ithra
The King Abdulaziz Center for World Culture, also called Ithra which is Arabic for enrichment, is an initiative from the Saudi Aramco Oil Company to promote cultural development, knowledge and diversity in the Kingdom.
Since opening in 2018, the centre has provided the local population and visitors unprecedented access to a wide range of learning and cultural facilities open for everyone to use. The centre includes an auditorium hosting a wide range of events from opera, symphony concerts, musicals and lectures, a cinema, a library, an exhibition hall, as well as a museum.
We developed several identity directions. A favourite (not chosen) was looking at culture as a ripple effect.
Completed at Siegel+Gale