GIO' FORMA Archives

The starting point it’s a story to tell, a stunning idea which make people dreaming. And this was our first approach on Maraya project. Starting from the analysis of the context, the environment, the culture of the site we kept the AlUla Genius loci and we started to apply our vision: nothing has to be added there.

Based on the client request, the first Maraya was conceived as a temporary venue to host the first Winter at Tantora Festival. BLΛCK was engaged for the full visioning, management, design and build up of the venue.

We activated the venue with the Groundbreaking ceremony for the AlUla project, in the presence of HRH, with a 25 minutes show entirely design and produced by BLΛCK.

The full Winter at Tantora season has been managed by BLΛCK, including stage design and build up, concerts production, artist liaison and contents production.

Our mission was based on figuring out how we could build in such a beautiful and meaningful place and we wondered how to establish a relationship between the construct and the existing in the most respectful way possible. Maraya has a unique and unseen stage set up: a great 40m x 15 m stage, with a giant retractable window of over 800 square meters that opens up to the surrounding nature, allowing shows to take place directly on the desert level where mass-coreo can perform in a unique in-and-outdoor scenario, blending landscape and entertainment.

Complete with all state of the art facilities, the Maraya Concert Hall  can host international productions from opera to ballets, shows and concerts.

With its deep knowledge of AlUla, BLΛCK has been involved in several worldwide activations to promote and launch the vision. Exhibitions and experiences have been designed and produced across various contexts.

Scenography and artworks production. With a total exhibition space of 28,500 sqm and a collection of 130 artworks, the BLΛCK team took charge of developing and delivering the scenography for the entire site, as well as overseeing the production of commissioned artworks. We ensured that the architecture, lighting, and art complemented each other perfectly. By carefully curating the delivery, BLΛCK enhanced the immersive quality of the exhibition, allowing visitors to fully engage with the diverse artistic formats on display.

BLΛCK’s role in venue enhancement included the development of four new buildings: a reception area, bookstore, bar, and restaurant. These additions not only provided essential services for visitors but also enriched the overall experience of the Biennale. Designed in collaboration with Giò Forma studio, the spaces were carefully integrated into the exhibition’s theme, ensuring they complemented the artistic and cultural elements on display. The Biennale Store was crafted to evoke a sense of tranquillity through soft-toned materials, fostering an environment for introspection. In contrast, the bar and restaurant offered a lively, dynamic atmosphere, reflecting the local heritage and providing a space for visitors to socialize and connect.

The experience design was conceived and developed with particular reference to the Turin photography museum and the Naples museum, aiming to offer maximum engagement for visitors, enhanced by the wide range of technologies installed. The result is an interactive, digital, and rewarding user experience, studied in every detail to improve the visitor journey and allow effective data collection.

The Archivio Vivo installation in Turin, for example, allows the public to view the photographic archive owned by Intesa Sanpaolo, one of the most important and complete in Italy, select and download up to 10 high-resolution photographs onto their smartphone, thanks to the dedicated app.

In the Museum of Photography in Turin, the experience design of Gallerie d’Italia was developed considering technological advancements, such as LED screens, projectors, interactive installations, audio and lighting systems. These elements create a flexible and adaptable environment, ideal for both temporary exhibitions of renowned international photographers and for the over 100 events planned each year.
In the Turin Museum, for example, BLΛCK created a multimedia mirror installation on the first floor, designed to respect the baroque grandeur of the hall’s architecture. This installation can transform into a large screen for press conferences and events and can be moved as needed. BLΛCK also manages the execution of the events and guarantees the ongoing maintenance of the installed technologies across all the locations involved.

At Gallerie d’Italia, Turin, BLΛCK designed and created an immersive video room located three floors underground: a 600-square-meter space equipped with 16 high-quality projectors for full-height wall projections and an advanced audio system. This setup enables digital exhibitions and unique, engaging events.

BLΛCK designed, developed, and created a mobile app that allows visitors to all four Gallerie d’Italia locations to enhance their museum experience with in-depth video, audio, and textual content. The app also enables users to book events, purchase tickets, and access exclusive premium content. Over 250 installed beacons allow for visitor localization within the museums, enhancing the visit experience with real-time notifications and updates.

As the Global Management and Execution Partner of the Islamic Arts Biennale 2025, Black oversaw a comprehensive scope of operations designed to ensure a seamless and deeply engaging experience for all visitors. From the initial guest experience study and development, every aspect of the visitor journey was meticulously curated including the management of tour guides and hosts, and the coordination of special events throughout the Biennale. Operational excellence was ensured through full venue management, cleaning and waste coordination, and strict adherence to health and safety protocols. Security and accreditation systems were implemented to manage both public access and VIP programs, complemented by efficient traffic and valet services to support the high volume of attendees.

The guest experience was further enriched through the supervision of food and beverage services, artwork handling and preservation, and the organization of curated visits for both pilgrims and school groups aligning with the Biennale’s mission to foster wide-reaching cultural engagement.
Black’s holistic operational model not only guaranteed logistical success but also enhanced the emotional and intellectual impact of the Biennale, making it a transformative celebration of Islamic arts and heritage.

With a dedicated team of 1,195 employees, the operational scale matched the ambition of the project. Audience engagement was a priority, with 7,900 on-site surveys conducted to gather valuable feedback and insights, further refining the visitor experience.
The event demonstrated strong national reach, with 80% of visitors being Saudi nationals, while maintaining a global perspective thanks to 20% international attendance. These results reflect the Biennale’s success in fostering both cultural pride and global dialogue.

The first of its kind in the world, the new Home for The Islamic Arts Biennale building complex was designed by award-winning duo BLΛCK and Giò Forma architects, partnering with F&M Middle East Engineering Consultancy for engineering consultancy. It is located at the Western Hajj Terminal at King Abdulaziz International Airport in Jeddah, designed by SOM in 1981 and recipient of the 1983 Aga Khan Award for Architecture.

The Biennale’s architectural design concept is based on volumetric compositions inspired by the modularity of the existing tent canopy structures. The beauty of the Hajj Terminal lies in the dialogue between voids, volumes and their magical sense of depth and perspective; the Biennale celebrates these elements by framing views and breaking down volumes for a dynamic dialogue with geometry.

The winning design of the international competition consists of clusters of volumes in various sizes and proportions, stacked and arranged around a central water plaza to separate functions and to celebrate architectural rhythm and geometry. These volumes provide a variety of galleries which inspire artists to reimagine the space themselves. This complex’s role is to host and emphasize art, not to limit or overshadow it.

Through a dedicated and skilled team, BLΛCK executed the artworks production for the first Islamic Biennale. Starting from the artists’ vision and concepts, we developed the design for more than 40 artworks. From engineering to finishes and details, we managed the build-up process in a fully integrated way with the new building, the existing environment and the scenography design.

Since the very beginning of the Biennale Project, BLΛCK worked closely with the Diriyah Biennale Foundation to develop the exhibition’s operational plan. Enhancing the visitor experience was the main goal of the scope. BLΛCK was responsible for planning and executing all aspects of the exhibition: from ticketing to reports, from ushers and guides to security, from F&B design and management to venue management. VIP and special guest logistics were also managed by a dedicated team.

The new design of the King Fahad Cultural Centre reflects the ancient Salmani heritage while fully honouring the existing historical venue. Najdi’s existing decorative motifs are reinterpreted in a new, modern key that interconnects the past with the future. Colours and shapes, light and shadow contribute to the public’s experience of Saudi heritage in a contemporary way.

The existing elements, like the historical marble on the façade, were preserved and restored, alongside some new structural elements, such as enlarged staircases and new bridges for the VIP and Royal journey from the lounges to the main hall.

The design reinterpreted Najdi decorative motifs, giving rise to a full-height new central element that evokes the mountains of central KSA, covered with rammed earth clay. Beneath that, a system of spatial arches hosts the ticketing area, cafeteria and guest lounges, all featuring special acoustic plaster treatment.

We have completely re-engineered the scenic tower of KFCC, addressing both the upper and lower mechanisms. Specifically, we redesigned the grid structure by implementing the ‘Italian’ model, elevating the full theatre to a state-of-the-art venue.
The entire acoustic has been redesigned implementing also a fully immersive 3D sound system composed of more than 200 speakers. This type of setup allows us to modify the electroacoustic response in real-time, as well as manage sound sources within the space.

The main hall can host up to 2,800 guests, distributed between the parterre (which hosts a VIP dedicated area and 4 Royal Boxes with movable partitions), and the upper floor gallery. The entire finishing has been redone, starting with the wall cladding, which consists of massive, double-curved wooden elements, to the ceiling chandelier, a crafted metal baffle customized for the project. The seats are the result of a special partnership with Poltrona Frau, who created a new chair model for the occasion, called ‘King Fahad,’ covered with premium leather, walnut armrests, and featuring embedded translation screens.

At the ground and first floors, an area fully dedicated to VIPs and Royals has been completely reshaped introducing a strong design element, consisting of double curved slanted walls, covered with rammed earth clay to recall the traditional central Saudi construction methods. These walls create intimate lounge areas connected by a central open space and equipped with premium quality furniture and lighting.
Photography by Shoayb Khattab https://shoayb.net/

The opening of Design Space AlUla marks a significant milestone for the region, offering a dynamic platform for both local and international creatives. The building’s architecture blends modern design with traditional AlJadidah aesthetics, providing the ideal environment to explore global design practices through the lens of AlUla’s unique heritage.

The building’s design creates an inviting and accessible environment for the public, with luminous courtyards and open spaces that encourage interaction and exploration. From the Wadi walkway to the gallery’s heart, the visitor journey through the building is designed to inspire a sense of discovery and connection with both the art and the surrounding environment.

The design of Design Space AlUla integrates sustainability at every level. The use of corten steel for the building’s exterior ensures durability while also celebrating the natural textures of the surrounding landscape. The transparency and permeability of the building’s design allow for natural light and ventilation, contributing to its eco-friendly architecture.

While Design Space AlUla takes inspiration from global design practices, it remains deeply rooted in AlUla’s cultural and natural heritage. This fusion of global and local design is at the core of the space’s mission, and it aims to provide a platform for designers to engage with AlUla’s landscape in meaningful and innovative ways.

A sanctuary of elegance, the Chedi Hegra offers guests an unparalleled experience amid the breath-taking desert landscape of AlUla. Each of the 35 rooms is thoughtfully designed, blending modern comfort with the region’s ancient charm.

Inspired by AlUla’s history and traditions, the architecture of the Chedi Hegra harmonizes contemporary aesthetics with elements of the region’s cultural heritage, creating a space where history and modernity converge.

Guests at Chedi Hegra enjoy exclusive access to AlUla’s wildlife reserves and bespoke tours of its historic landmarks. The resort’s proximity to these ancient wonders allows for an immersive cultural experience. 
The complex includes “The Art Canopy”, a breath-taking 700-meter-long Land Art Architecture masterpiece that draws inspiration from the natural and man-made patterns of AlUla. The canopy’s innovative design evokes the repetition found in the old town, Hegra Monuments, brickwork, and Nabatean tombs, seamlessly translating heritage into a contemporary aesthetic. Composed of 50,000 intricately crafted pieces that move gracefully with the wind, spinning on their axes while interacting dynamically with light and shadow, the canopy creates a harmonious connection between 15 buildings within Saudi Arabia’s first UNESCO World Heritage Site.

At Chedi Hegra, modern luxury and the region’s captivating history come together to offer an unforgettable experience. The resort invites guests to immerse themselves in the soul of AlUla, where each moment reflects the region’s past while looking ahead to the future.