Diriyah Company woos UK investors with London center
Diriyah Company is launching a new marketing initiative at one of London's most prestigious locations to showcase the project.
The Diriyah House Experience Center will be hosted at One Hyde Park, a premier business address in Knightsbridge near Harrods. It will provide an immersive experience for those interested in opportunities in Diriyah, one of Saudi Arabia's giga-projects located on the outskirts of Riyadh.
The Diriyah House Experience Center's official opening is scheduled for the beginning of July. The center will operate as a co-branded hub operated by Sotheby's International Realty, the UK company originally founded by Sotheby's art dealers.
Sotheby's International Realty has recently entered the Saudi market and chose Diriyah as a key launchpad, already marketing branded residences for prestigious hospitality names such as The Ritz-Carlton, Corinthia, and Baccarat — all part of the landmark developments taking shape in Diriyah.
The Diriyah House Experience Center will include a state-of-the-art marketing suite featuring a masterplan model and flexible model display. It will bring the 'City of Earth' to life for a wider global audience. Diriyah Company Group CEO Jerry Inzerillo said: 'We are delighted to open this high-profile and prestigious experience center in the heart of London. This prestigious London address enables us to share Diriyah's story on a global stage in a truly world-class setting, strengthening our international outreach as we build one of the world's greatest gathering places, rooted in the history, heritage and culture of the Kingdom.'
George Azar, chairman and CEO of Sotheby International Realty, Dubai, the UK, and Saudi Arabia, added: 'We are proud to collaborate with Diriyah Company on this landmark initiative and to support the launch of the Diriyah House Experience Center at One Hyde Park. As their partners, we are pleased to offer our experience and expertise in presenting ultra-prime real estate to a global audience. With a strong foothold in the UK's super-prime market, this collaboration allows us to do what we do best — represent the world's most exceptional properties while acting as local experts with global reach.'
Through this partnership, we look forward to connecting discerning investors and stakeholders in the UK with the extraordinary vision and opportunities emerging in Diriyah.'
The announcement of the center follows a successful month-long activation by Diriyah Company at Harrods in London in July 2024. The campaign featured a showcase of Diriyah's master plan models and a supporting out-of-home marketing campaign across the city.
This international engagement reflects the growing global appetite for investment in the City of Earth and reinforces Diriyah's commitment to connecting with the international investment community.
Located on the outskirts of Riyadh and backed by Saudi Arabia's Public Investment Fund, Diriyah is an integrated urban development project covering 14 square kilometers. It includes building homes for around 100,000 residents and is expected to create nearly 180,000 jobs. Its ambition is to attract approximately 50 million visits annually, contributing an estimated SR70 billion ($18.6 billion) to Saudi Arabia's GDP. Diriyah Company does not have any permanent establishment or a place of business in the UK. The Diriyah House Experience Center is operated by Sotheby's International Realty for the sole purpose of marketing Diriyah' s projects.
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