AtharX and BRC Imagination Arts form Saudi cultural partnership

AtharX and BRC Imagination Arts have launched a strategic partnership to design museums, heritage sites and tourism experiences across Saudi Arabia. The tie-up pairs Saudi cultural leadership with global experience design expertise as the Kingdom pushes toward its Vision 2030 cultural goals. Why it matters: - The partnership aims to give Saudi Arabia’s cultural sector a mix of local cultural credibility and global delivery experience. - The companies are targeting museums, heritage destinations, tourism projects and immersive experiences as Saudi Vision 2030 accelerates cultural investment. - The work is positioned to help Saudi institutions build experiences that can attract international visitors while presenting Saudi culture with precision. What happened: - AtharX, a Riyadh-based experience design studio, and BRC Imagination Arts announced a strategic partnership on June 15, 2026. - The partnership is designed to deliver cultural experiences across Saudi Arabia’s museum, heritage and tourism sectors. - The announcement says the collaboration supports Saudi Vision 2030 and is intended for Saudi commissioning bodies, government entities and cultural institutions. The details: - AtharX brings Saudi cultural intelligence, local leadership and stakeholder fluency. - BRC Imagination Arts brings 45 years of global design, strategy and production experience. - BRC says its portfolio spans six continents and includes more than 500 global honors and Academy Award nominations. - The partnership is intended to offer end-to-end narrative, spatial and visitor experience design for national and regional museums. - It also covers interpretive design and place-based storytelling for heritage sites and cultural districts. - For tourism and destination projects, the studios plan to provide visitor journey strategy and experience design. - For immersive and media experiences, the partnership will integrate film, interactive technology and immersive media around narrative. - Belal A Qilan, founder and CEO of AtharX, said Saudi Arabia’s most ambitious cultural projects need Saudi leadership to keep the work culturally true and global expertise to execute at a world-class level. - Brad Shelton, vice president of creative and story at BRC Imagination Arts, said Saudi Arabia’s current cultural development is extraordinary and that BRC is proud to partner with AtharX. - BRC Imagination Arts was founded in 1981 by Bob Rogers and is headquartered in Burbank, California. - AtharX is a Saudi-headquartered studio based in Riyadh. - AtharX says it specializes in museums, cultural destinations, heritage sites and immersive visitor experiences. - BRC says its clients have included NASA, the Museum of Liverpool and Ford Motor Company. - More information is available in the company’s announcement . Between the lines: - The partnership is framed as a long-term capability-building effort, not a one-off project arrangement. - Knowledge transfer and local creative capacity are presented as central goals, which suggests the companies want to shape the sector beyond individual commissions. - The timing tracks with Saudi Arabia’s push to use culture as an economic and tourism asset. - The focus on “transformational storytelling” reflects an attempt to make cultural venues both educational and commercially competitive. What’s next: - The studios are inviting Saudi cultural institutions, government entities and development organizations to engage with the partnership. - Future projects are likely to focus on museums, heritage sites, tourism destinations and immersive media experiences tied to Vision 2030. - The companies say the partnership is ready to support projects that need Saudi-led authorship backed by global design and production expertise. The bottom line: - AtharX and BRC Imagination Arts are betting that Saudi Arabia’s next wave of cultural projects will require both local authenticity and international execution power.