The energy of the design was inspired by the enterprising dynamism of the Saudi Arabian economy at this period in the country’s history. The pavilion’s powerful and yet adaptable forms speak to the robust/vigorous potential of the burgeoning Saudi investment market and at the same time to the country’s youthful and agile populous who are part of/swept up in a great economic transformation.

The pavilion unfolds in space, inviting the visitor in and unfolding the potential of new business to them. The design was conceived as a modular assembly while maintaining a holistic design language. This allowed construction of different configurations, depending on the requirements of a specific event: Stage Only; Pavilion Only; Reception Only; Full Pavilion with Stage, Display walls and Reception Area.