Importantly, Nosseir highlighted the unique needs of native Saudis, explaining that they possess a strong sense of pride in their Arab identity: “They’re very proud of their country, so they like the green color because it’s the color of their flag”. However, she notes that their standards are uncompromising, especially when it comes to personalization – a key strategy for elevating luxury products. “They want extravagance. They want something that is unique and something that is personalized. So extravagance means pieces not made with the regular leather, so not from an off-the-shelf collection. They want, for example, crocodile leather. …They like to buy the limited edition ranges. They like engraving, embroidering. This is something that will connect and resonate.”
The first luxury brand that has taken residence in Diriyah is Dolce & Gabbana, where a 1,500sqm store features the brand’s first D&G cafe outside of Milan. The store has tailored the assortment to local cultural tastes, including a unique range of dresses designed for Saudi styles. Nosseir added that a dedicated retail precinct, Raya Square, is set to be home for all major luxury maisons that establish a presence in Diriyah, with many occupying a space double the size of conventional flagship stores.
The elite mix of brands extends to hospitality too, demonstrating not only the levels of luxury the destination aims to attract, but also the standards shoppers have come to expect: “When you visit a Saudi for lunch or dinner, and they like to host big gatherings, they usually welcome you with dates and coffee. And then they will take you to a living room, and they will serve you tea and treats, and then they will take you to the dining room where you will have multiple courses. It’s like a Michelin star experience. This is their hospitality, and this is what we are trying to reflect in Diriyah…So each destination will have a mix of hotels. Diriyah Square is where we have boutique hotels like Baccarat, Four Seasons and Armani, and today we talked about how important luxury wellness is now, so we have this type of resort, like Aman and Six Senses. All of these are integrated with culture and lifestyle because Saudis expect hospitality in every touch point.” Crucially, Nosseir says that there is significant headroom for growth in Saudi Arabia, but the brands and businesses that will do well are the ones who take the time to understand the power of culture and the distinct needs of the local consumer.
