AlUla Moments festival & immersive production

AlUla Moments is the destination’s calendar of festivals — from Winter at Tantora and the Arts Festival to wellness, skies and heritage programmes. We produce sponsor spaces, scenic and immersive installations, and staging in canyons, oases and around Maraya.

Remote sites, protected landscapes

AlUla is far from the main fabrication centres, so we pack builds as complete, tested modules with spares, and plan transport, crew accommodation and power early. Sand, temperature swings between day and night, and wind shape every specification.

Much of the landscape and archaeology is protected, so placement, ground protection, light spill at night and removal are agreed with the site authority before design is final.

AlUla briefs tend to come from brands, cultural partners and agencies building something memorable in a landscape that is the main attraction. The work is to add light, sound, seating and hospitality without competing with the sandstone — and to deliver it at a remote site where every forgotten part is a long drive away. We plan the whole package, from immersive content integration to the sponsor lounge, as tested modules with spares.

What we deliver here

Immersive & projection installations

Projection on rock faces and structures, interactive light and sound installations built with the content team.

Pop-ups, kiosks & F&B units

Modular kiosks, retail pods and food units built to the zone operator’s design code, with power, drainage and service access planned in.

VIP, hospitality & backstage

Sponsor majlis lounges, VIP decks, artist and crew backstage fit-outs, green rooms and production offices.

Maintenance during long runs

Daily checks, a planned spares list, repaint and re-skin cycles and an on-call crew so structures, LED and graphics still look right in week eight, not only on opening night.

Immersive & interactive rooms

Projection mapping, interactive LED floors and walls, multisensory effects and content playback for visitor experiences.

Festival production & scenic builds

Entrances, scenic installations, VIP lounges, backstage fit-outs and wayfinding for festival sites.

Outdoor sites & temporary structures

Tents, overlay, shade and temporary structures planned with ground conditions, wind, heat and access in mind.

AV, LED & lighting

LED walls, projection, sound and lighting specified to the content and space, installed and tested before doors open.

Galas & VIP events

Award nights, dinners and VIP receptions with staging, lighting, décor and guest management.

Remote-site production planning

Pre-tested modules, spares kits, generator and cable plans, crew rotations and transport schedules built for AlUla’s distances and day–night temperature swings.

Planning an AlUla project

Useful inputs: the festival and site, run length, guest capacity per session, content to be projected or played, power availability, and the protection rules supplied by the site authority.

Programme references: experiencealula.com/en/whats-on · visitsaudi.com/en/seasons/alula-season. Each festival’s dates are published by the organiser; we treat earlier editions’ dates as history only.

Local logistics: AlUla is several hundred kilometres from Madinah and much further from Riyadh and Jeddah, with its own domestic airport for crew travel. We plan freight by road, stage modules close to site, and agree placement, ground protection and light spill with the Royal Commission for AlUla’s site requirements and the festival operator before design is final.

How we work with you

  1. Brief — Share the event type, site or venue, dates if confirmed, audience and objectives.
  2. Site & rules check — We review access, power, rigging and the organiser or landlord rules that apply to this site.
  3. Design & proposal — Concept, 3D visuals and an itemised proposal so scope and cost are clear before commitment.
  4. Production & logistics — Off-site fabrication, technical preparation, transport and crew scheduling planned around the site window.
  5. Install, operate, dismantle — On-site build, testing, show support and a planned breakdown with the site handed back as agreed.

Frequently asked questions

Who do you work with on season projects?

Sponsor brands, creative and experiential agencies, zone operators and licensees, and entities taking a pavilion or activation inside a season. We work as their design-and-build and production contractor; the season itself is run by its organiser.

When is the next AlUla Moments festival?

Dates are announced by the season organiser for each edition. This page covers our production services and does not list edition dates; check the organiser’s official channels, and the event calendar on this site once dates are confirmed.

Can you provide drones, fireworks, security or artists?

Those are delivered by licensed specialist providers and the promoter. We coordinate our build, rigging and show schedule with them and leave space, power and safety zones for their work in our drawings.

Do you have an office or workshop in this location?

Our head office is in Manama, Bahrain, and we run Saudi projects with production capability in Riyadh. We plan delivery to each location project by project — travelling crews, transport and local suppliers where needed — rather than claiming a local office.

Can you build sponsor lounges at Maraya or in the Ashar Valley?

Yes, for clients holding space there. We design to the site’s rules on footprint, ground protection and night lighting, and deliver the lounge, staging and AV as one package.

How do you keep an AlUla installation running for a whole festival?

With an on-site technician team, a spares kit for every system, daily checks before doors open and sand and temperature protection for LED, projectors and audio.

Related services and pages

Send us your project brief

Tell us the site, event type and dates if confirmed, and we will come back with planning questions and an outline proposal.

+973 3838 8827 · info@the-concept.me · Contact The Concept WLL