A Note from the Editors

Dear Readers,

We want to share a heartfelt thank you for the incredible support and feedback following the soft launch of The Dyorama. Your enthusiasm and encouragement have reaffirmed why we began this journey—to create a space where curiosity, connection, and meaningful conversations thrive.

As we move forward, we’re leaning into what resonated most with you and exploring exciting new angles. This time, we’re diving into stories and trends of immersive design, evolving tourism, and experience-driven spaces. 

As always, The Dyorama is a living project, and your input shapes its future. Whether it’s feedback, ideas, or just a note to say hello, we’re here to listen.

If you like this week’s edition, share with someone who’d like to check into MENA’s experience economy.

P.S. There won’t be a newsletter next week—we’re giving your inbox (and ourselves) a little holiday breather. Don’t worry, we’ll be back in January, refreshed and ready to dive into more stories you didn’t know you needed. Until then, enjoy the quiet and maybe even close a tab or two.

Happy Holidays from The Dyorama team! ✨

What you’ll find in this week’s edition: Visual Vignette // This Week’s Curation // The Public Conversation // Interview Profile // Global Spotlight

Visual Vignette

@spyurbanart’s ovoid #installation hangs dramatically beneath Riyadh’s Wadi Hanifah bridge, casting an intense red glow. Created for @noorriyadhfestival, the annual public art celebration, this 35-meter-high piece transforms its urban surroundings into a surreal, sensory experience Visual credit: images by @rubenpb shared by @designboom, Instagram.

This Week’s Curation

Fresh Takes: The Concepts and Trends to Watch This Week

⚽️  Last week, Saudi Arabia was officially confirmed as the host for the region's third ever World Cup, following Morocco’s in 2030. This decision aligns with Saudi Arabia's Vision 2030, aiming to diversify the economy and enhance its global image through significant investments in sports and infrastructure.

🌀 Our Take: Saudi Arabia’s selection as the 2034 FIFA World Cup host is more than just a milestone for the Kingdom—it’s a defining moment for the future of sports tourism in the region. With a $1 trillion investment into transformative projects like the Riyadh Metro, NEOM, and Red Sea developments, Saudi Arabia has set a new benchmark for integrating world-class infrastructure with tourism. These initiatives didn’t just bolster the country’s bid; they underscored its readiness to deliver a seamless, cutting-edge experience for visitors, athletes, and fans alike. Now, Saudi Arabia is stepping up to the plate to reaffirm, after Qatar’s groundbreaking 2022 World Cup, that the Middle East is here to win. By building on the region’s success and amplifying it with unprecedented ambition and innovation, Saudi Arabia aims to solidify the Gulf as a global hub for sports and tourism, proving that the world’s biggest events can thrive in the heart of the Middle East.

🛎️ Saudi Arabia's Public Investment Fund (PIF) has launched Adeera, a new firm to develop and manage hospitality brands within the kingdom, aiming to enhance the tourism sector and diversify the economy. This initiative aligns with Saudi Vision 2030, focusing on creating unique guest experiences and promoting sustainable tourism.

🌀 Our Take: By launching a firm to build Saudi-born hospitality brands, PIF isn’t just developing hotels—it’s developing identity. The stakes are high. Success means creating something Saudi Arabia can call its own: luxury rooted in heritage, not imported aesthetics. A compelling precedent lies in Dubai’s homegrown hospitality giant, Jumeirah Hotels, that combined modern luxury with Emirati culture, turning Burj Al Arab into a global icon. It’s a blueprint for how regional brands can capture cultural authenticity while appealing to international audiences. For Saudi Arabia, the challenge now is to craft its own distinct narrative—one that resonates with global travelers without losing the richness of its local story. Authenticity isn’t a buzzword here—it’s the strategy, and if done right, Saudi hospitality could set a new regional standard for luxury.

🛝 25 Jump Street, opening soon in Dubai, will feature 12 unique dining and entertainment concepts, including global and homegrown favorites like YUBI Handroll Bar by Chef Reif Othman. Developed by 7 Management and Ennismore, it is set to become Dubai's first licensed street, offering immersive nightlife, cultural activations, and diverse hospitality experiences.

🌀 Our Take: Dining has entered a new era of entertainment. 25 Jump Street isn’t just a restaurant; it’s an adult playground disguised as an F&B venue. The brilliance? It taps into the rise of “experience-over-ownership” culture, where nostalgia, interactivity, and escapism pull in guests who aren’t just eating—they’re playing. This concept arrives at a critical moment for the UAE’s F&B scene, where walkability and social connection are much needed. With the UAE’s food service market valued at $20 billion in 2023 and projected to grow, concepts like this cater to a growing demand for “destination dining.” Ennismore, known for its game-changing hospitality brands (The Hoxton, 25 Hours, Mondrian, SLS), brings proven expertise in blending lifestyle with hospitality. The question now: can 25 Jump Street turn its playful charm into a long-term staple, or will its novelty wear thin? For investors, this is one to watch—an intersection of food, fun, and future-forward urban design.

🧩 The UAE has introduced a sensory room that replicates the sensory overload experienced by individuals with autism, showcasing the future of experiential empathy, by fostering deeper understanding among parents and caregivers. The immersive experience has elicited strong emotional reactions, with some mothers leaving in tears, highlighting the challenges faced by those with autism.

🌀 Our Take: This UAE installation proves that placemaking can be about more than entertainment—it can teach, provoke, and change us. Simulating the overwhelming sensory experience of autism isn’t just bold; it’s necessary. Imagine this approach applied elsewhere: corporate empathy training, cultural immersion zones, or classrooms that teach through feeling, not telling. This is a blueprint for how immersive design can reshape education, inclusivity, and our shared humanity.

🎯 The Dubai Department of Economy and Tourism (DET) hosted its second City Briefing of the year, outlining collaboration-driven initiatives and campaigns to bolster the tourism and events sectors. The briefing emphasized Dubai’s strategic vision to strengthen its global position as a leading destination and accelerate economic growth.

🌀 Our Take: Dubai’s tourism sector remains a formidable growth engine, with overnight visitors rising 8% YoY to 14.96 million by October 2024, cementing its role as a global leader​. Western Europe, South Asia, and GCC markets continue to dominate, collectively accounting for over 52% of inbound traffic​. The numbers tell a deeper story: while luxury and grandeur remain Dubai’s hallmarks, its tourism agenda is evolving to prioritize experience-driven value. The city’s 77% average hotel occupancy and 4% RevPAR growth highlight its success in strategic inventory expansion while maintaining profitability​. As mega-events like the Dubai Shopping Festival blend with authentic, nuanced experiences, Dubai is redefining its identity beyond record-breaking volumes to prioritize connection, sustainability, and cultural depth, aligning with D33’s goal to become a top-3 global visitor destination.

❄️ Cartier brings the enchantment of the holiday season to Dubai with its much-anticipated “A Cartier Winter Tale” pop-up at the Dubai Mall Grand Atrium, offering an immersive experience that embodies the elegance of Cartier’s Parisian heritage.

🌀 Our Take: This pop-up is a masterclass in nostalgic revival and memory-driven design. By blending 1920s elegance with immersive storytelling, Cartier creates more than a retail space, it crafts moments visitors feel and share. This signals a key retail trend: brands must move from storytelling to “storyliving”, spaces where visitors become part of the narrative. The result? Emotional connection, aspirational belonging, and sharable experiences that drive loyalty in a saturated luxury market. In the experience economy, how a space feels is as vital as what it sells.

👟 Dubai’s Sole DXB wrapped up, cementing Dubai’s role as a cultural hub. It delivered its signature mix of fashion, music, and culture, but one activation stood out: Adidas Middle East and The Lighthouse Café unveiled a hidden speakeasy-style bar.

🌀 Our Take: Pop-ups thrive on bold moves, but Adidas aligning with alcohol raises eyebrows. Globally, Gen Z consumes 20% less alcohol than millennials, with 64% favoring healthier alternatives. Meanwhile, MENA’s wellness market is projected to hit $16 billion by 2025. The question is: can brands balance creativity and cultural relevance without alienating a health-conscious, values-driven audience? Sole DXB shows that experiential activations are powerful—but they demand precision.

The Public Conversation

As shared by Stuart Greif, validating data from McKinsey & Company on the increasing demand for unique experiences by travelers. (Source: LinkedIn)

Interview Profile

Building a Legacy: Q&A with Mohamed Kaoud on Redefining Egypt’s Luxury Travel Industry

In this edition, we spotlight Mohamed Kaoud, the visionary founder of Egylière, a luxury lifestyle management company specializing in bespoke travel and concierge services. Kaoud shares how he transformed Egypt’s travel industry into a hub for high-end, personalized experiences, from navigating initial roadblocks to hosting events like the Jain-Hammond wedding. He discusses his mission to position Egypt as a premier global destination for discerning travelers. Interview edited by Nureen Khadr.

Global Spotlight

👽 Cercle Odyssey, the world's first nomadic concert structure, is set to debut in Mexico City on April 19, 2025. This innovative live touring experience promises to redefine the concert landscape with its unique, mobile design.

🌀 Our Take: Cercle isn’t just hosting concerts; they’re engineering a new human ritual, one where technology, nature, and music collide to create a collective moment of wonder. The “no phones” rule? That’s genius. It confronts how distracted we’ve become, offering a glimpse into a future where the most premium experience isn’t about access to your device but freedom from it. In an industry chasing scale, Cercle bets on stillness. Will this bold vision reshape how we value live events, or is it too ahead of its time?

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