RIYADH: Technology and traditional practices are being combined to help raise the profile of Saudi art on the global stage.
With the assistance of an immersive experience design company, artists taking part in major events being held in the Kingdom are using augmented, virtual, and mixed reality techniques to display their works.
Jeddah-based Midwam has been working to promote public- and private-sector brands at festivals including Noor Riyadh, MDLBEAST, and the AlUla Dates Festival.
Khalid Al-Muawad, co-founder and chief executive officer of Midwam, told Arab News: “We basically look at the entire scene and take it from a human-centric approach, and look at what can attract and engage a person toward that industry.”
In its collaboration with Noor Riyadh, the company worked with four Saudi artists to apply a hi-tech perspective to their…