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‎Masar Destination & Midwam sign partnership to design and implement the Masar Experience Center as a cutting-edge visitor destination

‎Masar Destination & Midwam sign partnership to design and implement the Masar Experience Center as a cutting-edge visitor destination thumbnail


Umm Al Qura for Development & Construction, the owner and developer of Masar, the 100 billion Saudi riyal destination, announced the signing of a partnership with Saudi company Midwam, a pioneer in designing immersive experiences using the latest advanced technologies.

This partnership will be supported by the expertise of Icaria Atelier, a cutting-edge company based in Seville that integrates design, storytelling, media, and technology to transform spaces into experiences and has won several awards during (Dubai Expo 2020) to design and implement “Masar Experience Center”. The latest visual, light, and sound technologies will be used in Makkah Al-Mukarramah for the first time to showcase features of “Masar” destination. This experience will also include a virtual theatre with the latest 3D projection technology that will be updated with new visual content as the work on the project continues to progress.

Mr. Yasser AbuAteek, CEO of Umm Al Qura for Development & Construction, said: “I am delighted to sign this agreement with Midwam to design and implement this Experience Center which combines innovative technology with the essential investment and business information in order to engage existing and prospective stakeholders and to demonstrate how “Masar” Destination is a unique and distinguished project.”

Mr. Khalid AlMuawad, CEO and Co-founder of Midwam, said: “The Experience Center will play an essential role in promoting and show casing the destination to its potential stakeholders, investors, and customers. We are also looking forward to working with our award-winning partner, Icaria Atelier, and using our expertise and know-how in the latest immersive technologies to achieve a world class Experience Center for “Masar” destination.” 

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MASAR is an urban destination in Makkah al Mukaramah will offer unparalleled experiences to inspire each visitor while enhancing the quality of life of the city’s residents through a diverse range of hospitality, mobility, retail, entertainment, and other offerings.  It aims to simultaneously preserve the spiritual and cultural heritage of Makkah and providing opportunities to boost the region’s economic potential.

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