New Murabba: Downtown Riyadh Site Hoarding

New Murabba needed to turn a long stretch of active construction perimeter along a major Riyadh road into a public-facing preview of its Downtown Riyadh development rather than a blank barrier. The hoarding had to carry the project's own bilingual messaging and renders: the Downtown Riyadh landmark visual, "the future of Downtown Riyadh starts here," "be part of Riyadh's future," alongside the standard Vision 2030 / GEA branding lock-ups, and needed to read clearly to both drivers and pedestrians after dark along an otherwise unlit stretch of road.

UPC designed, printed and installed a continuous run of hoarding panels in a clean white-and-gold system: gold-outlined hexagon frames for headline Arabic copy, full-bleed panels of the Downtown Riyadh landmark render and city skyline imagery, and short bilingual statement panels ("Together We Build Tomorrow") spaced along the run to keep a long, uninterrupted stretch visually engaging rather than repetitive. A dedicated overhead lighting rail was fabricated and installed along the full length of the hoarding, giving even, consistent illumination after dark instead of relying on ambient street lighting.

A fully illuminated, on-brand perimeter that reads clearly day and night along one of the project's main frontage roads, turning a long construction barrier into a sustained public preview of the Downtown Riyadh development, with consistent lighting and messaging maintained across the entire run.