BRC Imagination Arts announces strategic partnership with AtharX to deliver world-class cultural experiences in Saudi Arabia

BRC Imagination Arts has announced a strategic partnership with AtharX, the Saudi-headquartered experience design studio, to deliver exceptional cultural experiences across Saudi Arabia’s rapidly expanding museum, heritage, and tourism sectors.

The partnership brings together AtharX’s deep Saudi cultural intelligence and local leadership with BRC’s four decades of global experience design, in direct support of the cultural ambitions of Saudi Vision 2030.

Two complementary strengths, one shared purpose

Saudi Arabia’s cultural sector is developing at a pace and ambition that calls for both cultural precision and global delivery capability. AtharX brings the local creative leadership, cultural intelligence, and stakeholder fluency that comes from being inside the culture. BRC brings decades of experience designing some of the most acclaimed cultural attractions, museums, and immersive destinations in the world, a body of work spanning six continents and recognized with more than 500 global honors and Academy Award nominations.

“This partnership is built on a conviction that Saudi Arabia’s most ambitious cultural projects deserve both,” said Belal A Qilan, Founder and CEO of AtharX. “Saudi leadership that ensures the work is culturally true, and global expertise that ensures it is world-class in execution. That combination is what AtharX and BRC bring together.”

A partnership built for the Kingdom’s ambitions

Vision 2030 has set out a clear mandate for Saudi Arabia’s cultural sector: to attract 150 million annual visitors, contribute 10% of GDP through tourism, and establish the Kingdom as a globally recognized cultural destination. Meeting that mandate calls for cultural experiences that are impressive in scale and genuinely compelling in quality, experiences that resonate with international visitors and represent Saudi culture with precision and pride.

Together, AtharX and BRC offer Saudi commissioning bodies, government entities, and cultural institutions a uniquely complete capability: Saudi-led cultural authorship backed by global design and production excellence. The partnership spans national and regional museums, heritage sites and cultural districts, tourism and destination experiences, and immersive and media experiences.

A long-term commitment to Saudi Arabia’s cultural future

The partnership is a long-term commitment to the development of Saudi Arabia’s cultural experience sector, one that prioritizes knowledge transfer, the growth of local creative capacity, and the delivery of experiences that will define how the Kingdom is understood by the world for decades to come.

“We have worked in some of the most ambitious cultural contexts in the world over the past four decades,” said Brad Shelton, Vice President of Story and Creative at BRC Imagination Arts. “What is happening in Saudi Arabia right now is genuinely extraordinary, and we are proud to be partnering with AtharX to be part of it.”

Together, AtharX and BRC Imagination Arts invite Saudi cultural institutions, government entities, and development organizations to engage with a partnership that is ready to deliver, combining cultural credibility, global experience, and a genuine commitment to the Kingdom’s long-term creative ambitions.