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.
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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.



Morocco's Women Rug Weavers Battle to Save Age-old Craft

Women in southern Morocco have kept on the tradition of weaving carpets despite its meagre earnings - AFP
Women in southern Morocco have kept on the tradition of weaving carpets despite its meagre earnings - AFP
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Morocco's Women Rug Weavers Battle to Save Age-old Craft

Women in southern Morocco have kept on the tradition of weaving carpets despite its meagre earnings - AFP
Women in southern Morocco have kept on the tradition of weaving carpets despite its meagre earnings - AFP

In southern Morocco, women are the guardians of the age-old craft of carpet weaving, an intricate art form that often leaves them with meagre earnings.

Women like Ijja Benchri, who creates carpets on a wooden weaving loom outside her small home in the village of Taznakht, follows traditions going back many generations.

"I started when I was 11 or 12, imitating the women I saw weaving," said Benchri, 60.

Known for their bold geometric patterns and vibrant colors, the handwoven rugs are a fixture in local markets and a favorite among tourists.

In 2022, traditional carpets accounted for nearly 22 percent of the kingdom's artisan exports, according to government data, AFP reported.

The mountain villages around Taznakht are famous for their Ait Ouaouzguite carpets, named after a native Amazigh tribe, one among a grouping of several communities indigenous to North Africa long referred to as Berbers.

The carpets are woven by the women on small traditional looms, either at home or in specialised workshops.

They are then categorized into various styles, depending on their region of origin and their designs.

Some of Morocco's finest rugs are crafted from high-quality sheep wool in Jbel Sirwa just south of the Atlas Mountains, and dyed using natural pigments from plants like henna, pomegranate peels, or indigo.

Though industrial dyes have replaced natural ones for most weavers because they are cheaper and can be produced more quickly.

"This tradition has been handed down for centuries, from mothers to daughters," said Safia Imnoutres, who leads a local women's weaving cooperative.

She was one of the women showcasing their creations at a recent festival in Taznakht dedicated to safeguarding the heritage.

- 'Comes from within' -

Creating a single carpet can take two to four weeks depending on its size, said Benchri, speaking in Tamazight, the community's language recognized as an official language alongside Arabic in Morocco.

"I choose the colors as I go, according to my feelings," she added.

Imnoutres also described the process as "instinctive", guided by emotion rather than a predetermined design.

"Weaving is an expression of the women's feelings, when they are joyful, when they are melancholic," she added. "It's an art that comes from within."

But beyond its artistic value, weaving is a vital source of income.

Every Thursday, many travel to a weekly market to sell their rugs, often to middlemen who set the prices.

On average, a large rug sells for just 250 Moroccan dirhams (around $24), with its final price later raking astronomical profits.

In cities like Marrakech, some 250 kilometres (160 miles) north of Taznakht, they are sold in bazaars for up to ten times the original price.

Other rugs are listed at up to $6,000 on online platforms.

"We earn very little," said Benchri. "The intermediaries decide the price, and we have no choice but to accept it because this is our livelihood."

These diminishing returns, she added, have contributed to making the craft less attractive for younger women and jeopardising the handcraft tradition.

Additionally, the influx of cheaper, machine-made rugs has deepened competition.

To address these challenges, a new exhibition space in Taznakht allows some weavers to sell their work directly to buyers, cutting out middlemen.

The center also tries to open new avenues for these women to sell their products independently through courses in digital marketing.

"If this heritage isn't made financially viable, we risk losing it," Imnoutres warned.