The pedestrianised district will champion Saudi talent with flexible spaces, homegrown brands and design rooted in Najdi heritage.
Saudi Arabia’s reinvention of its cultural and lifestyle landscape continues, and the spotlight now turns to Diriyah. The heritage destination is expanding its master plan with Jabal AlQurain Avenue, a contemporary district designed to bring community, creativity, and commerce together in one walkable address.
Positioned as a “pioneering, multidisciplinary incubator,” Jabal AlQurain Avenue will provide Saudi and regional entrepreneurs with the space to imagine, test, and scale their ideas. From retail and dining to arts and lifestyle, the district is envisioned as a platform where new concepts can flourish alongside established names.
At the heart of the project is a commitment to nurturing Saudi talent. The avenue’s adaptable spaces are designed to encourage experimentation and collaboration, enabling homegrown brands to transition from concept to reality. The intention is to build a cultural hub that supports creators, fosters growth and invites the public to engage with original ideas in an accessible environment.
The scale is significant. Plans outline 56 retail units and 15 food and beverage outlets, complemented by arts spaces, offices and residences. The result is a district where people can live, work, shop and socialise, all within a pedestrianised setting. Every building will draw inspiration from Diriyah’s architectural lineage, with traditional Najdi motifs informing a modern expression suited to contemporary urban life.
Jabal AlQurain Avenue forms part of the wider Qurain Cultural District, which will also welcome three luxury hotels. Address Diriyah, Four Seasons Diriyah and The Ritz-Carlton Diriyah will anchor the hospitality offering and support the district’s position as a destination for locals and international guests. While completion dates for Jabal AlQurain Avenue are yet to be announced, the broader Qurain Cultural District is already underway.
GO: Visit www.diriyah.sa for more information.