Qiddiya

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.

Insignia’s remit covered the entire journey from strategic intent to operational delivery, ensuring coherence between market ambition and on-ground reality. The objective was to build an ecosystem where every retail, dining, and entertainment element functions as part of a unified, self-sustaining network.

• We performed a full diagnostic review of market data, client studies, and international exemplars to define Qiddiya’s commercial opportunity.
• Mapped behavioural, spatial, and economic relationships across the Resort Core to identify the forces shaping visitation, spend, and flow.
• Created seven distinct RDE zones, each responding to specific audience profiles and usage dynamics to maximise engagement and turnover.
• Established leasing and category frameworks that optimise tenant mix, pricing structures, and revenue potential across asset classes.
• Designed operational mechanisms covering lease governance, design handover, and performance management to ensure consistent delivery.
• Authored the RDE Playbook, a comprehensive guide translating strategy into implementation, setting enduring benchmarks for quality, cohesion, and adaptability.
  

Insignia defined not just what Qiddiya would offer, but how it would function. The RDE strategy and operational framework provided Qiddiya with a fully actionable roadmap for transforming its Resort Core into a commercially resilient and experientially dynamic environment.