Qiddiya PAX East

Qiddiya’s presence at PAX East marked the beginning of a larger experiential partnership and introduced the destination’s vision to the gaming community through a bold, interactive environment.

As part of the MAS creative team, I contributed to the spatial and experiential development of the activation, helping translate Qiddiya’s ambitions across gaming, entertainment, sport, and culture into a physical experience that felt energetic, approachable, and relevant to the PAX audience.

The project became an important first step in establishing how Qiddiya could show up within live gaming environments and created a foundation for future experiences with the brand.