The Mo Show How Diriyah is Shaping Saudi Arabia's Cultural Future | Kiran Haslam, CMO Diriyah
13 snips
Oct 7, 2025 Kiran Haslam, the Chief Marketing Officer at Diriyah Company, dives into the ambitious transformation of Diriyah into a global cultural destination. He shares insights on balancing modern living with rich heritage, including the unique use of mudbrick designs. Kiran discusses the creation of a world-class Saudi marketing team and the exciting hospitality pipeline, featuring new hotels. He emphasizes the optimistic energy of modern Saudi society, highlighting how Diriyah fits into Riyadh’s urban renaissance while fostering a pedestrian-focused lifestyle.
AI Snips
Chapters
Transcript
Episode notes
City Of Earth As Identity
- Diriyah's brand grew from deep research into its archaeology, architecture, and agricultural heritage.
- The "City of Earth" frames authenticity, modest magnificence, and a long-term identity for Saudi Arabia.
Use Pressure To Build Excellence
- Treat pressure from public scrutiny as fuel to build world-class capability, not a constraint.
- Build an exceptional marketing team and embed national talent to match the project's ambition.
Color As Cultural Asset
- Color and material authenticity extend the brand into tangible design language and future collaborations.
- Pantone's Diriyah Tan anchors storytelling and global creative partnerships.