In a location already steeped in history, the challenge was to add meaningful layers without overwhelming the space. Each area needed to feel alive yet authentic, offering visitors something interactive and inspiring while staying rooted in tradition and culture.

We scattered interactive cultural workshops throughout the quarters, from candle-making and mosaic art to prayer bead stringing and embroidery. We brought in live acts that echoed the heritage of the Hijaz, creating a harmonious blend of performance and place. We also introduced full-fledged immersive experiences like "Al Sirag", a spiritual journey into Quran preservation, and "Al Margab", a moonlit exploration of astronomy during Ramadan. This wasn’t just an activation, it was a celebration of Al Balad’s soul, carefully woven into its ancient alleys and timeless walls.To support the full experience, we also led their content on social media, developing a full calendar of activity schedules, storytelling visuals, and informational content around each activation. Our aim was not just to activate the streets, but also to narrate them beautifully online for the entire month.