Qiddiya EWC

A destination built inside the world’s biggest esports event.

While working at MAS, I contributed to the experiential design of Qiddiya City’s presence at the 2025 Esports World Cup in Riyadh.

The experience introduced visitors to Qiddiya as an emerging destination for entertainment, gaming, sport, and culture. Rather than presenting the brand through a traditional exhibition booth, the environment was developed as a layered journey through the larger Qiddiya story.

Distinct zones combined digital content, interactive moments, architectural features, and branded storytelling. Together, they created a space that could hold its own inside a visually competitive event while giving visitors multiple ways to explore and participate.