As Jeddah, Makkah, Madinah, and Tabuk undergo rapid development through government initiatives and giga-projects, IFS Jeddah will highlight cutting-edge designs, sustainable interiors, and architectural innovation. With more than $1.45 trillion in hospitality, residential, and commercial projects, Saudi Arabia’s design sector is entering a new era of modernization and growth.

Saudi Arabia’s Expanding Hospitality and Real Estate Market

Saudi Arabia’s Vision 2030 has set ambitious targets for the hospitality and accommodation sector, with plans to deliver 320,000 new hotel rooms by 2030, at a total cost of $37.8 billion. The Western Province is a key driver of this transformation, with cities like Jeddah, Makkah, and Madinah leading the way in luxury hotel development. Currently, 66% of Saudi Arabia’s hotel inventory is in the luxury segment, a figure projected to grow to 72% by 2030.

Industry Leaders and Key Exhibitors

IFS Jeddah will feature over 100 exhibitors and is expected to attract more than 5,000 influential buyers from the hospitality, residential, and commercial interiors sectors. Some key exhibitors include:

• Local brands: Al Aqeel, Foamco, Al Guthmi, Al Rugaib Furniture, Creative Closets, Al Nassaj, Al Sourayi, Majestic, Damons, and Back Care.
• International brands: Standard Carpets, Trend Middle East, Surfaces Furnishing LLC, and Zuma Design Consultants.

IFS Jeddah Conference and Expert Speakers

The event will also feature IFSpeaks, a thought-leadership program featuring discussions on Saudi heritage in design, sustainability, 3D printing, and the future of AI in architecture. Speakers include:

• Amani Al Ibrahim, Partner and Executive Director of Kristina Zanic Consultants
• Dr. Karima Hemida, Head of Design at Jeddah International College
• Ma’an Bajnaid, Architect at M3N DESIGN + ARCHITECTURE
• Iman Abuljadayel, Founder of In Detail Design Center

A Three-Day Focus on Design Evolution

Each day of IFS Jeddah will explore a different design theme:

• Day One: Saudi heritage and its influence on modern interiors.
• Day Two: Innovations in flexible workspaces, AI integration, and space transformation.
• Day Three: The future of Saudi design, empowering the next generation of architects and designers.

Jeddah: A Growing Hub for Design and Innovation

Jasmeet Bakshi, Vice President of Design and Hospitality at dmg events, emphasized the strategic importance of Jeddah:

“Jeddah is experiencing an unprecedented transformation. From the Jeddah Central Project and the Red Sea Project to NEOM, the city is becoming a global leader in sustainable and innovative design. IFS Jeddah will not only showcase products but also bring together the industry’s top talents to shape the future of Saudi architecture and interiors.”

As Saudi Arabia’s design and fit-out industry expands, IFS Jeddah will serve as a key networking hub, bringing together the region’s top architects, designers, and project owners. The event is set to play a pivotal role in shaping the future of interiors and furniture in the Western Province and beyond.

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Safeya Binzagr, revered as the “mother” of Saudi Arabia’s fine art movement and a key proponent of Vision 2030, was instrumental in bridging the cultural divide between the two nations. Her efforts helped forge a stronger connection between Japan and Saudi Arabia, a testament to her role in enhancing international cultural exchange. Binzagr was also the aunt of Dr. Ghazi Faisal Binzagr, the current Saudi Ambassador to Japan, further cementing her influential role in cultural diplomacy.

Katakura, who serves as chairman of Japan’s Foundation for Desert Culture, fondly reminisced about Safeya Binzagr’s “warm and encouraging nature” towards him and his late wife, Motoko. “Her support was crucial for Motoko’s cultural anthropological research in Wadi Fatima,” Katakura recalled. “She always welcomed the foundation’s follow-up missions with open arms, fostering a deep and personal connection with us.”

Katakura described Binzagr as not only an exceptional artist whose work has inspired many but also as a cherished friend and mentor. Her dedication to her art and her ability to inspire through her paintings have left an indelible mark on the art world, ensuring that her legacy will continue to resonate with future generations.

Ambassador Binzagr emphasized the importance of cultural diplomacy, stating, “Building a cultural bridge is the core for creating a distinguished future between two countries. As an ambassador, I strive to support this vision because it creates opportunities for shared interests and mutually supportive values.” He added, “The mission carried out by my late aunt will continue in shaping a new era. She was a pillar in promoting the culture of the arts for future generations, and the Kingdom considers her the mother of Saudi Arabia’s cultural heritage in fine arts.”

The ambassador also highlighted ongoing efforts to enhance collaboration between Japan’s Foundation for Desert Culture and prominent Saudi institutions, aiming to build upon the cultural ties established by Binzagr. These initiatives seek to honor her legacy and further the cultural exchange between the two nations.

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Saudi Arabia’s Vision 2030: A Cultural Renaissance

Saudi Arabia’s Vision 2030 is a comprehensive plan to diversify the country’s economy and develop public sectors, including culture and entertainment. A key component of this vision is the revival of the Saudi film industry. After a 35-year ban on cinemas was lifted in 2018, the Kingdom has rapidly progressed in building a robust film infrastructure.

The establishment of the Saudi Film Council and the introduction of the Red Sea International Film Festival are pivotal to this growth. The festival, held in Jeddah, showcases local and international films, providing a platform for Saudi filmmakers to gain exposure and connect with global audiences. Vision 2030 also includes investments in film production facilities, training programs for aspiring filmmakers, and incentives to attract international film productions to Saudi Arabia.

Notable Films and Rising Filmmakers

The Middle Eastern film industry has produced several notable films that have garnered international acclaim. “Wadjda” (2012), directed by Haifaa Al-Mansour, is a landmark film as the first feature-length movie shot entirely in Saudi Arabia and directed by a Saudi woman. It tells the story of a young girl who dreams of owning a bicycle, highlighting themes of freedom and gender roles in Saudi society.

Another significant film is “Capernaum” (2018), directed by Lebanese filmmaker Nadine Labaki. This critically acclaimed movie received numerous awards, including the Jury Prize at the Cannes Film Festival, and was nominated for an Academy Award for Best Foreign Language Film. “Capernaum” portrays the struggles of a young boy living in the slums of Beirut, shedding light on issues of poverty and child rights.

Film Festivals: Showcasing Regional Talent

Film festivals play a crucial role in the growth of the Middle Eastern film industry by providing platforms for filmmakers to showcase their work and engage with audiences. The Dubai International Film Festival (DIFF), one of the region’s most prestigious events, has been instrumental in promoting Arab cinema. DIFF features a diverse selection of films from around the world, with a special focus on Arab filmmakers.

The Cairo International Film Festival (CIFF) is another significant event, recognized as one of the oldest and most influential film festivals in the Middle East and Africa. CIFF highlights the rich cinematic heritage of the Arab world and fosters cultural exchange between filmmakers and audiences.

Initiatives and Collaborations

Various initiatives and collaborations are fueling the growth of the Middle Eastern film industry. The Doha Film Institute (DFI) in Qatar supports regional filmmakers through grants, workshops, and production funding. DFI’s Qumra event is an annual gathering that connects emerging filmmakers with industry professionals, providing mentorship and development opportunities.

In the UAE, the Abu Dhabi Film Commission offers incentives for film productions, including rebates and logistical support, to attract international filmmakers to the region. Additionally, the Sharjah Art Foundation supports experimental and independent film projects, promoting innovative storytelling and artistic expression.

Challenges and Opportunities

While the Middle Eastern film industry is on a promising trajectory, it faces challenges such as censorship, funding limitations, and the need for more training and education programs. However, the opportunities for growth are immense. The region’s rich cultural heritage and diverse stories provide a unique and compelling backdrop for filmmakers. As more countries invest in film infrastructure and support local talent, the Middle Eastern film industry is poised for a bright future.

Conclusion

The expansion of the film industry in the Middle East is a testament to the region’s resilience and creativity. With notable films, influential festivals, and ambitious initiatives like Saudi Arabia’s Vision 2030, the Middle Eastern film industry is experiencing a renaissance. As the industry continues to evolve, it will undoubtedly contribute to the global cinematic landscape, offering fresh perspectives and compelling narratives.

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Saudi Arabia has chosen the artwork “The Teaching Tree,” which is a petrol-colored creature. It’s made up of 260 square metres of black-dyed woven dried palm leaves that undulate thanks to a pneumatic pump, giving the illusion of breathing.

It was intended as a visual metaphor for the country’s socio-political and cultural development by Saudi artist Muhannad Shono, one of the most active members of the rising Saudi art scene.

Many people expect that, with the new Vision 2030 social reform plan, the constraints on artists’ expression will be lifted, and that artists and curators will finally be able to discuss topics like Islam, Saudi society, and the monarchy.

So far, the state has nearly entirely sponsored the art scene’s growth, which is directly tied to the government’s expected $64 billion investment in cultural infrastructure over the next decade, in conjunction with the private sector. The Ministry of Culture, which was established in 2018, will develop 11 specialised agencies that will cover music, museums, and performing arts.

Despite the pandemic, the visual arts sector has seen an unprecedented amount of programming in the last few years: the Diriyah Biennale, the important opening of the art centre Hayy Jameel, the Tuwaiq sculpture commissions for public art in Riyadh; Misk Art Week’s exhibitions and discursive programmes; the Bienal Del Sur’s Jeddah edition; the Red Sea International Film Festival; various pop-up events, an art fair, Shara Art.

The new art scene is centred in Saudi Arabia’s major cities of Jeddah and Riyadh. “Riyadh is being positioned as the future,” writes writer Rahel Aima in ArtForum. “Jeddah may soon be relegated to the realm of tradition.” “For example, the Diriyah Contemporary Art Biennale is held in Riyadh, while its Islamic art editions will be held in Jeddah on alternating years.”

The art scene in Riyadh, the Saudi capital, appears to be much more structured. Vision 2030 aims to make the capital a dynamic, multicultural metropolis by creating one of the world’s largest public art programmes.

More than 1,000 public art pieces are part of “Riyadh Art,” which is supported by two major annual festivals and brings art to residential neighbourhoods, parks, metro and bus stations, bridges, pedestrian walkways, city entrances, and key tourist locations. The “Riyadh Art Hub” is one of the efforts, and it comprises of an immersive creative area. The centre, which is located on Riyadh Front, hosts daily events, workshops twice a month, and a monthly debate.

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