Maison Pyramide has been appointed by Diriyah Company as Retail Strategist and Leasing Consultant for Jabal AlQurain Avenue (JAQA), a landmark mixed-use development poised to shape Riyadh’s foremost cultural and lifestyle district.
The mandate falls under Maison Pyramide’s Retail & Brand Advisory Division, which brings over a decade of experience collaborating with global retail groups, developers, and brands across EMEA.
The division leads projects that bridge creativity and commerce, advising on retail strategy, brand curation, leasing, and commercial growth, while supporting brands through sales, distribution, and mentorship programs that drive sustainable expansion.
Commenting on the partnership, Jerry Inzerillo, Group CEO, Diriyah Company, said, “Diriyah is becoming one of the great cultural capitals of the world and that only happens when you bring in outstanding partners who understand the importance of providing a platform to unique, exciting local brands to create touchpoints for people to engage with.”
Inzerillo added, “Maison Pyramide’s connections to local talent and global brands make them the ideal partner to shape Jabal AlQurain Avenue. Together, we are creating a place where our heritage inspires new ideas, where our authenticity created unforgettable moments, and where young entrepreneurs can shape their success.”
Within Jabal AlQurain Avenue, Maison Pyramide will lead the project’s full retail visioning and brand curation, including retail strategy and conceptual positioning, the curation of Saudi and regional brands, leasing and tenant engagement from brand outreach to finalisation, and strategic partnerships to connect Diriyah Company with the creative and entrepreneurial communities.
Nestled within Qurain Cultural District in Diriyah, Kingdom of Saudi Arabia, Jabal AlQurain Avenue will unfold over 9,500 sqm of curated retail and F&B experiences, seamlessly integrated into the wider mixed-use landscape.
Envisioned as a pedestrian cultural avenue, Jabal AlQurain Avenue will feature cultural academies and retail stores celebrating the soul of Saudi creativity through fashion, craftsmanship, gastronomy, art and design alongside office and residential spaces.
It will serve as a platform for Saudi and regional creators, curators, and innovators, blending living heritage with modern commerce under the positioning “Where Culture Inspires, Creates, and Connects.”
Jabal AlQurain Avenue is set to become a benchmark for cultural retail destinations in the region, a place where Saudi heritage and contemporary creativity meet within the historic heart of Diriyah, and this collaboration continues to strengthen Diriyah’s position as a cultural capital and a truly unique destination.
