Futurecity was commissioned to lead the cultural placemaking strategy for the King Abdullah Financial District (KAFD), Riyadh’s premier commercial and residential destination. The goal was to elevate KAFD’s user experience, reinforce its global identity, and embed a new cultural narrative across the district.

The resulting KAFD Culture Playbook sets out a visionary roadmap for placemaking - integrating architecture, technology, public art and creative programming to build a dynamic, experience-led district. The strategy introduces six “Experience Personas,” defines cultural “Character Zones,” and proposes over 50 immersive projects across hardware (infrastructure) and software (events and activations).

Central to the vision is a suite of public art typologies - Landmark, Immersive, Embedded and Environmental - that shape the district experience, seamlessly integrated into core assets to define the Skywalks, Al Wadi, the Monorail, Gateways, and the building Crowns. These platforms provide a spatial framework for temporary and permanent activations, from sensory architecture to experiential transport design.

The strategy embeds culture at every level - from creative wellness trails and digital gastronomy to AI-generated storytelling and immersive performance. The project is underpinned by a responsive governance framework and partnership model to deliver long-term cultural value, positioning KAFD as a co-creator rather than just a venue.

The KAFD Culture Playbook reframes how business districts evolve—using placemaking, public art, and creative infrastructure to foster innovation, connectivity and community in the heart of Riyadh.