AtharX and BRC Imagination Arts Enter Strategic Partnership

(eap) AtharX, an experience design studio based in Riyadh, Saudi Arabia, and US strategy, design and production company BRC Imagination Arts have announced a partnership to jointly create experiences in the fields of museums, heritage and tourism in Saudi Arabia. The partnership is intended to support Saudi Arabia’s “Vision 2030”, whose goals include attracting 150 million visitors annually, generating ten percent of GDP through tourism and establishing the Kingdom as a globally recognized cultural travel destination.

While AtharX brings local know-how, cultural sensitivity and an understanding of stakeholder interests, BRC Imagination Arts is to contribute its decades of experience in designing some of the world’s most renowned cultural attractions, museums and immersive environments. “This partnership is built on a conviction that Saudi Arabia’s most ambitious cultural projects deserve both – Saudi leadership that ensures the work is culturally true, and global expertise that ensures it is world-class in execution. That combination is what AtharX and BRC bring together,” says Belal A. Qilan, Founder and CEO of AtharX.

“We have worked in some of the most ambitious cultural contexts in the world over the past four decades. What is happening in Saudi Arabia right now is genuinely extraordinary – and we are proud to be partnering with AtharX to be part of it,” adds Brad Shelton, Vice President Creative & Story at BRC Imagination Arts. ■