Kiran Jay Haslam, chief marketing officer of Diriyah/Image: Supplied
Diriyah, one of Saudi Arabia’s most strategically significant giga projects, is entering a pivotal phase—one defined by accelerated delivery, expanded partnerships, and a sharpened vision of cultural leadership on the world stage. As the birthplace of the first Saudi state and the ancestral home of Al-Saud, Diriyah carries a national identity deeper than any modern development. For Kiran Jay Haslam, chief marketing officer of Diriyah, this heritage is not only a responsibility, but the foundation of the project’s global value proposition. Haslam was talking to Gulf Business at Cityscape Global 2025 in Saudi.
“Firstly, it’s important to stress why I believe it’s the most important of all the projects currently. And that’s because if you go back into the history of the layout, it well and truly holds a wonderful identity for the population of the Kingdom of Saudi Arabia. I think it’s one where it’s such a rich story, rich heritage, and an incredible legacy. It’s a legacy not only of the people and the place, but also of the leadership and the vision of the leadership.”
With the master plan set for substantial delivery by 2030, Diriyah is now focused on unlocking new opportunities across commercial office space, retail, hospitality, food and beverage, and community-centric public realm. “At the moment, the way in which the project is coming together… we remain fully committed to delivering it by 2030.”
Haslam noted that the next 12–24 months will be defined by an acceleration of partnerships—particularly with operators and developers who can appreciate the cultural specificity embedded in the Diriyah code. “We need to start working with really clever operators… who understand the importance of the master plan, understand the importance of the form-based code, understand the architecture, the adobe mud brick exterior, understand the importance of the pedestrian nature of the city and unlocking that quality of life.”
Balancing heritage with high-value global assets
A central challenge for Diriyah is blending deep cultural authenticity with commercially competitive assets for international brands. Haslam explained that the project’s form-based code—anchored in Najdi architecture with transitions into Salmani design—provides a strict framework that preserves Saudi identity while enabling modern functionality.
“It’s very easy for us to, in physical form, maintain that authenticity… What’s harder is to be able to complement it with the types of operations within this strict code.” This extends to hospitality, where each brand must interpret Diriyah in its own unique way. “When you stay in a Six Senses in Diriyah, it feels unique to Diriyah. When you stay in a Radisson in Diriyah, it feels unique to Diriyah.”
As new districts and mixed-use assets move into advanced stages of planning, Diriyah is actively welcoming partnership proposals across a broad range of asset classes.
“We’re looking at parcels of land where we’ve got an expectation of what needs to exist within the master plan in that location, and working with third-party developers to help us bring that parcel… to life.”
He added: “Tell us who you are, why you feel you want to be part of the Diriyah plan, and let’s have a look at the value that you can help us unlock.”
Opportunities span real estate development, hospitality operations, retail concepts, public realm activations, and community-led initiatives. Diriyah’s in-house asset management organisation may also collaborate with operators depending on strategic fit.
Why global investors are watching Diriyah closely
Diriyah’s momentum mirrors the broader surge in Saudi Arabia’s capital city. The project alone is expected to generate at least 170,000 jobs, in addition to supporting Riyadh’s growing demand for Grade A office space, luxury hospitality, and lifestyle-driven retail.
He also highlighted the transformational power of Diriyah’s fully pedestrianised core—one of the largest globally. “This is a game changer in terms of opportunity in the retail space, in the entertainment space, in the food and beverage space.”
For investors, he added, the indicators are visible across Riyadh and the wider kingdom: rising footfall, tourism growth, increased dwell time, and evolving consumer behaviour.
A cultural capital with 300-year ambitions
Diriyah aims to be one of the world’s leading cultural capitals, and Haslam emphasised that this ambition is rooted in authenticity. “Culture has to be real. If it’s not real, it’s entertainment.”
The project’s commitment to community, heritage, and long-term value creation is evident across every element—from its 25% allocation to green and public realm to its workforce composition.
“The authentic voice we have in Diriyah, with over 14 per cent of our workforce being from Diriyah, 85 per cent of our workforce being Saudi… that authenticity is going to drive long-lasting directions.”
Video: Diriyah CMO on keeping authenticity at the heart of Saudi’s megaproject
Looking centuries into the future, Haslam said: “300 years from today, people will recognise that the quality of life proposition that was established in Diriyah 300 years ago with the new master plan was as profound and meaningful as it is today, which is going 300 years back into the original state… the UNESCO World Heritage Site of At-Turaif.”
Diriyah’s commitment to community extends beyond luxury. “We need to have the small mom and dad-operated falafel store so that the university students of Diriyah are not going to a five-star hotel lobby to have their lunch.”
Partnership momentum continues at Cityscape Global
Haslam confirmed that multiple MOUs and partnership announcements would take place throughout the event. “Of course, we’re going to be celebrating all of the incredible partnerships that we’ve had since we were last here.”
With new residential launches—branded and unbranded—expanding investment inquiries, and a growing pipeline of development opportunities, Diriyah remains one of the most strategically important projects in the kingdom’s transformation.
As Saudi Arabia accelerates toward 2030, Diriyah’s blend of heritage, culture, and modern urbanism positions it to become an enduring cultural and investment hub—one designed not just for today, but for the next 300 years.
