Diriyah, the birthplace of the Kingdom of Saudi Arabia, is a premier tourist destination hosting a transformative residential, cultural, and commercial project that seamlessly blends heritage, modern luxury, and sustainability.
At Raffles Residences Diriyah, the brand’s signature elegance harmonizes with Saudi Arabia’s rich heritage and architectural legacy.
The visual identity had to capture the essence of this unique residential project and its captivating setting, where contemporary and traditional influences inspire one another.
Since its founding in 1887, Raffles has been a symbol of luxury and sophistication. With each new destination, the brand integrates seamlessly, honoring and celebrating its cultural identity. In Diriyah, this tradition is enriched through a visual narrative rooted in the intricate motifs that adorn doors in Najdi architecture—an essential element reflecting the region’s artisanal legacy.
Building on these principles, the design proposal is centered around the concept of a flexible canvas—a foundational element that shapes the project’s new visual narrative. Its structure draws inspiration from the iconic façade of the Raffles hotel in Singapore, serving as a base for a visual system that reinterprets ancient Saudi design codes through a contemporary lens. With the goal of bridging both worlds, we have created a dialogue between Raffles’ heritage and Diriyah’s cultural richness.
Color, another cornerstone of the visual identity, is carefully crafted from a palette that reflects Diriyah’s natural and cultural wealth. The vibrant green of Wadi Hanifa, the deep blue of endless skies, the warm orange of Najdi clay, and the luminous gold evoking luxury come together to create refined visual harmonies.
The visual identity of Raffles Residences Diriyah not only celebrates culture and tradition, but also elicits profound sensory experiences. To this end, the materials used play an essential role, from packaging to editorial pieces, stationery and silkscreen prints conceived as pieces of art.
The identity proposal for Raffles Residences Diriyah is both a tribute to Saudi Arabia’s cultural heritage and a reflection of the timeless luxury that defines Raffles.
