RIYADH: This month, Saudi artist Ahaad Alamoudi is turning up the heat at Basel Social Club — which runs until June 21 in the Swiss city — with her latest installation, “The Social Health Club.” 

Freshly conceived, but rooted in the artist’s past works, the yellow-drenched installation offers a layered, sensory experience — and sharp cultural commentary — as well as a first for the artist: a live-performance element. 

Jeddah-based Alamoudi is known for creating immersive multimedia installations drawing from and exploring the complex dynamics of her evolving homeland. “The Social Health Club” is built around pieces found in Jeddah’s Haraj market in 2018 — a range of exercise equipment including a rowing machine.  

“These are pieces I collected from thrifting. I like the fact that no instructions came with the machines — I don’t have their name or the source of where they came from or who made them. But they’ve become part of the urban landscape that I’ve been in. And I was trying to create fun within the space,” Alamoudi told Arab News. 

In “The Social Health Club,” the equipment, painted predominantly in vibrantly-saturated monochrome yellow, stands untouched, serving as symbols of a culture obsessed with self-optimization. At the core of the installation is a cameo from a yellow-painted iron previously featured in her 2020 video work “Makwah Man.” (Makwah means iron in Arabic.) 

“A lot of my pieces stem from a narrative I create within a video. In ‘Makwah Man,’ this man wearing a yellow thobe is ironing a long piece of yellow fabric in the middle of the desert. And as he’s ironing, he tells us how to live our lives. But in the process of him telling us how to live our lives, he also starts questioning his own in the process — understanding the role of power, understanding the pressure of change, adaptation,” Alamoudi explained. 

“The yellow exists within the video piece, but he’s also wearing yellow thobe in the video piece. And (in this iteration at Art Basel) there’s also a rack of yellow thobes twirling in the exhibition. For me, the yellow thobe is like a unifying symbol. I’m trying to say that we’re all experiencing this in different ways. So in the performance (for “The Social Health Club”) a man (a local body builder) in a yellow thobe will be performing on these machines. He has no rule book. He doesn’t know anything; he doesn’t know how to ‘properly’ use the equipment. He’s going to go into the space and do things with the machines. 

“The performance will be recorded. But I think it’s more like an activation,” she continued. “It’s not the piece itself. The piece itself exists as the machines.” 

“The Social Health Club” was shaped through close collaboration with curator Amal Khalaf, who combed Jeddah’s market with Alamoudi in search of “machines that were a little bit abnormal, like not your typical machines that people would directly know what it is in the gym,” Alamoudi said.  

“She’s quite incredible,” she continued. “And we really built the space together. Essentially, the main thing that I created was the video; everything else was built off of that. She really helped. She really looked at social change and how we navigate that. Our collaboration was perfect.” 

Yellow dominates every inch of the piece—deliberately and intensely. 

“I obsess over symbols within certain works I create. And with that also comes a color,” Alamoudi said. “I wanted to showcase something that was luxurious, colorful, almost like gold, but it’s not gold. It’s quite stark in its appearance.” 

Yellow is both invitation and warning. “I think that yellow is also quite deceptive. I like it as a color to get people excited to come closer and see what’s happening, but at the same time question what it is — it’s so aggressive that it becomes a bit uncomfortable.” 

The viewer’s interaction is critical to the piece’s meaning. 

“I think the machines represent something and they carry something, but they really are activated by the people — what people are doing with them,” Alamoudi said. “And that’s why I’m encouraging a lot of viewers to engage with and use the pieces, or try to use them without any instruction. A lot of people entering into the space (might) fear even touching or engaging with them. Having the performer there activating the structures is going to add another layer to the piece itself.” 

She hopes visitors feel free to explore, unburdened by expectations. 

“People are meant to use it any way that they want to use it. They can sit on it, stand on it, touch it — they can leave it alone,” she concluded with a laugh. 

RIYADH: As you venture down the promenade of the capital’s latest attraction, Sports Boulevard, a new landmark is sure to catch your eye.

A tower at the intersection of Prince Mohammed bin Salman bin Abdulaziz Road and Prince Turki bin Abdulaziz Al-Awwal Road bursts with color and character.  

The mind behind this work, named “The Arts Tower,” is renowned Saudi artist Abdulnasser Gharem, who has centered the mundane within the architectural landscape early on in his career with works like “Siraat” (The Path) and “Road to Makkah.”

Gharem told Arab News: “This piece is a witness to the transformation that’s happening here. It’s a symbol of investment into the cultural infrastructure as proof of how important that is to any society or community. I think the tower represents this transformation, especially that it, in itself, transforms one of the symbols of energy into a beacon for creative expression.”

Previously one of numerous 83.5-meter electricity pylons, the tower was meant to be removed for the sake of the Sports Boulevard project.

“I asked if I could have one,” Gharem said, explaining that, as one of the nominated artists to propose a work to beautify the boulevard, he was keen to use the existing structure.  

Author and curator Nato Thompson said about the work in a statement: “By repurposing a symbol of energy infrastructure and turning it into a beacon of artistic expression, Gharem highlights the evolving role of culture and art in Saudi Arabia’s development journey.

“It stands as living proof of the Kingdom’s commitment to nurturing its cultural landscape, making arts and creativity an inseparable part of its identity just as oil and energy were in the past.”

The selected proposal features a total of 691 colored panels that were installed to bring the tower’s vibrant facade to life.

It utilizes elements from Saudi architecture and patterns we recognize from our old homes, primarily the triangular shape.  

“I was lucky that the tower was made up of triangles, which is a geometrical shape that brings together the different regions of the Kingdom and the historical features of our beginnings, so it’s a symbol of unity,” Gharem said.  

The pieces used are all related to the grand narrative of the Kingdom, including economic diversity, cultural transformations, and social changes.

This piece is a witness to the transformation that’s happening here. It’s a symbol of investment into the cultural infrastructure as proof of how important that is to any society or community.

Abdulnasser Gharem, Saudi artist

“The colors are alluding to the connection between our history and heritage and the concepts of cheerfulness and mental hospitality. A tower always forces you to look up.”

For Gharem, Saudi Arabia’s Vision 2030, like “The Arts Tower,” constantly lifts eyes upward, motivating people to leap from the familiar into the unexpected, pushing them to embrace the future with imagination.

“The piece is based on sunlight,” he said. “The daylight gives a completely, completely different dimension to the work compared to its urban illumination during the night.

“The colors do not just appear; they shift, transform, and come alive in different ways throughout the day. Here, nature becomes a crucial element to the structure.”

Even the wind has played a part in determining the number and placement of the colored pieces used. “It taught me that there needs to be some gaps in order to allow the piece to breathe and I was forced to humble myself upon the power of nature.

“The wind became my partner in design,” he said.

“The Arts Tower” is designed to make people feel represented and connected.

While the Sports Boulevard promotes physical activity, the creative landmark serves a deeper purpose: it is a thoughtful space meant to inspire human interaction and community — and more importantly, invite them to slow down, engage, and ponder the future.

“Culture is one of the key factors for our country’s development path. At the end of the day, culture is just as important as energy. It’s worth investing in, and it’s a certificate that the Kingdom is committed to nurturing its cultural scene,” Gharem said.