Amaala
An extra-luxurious tourism destination nestled on Saudi Arabia’s northwestern coast, AMAALA is a resort for an exclusive global community and is one of the potential mega-projects in Saudi Vision 2030.
Created to promote and preserve the Red Sea Riviera and inspire guests to embark on transformative personal journeys, the hope for AMAALA is to unite ultra-high-net-worth-individuals on their shared commitment to advancing wellness, arts and culture and environmental preservation.
John’s Involvement
My job was to create a brand and experience that redefines what an ultra-luxury wellness resort looks like in one of the purest, most untouched areas on the planet.
Working directly with the Executive Leadership team of a Private Investment Fund start-up, I was key in capturing and curating the vision of His Royal Highness Prince Mohammed bin Salman.
Through insights and ideation sessions with the team and advisory board, we arrived at the creation of a unique, compelling and relevant leisure experience, which was first unveiled at the Monaco Yacht Show in 2019.
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