Ithra, winter season

Situated in Dharan, Saudi Arabia, Ithra is the King Abdulaziz Center for World Culture, an all-purpose cultural hub. I conceptualised and created, along with a team of designers, the winter season campaign, under the concept of 'Downtown'. The project consisted in creating an identity and visual system for a season that spans from January to June, the hub hosts multiple activities from outdoor cinema to interactive art installations, workshops, food market and a bazaar attracting the local and the international community of expats in the region.