Futurecity was appointed by AEDAS to lead the cultural placemaking and public art strategy for the Jeddah Renaissance masterplan bid - an international competition led by ROSHN to define the future development of one of Saudi Arabia’s most historic and dynamic cities. The strategy formed a key component of AEDAS’s vision for Jeddah, encompassing new planning guidelines for mobility, infrastructure, open space, and culture across a 20-year horizon.

Futurecity’s response aimed to reframe Jeddah’s transformation through a cultural lens - positioning arts and culture as essential components of urban renewal. The strategy proposed a layered, multi-scaled public art and placemaking framework titled A Celebration of Moments, reconnecting contemporary development with Jeddah’s legacy as the Middle East’s original city of public sculpture.

Key proposals included a city-wide sculpture trail, cultural anchors and creative gateways, performance and learning environments, and ecologically driven installations along the Wasis - a linear green spine through the city. Districts were defined by distinct character areas, each featuring bespoke art, landscape and cultural interventions designed to enhance identity, navigation, and quality of life.

Drawing from Jeddah’s heritage - such as the famed Jeddah Sculpture Garden - and aligned with Vision 2030, the strategy outlined how culture could amplify spiritual, civic and ecological narratives across a global-facing city. From the Grand Mosque’s civic plaza to digital wayfinding at transport hubs, the plan embedded creative expression into infrastructure and everyday life, marking Jeddah as a model for culture-led masterplanning in the region.