening access to tailored financing solutions for tourism enterprises across all regions. To further strengthen MSME support, TDF also announced a Memorandum of Understanding with the Small and Medium Enterprises Bank to develop a dedicated development financing model that enhances access to sustainable financial and non-financial solutions. This step reflects the Fund’s commitment to strengthening the role of MSMEs, with over 10,000 businesses having benefited from the Fund’s to date. This helps increasing the contribution of these enterprises to the national economy, supporting innovation, and expanding the scope of services offered, in line with the objectives of Saudi Vision 2030. TDF plays a role as the national enabler for development financing and sector growth, supporting business expansion and widening the investment base in tourism. This role is further highlighted within the ecosystem of the National Development Fund, which operates as a unified platform for development funds and banks and serves as a strategic arm leading the national financing system to stimulate and sustain the economy through role integration and strengthened public–private partnerships. 75

Red Sea International Airport celebrates inaugural Qatar Airways flight from Doha

ed Sea International Airport (RSI), operated by daa International, celebrated Qatar Airways’ inaugural flight from Doha to RSI on October 21. Marking a milestone as RSI’s second international route, the new Qatar Airways flight will run three time weekly, further expanding access to The Red Sea by providing direct connectivity to Qatar and seamless one-stop access to travellers from Europe. Enabled by the strategic support of the General Authority of Civil Aviation (GACA), Saudi Tourism Authority (STA), and the Air Connectivity Programme (ACP), the inaugural Qatar Airways flight was welcomed by an esteemed delegation. Guests in attendance to mark the momentous occasion included John Pagano, Group CEO at Red Sea Global, Ahmad Darwish, Group Chief Administrative Officer at Red Sea Global, Andrew Tyler-Smith, CEO at RSI, Anas Ali Almahbob, GM of Economic Licenses at GACA. Qatar Airways delegation

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was led by Abdulla Al-Malki, SVP Business Control and Financial Support, Mr. Karthik Viswanathan, VP Sales – Middle East, Caucasus, Pakistan & ISC, and Sheikh Jassim bin Fahad Al-Thani, Head of Aeropolitical & Regulatory Affairs. Once Qatar Airways received their official route license from GACA, delegates enjoyed a tour of RSI’s elevated passenger experience including landscaped gardens, serene architecture and a landmark VIP lounge experience. With more connections and services on the horizon, the airport is set to become a key gateway to one of the world’s most extraordinary destinations. Located 90 km south of Al Wajh in the west of Saudi Arabia, RSI is within three hours flying time for 250 million people and within eight hours for 85% of the global population.

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ROLLS-ROYCE MOTOR CARS OPENS IN JEDDAH WITH AUTHORISED DEALER

* Mohamed Yousuf Naghi Motors becomes authorised dealer in Rolls-Royce Motor Cars Jeddah expected to open its doors with new luxury showroom in 2026 * The new showroom will be designed in Rolls-Royce’s contemporary visual identity * Strengthening the marque’s long-standing relationship with its Saudi Arabian clients through an enchanting, immersive, and a true luxury Rolls-Royce client experience

olls-Royce Motor Cars Middle East & Africa has announced the appointment of Mohamed Yousuf Naghi Motors as its official dealer to be based in Jeddah. The opening of the new luxury showroom in Tahlia Street, Jeddah is expected in Q2 2026 and will be called Rolls-Royce Motor Cars Jeddah. Clients will be immersed into the world of RollsRoyce Motor Cars with a contemporary space designed in the brand’s modern visual identity. The space will be curated to enable clients to experience a world of possibilities in commissioning their own motor car. Clients can soon visit a facility offering the Rolls-Royce model portfolio, explore accessories, and have access to ownership services. “Our clients in Saudi Arabia are a community of discerning individuals who value exceptional quality,

craftsmanship and personal expression, and our new showroom in Jeddah will continue to build on this strong foundation. Our longstanding partnership with Mohamed Yousuf Naghi Motors, which began in 2003, has played a meaningful role in our journey in the Kingdom, and we are pleased to deepen this relationship as we open in Jeddah. The city’s distinctive blend of heritage, creativity and artistic expression creates a unique atmosphere that naturally resonates with the world of Rolls-Royce. This new environment will offer an elevated, highly personalised experience befitting our standing as a globally renowned House of Luxury. I look forward to our new home in Jeddah bringing us even closer to our clients and further elevating the exceptional experience Rolls-Royce is renowned for.” James Crichton, Regional Director, Rolls-Royce Motor Cars Middle East & Africa

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The announcement of our new Rolls-Royce Motor Cars showroom in Jeddah is a milestone that reflects both the marque’s legacy in this remarkable city and our continued commitment to providing excellence. Our clients across the country deeply appreciate the artistry and personal expression that define the Rolls-Royce experience, and stepping into Jeddah with our new showroom will allow us to elevate that experience even further. We look forward to welcoming our clients, immersing them in unforgettable experiences, and bringing their unique visions to life.” Amit Vaja, Managing Director, Rolls-Royce Motor Cars KSA

ASICS and Saudi Sports for All Federation Empower Sports Innovation in Saudi Arabia with the ASICS Innovation Pitch AmplifAI Health, Harwalah, and Fitness Storm take top honors in pioneering program driving sports innovation across Saudi Arabia.

SICS, the global performance and innovation brand, in partnership with the Saudi Sports for All Federation (SFA), has announced the winners of the ASICS Innovation Pitch, a pioneering initiative designed to accelerate the future of sports innovation and digital transformation in the Kingdom of Saudi Arabia. Following the final showcase held on October 30, 2025, in Riyadh, AmplifAI Health was named the overall winner, followed by Harwalah in second place and Fitness Storm in third. The program, part of ASICS Ventures’ global innovation platform, invites startups to develop groundbreaking solutions at the intersection of sports, technology, and wellbeing under the theme “Sports x Digital: Fostering a Culture of Physical Activity in Saudi Arabia.” By combining ASICS’ global expertise with the Saudi Sports for All Fed-

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AQUIVIO Arabia – IoT-enabled hydration stations that deliver personalized, eco-conscious beverages while reducing plastic waste. Fanera – A Web3-based platform revolutionizing football fan engagement through digital communities and gamification. Fitness Storm - took third place for its innovative on-demand digital fitness platform offering personalized training and expert-led programs. eration’s commitment to nurturing active communities, the initiative underscores a shared vision to make movement more accessible, engaging, and impactful across the region. This collaboration also aligns closely with Saudi Vision 2030, which aims to increase participation in sports and build a thriving, innovation-driven ecosystem. Through the ASICS Innovation Pitch, both organizations are empowering entrepreneurs to create technologies that inspire healthier lifestyles, promote sustainability, and strengthen Saudi Arabia’s position as a regional leader in sports innovation. Following a nationwide search, six promising Saudi-based startups were shortlisted as finalists, each offering innovative solutions that merge performance, technology, and wellbeing: Amplifai Health - Earned first place for its cutting-edge use of AI-powered thermal imaging to enhance athletic performance and prevent injuries.

Harwalah - A locally developed Arabic-language running app, secured second place for promoting inclusive fitness experiences tailored to regional needs. Memvera – A digital platform connecting gyms, trainers, and fitness enthusiasts for seamless membership management. The competition showcased the depth of talent and creativity within Saudi Arabia’s growing sports technology ecosystem.

“Saudi Arabia is one of the most dynamic and rapidly evolving sports markets in the world,” said Mitsuyuki Tominaga, President and COO of ASICS Corporation. “Through this initiative, we aim to collaborate with local innovators who share our belief in the power of movement to uplift both body and mind. Together, we can create solutions that empower more people to live active, balanced lives.” Shaima Saleh AlHusseini, Managing Director of the Saudi Sports for All Federation, added: “Our partnership with ASICS reinforces our commitment to championing innovation that enhances community participation in sports. By supporting startups that merge technology with wellbeing, we are building a stronger, more connected, and health-focused future for Saudi Arabia.” Since its establishment, ASICS Ventures has invested in over 20 startups across 10 countries, focusing on emerging innovations in performance, digital wellness, and consumer experience. The ASICS Innovation Pitch in Saudi Arabia marks the brand’s first initiative of its kind in the Middle East, underscoring its commitment to the region’s growing sports technology ecosystem. The winning startups will receive strategic support, mentorship, and investment opportunities from ASICS and the Saudi Sports for All Federation, helping them scale their innovations globally while contributing to Saudi Arabia’s vision of a healthier, more active society.

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Ericsson and Saudi Railway Company collaborate on 5G-powered rail operations

* Under the signed Memorandum of Understanding, the companies will introduce advances in rail communication, passenger connectivity, and operational efficiency. * The collaboration includes testing 5G use cases, conducting real-world trials, and training industry teams. * The initiative supports the goals of Saudi Vision 2030 and its National Transport and Logistics Strategy.

Ericsson (NASDAQ: ERIC) and Saudi Railway Company (SAR) have signed a Memorandum of Understanding (MoU) to collaborate on advancing rail operations through 5G technology. The collaboration aims to modernize the rail’s communication systems, improve passenger experience, and drive digital advancements within the transportation sector in alignment with the National Transport and Logistics Strategy of Saudi Vision 2030. By introducing stateof-the-art 5G infrastructure into rail networks, the collaboration aims to enhance the reliability and connectivity of railway systems in the Kingdom of Saudi Arabia. Ericsson will provide its expertise in 5G and Future Railway Mobile Communication Systems (FRMCS) technologies by deploying the solutions, infrastructure, and technical support required to enable advanced rail communication and operational capabilities.

Under the MoU, Ericsson and SAR will deploy mission-critical 5G capabilities to ensure reliable and secure rail communications and enhanced rail performance services. They will also develop and test FRMCS-based use cases, and high-speed broadband solutions for passengers (“Gigabit train”). The collaboration will also involve establishing a test lab or innovation center to validate 5G applications in a rail context, creating training programs to upskill SAR’s teams in FRMCS/5G rail technologies, and conducting a trial deployment of Ericsson’s solutions on one of SAR’s existing rail lines to evaluate integration and performance in real-world conditions. It will also enable use cases such as train control, staff communications, real-time video streaming, and Internet of Things (IoT) connectivity onboard trains. The collaboration between Ericsson and SAR highlights the transformative potential that 5G technology can offer to the railway industry and marks an important step toward the modernization of rail communication systems in Saudi Arabia. Together, they are setting the tracks for a connected and efficient railway network that supports the national digital transformation goals of the Kingdom.

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French-Saudi Business Forum Reinforces Bilateral Relations and Supports Vision 2030 Roadmap Held from November 23 to 25 in the wake of President Emmanuel Macron’s official visit last December, the French-Saudi Business Forum marked a significant step forward in bilateral economic cooperation. This year’s edition, titled “From Expo 2030 Riyadh to World Cup 2034,” aimed to connect French expertise with Saudi decision-makers and accelerate opportunities within Riyadh’s major projects and Vision 2030. A Record Presence and Strategic Positioning With the support of Team France, H.E. Nicolas Forissier, Minister Delegate for Foreign Trade and Economic Attractiveness of France, successfully positioned more than 100 French companies on Riyadh’s flagship projects, placing them firmly on the radar for Expo 2030 Riyadh and the road to World Cup 2034. The forum brought together over 800 leading stakeholders from government, public, and private sectors, making it a landmark event for bilateral engagement. Opening Ceremony and High-Level Engagement The opening ceremony was graced by H.E. Nicolas Forissier, on his first official visit to Saudi Arabia, and H.E. Majid bin Abdullah Al-Qasabi, Minister of Commerce of the Kingdom of Saudi Arabia. The forum was organized by Business France, with the support of the French Embassy and its Economic Department, the Saudi French Business Council (CAFS) chaired by Dr. Mohammed 86

Ben Laden, Bpifrance (the French Export Credit Agency), MEDEF International, and the French Foreign Trade Advisors (CCEF) in Saudi Arabia. The event was held in close collaboration with key Saudi partners: the Ministry of Commerce, the Ministry of Investment (MISA), the Royal Commission for Riyadh City (RCRC) and Expo 2030 Riyadh Company. Strategic Initiatives and Tangible Outcomes Under Vision 2030, Riyadh is emerging as a global hub for business, culture, tourism, and major events. Mega-projects such as Diriyah, Qiddiya, King Abdullah Financial District (KAFD), Expo 2030 Riyadh, and the FIFA World Cup 2034 are reshaping the capital at unprecedented speed and scale. French companies are actively contributing to this transformation through their expertise in infrastructure, engineering, water, mobility, energy, logistics, retail, finance, security, hospitality, gastronomy, and technology. Beyond these sectors, France is also investing in skills development and supporting Saudi Arabia’s ambition to build a knowledge-based economy. A major highlight was the strategic dialogue between Minister Forissier, French companies, and Eng. Talal AlMarri, CEO of Expo 2030 Riyadh Company. This exchange led to the launch of the “Team France Expo” Task Force, a new mechanism designed to coordinate and promote French capabilities for Expo 2030 Riyadh and to develop partnerships, ensuring sustained dialogue with Saudi stakeholders.

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In addition, a tripartite Memorandum of Understanding was announced between Bpifrance Assurance Export, the Saudi Electricity Company (SEC), and GE. This agreement aims to deliver fast, efficient, and tailor-made funding solutions to support contracts awarded by SEC to GE, ensuring accelerated implementation of key infrastructure projects in line with the Kingdom’s energy and industrial ambitions. A Program Focused on High-Level Engagement * Day 1: In partnership with the Royal Commission for Riyadh City, workshop sessions brought together the leaders of Riyadh’s major projects, allowing French companies to gain deeper insight into local priorities and demonstrate their expertise. French firms highlighted their experience in delivering Olympic Games and other major international sporting events, while leading Saudi contractors, including El Seif Engineering Contracting, Almabani General Contractors and Algihaz Holding, showcased the Kingdom’s giga-projects and discussed avenues for collaboration between France and Saudi Arabia. * Day 2: Workshops with entities from the Public Investment Fund (PIF) and leading Saudi contractors offered French companies the opportunity to engage directly with those driving Riyadh’s largest infrastructure and industrial initiatives, facilitating a deeper understanding of project needs and the identification of potential areas for partnership. * Day 3: The final day featured Team France Export sessions at the Saudi French Council, followed by a site visit to Qiddiya, further deepening cooperation and opening new avenues for partnership.

Throughout the three days, panel discussions addressed innovation, sustainability, smart technologies, and cultural exchange, showcasing insights from both French and Saudi leaders. Booster Grow Global: A New Cohort Engaging the Saudi Market The Forum marked a milestone with the launch of the 4th cohort of the Booster Grow Global program. The immersion phase was launched in the “Village France,” with 22 high-growth French SMEs and scale-ups embarking on a nine-month acceleration pathway. These companies participated in more than 300 B2B meetings, resulting in over 10 Memoranda of Understanding (MoUs) and opening new opportunities for supplier qualification, localization, and deployment across strategic Saudi sectors. The cohort has now entered its immersion phase, spanning Riyadh, Jeddah, and Dammam. Acknowledgment of Strategic Partners The success of the forum was made possible thanks to the support of its sponsors, whose contribution is warmly acknowledged: Cedrus International, RATP Dev, Air France, Devoteam, BNP Paribas, Alstom, Al Muhaidib Group, Almajdouie Holding, El Seif Engineering Contracting, Almabani General Contractors, Modern Building Leaders, Algihaz Holding, NASCO. With renewed momentum and strengthened ties, the French-Saudi Business Forum sets a solid foundation for continued collaboration, supporting both nations as they look confidently toward Expo 2030 Riyadh, World Cup 2034, and the broader ambitions of Vision 2030. 89

International Non-Profit Sector Forum opens in Riyadh with 1,500 specialists in attendance Al-Rajhi: Non-profit organizations grow 370%, with the sector’s contribution to GDP rising to around 1.2%

audi Minister of Human Resources and Social Development and Chairman of the Board of the National Center for the Non-Profit Sector (NCNP), Ahmed bin Sulaiman Al-Rajhi, inaugurated the International Non-Profit Sector Forum, organized by the NCNP in Riyadh from 3 to 5 December 2025. The forum opened with strong participation, bringing together more than 2,000 attendees, including leaders, policymakers, experts, specialists and stakeholders from inside and outside Saudi Arabia, along with 100 speakers from 20 countries. In his opening remarks, Al-Rajhi said the non-profit sector in Saudi Arabia has expanded by 370 percent, with the number of organizations rising from 1,700 in 2017 to more than 7,000 in 2025. He pointed to the sector’s long history in the nation, which goes back nearly a century to the first official regulation on charitable donations issued in 1928 during the reign of the founding King Abdulaziz. He noted that Saudi Vision 2030 has been a major catalyst for change in the sector, particularly through the establishment of the NCNP as a unified regulatory body and a key driver of better governance, greater transparency, stronger organizational empowerment and improved effectiveness. Al-Rajhi highlighted a number of notable achievements in recent years, including an increase in the share of specialized organizations aligned with national development priorities to more than 92 percent, and the sector’s contribution to GDP reaching around 1.2 percent, with a target of 5 percent by 2030. He added that employment in the non-profit sector has grown to 140,000 people, up from 19,000 in 2017, while the efficiency of developmental spending has exceeded 75 percent. Volunteerism has also seen a major surge, with the number of volunteers

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reaching 1.5 million in 2025 and the number of annual volunteering opportunities surpassing 500,000, while beneficiary satisfaction with the sector’s services has climbed above 89 percent. At the close of his address, Al-Rajhi thanked the Saudi leadership for its strong support of the non-profit sector, stressing that the forum will help to enhance its impact locally and internationally and to build high-quality partnerships that advance sustainable development. The International Non-Profit Sector Forum is built around four main themes and features 30 panel discussions, more than 15 workshops, and a platform for launching initiatives and signing agreements, in addition to professional volunteering activities that see the participation of senior officials and dignitaries, all aimed at promoting a culture of volunteerism and supporting the sector’s development goals. 91

AviLease and Riyadh Air signs landmark first lease for Boeing 787-9 Dreamliner

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viLease, the global aircraft lessor headquartered in Saudi Arabia and Riyadh Air the new national carrier for the Kingdom of Saudi Arabia has signed its first aircraft lease. The agreement covers one Boeing 787-9 Dreamliner and positions AviLease as the inaugural lessor to partner with the Kingdom’s newest airline. Delivery is scheduled in Q4 2025, marking a key milestone as Riyadh Air moves closer to its commercial launch. The Boeing 787-9 is among the most advanced and fuel-efficient widebody aircraft in service. The lease Underscores AviLease’s commitment to expanding its portfolio of latest-generation aircraft, while supporting Riyadh Air’s strategy to introduce a technologically advanced, fuel-efficient fleet that contributes to the Kingdom’s ambition to develop a world-class aviation ecosystem. Edward O’Byrne, CEO of AviLease, added: “This agreement is an important milestone for AviLease. We are continuing to build our investment-grade leasing platform to compete at the top of the industry, globally. Yet, we are also very clear on our role in helping build-up

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the Saudi aviation ecosystem. As such, I am really glad that we can witness the launch of such a key new carrier for the Kingdom. Becoming Riyadh Air’s first leasing partner highlights the trust placed in AviLease and reinforces our position as a strategic enabler of the Kingdom’s aviation ambitions.” The agreement supports the continued development of Saudi Arabia’s aviation sector, in line with the Saudi Aviation Strategy and the broader ambitions of Vision 2030. AviLease continues to grow its portfolio by focusing on high-quality, in-demand aircraft such as the Boeing 787 and by fostering strong partnerships with both local and international carriers. As at Q3 2025, AviLease’s portfolio comprises 192 owned and managed aircraft on lease to 48 airlines across 29 countries. This agreement represents a significant step in shaping a modern aviation ecosystem for the Kingdom. By combining Riyadh Air’s global aspirations with AviLease’s leasing expertise, the partnership delivers long-term value for the industry and strengthens Saudi Arabia’s position in international aviation.

We are pleased to complete our first aircraft lease with AviLease as we continue building a young, fuel-efficient fleet ahead of our commercial launch. The Boeing 787 is a highly capable aircraft that will play an important role in delivering a world-class travel experience for our future guests. This agreement marks an important step in establishing Riyadh Air as a leading global airline.” Adam Boukadida, CFO at Riyadh Air

Red Sea International Airport Achieves Level 1 Carbon Accreditation

ed Sea International Airport (RSI), operated by daa International, has been awarded Level 1 accreditation under the Airport Carbon Accreditation programme – the only institutionally endorsed, global carbon management certification scheme for airports by Airport Council International. Level 1 accreditation recognises airports that have defined their operational boundary and mapped their corresponding emission sources under Scope 12 and Scope 23 of the Greenhouse Gas Protocol, as well as compiled a latest annual carbon footprint report. This achievement underscores RSI’s position as a pioneer in sustainable aviation infrastructure and marks the first step on its pathway towards reaching the highest level of accreditation (Level 5) by 2027, in line with global climate goals.

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RSI has been conceived from the ground up to set a new benchmark in airport sustainability. Built to LEED Platinum standards, the airport embeds environmental stewardship across design, construction and operations. Its modular pod-based terminal system allows capacity to scale with demand, ensuring that energy consumption remains tightly aligned to passenger flows. By maximising natural light and modular usage, this design approach significantly reduces the overall energy demand when compared with traditional centralised terminal structures. RSI is also the first airport in Saudi Arabia to supply Sustainable Aviation Fuel (SAF) to aircraft, supporting the wider decarbonisation of the aviation sector. Complementing this, the airport is also rolling out all-electric ground service equipment. To further safeguard the integrity of its surroundings, RSI’s growth is intentionally limited. RSG designed its destinations to accommodate no more than one million visitors a year at The Red Sea, and 500,000 visitors annually to AMAALA, ensuring development remains within environmental thresholds and natural carrying capacity. This measured approach reflects RSI’s role not just as a transport hub, but as a guardian of two of the world’s most pristine destinations. Together, these measures position RSI as a global benchmark for sustainable airport operations, with Level 1accreditation confirming its rigorous commitment to measuring, managing and reducing carbon emissions on its journey to net zero on scope 1 and 2 emissions by 2027.

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SWITZERLAND GLOBAL ENTERPRISE LEADS LUXURY BUSINESS CULTURE MISSION TO SAUDI ARABIA RIYADH & JEDDAH Swiss Global Enterprise (S-GE), represented by the Swiss Business Hub Middle East, successfully concluded a Luxury Business Culture Mission to the Kingdom of Saudi Arabia, bringing together a delegation of eight Swiss companies from the luxury sector—including fashion, jewelry, and public relations. The mission aimed to showcase Swiss excellence and explore new collaboration opportunities with public and private partners across the Kingdom. Taking place across Riyadh and Jeddah, the program provided delegates with deep insights into Saudi Arabia’s rapidly evolving luxury industry, strongly shaped by the ambitions of Vision 2030. Riyadh Program

The Riyadh program opened with a working breakfast featuring market experts from Ability Consulting, Misk City, Al Othman Law Firm, and Arabian Oud. This first engagement offered the delegation a comprehensive introduction to the dynamics, opportunities, and cultural considerations of the Saudi luxury market.

between the Saudi and Swiss luxury industries. A key highlight of the Riyadh program was a meeting with the Public Investment Fund (PIF). Delegates engaged with the Real Estate Investment and Hospitality divisions, where Mr. Georges Barakat shared strategic insights into current and upcoming PIFled projects shaping the Kingdom’s luxury, tourism, and lifestyle sectors.

The mission was organized in collaboration with the Royal Commission for Riyadh City (RCRC). Delegates visited RCRC’s Luxury Department, where they were briefed on Riyadh’s luxury-sector roadmap and upcoming flagship developments, including the Solitaire Mall. Swiss Global Enterprise extends its appreciation to Weiqi Li and Dr. Martyn Davis for their invaluable support in facilitating this visit and for fostering meaningful cultural exchanges

In the evening, H.E. Yasmin Chatila Zwahlen, Ambassador of Switzerland to Saudi Arabia, hosted a reception titled “Saudi Traditional Craftsmanship Meets Modern Luxury Excellence.” The Ambassador highlighted the strong resonance between Switzerland’s expertise and Saudi Arabia’s transformation under Vision 2030, noting shared values of quality, long-term thinking, and a rising focus on sustainability, transparency, and innovation.

The reception also featured a panel discussion with prominent Saudi voices in the luxury sector: Sara Alrashid (Asteri), Tagreed Almutairi (Herfa), Naif Alhaiff (Noble and Fresh), and Rawan Alderaibi (Darah Solutions). Further visits included the Royal Institute of Traditional Arts, where delegates explored Saudi craftsmanship— from Sadu weaving to ceramics and jewelry—and Diriyah Company, which provided insights into major developments, leasing opportunities, and entry points for international companies into Saudi Arabia’s expanding luxury landscape. Participants expressed strong impressions of the Riyadh program. Patrick Garbini noted that the most valuable insight came from experiencing Saudi culture and business practices firsthand, emphasizing the importance of relationship-building. Rana Abo Deely from Octave highlighted that witnessing Saudi Arabia’s passion and ambition ahead of Vision 2030 was particularly inspiring. Jeddah Program: The Jeddah portion of the mission opened with a visit to Amused, Saudi Arabia’s first sustainable pre-loved concept store. This visit underscored 97

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the rising importance of sustainability among Gen Z consumers in both Switzerland and Saudi Arabia, reflecting a shift toward conscious consumption, circular fashion, and locally rooted retail experiences. Delegates then proceeded to SAMACO Motors, touring the Bentley showroom and gaining insights into the luxury automotive market in Saudi Arabia. At Omar Attar & Rolex, the delegation learned about the Attar family’s deep heritage in the watch sector, their expertise in high-end event curation, and the precision and craftsmanship that continue to define their work. A visit to Chalhoub Group provided an overview of the company’s pioneering presence in the Kingdom, from open98

ing the earliest luxury retail stores to supporting the evolution of women’s roles in retail. The career story of the current Head of Faces, who began as a retail employee highlighted the group’s strong culture of internal career development. The program continued at IMC Hospital, where delegates explored state-ofthe-art facilities designed with architectural elements inspired by Jeddah’s Roshan heritage, complemented by references to renowned medical scholars. At Hayy Jameel, one of the city’s leading cultural institutions, delegates visited exhibitions, learned about residency opportunities for local and international artists, and attended a legal workshop on establishing a business entity in Saudi Arabia, delivered by Michael Hof bauer, Managing Partner at

Hundt & Partner. The final stop was the Chanel boutique at Al Khayyat Center. Delegates explored the VIP customer journey and learned how Chanel tailors its product curation, marketing, and PR strategies to the unique consumer profiles of Saudi cities. Participating Companies Representatives

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• Silk n Tea — Carrie Sum Waldmeier, Christoph Waldmeier • Gascon Group SA — Gabrielle Gascon • Octave for You — CEO Ferdrick Schreve; CFO Francisco Bravo; Project Leader & Coach Rana Abo Deely • Arielle Legal — Arielle De Bartha Dubois, Art Lawyer (Dubai) • Scale Compliance — Dr. Karin Lorez • Elevance PR — Esmeralda Nasibova • Purest — Patrick Garbini • Master of Jewelery & Luxury Brand Devoloper — Alexander Atanasyan 99

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SAUDI ARABIA TO HOST LANDMARK INNOVATION DRIVEN WATER SUSTAINABILITY CONFERENCE IN JEDDAH, UNDER THE PATRONAGE OF HRH PRINCE KHALID AL-FAISAL IDWS 2025 to unveil the region’s largest Global Prize for Innovation in Water

s the world faces unprecedented water scarcity, with more than 2 billion people lacking access to safe drinking water and global demand expected to exceed supply by 40% by 2030, Saudi Arabia will host one of the world’s most influential gatherings dedicated to water innovation and sustainability. The Innovation Driven Water Sustainability Conference (IDWS 2025) will take place 8–10 December 2025 at The Ritz-Carlton, Jeddah, under the esteemed patronage of HRH Prince Khalid Al-Faisal bin Abdulaziz Al-Saud, Advisor to the Custodian of the Two Holy Mosques and Governor of Makkah Region. Organized by the Saudi Water Authority (SWA), IDWS 2025 will convene global leaders, policymakers, innovators, and industry pioneers to address the planet’s most pressing water challenges and accelerate the transition toward a secure and sustainable water future. A centerpiece of the conference, the Global Prize for Innovation in Water (GPIW) will recognize and fund breakthrough solutions that reimagine how the world produces, treats, and reuses water. The GPIW stands as the largest water innovation prize in the region and among the most significant globally. The prize bridges science, entrepreneurship, and impact; connecting innovators with investors, implementers, and networks to transform ideas into real-world applications. Winning projects will gain financial support and operational backing to pilot and scale their technologies within the Kingdom and beyond. Returning for its second edition, Miyahthon (The Water Innovation Hackathon) invites young innovators, startups, technologists, and entrepreneurs to co-create scalable solutions spanning the entire water cycle, 100

from production and reuse to digital transformation and efficient management. The program offers handson mentorship through virtual and in-person bootcamps, supported by sector experts, and provides winning teams the opportunity for incubation and commercialization. The Miyahthon will also feature a dedicated investor track designed to connect participating teams with potential funders and strategic partners to fast-track their market-ready innovations. As part of its commitment to capacity building, the Water Academy will launch a series of advanced professional development programs in partnership with London Business School and 15 international training institutions. These courses are designed to empower Saudi and Arab professionals with expertise in water management, sustainable leadership, and organizational innovation, strengthening the sector’s human capital and competitiveness. IDWS 2025 will host specialized technical workshops focusing on emerging technologies, regulatory frameworks, financing models, and sustainability strategies. The program will also feature the presentation of peer-reviewed scientific papers, highlighting the latest academic and practical advancements in water resource management. A major highlight of the conference is the international exhibition, which will feature cutting-edge technologies and newly launched products across water treatment, desalination, and resource management. Several new solutions will be unveiled for the first time in the region. Participating organizations include Siemens, ABB, Saudi Services for Electro Mechanic Works

(SSEM), Saudi Investment Bank, ACWA Power, KSB, the Local Content & Government Procurement Authority, and Toray, underscoring their collective commitment to advancing a sustainable water future for the Kingdom. The core conference will convene panels, keynote sessions, and networking forums addressing critical water priorities. IDWS 2025 will showcase a stellar global lineup of thought leaders, including (but not limited to): • H.E. Vera Eiro, President of WAREG (European Water Regulators), who is advocating for sustainable water governance across 27 European states. • H.E. Dr. Mansoor Al Hinai, Chairman of the Authority for Public Services Regulation in Oman, a regional leader in integrated utility and sustainability regulation. • Ben Tarbell, Co-Founder & CEO of Ebb Carbon, a pioneer of carbon removal through ocean based alkalinity technology. • Gustavo Saltiel, Lead Water and Sanitation Specialist of World Bank, a global authority on sustainable water access and sanitation policy. • Michael Toh, Managing Director of Singapore Water Association, who is an architect of Singapore’s global water innovation ecosystem and NEWater strategy. This diverse roster reflects IDWS’s ambition to include water sector luminaries, innovation drivers, and decision makers from government, finance, academia, and the private sector.

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Mr. Mehaideb Saleh Al Mehaideb, Chairman of the Supervisory Committee of the Innovation Driven Water Sustainability Conference, said: “Through the Innovation Driven Water Sustainability Conference, the Kingdom reaffirms its global leadership in advancing sustainable water management. IDWS embodies our shared vision to harness innovation, technology, and collaboration to ensure long term water security. By convening the world’s brightest minds and honoring breakthrough solutions through the Global Prize for Innovation in Water, we are creating a legacy of impact that extends well beyond our borders”

As part of its mission to raise public awareness and inspire creative engagement, the Saudi Water Authority will launch the “Water Content Creators Award” during IDWS 2025. This national initiative aims to encourage media creativity and empower content creators across the Kingdom and beyond to enrich Arabic-language content about water sustainability. The award seeks to elevate societal awareness about the critical role of water in sustainable development while promoting creative storytelling that reinforces environmental responsibility and supports the objectives of Saudi Vision 2030. The competition includes multiple tracks such as Innovation in Water, Saudi Water Through the Eyes of Its People, Community Engagement, Awareness and Conservation, Water Security, and Knowledge-Based Content, welcoming submissions from individuals and organizations alike. www.idwsc.com 101

Dmitry Volkov

Mohammad Flaifel

GROUP-IB LAUNCHES ADVANCED CYBER FRAUD INTELLIGENCE PLATFORM TO STRENGTHEN SAUDI ARABIA’S FINANCIAL AND DIGITAL ECOSYSTEMS

roup-IB, a leading creator of cybersecurity technologies to investigate, prevent, and fight digital crime, today announced at Black Hat MEA the launch of the Cyber Fraud Intelligence Platform (CFIP), a groundbreaking technology designed to protect Saudi financial institutions, e-commerce entities, and digital platforms from emerging cyber threats. As Saudi Arabia continues its digital transformation under Vision 2030, addressing the rising threat of cyber fraud has become a priority for both businesses and consumers. Building on Group-IB’s global leadership in anti-fraud technologies, CFIP is a first-of-its-kind, privacy-focused, real-time fraud prevention platform that enables Saudi organizations across banking,

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telecommunications, payments, online retail, and gaming to collectively collaborate in detecting and blocking fraudulent activities without exposing sensitive customer information. CFIP is also a core element of Group-IB’s Cyber & Fraud Fusion approach, which unifies cyber threat intelligence and fraud prevention. Powered by Group-IB’s patented Distributed Tokenization technology, CFIP securely shares anonymized “risk signals” between organizations to identify and stop fraud in real time. For Saudi businesses, this means proactively combating issues like coordinated mule-account networks, phishing scams, and synthetic identities, which have been rising as payment fraud techniques in the region.

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“Financial crime is one of the most complex and costly challenges of our time, and no single organization can solve it alone. CFIP reflects our commitment to tackling digital crime through collaboration – proving that when privacy, compliance, and shared intelligence come together, the entire financial ecosystem becomes stronger and more resilient,” said Dmitry Volkov, CEO of Group-IB.

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Fraudsters can often move funds across multiple banks and jurisdictions within minutes, making recovery nearly impossible. Unlike traditional fraud detection systems that act only after fraud happens, CFIP enables Saudi organizations to act in real time by securely exchanging anonymized data on suspicious activity in milliseconds. This proactive approach helps detect and prevent fraudulent transfers before funds are lost.

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All customer data remains fully anonymized and protected during this process, adhering to strict compliance standards. CFIP’s privacy architecture has been independently verified by Bureau Veritas, confirming that its design and processing methods are fully GDPR-compliant. The certificate makes CFIP the first global, real-time fraud intelligence platform to achieve this level of validation.

In a Central Asian national deployment, CFIP already identifies 300– 400 mule accounts daily and processes 180,000 checks, projecting $100–300 million in annual savings at full adoption. With similar levels of collaboration in the Kingdom, CFIP could significantly reduce digital financial crime in Saudi Arabia’s growing digital economy.

Commenting on the launch, Mohammad Flaifel, Regional Sales Director of KSA and Türkiye at Group-IB, said: “We’re proud to introduce the Cyber Fraud Intelligence Platform today at Black Hat MEA, in the heart of Saudi Arabia’s thriving cybersecurity innovation landscape. As the Kingdom builds one of the most secure and advanced digital economies, CFIP plays a vital role in supporting this vision. Today, cyber threats and fraud can no longer be treated as separate challenges. By enabling real-time intelligence sharing, CFIP connects cyber intrusions with financial fraud, empowering organizations to unite and strengthen cybersecurity and prevention efforts across the Kingdom.”

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Kingdom of Gaming to Land in Riyadh in December 2026 Co-located with Black Hat MEA 2026, from 1 – 3 December, the Kingdom of Gaming will connect the gaming ecosystem in Riyadh to help shape what the world will play next.

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he inaugural Kingdom of Gaming – Saudia Arabia’s first world-class game creation ecosystem – will open its doors in Riyadh from 1 - 3 December 2026 to the world’s best gaming developers, investors, publishers and creators. All these professionals will descend on Riyadh to help shape the future of gaming and position the Saudi capital as the professional and cultural hub of game creation and investment in emerging markets. Kingdom of Gaming will serve as a global platform, connecting the developers, studios, and investors who are shaping what the world will play next. It will accelerate the growth of a world-class game creation ecosystem in Saudi Arabia and across the Global South. Kingdom of Gaming will welcome over 20,000 guests, 300 exhibitors and sponsors and 500 participating studios and developers to Riyadh in December 2026. In addition, the event will also welcome over 50 startups, 200 investors and 25 investment & publishing deals. It will include strategic activations, content districts, trainings, workshops and an investor programme.

tools and infrastructure behind the world of gaming will also be highlighted and celebrated, as well as the human capital and talent that’s needed to power it all. The Kingdom of Gaming is being launched by Tahaluf, a joint venture between Informa and the Saudi Federation for Cybersecurity, Programming and Drones (SAFCSP). The inaugural edition will be co-located with Black Hat MEA 2026 - the world’s largest and most influential cybersecurity gathering. Commenting on the Kingdom of Gaming’s launch, Annabelle Mander, EVP Tahaluf & Co-Creator of LEAP explained:“The Kingdom of Gaming marks Tahaluf’s next mega global brand - a platform built in alignment with Vision 2030 to accelerate the Kingdom’s creative economy. Riyadh is shifting from being a market for games to becoming a place where games are made. By bringing developers, studios, platforms and investors together in one ecosystem, we’re creating the conditions for new IP, new talent and new opportunities to emerge from Saudi Arabia and scale globally.”

Serving as a global nexus for game developers and creators, Kingdom of Gaming will examine the investment and financing behind gaming, as well as the publishers and distributers of video games – identifying who the gatekeepers and growth machines are. In addition, the event will look at the technology that powers gaming and the platforms needed to host them. The engine,

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Digitect and BBD Perfect Storm Announce Exclusive Str ategic Partnership

igitect, a leading full-service integrated marketing agency in Saudi Arabia, and BBD Perfect Storm, the London-based globally reaching brand and cultural transformation agency, are proud to announce the signing of an exclusive strategic partnership to deliver world-class brand transformation and communication services across the Kingdom of Saudi Arabia and beyond. The collaboration brings together Digitect’s strong Saudi presence, integrated marketing capabilities, and advanced production proficiencies with BBD Perfect Storm’s world-renowned expertise in brand purpose, cultural transformation, strategic creative thinking, and its strong suite of loyalty program development. Together, the two companies will provide a seamless end-to-end offering, from brand positioning and purpose development to creative campaigns, digital marketing, content production, activations, and cultural consulting. Why the Strategic Partnership Matters This strategic partnership represents a powerful bridge between local execution excellence and

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global strategic thinking. Clients operating in Saudi Arabia and the wider Middle East will benefit from a seamless integration of Digitect’s on-ground knowledge of the Saudi market, consumer behaviour, and cultural dynamics, combined with BBD Perfect Storm’s global best practices in brand and cultural transformation. The collaboration aims to set a new standard for branding and communications in the Kingdom, offering culturally relevant, innovative, and high-impact campaigns. Reinforcing the strategic partnership’s significance, Jason Foo, CEO of BBD Perfect Storm, stated, This strategic partnership creates transformational possibilities for Perfect Storm and Digitect, and our respective clients. Not only have we been impressed by Digitect’s standard of work and growth trajectory, but also their exceptional management team. The Middle East has always been an important market for us, and we are now even better placed to now just offer strategic and creative excellence but also bring this to life across these countries. ”

By joining forces with BBD Perfect Storm, we are unlocking a new dimension of creative and cultural impact for brands operating in Saudi Arabia. This strategic partnership brings together global strategic excellence with local insight and technical execution, enabling us to deliver work that not only speaks to audiences but shapes culture as well.” Yousef Sharbatly, Founder & CEO of Digitect

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Boutique Group Appoints Livio Faverio as General Manager and Vice President of The Red Palace

outique Group, the hospitality company fully owned by the Public Investment Fund (PIF), is pleased to announce the appointment of Livio Faverio as General Manager and Vice President of The Red Palace, the highly anticipated hotel set to open in Riyadh in 2026. Faverio’s appointment marks a significant milestone in Boutique Group’s vision for the evolution of The Red Palace as a premier destination, redefining the Saudi hospitality landscape. “We are delighted to welcome Livio Faverio to Boutique Group and The Red Palace,” said Christoph Mares, CEO of Boutique Group. “Livio’s extensive experience in luxury hospitality, combined with his proven leadership and entrepreneurial spirit, makes him the ideal candidate to steer The Red Palace to success. We are confident that his vision and expertise will be instrumental in establishing the property as a landmark destination.” A highly accomplished international hotelier, Faverio’s career spans across several luxury international hotel chains. His expertise in managing award-winning properties and delivering excellent results cover all aspects of hotel operations, from rooms and large-scale F&B operations to destination spas, leisure and residential facilities. Faverio also brings significant experience in sales, marketing, and pre-opening project management, having successfully led multiple luxury hotel openings and repositionings. His commercial acumen and ability to build strong market visibility have consistently delivered record-breaking performance and brand recognition across competitive destinations.

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Most recently, as General Manager of the Four Seasons Hotel Lion Palace St. Petersburg, Faverio led the property to achieve international acclaim. Under his leadership, the hotel was recognized as the 2024 Best Hotel in Russian at the country’s annual WhereToTravel awards, underscoring his ability to position properties at the forefront of the global luxury hospitality landscape. Known for his strategic vision, entrepreneurial spirit, and commitment to fostering a culture of empowerment and accountability, Faverio is passionate about fostering inclusiveness and talent development. He is now leveraging his extensive experience to lead The Red Palace into a new era of refined luxury and guest satisfaction. “I am honored to join Boutique Group and champion The Red Palace during such an exciting time for Saudi Arabia’s hospitality sector,” said Livio Faverio. “This project represents a rare opportunity to blend timeless heritage with contemporary luxury while creating a truly exceptional hospitality experience in Riyadh. I look forward to working in Saudi Arabia with the team to establish The Red Palace as a worldclass destination that reflects the Kingdom’s vision and ambition.”

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HUBLOT BRINGS THE BIG BANG CELEBRATION TO SAUDI ARABIA: HONORING 20 YEARS OF ITS ICONIC COLLECTION

ublot celebrated the 20th Anniversary of its iconic Big Bang collection with an unforgettable evening in Riyadh, marking the first event of its kind for the brand in the Kingdom of Saudi Arabia. The evening gathered watch aficionados and cultural icons, honoring two decades of disruptive design at the heart of the Kingdom. The celebration captured the vibrancy of Saudi Arabia’s creative and innovative spirit, with live performances from internationally rising singer Bayou and acclaimed Saudi DJ duo Dish Dash. Their dynamic sets embodied 110

the innovative energy of the Big Bang while reflecting the Kingdom’s evolving cultural landscape. Riyadh became the stage where Swiss watchmaking savoir-faire met the region’s flourishing world of luxury, fashion, art, and sport. CEO of Hublot Julien Tornare said, “Tonight in Riyadh, we celebrate a revolution in design that began 20 years ago with the Big Bang; This iconic collection has not only redefined the codes of contemporary watchmaking, it has built a global community bound by boldness, creativity, and vision. Marking this milestone here, in

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Saudi Arabia, alongside our local partner, Attar United, friends, and Hublotistas, makes the occasion truly unforgettable.” CEO of Attar United Mohammad Saddik Attar stated, “We are proud to celebrate this historic milestone with Hublot as we continue to strengthen our long-standing partnership. Hosting the Big Bang’s 20th anniversary in Saudi Arabia marks a new chapter in our shared journey. Together, we aim to deliver unparalleled luxury experiences and create a destination that will inspire and delight watch enthusiasts across the Kingdom.” Since its debut in 2005, the Big Bang has redefined contemporary watchmaking through audacity, innovation, and Hublot’s unique Art of Fusion philosophy. The model has become more than a timepiece: a creative canvas where traditional Swiss expertise meets pioneering materials, bold complications, and cultural collaborations. Hosting this milestone in Riyadh underscored Hublot’s vision of blending its Swiss heritage with the Kingdom’s dynamic cultural and luxury landscape. The evening not only celebrated two decades of the Big Bang, but also reaffirmed Hublot’s deep commitment to the Middle East, where art, sport, and innovation continue to shape a vibrant future. 111

INAUGURATION OF SOUQ7: THE KINGDOM’S LARGEST OPEN-AIR RETAIL AND ENTERTAINMENT DESTINATION UNDER THE PATRONAGE OF THE DEPUTY GOVERNOR OF THE MAKKAH REGION AND IN THE GRACIOUS PRESENCE OF THE GOVERNOR OF JEDDAH, SOUQ7 IS INAUGURATED IN THE KINGDOM AS THE LARGEST OPEN-AIR RETAIL AND ENTERTAINMENT DESTINATION.

All seven specialized zones are now operational across 720,000 square meters, merging traditional Saudi market heritage with contemporary retail innovation.

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nder the patronage of His Royal Highness Prince Saud bin Mishaal bin Abdulaziz Al Saud, and honoured by the presence of His Highness Prince Saud bin Abdullah bin Jalawi, Governor of Jeddah, Souq7 officially opened its doors on Wednesday, December 10, 2025 (19 Jumada Al-Akhirah 1447H), marking a transformative milestone in Saudi Arabia’s retail landscape. The grand opening celebration welcomed dignitaries, business leaders, and visitors to experience the full activation of all seven specialized zones at the Kingdom’s most ambitious retail destination. Spanning 720,000 square meters with more than 3,500 stores, Souq7 represents a world first in both scale and concept: a modern evolution of the traditional souq that preserves the authenticity, storytelling, and community essence of historic Arabian markets while delivering the infrastructure, systems, and operational excellence that contemporary consumers and global standards require. The destination’s seven market-style zones include Foodstuff, Fashion, Home and Furniture, Electronics, Automotive, Building Materials, and Family and Entertainment. Each of the seven zones features distinct architectural identities and curated experiences designed to serve every customer segment from value-conscious families to experience seekers.

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Strategically located in the heart of Al-Jamea district in southeast Jeddah, Souq7 occupies a site steeped in commercial heritage, once home to the renowned Amir Mutaib Markets. The destination serves a dense catchment area of over 620,000 residents within a 10-minute drive radius, surrounded by major institutions including King Abdulaziz University and leading medical facilities, with seamless connectivity via primary road networks throughout the Makkah region.

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Souq7 is more than a retail destination; it is a living expression of Saudi Arabia’s cultural depth and economic ambition,” said Ayman Al Burti, Chief Executive Officer of Azad Properties. “By reimagining the traditional souq at an unprecedented scale, we have created a platform that empowers local entrepreneurs, attracts global brands, and delivers meaningful experiences rooted in community, authenticity, and shared heritage—fully aligned with the aspirations of Vision 2030.

“Souq7 stands at the forefront of a sector undergoing fundamental transformation,” said Ayman Al Burti, Chief Executive Officer of Azad Properties. “Consumers today expect value and experience together, delivered in environments that reflect their identity and aspirations. Souq7 demonstrates how cultural authenticity can scale without compromising commercial performance, and we believe this represents an important direction for the region’s retail development, where cultural connection creates lasting differentiation.” A Celebration of Culture, Commerce, and Community The December 10th grand opening featured an exceptional lineup of cultural performances, interactive experiences, and exclusive retail unveilings designed to showcase Souq7’s unique positioning as both a commercial hub and cultural destination. Visitors enjoyed traditional Saudi folklore performances, contemporary artistic installations, a creatively choreographed drone show that transformed the night sky with immersive formations inspired by the identity and stories of the seven zones of Souq7, a Saudi orchestra, and interactive activation spaces reflecting each of the seven zones. The activation strategy extends beyond opening day, with Souq7 committed to year-round programming that includes seasonal festivals, cultural celebrations, retail promotions, and community events that position the destination as a dynamic gathering place for Jeddah residents and regional visitors. Global Recognition and Vision 2030 Alignment Souq7 has received Gold Awards for Best Design and Development from 113

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“Every element of Souq7 has been designed to bring people together—families, merchants, creators, and visitors—within a vibrant environment that celebrates discovery and connection,” Al Burti added. “From its seven distinct zones to its year-round cultural programming, Souq7 sets a new benchmark for how retail destinations can inspire belonging while driving long-term economic and social value.”

both the Middle East Council of Shopping Centres & Retailers (MECS+R) and Retail & Leisure International (RLI), positioning the project at the forefront of global retail innovation. The international recognition reflects the destination’s pioneering approach to reimagining traditional market formats at unprecedented scale. Developed in alignment with Saudi Vision 2030’s economic diversification objectives, Souq7 serves as a catalyst for private sector growth and job creation. The destination supports over 3,500 business partners (from international brands to local entrepreneurs) and has generated 24,000 direct and indirect jobs across retail operations, hospitality services, logistics, and facilities management. This economic impact extends throughout the supply chain, supporting Saudi Arabia’s transformation into a globally competitive retail and tourism destination. As global retail continues to evolve toward experiential destinations that differentiate through authenticity and community connection, Souq7 provides a compelling blueprint for how cultural heritage can drive commercial innovation. By modernizing the timeless concept of the souq, where discovery, value, and social interaction have always been central, the destination redefines how retail spaces can inspire belonging while contributing to national economic transformation. Sustainability is embedded in Souq7’s development approach, ensuring that its infrastructure, operations, and community spaces contribute to a more resilient and environmentally conscious urban landscape in line with Vision 2030.

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Brands Directory Abel Richard

Dr. Faisal Zagzoog

Royal Mansour

abelrichard.com

instagram.com/faisalzagzoog

royalmansour.com

Asics

Dr. Majed Garoub

Saudi Railway Company

asics.com

instagram.com/majedgaroub

sar.com.sa

Aldar

Ericsson

Saudi Sports for All Federation

aldar.com

ericsson.com

sportsforall.com.sa

AviLease

Gaggenau

Seven Rooms

avilease.com

gaggenau.com

sevenrooms.com

Bateel

Gems of Arabia

Shebara Resort

bateel.com

authenticite.me

shebara.sa

BBD Perfect Storm

Global Health Exhibition

SLS The Red Sea

bbdperfectstorm.com

globalhealthsaudi.com

slshotels.com

Beyond Profit Forum

Hublot

Soraka Saria Al-khatib

beyondprofitforum.org

hublot.com

linkedin.com/in/sorakasalkhatib

BMW

Jeddah Beauty Week

The Chedi Hegra

bmw.com

instagram.com/beautyweek.sa

ghmhotels.com

Boucheron

Kuurur Restaurant

The Red Sea

boucheron.com

kuururestaurant.com

visitredsea.comsea.com

Boutique Group

Pixel Artworks

The St. Regis Riyadh

boutiquegroup.com

pixelartworks.com

marriott.com

Desert Rock

Ponant

TLN Academy

desertrock.sa

au.ponant.com

tln.academy

Digitect

Qatar Airways

Tom Ford

digitect.com

qatarairways.com

tomford.com

Diriyah

Riyadh air

Tourism Developmenr Fund

diriyah.sa

riyadhair.com

tdf.gov.sa

Dr. Dina Al Nahdy

Rolls-Royce

Vision 2030

instagram.com/dinaalnahdy

rolls-roycemotorcars.com

vision2030.gov.sa

the ksa edition

ISSUE 25 I JAN - FEB 2026

Global CEO The Luxury Network International

CEO The Luxury Network Saudi Arabia

Fares Ghattas

Abdullah Fakeeh Editor in chief

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