The experience transported audiences from central London into Diriyah’s landscapes and future neighbourhoods, connecting historic At-Turaif with destinations for culture, retail, hospitality, living and work. Architectural visualisation and cinematic storytelling communicated the scale of the masterplan, while a physical majlis—a traditional space for gathering and conversation—created a welcoming cultural focal point. The Now Trending activation recorded 87,710 visitor impressions, with an average dwell time of 7 minutes 12 seconds—112.8% above Outernet’s average

Diriyah is a major cultural and urban development on the outskirts of Riyadh, rooted in the UNESCO World Heritage Site of At-Turaif. Its vision brings together heritage, culture, hospitality, retail and contemporary city living. The Outernet activation introduced this ambition to international audiences in central London, turning a complex masterplan into an immersive journey through the destination. Combining panoramic film with a traditional Saudi majlis, it connected Diriyah’s future with its cultural identity, helping visitors and potential investors experience its scale, atmosphere and possibilities before completion.