Inside Downtown Design Riyadh, Saudi Arabia’s Bold New Design Fair

As Saudi Arabia emerges as a dynamic force in the global design landscape, the debut of Downtown Design Riyadh marks a pivotal moment for the Kingdom’s creative sector, unfolding from May 20-23 in the JAX District. Here, Mette Degn-Christensen, Director of Downtown Design, shares how this new fair reflects both the region’s growing appetite for high-quality, contemporary design and a broader cultural shift under Saudi Vision 2030. Building on over a decade of success in Dubai, Downtown Design now brings its refined curatorial approach, international network, and commitment to regional talent to Riyadh’s UNESCO heritage site of Diriyah. Positioned as the Kingdom’s first premium design fair, the event blends local identity with global perspectives, aiming to serve as an anchor for Saudi Arabia’s expanding design scene while setting a new standard for creative collaboration and cultural exchange in the Middle East.

Whitewall spoke in-depth with Degn-Christensen about building a groundbreaking fair that connects brands with buyers, while fostering dialogue, experimentation and long-lasting relationships.

WHITEWALL: Downtown Design Riyadh marks a major milestone for the Saudi design scene. What made now the right time to launch a fair of this scale and focus in the Kingdom? 

METTE DEGN-CHRISTENSEN: Downtown Design has operated as the Middle East’s leading design fair for contemporary and high-quality design for over a decade now, and acting as a catalyst for growth in the region’s creative scene we’ve become a key platform for both the industry and emerging talent. We are expanding our reach to bring an established curatorial approach and global network to Saudi Arabia’s fast-evolving design market, creating a fair in KSA, for KSA. 

“We are expanding our reach to bring an established curatorial approach and global network to Saudi Arabia’s fast-evolving design market,”

Mette Degn-Christensen

Downtown Design Riyadh will be the new anchor event for Saudi’s burgeoning design scene, and the first dedicated to quality design—our aim is to create an unmissable event for design enthusiasts, professionals and the culturally curious alike—both for those based in Saudi Arabia, the wider region and international audiences working in the Kingdom or actively looking to enter the market. This is a much needed platform for the unprecedented demand for high-quality interiors across the Kingdom and a new, modern aesthetic, to serve this dynamic and rapidly growing market and its rising number of real estate projects for retail, commercial, hospitality and residential properties. 

With more than a decade executing a successful event in Dubai, we are excited and ready to bring a curated design experience to Riyadh, specifically to the UNESCO heritage site of Diriyah—such a unique location for a fair, it is really unparalleled. 

Downtown Design Riyadh Blends Local, Regional, and Global Expertise

WW: You’ve described this as a “new annual meeting point.” What role do you see Downtown Design Riyadh playing on the global design calendar in the coming years? 

MDC: The fair will be the first high quality design fair in Saudi Arabia. Downtown Design Riyadh will blend local, regional and global expertise, importantly spotlighting the local creative scene in Saudi along with local initiatives on the international stage—sitting alongside leading design brands from around the world and regional design studios.

The exponential growth in the interiors market across Saudi Arabia is unparalleled. For context, The Kingdoms’ interior design market size is estimated at USD 3.66 billion in 2024, and is expected to reach USD 4.63 billion by 2029. Both regionally and now also globally, the market is very attractive for both interior designers and architects, as well as design brands that are looking to play a key role in the many projects on the pipeline, especially when it comes to high end hospitality but also even on residential project level. 

WW: How does this new chapter align with Saudi Arabia’s Vision 2030 and the country’s broader cultural ambitions? 

MDC: Saudi Arabia’s design sector is witnessing significant and accelerated growth and our partners, the Architecture and Design Commission of Saudi Arabia’s Ministry of Culture, are committed to supporting this progress by showcasing local creative excellence and attracting leading international design exhibitions. So are we, this is the essence of Downtown Design as a platform and key player in the creative infrastructure of growing markets. 

One of the key objectives is to position the Kingdom as a global destination for design, and we will work to do so by showcasing globally renowned brands and forge meaningful relationships that help bolster the fast-growing industry. 

“One of the key objectives is to position the Kingdom as a global destination for design,”

Mette Degn-Christensen

With its thoughtfully contextualised programme and blend of local and global expertise, Downtown Design Riyadh, reflects KSA’s vision to help provide a platform to enhance its dynamic design community that embodies the Kingdom’s rich and diverse cultural identity while looking to the future. 

Mette Degn-Christensen Curates a Diverse and Cohesive Design Presentation

WW: The fair brings together global design brands, limited-edition works, and regional talent. How did you approach curating such a diverse yet cohesive line-up? 

MDC: Our first edition of Downtown Design Riyadh will present a dynamic selection of some of the most innovative and sought-after names of the international design scene, alongside emerging designers, and creatives from around the Middle East. 

The fair reflects the true essence of what Downtown Design is, including our strong mandate for contemporary design, emphasis on high-quality and original design, local and regional contextuality in both the exhibitor line-up, programming and creative experiences. The fair will provide a platform for creative talent as well as global brands, whilst offering a bridge for the industry and simultaneously supporting Saudi Arabia’s growing design scene. 

We always try and avoid one common theme by way of ensuring inclusivity across relevant sectors and participants as well as pertinent topics of the industry, in a filtered and curated showcase, and the fair will bring together regional and global brands, alongside local studios and emerging designers, and galleries showcasing limited-edition and collectible design pieces for visitors to discover, buy or commission. 

What became apparent to us in the initial stages of the curation process, is that it was really key to ensure the local context was considered and respected, and this fair is to serve the local market’s requirements, and showcase what there is opportunity and need for – whether it is fueled by an absence in direct access to a specific product category or qualitative offering or rather in terms of local trends in interiors that are shaping where a tailored demand is rising from.

WW: What do you look for when selecting designers and brands to participate in Downtown Design? 

MDC: Our aim is always to have an inspiring mix of brands, manufacturers and studios or independent designers as exhibitors, who can represent a broad spectrum of lifestyle products, latest collections of globally known brands and future-proof design solutions for modern interiors, alongside local and regional design studios. Downtown Design is boutique in size, look and feel, and thereby we can offer a filtered exhibit that is tailored to our diverse key audiences, as opposed to very large scale fairs in the ‘traditional’ fair format that act as supplier shows. Our audiences are high-calibre, well travelled and culturally curious, in most cases even aficionados —and as such it is important that we cater to what they are looking for, and not just stage another fair that could have been a copy paste from anywhere. There’s overall a strong emphasis on design for premium interiors in everything we do, for both the hospitality and residential sector, where renowned brands can showcase creative concepts. 

“Our audiences are high-calibre, well traveled and culturally curious, in most cases even aficionados,”

Mette Degn-Christensen

The fair will feature a dedicated space where visitors can discover collectible design and ultra-high-end collections presented by international galleries, design collectives, and makers known for their exceptional craftsmanship and contemporary vision. One of the highlights in this section is Gallery COLLECTIONAL where visitors can explore the sculptural lighting of New York-based Apparatus Studio, along with the vintage-inspired creations of experimental design duo Draga & Aurel, and names of the global stage including Laurids Gallee, Mario Tsai, Sabine Marcelis, Steven John Clark and Refractory. 

Other highlights include Venni’s presentation of hand-blown glassworks in collaboration with Michele De Lucchi and Peter Marino, among other renowned names, as well as Visionnaire who are known for their fine artistry and Serafini’s functional furniture will highlight Italian heritage in a multi-dynamic showcase. 

Helen Chislett Gallery, renowned for its commitment to collectible design and contemporary craftsmanship, will present a refined selection of brands including the Heatherwick Studio, Roome London, Tom Faulkner and Object Studio. 

In parallel, the fair will also feature a pavilion dedicated to installations and interactive works contributed by cultural institutions, shedding light on some of the important cultural initiatives that support the design and architecture sectors locally. 

Spotlighting Saudi and Regional Creativity Alongside International Artists 

WW: There’s a clear emphasis on Saudi and regional creativity. How important is it for you to spotlight local talent alongside international names? 

MDC: We’re genuinely excited about the fantastic selection of contemporary Saudi creatives featured across this first Downtown Design Riyadh. There’s a real energy coming out of the local design scene, with studios that are drawing from heritage, innovating with materials, and developing a strong visual language that speaks across local identity and global design conversations. 

“We’re genuinely excited about the fantastic selection of contemporary Saudi creatives featured across this first Downtown Design Riyadh,”

Mette Degn-Christensen

Rather than isolating these talents in a separate section, we’ve integrated them across the fair in their respective relevant context. After all, local designers are not emerging in a vacuum, but have an active place within the region’s design future. From conceptual installations to finely crafted objects, their work sits confidently alongside global exhibitors. 

We look forward to welcoming ‘Designed in Saudi’ which is a strategic initiative led by the Architecture and Design Commission, focussing on the Kingdom as a global design destination. A national initiative, it is dedicated to the development of the industrial design sector in Saudi Arabia, empowering local designers and fostering an environment that supports their growth and capabilities. 

Creativity and talent across the Kingdom will be showcased with exhibitors and brands such as NWII.III where designer Noura Suleiman will launch the studio’s ‘Mezlaj’ furniture collection and Jotun will unveil an experiential colour concept designed by Amani Ibrahim, KSA Director of Kristina Zanic Consultants, which looks at the urban architecture features of the five regions in the Kingdom. 

Immersive and educational installations include an interactive pavilion by Ruba Al Khaldi, which was initially presented at the 2023 London Design Biennale by the Architecture and Design Commission. Woven celebrates the traditional Bedouin craft of Al-Saduand features a 50-meter tapestry using threads representing innovation, nature, spirituality, knowledge, and wellness – ultimately expressing shared values through craftsmanship. The pavilion will feature a working loom with digital exhibits, cleverly combining heritage with contemporary design. The result is a meaningful blend of cultural legacy, engagement, and international exchange. 

Another highlight is the Iwan Pavilion—the award winning design of the Tanween Foldable Pavilion Challenge (2023)—a collaborative project between Itra, Mamou-Mani Architects and Abay and draws inspiration from traditional Islamic architecture. 

Cross-Cultural Collaboration and Vibrant Programming at Downtown Design Riyadh

WW: What are some standout examples of cross-cultural collaboration in this year’s fair that you’re particularly excited about? 

MDC: One of the highlights I’m sure will be French heritage brand Maison Louis Drucker who will collaborate with ArandaLasch and TRAME to reimagine the iconic café chair, originally designed by the Maison in 1885. 

This creative collaboration combines traditional craftsmanship with cutting-edge digital technology. The project, called ENLACE, will merge the algorithmic potential of digital design with the time-honored art of cane weaving and challenge the notion that technology and craft are in conflict – instead highlighting how generative digital processes can complement and enhance traditional techniques. 

Also Iwan Maktabi, who will present narrative-driven carpet collections blending craft, heritage, and experimentation, which align with Saudi Arabia’s evolving creative scene and offer a chance to demonstrate how contemporary carpets can enrich this dialogue. Maktabi’s showcased collections, including the Libas Collection inspired by traditional Saudi attire created in collaboration with KSA studio, BLU Architects, and reimagine carpets as tools for spatial and cultural storytelling, connecting Saudi heritage with the region’s design future. Iwan Maktabi will also feature limited edition pieces by designers David/Nicolas, Roula Salamoun and Sumayya Shelbi. 

WW: The fair’s programme includes pop-ups, culinary concepts, collectible design, and talks. How do these elements enhance the visitor experience beyond traditional exhibiting? 

MDC: Mirroring the dynamic scene of Riyadh, and KSA’s burgeoning creative scene, visitors can expect an array of engaging experiences, pop-up concepts, creative installations, modern craftsmanship and a thought-provoking talks programme across topics that are rooted in a local context, the new direction of contemporary design and innovation and the cultural landscape.

For example, spearheaded by Iman Ibrahim, the BMW Lounge is designed by Kristina Zanic Consultants, who are known for creating immersive, sensory-rich environments. The concept for space fuses nature and craft—the organic topography of Mount Tuwaiq is merged with the intricate artistry of palm weaving, and the space unfolds as a dynamic blend of curved metal screens, layered textures, and immersive lighting, evoking the woven threads of heritage and the sculpted forms of the land. 

The fair will also see a strong selection of culinary offerings and activities with local partners—including a dynamic glow-in-the-dark cuisine experience by internationally renowned London-based creative studio Bompas & Parr. 

Behold the “Strata” Installation by Karim+Elias 

WW: Can you tell us more about the “Strata” installation by Karim+Elias, and how it embodies the spirit of Downtown Design Riyadh? 

MDC: We are excited to collaborate with Karim+Elias for this year’s fair. Renowned for crafting a range of regionally inspired works using a mix of local earth, clay, and water, drawing from the traditional rammed earth technique, the studio actually launched when appointed to do the hero installation at Downtown Design in 2022 so we consider them friends & family at this point. 

Also known as ‘The City of Earth’, the fair takes place throughout JAX District which is situated in Diriyah—the UNESCO heritage site and original city gates of Riyadh, and defined by preserved earthen architecture. Karim+Elias’ urban intervention concept adopts the ‘Furjat’ triangle motif from Diriyah’s Najdi architectural style, envisioning ‘relics’ made of and from the heritage site. 

Called ‘Strata’—translates to ‘layers of earth’—this public showcase is a modular seating installation featuring over 50 triangular seating components as ‘pieces of Diriyah’, handmade using rammed earth technique and designed specifically for fair visitors. Placed in the outdoor courtyards of the district for the duration of the fair, the vernacular intervention will incorporate trees and greenery, in a configuration that uses the greenery as the focal points, defining the landscape’s infrastructure. 

This installation is very much in line with how we at Downtown Design try to incorporate local context, sustainable practices, materiality and urban planning as part of relevant topics for the design industry—and hence for us—as well as ‘trends’, as much as I dislike that word depending on the context. In this fast-paced world where we are all inundated by bigger, louder concepts and projects, from billboards to drone shows. I am always more compelled to go the other way and look for meaningful themes that address solutions and well needed respite from all the creative ‘noise’. So when we talk about our mandate for contemporary design and high quality—both impact and addressing today and tomorrow is key. It is not as simple as aesthetics or a colour palette, or a price tag for that matter, to define calibre. 

Balancing Collectible Design and Commercial Appeal

WW: With brands like Maison Louis Drucker, Venini, and Serafini participating, how does the fair balance collectible design and commercial appeal? 

MDC: As mentioned above, for us it is always a balance and question of the offer and demand. We are proudly a fair for commercial opportunity with a strong mandate for original and quality design, as we have already established. We are not a museum exhibition nor a fair with pretty things to be looked at and taken pictures of—of course you are welcome to do so! But collectible design is not non-commercial. I think it is very key to bear in mind. 

“We are proudly a fair for commercial opportunity with a strong mandate for original and quality design,”

Mette Degn-Christensen

Our audiences are either looking to collect, buy or commission, or they are working on high-level projects for which they look after all aspects of FF&E—interior projects do not stop at furniture, there is a lot more beyond that from the floor up, which require high-end solutions, whether the visitor in question is B2B or B2C. We cater to both and do our best to meet all needs. 

WW: You mentioned the rapid growth of Saudi’s luxury interiors market. What trends or client behaviors are shaping the demand for high-quality design in the region? 

MDC: I think everywhere has a special context, buying behaviour and in this current world— probably also a shift from what was pre-Covid if not before, and what is now. And part of this shift, a big part, is questioning access and needs. The way apartments or villas are built, and hence how long a standard size dining table should be—it can be that basic. But of course it is also a question of relevant products that the local market appreciates the price tag for, especially if high, as well as things as simple as materials, the weather…These points would apply and be answered differently in most places in the world respectively, and often even within different parts of the same region, and the answer is not simple. It comes through years of careful attention and conversations with brands, distributors, buyers, collectors, developers, interior designers and architects and so forth – attention to the requirements of the local creative scene. 

WW: In your view, how does Downtown Design Riyadh differ from Downtown Design Dubai in terms of audience, content, and ambition? 

MDC: In terms of audience, as mentioned we are very much creating this new fair, Downtown Design Riyadh, for the Saudi market and active stakeholders of the design industry in the Kingdom. 

We are welcoming several new global and local designers, manufacturers, studios, galleries and collectives to this edition, many of whom will be making their Middle East debut at Downtown Design Riyadh. In its first edition, the Riyadh fair is a tighter curation of exhibitors, there is a high calibre level of premium brands, manufacturers, studios and collectives—many of which are participating with Downtown Design for the first time ever or even making their debut in the Middle East at the Riyadh fair—showcasing collections and/or limited-edition pieces to the sophisticated audiences of Riyadh.

“In its first edition, the Riyadh fair is a tighter curation of exhibitors,”

Mette Degn-Christensen

The line-up of exhibitors presented is generally further filtered than the Dubai fair and more tailored to the local fast-growing market and with a clear emphasis on high-end interiors and calibre products, mirroring the sophisticated end-consumer, as this is the inaugural edition and the blueprint is also very different. 

In future editions we will further expand the offer across sectors and product offering, we already have some ideas and are receiving a lot of enquiries for 2026 and brands are setting up or changing their distribution capacity for the KSA market. 

Ensuring Success Today and in the Future 

WW: What does success look like for the first edition of Downtown Design Riyadh? 

MDC: Big question! Overall, I would say that it comes down to the success of—and outcome for—the exhibitors participating, and hopefully an inspiring visitor journey for those who will make it out to the fair. 

WW: What can we expect in 2026 and beyond? Are there plans to grow the fair’s footprint or evolve its format? 

MDC: Watch this space! Let’s do this one first and define our learnings—every fair we do is done in close consultation with the industry, exhibitors and audiences as essentially the fair is a platform for them to connect. It will be truly fascinating to see how Saudi Arabia carries this incredible momentum into the years ahead. The pace of development is matched by a growing confidence in creative expression, and we’re seeing a shift towards more intentional, values-driven design. 

“It will be truly fascinating to see how Saudi Arabia carries this incredible momentum into the years ahead,”

Mette Degn-Christensen

We expect Riyadh to continue to evolve as a hub for design excellence, fueled by the strengthening of its design education, cultural infrastructure and production capabilities. There’s increasing curiosity around sustainability and the role of design within community and culture. And most importantly, we’re seeing a new generation of designers and clients who care deeply about craft, narrative and place. 

At Downtown Design Riyadh, we want to contribute to this energy by offering a consistent, high-quality platform that brings together local talent, global ideas and industry expertise. Through our partnership with the Architecture and Design Commission, we’re building a fair that connects brands with buyers, while fostering dialogue, experimentation and long-term relationships.