Saudi Arabia’s Diriyah Company has collaborated with Pixel Artworks to present A Journey of Light, a large-scale, multi-sensory and interactive cultural activation at Outernet London.
The landmark installation transformed one of the UK’s most technologically advanced venues into a vivid expression of Saudi heritage and innovation. Welcoming around 400,000 visitors each day, the experience offers a vibrant portal to life in Diriyah, The City of the Earth.
Located within The Now Building, Outernet’s signature space features a four-storey-high (14.5 m), 3 mm pixel-pitch, 16k+ screen canvas. A Journey of Light enveloped visitors in a 360-degree digital environment spanning more than 1,200 sqm of ultra-high-definition LED displays. The experience also combined advanced spatial technology with over 200 speakers, kinetic glass walls that adapt dynamically to the space and integrated atmospheric scent systems to heighten sensory immersion.
Lastly, the installation combined rendered and real-time content developed to deliver wrap-around visuals of exceptional resolution and depth. Together, these elements transformed The Now Building into a living gateway between past, present and future, where light takes visitors from dusk to day to night.
“A Journey of Light captures the essence of Diriyah, a place where authenticity and innovation coexist in perfect harmony,” said Kiran Haslam, Group Chief Marketing Officer at Diriyah Company.
“Collaboration with Pixel Artworks is a powerful expression of storytelling, blending cutting-edge creativity with a narrative that’s deeply rooted in Saudi heritage,” Haslam added.
Visitors were immersed in themed digital zones that showcased the intricate aspects of Diriyah, including a market, the Opera House, museums and the stunning Arena. Each environment reflected a different part of its historic and contemporary identity, from Najdi architecture and desert landscapes to cultural expression through performance and art. The experience included live Ardah dance, calligraphy, authentic Saudi cuisine and traditional music, offering visitors an insight into the community.
“Working closely with Diriyah Company has been an important step for us in redefining how audiences experience culture through immersive design,” said Alex Apthorpe, Managing Director at Pixel Artworks Middle East.
“Outernet’s scale and technical precision gave us the freedom to tell Diriyah’s story in a new way, one that connects its origins with its vision for the future, creating an experience that captures the energy of a place shaped by heritage and driven by innovation”
Produced by Pixel Artworks’ international creative and production team, the project aims to exemplify the studio’s mission to ‘create worlds people can physically experience’.
For Diriyah Company, this activation in London positions the destination as a global cultural destination with a local soul, while showcasing Saudi Arabia’s potential on an international stage.
“It’s inspiring to see how technology can illuminate history, and how Diriyah continues to connect people around the world to the spirit and beauty of the Kingdom’s birthplace,” said Haslam.
The collaboration between Pixel Artworks and Diriyah Company aims to highlight how creativity and technology can bridge cultures, bringing Diriyah to international audiences in a contemporary way. The activation at Outernet London ran from November 1–6, 2025.
