NEOM’s territory boasts a rich heritage spanning over 200,000 years. As a historical crossroads for trade and pilgrimage routes, NEOM’s landscape has been shaped by diverse narratives from many different civilisations. To showcase this cultural legacy, NEOM entrusted Avesta Group with crafting unique content for three key clusters: Al Muwaylih, renowned for its fort along the Egyptian Hajj Road; Bajdah, known for its rich ancient rock art heritage; and Alaqan, which houses a historic village on the Jordan trade route.
Avesta Group’s initiatives included narrative development for all three locations, including the creation of trails and guided tours, as well as the full conception of a school kit on the archaeological heritage of Wadi Bajdah. Additionally, we developed concepts for an interactive pop-up exhibition and a heritage site activation programme.
