Saudi creatives showcase cutting-edge projects at Ithra

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The winning projects each utilized immersive technologies, including augmented reality, virtual reality, mixed reality, immersive audio and haptics. (Supplied)
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Updated 16 February 2024
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Saudi creatives showcase cutting-edge projects at Ithra

  • Finalists this year earn a total fund of SR 750,000 ($200,000), double the amount of the last cycle

DHAHRAN: Five finalists from the third edition of the King Abdulaziz Center for World Culture’s immersive design residency program recently showcased their projects.

Miznah Al-Zamil, head of creativity and innovation at the center, also known as Ithra, said: “We are not just nurturing innovators, we are trying to identify and promote breakthrough creatives who will help redefine the immersive tech landscape in Saudi Arabia and beyond.

“And our quest to contribute to Saudi’s creative economy continues,” she said, adding that recruitment for the next wave of talented Saudi creatives is now underway for the fourth edition of the program.




Miznah Al-Zamil, Ithra’s head of creativity and innovation

According to Ithra, the 2023 cycle received 187 submissions. Of those, 15 ideas were selected to proceed to the three-month development phase before Wednesday, when the five successful finalists were revealed.

On Demo Day, 80 international investors and leading companies in the Kingdom’s immersive technologies sector were present to witness the five final ideas chosen. The program’s delivery partner, IN4 Group, a Manchester-based leading innovation and digital skills provider, was also present.

The winning projects — some of which responded to local and global issues such as environmental protection and historical preservation — each utilized immersive technologies, including augmented reality, virtual reality, mixed reality, immersive audio and haptics.




Experts mentored the participants and designed a series of masterclasses, workshops and bootcamps that focused on their creative, technical, and entrepreneurial abilities. (Supplied)

During the intensive, eight-month residency, participants were mentored by experts in the field and attended a series of masterclasses, workshops and bootcamps, each custom-designed to hone their creative, technical and entrepreneurial skills.

Finalists this year earn a total fund of SR 750,000 ($200,000), double the amount of the last cycle. Applicants also receive custom tech mentorship to further develop their projects into working prototypes, with the results showcased in a private exhibition at the end of the program at Ithra’s flagship creative conference, Tanween.

We are not just nurturing innovators, we are trying to identify and promote breakthrough creatives who will help redefine the immersive tech landscape in Saudi Arabia and beyond.

Miznah Al-Zamil, Ithra’s head of creativity and innovation

Myriam Achard, head of partnerships at Phi Center, a multifunctional space based in Canada that is dedicated to the arts, spoke to the attendees.

“It always starts with a good story, then the technology follows,” Achard said.




Sultan Bin Masoud presents ‘AudioAura’ App at the event. (Supplied)

The five 2023 finalists were each present to guide members of the audience through their prototypes.

Sultan Bin Masoud, who has over two decades of experience as an engineer, presented AudioAura, an application with immersive audio experiences tied to specific geo-locations.

“With the goal of entertaining and educating users about Saudi Arabia’s rich cultural heritage and history, AudioAura takes users on a journey to explore various heritage sites and be fully immersed in the recreated soundscape of historical narratives,” he said.




A VR experience presented by Michael Bou Nacklie titled "Arabia Revealed" highlights the diversity and beauty of Saudi Arabia through various locations. (Supplied)

Fatimah Al-Dubaisi unveiled “Revive,” a VR experience set in a world where Earth’s ecosystem has collapsed.

“‘Revive’ immerses viewers in a young man’s journey to protect the only plant he has ever seen amid a vicious conflict that threatens not only his life but humanity’s fate as well,” Al-Dubaisi said. Her project is in collaboration with team members Layla Al-Dubaisi, Zainab Abuabdullah and Zainab Al-Jishi.

Fatima Al-Luwaim’s “Janamia,” an immersive animated film, is set in her hometown of Al-Ahsa, about one and a half hours away from Ithra by car.

“A seemingly ordinary bougainvillea flower named Janamia embarks on a journey to discover her true worth, as she defies nature’s whims and human indifference to find a place where she truly belongs,” Al-Luwaim said of her project.

Team leader Malak Quota, along with Pixel Hunters, showed her trip within the womb in “Surrounded Serenity,” a VR experience that journeys into a place all humans have been but none recall. “It takes the user on a virtual journey which offers calming interactions and a chance at symbolic rebirth,” Quota said.

Michael Bou Nacklie presented “Arabia Revealed,” a VR experience that takes the user across various places within the Kingdom to highlight the diversity and beauty of the country.

“(It is) designed to clarify misconceptions about Saudi Arabia, as seen through the lenses of news outlets and social media influencers who often show a fraction of what the country and its people have to offer,” he said. His project is in collaboration with Hasan Hatrash and Rauf Saadra.

Launched in 2021, the Creative Solutions program runs an annual open call to attract creatives from all over the Kingdom.

The program was initially designed to be a hybrid model — a combination of online and in-person meetings. In 2024, however, Ithra aims to focus more on the latter so that participants can enjoy organic interactions at both the Idea Lab and Immersive Lab at Ithra.

The target audience for the Creative Solutions program includes filmmakers, multimedia designers, game designers, graphic designers, animators, artists and others who are interested in discovering ways to merge immersive technology with storytelling.

For more details about the Creative Solutions Residency Program, visit ithra.com.

 


King Salman appoints Dr. Majid Al-Fayyad as advisor to the Saudi Royal Court

Updated 09 July 2025
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King Salman appoints Dr. Majid Al-Fayyad as advisor to the Saudi Royal Court

  • Al-Fayyad has been executive general supervisor at King Faisal Specialist Hospital and Research Centre since 2017
  • He graduated in 1990 from King Saud University’s medical school and has amassed decades of clinical, academic and administrative experience

JEDDAH: In a royal order issued on Wednesday, King Salman appointed Dr. Majid Al-Fayyad as an advisor to the Saudi Royal Court.

Al-Fayyad is the executive general supervisor at King Faisal Specialist Hospital and Research Centre, which has facilities in Riyadh, Madinah and Jeddah. He graduated in 1990 from the medical school at King Saud University in Riyadh, and has amassed decades of clinical, academic and administrative experience.

In the US, he undertook specialized training in pediatrics at Tufts University, and in pediatric cardiology at Columbia University. He holds several certifications and degrees, including a master’s in medical administration awarded by the University of Southern California in 2015.

He was appointed in 2017 to his current position at King Faisal Specialist Hospital, where he has helped spearhead key reforms to the Saudi healthcare sector. He has also played important roles in national healthcare committees and initiatives, earning recognition for his contributions to research and administration.


Saudi deputy FM receives UK ambassador in Riyadh

Updated 09 July 2025
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Saudi deputy FM receives UK ambassador in Riyadh

Saudi Deputy Minister for International Multilateral Affairs Abdulrahman Al-Rassi was visited by UK Ambassador to the Kingdom Neil Crompton in Riyadh on Wednesday.

The ambassador visited to bid farewell on the occasion of the end of his tenure in the Kingdom, the Foreign Ministry wrote in a post on X.

Al-Rassi praised the ambassador’s efforts in strengthening and advancing relations between the two countries.


Riyadh museum to host interactive camp for kids

Updated 09 July 2025
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Riyadh museum to host interactive camp for kids

JEDDAH: The National Museum in Riyadh will launch its third interactive summer camp, themed “Made in the Museum,” for children aged 10 to 12, the Saudi Press Agency reported.

The initiative is part of the “Year of Handicrafts,” celebrating Saudi Arabia’s cultural heritage and its role in shaping national identity and intergenerational bonds.

The camp has two sessions: July 21-31 and Aug. 4-14, running daily from 10 a.m. to 2:30 p.m., both inside the museum and outdoors.

Designed as an educational and immersive experience, the camp invites participants to explore and revive traditional Saudi crafts, the SPA added.

Children will engage in hands-on activities in four core tracks: clay crafts, textiles, woodworking, and supportive crafts, blending play, learning, and exploration.

This year’s camp strengthens the museum’s role as a community hub, providing children with opportunities to develop critical thinking and design skills while inspiring their imagination and showing the cultural and economic importance of handicrafts.

The camp encourages children to make and show their projects at the end of each session, helping them feel confident and encouraging new ideas and creativity.


Riyadh hospital succeeds in rare disease treatment

Updated 09 July 2025
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Riyadh hospital succeeds in rare disease treatment

  • The hospital has provided 22 years of care for a patient with a rare genetic blood clotting disorder, culminating in a successful liver transplant — the first worldwide for this condition

RIYADH: King Faisal Specialist Hospital and Research Center in Riyadh has provided 22 years of care for a patient with a rare genetic blood clotting disorder, culminating in a successful liver transplant — the first worldwide for this condition.

Diagnosed in infancy with congenital plasminogen deficiency, the patient required ongoing treatment to manage fibrous deposits affecting her tissues and organs, according to a press release.

Over the two decades, a multidisciplinary team including hematology, transplant specialists, nursing, nutrition and IT supported her care, the report said.

The patient’s father said: “She suffered from birth and couldn’t nurse. We had no clear answers until we found hope through the care provided by the Saudi government. After 22 years of struggle, we witness our daughter’s recovery.”

The treatment involved regular plasminogen infusions and eyedrops to reduce the disease’s effect on her vision, with annual costs exceeding SR6 million ($1.6 million), fully covered by the government.

Dr. Hazzaa Al-Zahrani, director of the adult hematology and stem-cell transplant division at the center and supervising physician, said that managing the case required a precise and long-term approach to prevent complications and ensure stability.

He said that the decision to proceed with a liver transplant came after careful consideration as an extraordinary therapeutic option for this exceptionally rare case.

The procedure’s success marked a turning point in her medical journey and was a beacon of hope for patients with similar conditions worldwide, Al-Zahrani added.


Program to boost youth, SME role in Saudi economy

Updated 09 July 2025
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Program to boost youth, SME role in Saudi economy

RIYADH: The Small and Medium Enterprises Loan Guarantee Program, known as Kafalah, in collaboration with the Riyadh Chamber, will hold interactive sessions on July 15 to mark World Youth Skills Day.

The initiative aims to raise awareness and develop entrepreneurial skills among youth, entrepreneurs and SMEs, the Saudi Press Agency reported on Wednesday.

The sessions will cover key topics to boost youth contributions to national economic development, in line with the Kingdom’s Vision 2030 reform plan.

Focus areas include access to finance, building administrative and financial capabilities, enhancing SME sustainability, and turning ideas into viable projects.

These sessions highlight the collaboration between entities supporting the SME sector in the Kingdom, the SPA added.

The Kafalah program and Riyadh Chamber aim to foster youth growth and strengthen their role in the national economy.

Kafalah supports micro, small and medium enterprises by providing financial guarantees, improving their access to financing and reducing lending risks for banks.