As cities expand, growth creates distance. Communities find themselves further away from each other, making connections more difficult for lack of convenience. Epic in scale yet human in detail, New Murabba is built to bring everything to you.

This 14.1 square-kilometer development in Riyadh, Saudi Arabia will be a 15-minute walkable downtown, where daily needs are reachable within 5 to 15 minutes.

Following a thorough research phase with key New Murabba stakeholders, our attention was drawn to the difference this downtown will make on human interactivity. Riyadh is a vast city, with destinations so far away from each other, everywhere is reached by car. New Murabba will change all of this to the benefit of a more connected society. One that lives, works and plays together.

All findings were condensed into a comprehensive brand platform document. We then developed the slogan ‘All is here. All is near.‘ to deliver on the promise of convenience and connections, and to rhyme for memorability. The descriptor ‘Your downtown Riyadh’ adds a sense of belonging and ownership.

With proximity at its core, New Murabba will deliver an integrated city experience and is an exciting addition to the already flourishing capital of Saudi Arabia.

newmurabba.com