Discover Diriyah: New London Experience Centre At One Hyde Park Celebrates Saudi Arabian Heritage

A new initiative by Diriyah Company is set to make waves in London, with the launch of the Diriyah House Experience Center at One Hyde Park, Knightsbridge. This location, near the iconic Harrods, will soon offer an immersive gateway to one of Saudi Arabia's most ambitious projects, Diriyah. Scheduled to start welcoming visitors from the beginning of July 2025, this centre represents a significant step in bringing the vision of Diriyah, a sprawling development on Riyadh's fringes, to a global audience.

In collaboration with Sotheby's International Realty, the Diriyah House Experience Center aims to showcase the luxurious living opportunities within Diriyah. This partnership marks Sotheby's entry into the Saudi market, with Diriyah chosen as a prime focus.

The centre will highlight offerings from world-renowned hospitality names such as The Ritz-Carlton, Corinthia, and Baccarat, all of which are integral to Diriyah's development. This move underlines the project's appeal to international investors and stakeholders, offering a glimpse into the sophisticated lifestyle and investment opportunities available.

"We are delighted to open this high-profile and prestigious experience centre in the heart of London," said Jerry Inzerillo, Diriyah Company Group CEO. He emphasized the significance of the London venue in promoting Diriyah's rich history, heritage, and culture on a global stage, indicating the project's broader ambition to become one of the world's premier gathering places.

George Azar, Chairman & CEO of Dubai, United Kingdom, and Saudi Arabia Sotheby International Realty, also expressed enthusiasm for the partnership. "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," Azar stated. He highlighted the collaboration's potential to connect UK investors with Diriyah's exceptional offerings.

The Global Appeal of Diriyah

Diriyah's allure extends beyond its historical significance, aiming to attract around 50 million visits annually and generate significant economic impact. Backed by Saudi Arabia's Public Investment Fund, the 14-square-kilometer integrated urban project is designed to accommodate 100,000 residents and create nearly 180,000 jobs, with an expected contribution of SAR 70 billion (£16.6 billion) to the nation's GDP. July 2024 saw a successful promotional campaign at Harrods, London, featuring Diriyah’s masterplan models, further underscoring the international interest in Diriyah's development.

At the heart of Saudi Arabia's Vision 2030, Diriyah is being transformed into a vibrant, mixed-use community that echoes the traditional Najdi architectural style. Its centerpiece, At-Turaif, a UNESCO World Heritage Site, exemplifies the historical depth of the first Saudi State.

Future residents and visitors can look forward to a rich tapestry of cultural, entertainment, and residential spaces, including Bujairi Terrace, Riyadh’s premium dining destination, and Bab Samhan, a Luxury Collection Hotel, offering serene experiences amidst natural beauty.

With its strategic location in London and Sotheby's International Realty's expertise, the center is poised to connect discerning global investors with the unique opportunities that Diriyah presents. This initiative not only showcases the project's scale and vision but also strengthens Saudi Arabia's position on the international stage as a destination for culture, history, and investment.