Luxury desert polo tournament blending sport, culture, and prestige in AlUla near UNESCO World Heritage Site Hegra, targeting global elites and luxury brand patrons.
The event aimed to position AlUla as a luxury sports tourism destination while reinforcing Richard Mille’s prestige. It sought to deliver a seamless, high-end polo experience in a remote UNESCO site; balancing sport, hospitality, and culture. The goal was to enhance Saudi Arabia’s global standing as a host of elite events and drive global media attention. Guests were meant to experience immersive hospitality, connect with regional heritage, and leave with a heightened perception of the Kingdom as a global lifestyle and sporting hub.
We fused high-performance polo with immersive storytelling and luxury hospitality in a desert environment. The theme “Where the Spirit of Desert Polo Meets the Splendour of AlUla” guided all design, blending regional culture with global prestige. Modular structures, heritage-inspired lounges, and elevated guest experiences created a new benchmark in destination sporting events. The gala dinner merged culinary art with live performances in a custom-built venue under the stars near Hegra.
