By Orazio Moretti, CEO of Craft Group, Saudi Arabia
Saudi Arabia stands at a transformative juncture. As the Kingdom charts a bold path toward economic diversification under Vision 2030, we are witnessing the rise of new models of development that blur the lines between architecture, culture, commerce, and community. Among the most powerful of these emerging frameworks is the rise of creative districts–urban zones intentionally designed to fuel innovation, artistic expression, and cultural exchange. Craft Group, we believe these districts are not simply zones on a map but cultural engines that will drive the Kingdom’s creative economy forward.
Riyadh, the beating heart of this transformation, is leading the way. With the emergence of the JAX District and now the new movie studio, the transformation of Diriyah, and new initiatives backed by the Ministry of Culture, the capital is rapidly evolving into a global design and arts hub. However, these spaces are not being built in isolation–they are part of an ecosystem, and a deliberate, strategic shift that integrates art, design, and storytelling into the very DNA of urban development.
Craft Group has contributed to this ecosystem by designing and delivering projects that balance aesthetic ambition with cultural authenticity. Our newly opened Riyadh Craft Headquarters represents more than a spatial expansion; it’s a statement of intent. It signals our commitment to being embedded in the local creative context, where we’re co-creating with the architects, artists, and thinkers shaping a distinctly Saudi narrative of innovation.
One of the most exciting facets of this transformation is the growing recognition that design and architecture are not merely decorative–they are instrumental. When we build with intention, when we embed artistic voices early in the planning process, we create spaces that resonate more deeply with the communities they serve.
Creative districts thrive not only on cutting-edge infrastructure but on meaningful placemaking. They require studios, galleries, performance venues, and co-working hubs, but just as critically, they need vibrant public squares, shaded arcades, and walkable streets that encourage spontaneity, interaction, and participation. At Craft Group, we understand the importance of this balance between structure and soul. That’s why we’re proud to be part of the Jewels in Riyadh project, overseeing the installation of 25 striking art pieces. Through this initiative, Craft is helping shape spaces where creativity can be both showcased and shared, bringing art closer to the public and enriching the city’s cultural fabric.
Craft’s involvement in projects like Riyadh’s Sports Boulevard–a model of active urbanism and public realm innovation–has given us a front-row seat to this cultural evolution. The project redefines urban infrastructure by prioritizing human-scale experiences and multifunctional public spaces. This same philosophy underpins our approach to creative districts: a belief that design should serve both utility and emotion.
Creative districts are more than locations–they are identities. They attract talent, generate jobs, and catalyze industries that have long remained on the margins of the national economy. From film and fashion to graphic design and game development, these sectors represent both the soft power and the hard value of a diversified economy. A thoughtfully designed creative district not only amplifies these sectors but also nurtures local content creation that is globally resonant and unmistakably Saudi.
This is why we must support creative growth as a national priority. A thriving creative economy does more than generate revenue, it shapes how we see ourselves and how the world sees us. It tells stories that endure beyond policy cycles and market shifts. It creates belonging. When artists, designers, writers, and filmmakers are empowered to create, they give voice to a generation, build social cohesion, and reinforce cultural pride. This is especially vital in a country where tradition and modernity walk side by side.
At Craft, we advocate for a multidisciplinary, collaborative approach to every project. We engage with curators, technologists, historians, and policy makers. We ask: Who is this space for? What story is it telling? How can it adapt and evolve over time? These questions are not luxuries. They are necessities in a region where design must simultaneously honor heritage and embrace the future.
Saudi Arabia’s creative surge is not happening in a vacuum. Globally, we see the emergence of similar districts in cities like London, Seoul, and Los Angeles. Yet what makes the Saudi model distinct is its scale, its speed, and its rootedness in a millennia-old culture. We are not importing a template; we are developing an indigenous model of creative urbanism, one that reflects our climate, our crafts, our communities, and our aspirations.
We are not just designing buildings; we are building culture. We are not just constructing destinations; we are cultivating identities. In collaboration with our partners, clients, and the wider community, we aim to make Saudi Arabia not only a hub for cultural production but a global leader in the design of spaces where creativity thrives.
In the years ahead, as the Kingdom’s skyline continues to evolve, we must remember that it is the stories told in our streets, the art displayed in our squares, and the conversations sparked in our cafes that will truly define our future. And in those stories, the creative districts we build today will play a starring role.
Orazio Moretti is the CEO of Craft Group, a Saudi-based design and construction firm specializing in hospitality, cultural, and leisure projects. With a focus on sustainable, future-forward development, Craft is helping shape the Kingdom’s next chapter of urban and cultural innovation.
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