Mohammed Alhadlaq, director of marketing campaigns at ROSHN, speaking to Gulf Business
Saudi Arabia’s real estate sector is undergoing a rapid digital transformation, and ROSHN Group—one of the Kingdom’s most influential national developers—is placing innovation at the heart of its customer strategy. At Cityscape Global 2025, Mohammed Alhadlaq, director of marketing campaigns at ROSHN, explained how the ROSHN Experience Truck has become a standout example of how developers can adopt mobility, technology, and experiential design to bring projects directly to customers.
Launched during last year’s edition of Cityscape, the truck marks its first anniversary in 2025 and has evolved from a bold experiment into a fully functional mobile engagement platform. “We’re back to Cityscape Global 2025, where the ROSHN Experience Truck was born last year. And today it marks a one-year anniversary… and we’re proud to continue this success,” Alhadlaq said.
More than a showpiece, the Experience Truck reflects ROSHN’s approach to embedding innovation across the entire customer lifecycle. “Experience Truck is actually one of the components of our main pillar, which is innovation. So it’s an innovative platform that we can communicate with our audience with, in addition to the multiple services that we are actually offering through ROSHN Experience Truck,” he explained.
A mobile, tech-enabled showcase of ROSHN communities
What differentiates the Experience Truck from traditional sales centres is its ability to move, reaching residents and investors wherever they are—whether in Riyadh, Dammam, or Jeddah. This has opened access for potential buyers who may not have the time to visit fixed-site sales centres.
“The main objective of ROSHN Truck is to first have a different engaging experience with our clients and visitors… for those who don’t really have the luxury of time to visit our sales center, they can find our ROSHN Experience Truck wherever they go.”
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The model represents a significant shift toward customer-centric urban engagement, merging mobility with advanced digital tools. Instead of brochures or static displays, visitors can explore ROSHN communities in real time through a series of immersive technologies:
• VR walkthroughs, allowing users to “enter” residential units and navigate different typologies
• Interactive community journeys, offering a feel for neighbourhood design, amenities, and open spaces
• Holographic master plan displays, providing a dynamic view of large-scale development layouts
According to Alhadlaq, this approach makes the truck “an innovative and immersive experience… not really a sales center,” but a platform designed to showcase the future of neighbourhoods with full interactivity.
Beyond customer engagement, the Experience Truck aligns closely with the Kingdom’s national push toward smart cities, digitised services, and modern urban planning. ROSHN’s ability to take large-scale master plans on the road—and present them through extended reality environments—demonstrates the practical application of these priorities.
“It’s a complete experience that showcases ROSHN’s leadership in innovation and the national role to contribute toward advancing the digital urban transformation in the Kingdom.”
