G20 · Cultural Experience

In 2020, Saudi Arabia was planned to host the leaders of the 20 most powerful nations of Earth. This was a prime occasion to let them discover our culture.

Three challenges quickly arose: most have the wrong impression of the Kingdom's identity, such trips leave very few moments for the guest leaders to enjoy, and a global pandemic demanded a virtual option to the entire cultural experience.

The project was carefully crafted together with the G20's protocol team to embed every possible moment of each

leader's experience in Riyadh with sensory experiences of the Kingdom's authentic culture. From touchdown, to every car trip and to the amenities in their accommodations — coupled with digital alternatives such

as a custom Webex landing page and digital gifts - the 2020 G20 became a memorable landmark in the groups history, immortalized with a unique family picture projected onto Saudi Arabia's birth place — Diriyah.