In January 2026, our firm was awarded the Interior Design & Fit-Out of the New Murabba Activation Center, a landmark hub in Riyadh’s downtown anchored by The Mukaab. More than a building, the Activation Center is a spatial narrative, translating the scale, ambition, and character of the New Murabba masterplan into an immersive, interactive experience for stakeholders, investors, tenants, and the public.

Across five interconnected buildings, visitors move seamlessly through VVIP lounges, digital galleries, mock-up apartments, and curated installations, guided by circulation, lighting, and digital displays designed to shape understanding and engagement. High-tech systems and modular exhibition design ensure the space is adaptable and future-ready, supporting both large events and everyday operations.

This project represents a new model for urban masterplan presentation, where architecture, narrative, and technology converge. It allows New Murabba’s vision to be experienced, not just imagined, while reinforcing TFD’s reputation for creating large-scale, immersive environments that connect people to iconic urban developments.