NEOM

To establish a globally benchmarked retail, dining, and entertainment (RDE) strategy for Qiddiya’s Resort Core, the social and commercial heart of the destination. The goal was to define how Qiddiya could integrate cultural magnetism, operational discipline, and commercial performance to position itself as Saudi Arabia’s new capital of entertainment and leisure.

Working in close partnership with NEOM since 2020, Insignia’s task has been to unify diverse ambitions under a single creative and strategic framework. The approach centred on aligning purpose with expression, ensuring every environment, brand, and narrative within NEOM reinforces its overarching vision of reimagined living.

• We conducted extensive behavioural, cultural, and market research to identify the forces shaping NEOM’s audiences, industries, and investment potential.
• Authored positioning frameworks that define each region’s role within the wider NEOM ecosystem, articulating its character, audience, and emotional signature.
• Curated collaborative workshops with leadership and project teams to bridge strategic intent with spatial, experiential, and cultural articulation.
• Advised across destination design workstreams, from Sindalah to The Line, ensuring a unified ethos connects architecture, brand, and user experience.
• Developed flexible brand and naming systems that maintain coherence across multiple assets while allowing distinctive local expression.
• Created executive-level narratives, presentations, and exhibitions that distil NEOM’s complexity into clear, compelling storytelling for stakeholders and investors.
• Produced experience playbooks and design codices outlining the sensory, spatial, and emotional principles that guide every NEOM encounter.
  

Across multiple destinations and disciplines, Insignia’s role has been to transform NEOM’s ideology into a tangible framework for delivery. The result is a cohesive suite of strategies, brands, and design principles that anchor NEOM’s ambition to be a living laboratory for innovation, where ideas are not only imagined but experienced, shared, and sustained.