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Qiddiya has every world record in the business. Records don’t make anyone come back.
Qiddiya City holds the world’s tallest, fastest and longest roller coaster. Records win the first visit. Something much smaller wins the second.
Diriyah is spending $63 billion on the one thing money can’t buy
Diriyah is a $63bn Saudi giga-project built around a 300-year-old heritage site. Here’s why the real risk isn’t scale — it’s polishing the past into a theme park.
The Abu Dhabi Sphere will be extraordinary. That won’t be enough.
The Abu Dhabi Sphere is a $1.7bn screen coming to Yas Island by 2029. Here is why the building is the easy part — and why story, not resolution, decides if it works.
Measuring brand experience: why footfall is the wrong number
Footfall is the easiest brand-experience metric to report and the most misleading. Here is what I track instead, and why it predicts whether the work landed.
Riyadh Expo 2030 is too ambitious. That’s exactly the point.
Everyone keeps calling Riyadh Expo 2030 a gamble. Based on what Expo 2020 did to Dubai, I think the scale is the strategy - not the risk.
Why Design by Committee Fails
Why design by committee kills experience projects and what works instead.
