吉达中央展位丨沙特阿拉伯吉达

Jeddah Central | Booth

Project Brief

Located in Jeddah as part of the Jeddah Central Project, this exhibition booth was designed to physically embody the four key destinations of the masterplan: the Opera House, the Museum, the Football Stadium, and the Aquarium.

The objective was to translate these iconic programs into a cohesive spatial experience that communicates the project’s identity while offering an engaging and interactive visitor journey.

Concept

The design approach is rooted in architectural abstraction, where each attraction is expressed through specific elements of form, material, and spatial hierarchy; merged into one unified composition.

The Museum is integrated into the reception desk, where solid, textured materials and a grounded geometry reflect permanence, heritage, and cultural weight.

The Opera House is expressed through the curved vertical panels, with rhythmic wooden openings that evoke movement, performance, and acoustic layering.

The Stadium is translated into the tallest vertical structure and the cantilevered overhang above the LED screen, symbolizing scale, dominance, and the energy of large gatherings.

The Aquarium is embodied in the VIP enclosure, where layered wooden panels create a semi-transparent boundary, echoing depth, filtration, and a sense of immersion.

Rather than separating these elements, the design interweaves them, allowing visitors to experience all four identities simultaneously within one architectural language.

Element Focus

These isometric diagrams highlight two key architectural elements: the wooden frame system and the reception desk. The wooden frames, inspired by the Aquarium, are designed as layered vertical panels with patterned infills that create a sense of depth, filtration, and visual permeability, evoking the experience of looking through water. In contrast, the reception desk is expressed as a solid, sculpted volume, drawing from the materiality and permanence of the Museum. Together, these elements establish a clear dialogue between transparency and solidity, forming a balanced composition within the overall design of Jeddah Central Project in Jeddah.

Form & Spatial Experience

The booth is composed of a series of interlocking volumes, balancing solidity and openness. The curved panels guide movement and frame views, while vertical elements establish hierarchy and visual anchors across the space.

At the centre, a feature display maquette serves as the core storytelling element, supported by an integrated touchscreen interface that enhances visitor interaction and understanding of the masterplan.

The VIP waiting area is positioned as a more intimate, enclosed zone, offering privacy and a calmer spatial experience. Its filtered enclosure contrasts with the openness of the main booth, creating a clear transition between public and exclusive spaces.

The composition is completed by a strong entrance gesture, combining digital and physical elements to attract attention and establish a forward-looking identity.