Ithra Shines at Spain's "Concéntrico" Festival with Inspired Saudi Agricultural Heritage
The immersive installation 'Roots of Warmth' by Saudi artist Raghad Al-Ahmad explores life in nature. It was created in collaboration with over 50 female artisans from the city of Al-Jouf and draws inspiration from the artist's Hijazi roots, particularly in the city of Taif, where gathering under the shade of trees is a staple of rural life. In addition, Ithra unveiled a sensory experience titled 'Summer's Bounty' on June 19, 2025, developed by In-Class studio. This unique interactive experience celebrates the Saudi summer through the rich variety of local fruits and herbs.
Notably, the immersive installation revives the concept of connection, encouraging visitors to engage with and enter the space to experience a tribute to the deep relationship between agriculture, family bonds, and nature.
Cultural Heritage
This participation aligns with Ithra's efforts to preserve and promote cultural heritage through various initiatives, including Islamic Art conferences, contemporary Islamic crafts exhibitions, and interactive experiences that emphasize discovery and engagement. Ithra opens the door for audiences of all ages to explore the creativity and knowledge embedded in craft traditions, both locally and globally, spreading the essence of Saudi identity to new audiences around the world.
Contemporary Artistic Vision
Noura Al-Zamil, Head of Programs at Ithra, stated that the center's participation reflects its mission to create a positive impact as a multidimensional cultural destination. She added:
'We are proud to present the remarkable work of artist Raghad Al-Ahmad at the Concéntrico Festival. Commissioning and showcasing this piece at one of Europe's most prominent design festivals embodies Ithra's ongoing support for the creative scene. This initiative offers Saudi artists and artisans a platform to share their voices and creativity with the world, enriching the global cultural landscape. Additionally, the installation 'Roots of Warmth' carries a distinctive national character and is presented through a contemporary artistic lens that radiates balance and harmony, fostering dialogue and cultural exchange among the festival's participants.' Architectural Dialogue
It is worth noting that this marks Ithra's second participation in the Concéntrico International Festival of Architecture and Design. The installation will be open to the public from June 19 to 24 in Plaza de la Diversidad in Logroño. Following its debut in Spain, 'Roots of Warmth' will travel to Saudi Arabia to be featured in the 2025 edition of Tanween—Saudi Arabia's flagship annual design event.
The festival celebrates global design excellence and highlights leading voices in creative innovation. Finally, the installation will return to Ithra, enriched by its interaction with a global audience, and will be reintroduced within a new local context—continuing a vibrant architectural dialogue that reflects the spirit and creative evolution of the Kingdom.
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