New Murabba, a Public Investment Fund company, has entered into a long-term strategic agreement with Falcon’s Creative Group to bring visionary concepts and immersive experiences to The Mukaab — the signature landmark at the heart of New Murabba.
New Murabba
In a press release issued today, New Murabba described the partnership as a major milestone in its mission to deliver a world-class urban experience, powered by advanced technology and AI. Falcon’s Creative Group will be responsible for designing The Mukaab’s immersive attractions, interactive environments, and integrated tech solutions.
“The Mukaab will offer an unprecedented urban experience, with groundbreaking architecture and innovative design,” the release stated.
New Murabba CEO Michael Dyke emphasized the significance of working with global leaders in immersive storytelling. “This strategic partnership brings us closer to creating a next-generation urban destination that transforms how people live, connect, and experience the world — transporting them to another reality through groundbreaking technology,” he said.
Vision Behind Mukaab
Falcon’s Creative Group CEO Cecil D. Magpuri described The Mukaab as “architecture with a soul,” highlighting that the collaboration goes beyond structural design. “We are creating an infinite storytelling ecosystem and shaping how people feel, connect, and dream within it,” he said.
Moreover, part of Saudi Arabia’s Vision 2030, New Murabba aims to pioneer an integrated urban model that seamlessly blends residential, commercial, and entertainment spaces within a connected environment.
Finally, this agreement follows a key construction milestone — the completion of excavation works at The Mukaab site. Over 14 million cubic meters of earth have been removed, paving the way for the next phase of development.
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