Desert X AlUla

Site-responsive exhibition in Saudi Arabia

Reinvigorating, protecting and preserving UNESCO World Heritage Site AlUla

Our global strategy has included networking at private viewings, fairs (TEFAF and PAD), talks (The Arts Club and Masterpiece) and trips. A dedicated audience has been cultivated among arts, fashion and luxury press as well as social media influencers, bloggers, museum curators and collectors.
626

million

Total editorial circulation
Editorial coverage highlights
“AlUla is to be reincarnated as the Kingdom’s star cultural and heritage attraction.”

Vivien Lee, The New York Times
"Desert X represents an opening up of the country. Artist Muhannad Shono says: “We have lived our whole lives in this country where our collective stories have been framed by the western media. I urge people to come here and connect with us as individuals"."

Peter Aspden, Financial Times
Social media mentions

81

Social media reach

45.3 million
Social media engagement
Designboom

Followers: 2.6m
Likes: 24,217

vicearabia

Followers: 72.1k
Likes: 1,403

cultured_mag

Followers: 135k
Likes: 1,294
"Desert X AlUla was a pioneering initiative in every aspect. Driven by their passion for arts & culture, Pelham contributed to realising the potential and promise of the project, creating visible success across the globe. As a unique site-specific exhibition in one of the most hidden, yet inspiring destinations in the world - AlUla, it became – with the support and efforts of Pelham – a collective adventure centred around cultural dialogue, and a human adventure that could be sensed and experienced by everyone, wherever they were.”

Antony Newton, Communication Director of the Royal Commission for AlUla