Diriyah Experience Centre: Saudi Arabia’s Cultural Legacy Finds a New Home in Knightsbridge

In one of London’s most prestigious postcodes, One Hyde Park in Knightsbridge, the Diriyah Company officially unveiled its Diriyah House Experience Centre. More than a marketing space, it is a cultural immersion designed to captivate, inform and connect with the world’s most discerning investors.

With privileged access granted to Avesso Magazine, the presentation revealed the extraordinary scale and ambition of Diriyah, a historic city on the outskirts of Riyadh that is being transformed into one of the most visionary urban and cultural developments of this century. It is not simply a real estate project. It is a statement of heritage, innovation and international elegance.

The location of the Experience Centre, just steps from Harrods, is both intentional and symbolic. In 2024, the Diriyah Company had already made its presence known with a visually striking installation inside Harrods. That activation presented the project’s masterplan through curated models, including the exceptional Armani Residences Diriyah, a collection of fifteen exclusive homes featuring interiors by Armani Casa, private pools and access to the future Armani Hotel Diriyah.

Avesso Magazine had the honour of experiencing that initiative in person, which concluded with a private lunch at the Aubrey Restaurant in the Mandarin Oriental Hotel. The gathering served as an open dialogue on how Diriyah is positioning itself globally, combining its ancestral legacy with a bold and structured vision for the future.

The newly launched space in Knightsbridge is a continuation of this outreach. Developed in partnership with Sotheby’s International Realty, the centre showcases properties and branded residences associated with leading global names in hospitality, such as The Ritz Carlton, Corinthia, Baccarat and the already operational Bab Samhan Hotel, part of Marriott’s Luxury Collection.

The environment inside the centre is entirely curated. A grand scale model, detailed visual presentations and architectural storytelling reveal the complexity and elegance of a city that will welcome one hundred thousand residents, generate one hundred and eighty thousand jobs, and attract fifty million visitors annually. With a projected contribution of over sixteen billion pounds to Saudi Arabia’s GDP, Diriyah is at the heart of Vision 2030, the country’s plan for economic diversification and cultural prominence.

More than a destination, Diriyah represents an idea. It is a living dialogue between memory and modernity, between identity and global presence. From the ancient paths of At Turaif to the marble lobbies of Knightsbridge, Diriyah presents a future grounded in meaning, beauty and scale.

Avesso Magazine was there to witness that vision being brought to life.