عربي English Türkçe اردو فارسى
Logo
Latest News
Culture

PIF Establishes Company for Immersive Experiences Inspired by Saudi Heritage

QSAS will enrich the cultural landscape by developing interactive and creative cultural, historical, and heritage storytelling experiences.
QSAS will enrich the cultural landscape by developing interactive and creative cultural, historical, and heritage storytelling experiences.
TT
TT

PIF Establishes Company for Immersive Experiences Inspired by Saudi Heritage

QSAS will enrich the cultural landscape by developing interactive and creative cultural, historical, and heritage storytelling experiences.
QSAS will enrich the cultural landscape by developing interactive and creative cultural, historical, and heritage storytelling experiences.

The Public Investment Fund (PIF) announced on Wednesday the establishment of the National Interactive Entertainment Company (QSAS) to create immersive storytelling experiences inspired by Saudi heritage and Islamic history.

According to a PIF statement, QSAS will enrich the cultural landscape by developing interactive and creative cultural, historical, and heritage storytelling experiences.

The company will specialize in creating, owning, and operating world-class interactive exhibitions across Saudi Arabia, which will contribute to meeting pilgrims’ and tourists’ growing demand for high-quality cultural experiences.

QSAS, derived from an Arabic word meaning "stories," will aim to enrich visitors' experiences, especially of those interested in culture. It will highlight historical milestones and inspiring personalities from Saudi Arabia and beyond.

The company plans to start by holding exhibitions locally and sharing narratives that draw from Islamic history and Saudi heritage, and aims to broaden its reach to global markets and vary the content it offers.

Establishing QSAS is consistent with PIF's strategy to enable the private sector locally through partnerships in areas such as building, event management, and technology, and is expected to contribute to the creation of more than 11,000 direct and indirect jobs by 2030, the statement said.

"QSAS will contribute to strengthening Saudi Arabia's position as an attractive tourist destination with storytelling inspired by history, culture, and heritage, and will invest in local talent to build new economic activity focused on providing interactive experiences; a sector witnessing significant global growth,” said Head of Entertainment, Leisure, Sports and Education, MENA Direct Investments at PIF Mishary Alibraheem.

QSAS will complement other PIF investments in the entertainment and leisure sector, such as the Diriyah giga-project and the recently launched Dan Company, which focuses on agriculture and eco-tourism. It also aligns with the objectives of the Pilgrim Experience Program, a Vision 2030 initiative that aims to welcome 30 million pilgrims by 2030, and with the Ministry of Tourism's National Tourism Strategy, which envisages attracting 150 million visitors annually by 2030 by enhancing the visitor experience.

Most Viewed

 
 
Culture

Christie’s Launches First International Auction House in Saudi Arabia

A special installation work for the artist Ahmed Mater commissioned by Wadi AlFann in AlUla. (Christie's)
A special installation work for the artist Ahmed Mater commissioned by Wadi AlFann in AlUla. (Christie's)
TT
TT

Christie’s Launches First International Auction House in Saudi Arabia

A special installation work for the artist Ahmed Mater commissioned by Wadi AlFann in AlUla. (Christie's)
A special installation work for the artist Ahmed Mater commissioned by Wadi AlFann in AlUla. (Christie's)

Christie’s auction house announced the appointment of Nour Kelani as General Manager in Saudi Arabia, tasked with overseeing services for local clients. This follows Christie’s acquisition of a business license to operate in the Kingdom, making it the first international auction house in the country.

Dr. Ridha Moumni, Chairman of Christie’s for the Middle East and Africa, explained that the primary motivation behind opening their first office in Saudi Arabia stems from the notable growth in arts, culture, and economies in the region in recent years. He noted that Saudi Arabia has emerged as a key player in this growth, “and in light of these unique developments, we decided to establish an office here.”

Speaking on the local art scene, Moumni said: “The artistic and creative landscape in Saudi Arabia has always been strong, as evidenced by the production of exceptional works that reflect the country’s local traditions and its social and cultural issues, which have earned a prominent place on the international stage of modern and contemporary art.”

“Furthermore, Saudi Arabia is witnessing a new contemporary art renaissance, led by Saudi artists who draw from the nation’s rich heritage and benefit from the support of various artistic initiatives, institutions, and networks,” he added.

Moumni also pointed out that this move follows the success of the exhibition featuring works by Saudi artist Dr. Ahmed Mater, recently hosted by Christie’s in London, as well as their active participation in the Diriyah Contemporary Art Biennale this year. He added: “We have been preparing for this step for some time.”

Asked whether Christie’s upcoming exhibitions will be limited to Riyadh, he responded: “Our General Manager for Christie’s in the Kingdom will operate from our office in Riyadh, which will serve as a base for us to serve our clients in Saudi Arabia. Our representatives will travel across the country, and we will announce our plans for events and exhibitions at the appropriate time.”

He continued: “We will maintain our efforts to raise awareness on Arab art through our international platforms and our 46 offices worldwide. This global presence allows us to further promote artistic talent from the region. We are constantly evaluating our initiatives and planning future exhibitions to highlight the diverse and dynamic voices in the art community, and we look forward to our plans for 2025 in Riyadh and London.”