NMDC Partners with Falcon’s Creative Group for Saudi Arabia’s Mega Project

Riyadh, Saudi Arabia – August 13, 2025 – New Murabba Development Company (NMDC), a Public Investment Fund (PIF) company, has signed a long-term strategic partnership with Falcon’s Creative Group, a US-based leader in entertainment experience design, to develop the creative vision, immersive attractions, and cutting-edge technologies for The Mukaab, the architectural centerpiece of Riyadh’s ambitious New Murabba project.

A $50 Billion Vision Under Saudi Arabia’s Vision 2030

Located in the northwestern part of the Saudi capital and extending into the easternmost area of Diriyah, New Murabba is a $50 billion mixed-use mega development and one of the flagship initiatives of Saudi Arabia’s Vision 2030 strategy. Designed to create a next-generation downtown, the project will span 19 sq km, encompass 18 new neighborhoods, and integrate residential, commercial, cultural, and entertainment offerings in a fully connected environment.

The master plan sets new benchmarks in sustainability, smart city integration, and urban vibrancy, serving as a model for future cities worldwide.

The Mukaab – Architecture With a Soul

The Mukaab will offer an unprecedented urban experience, combining groundbreaking architecture with immersive attractions, interactive environments, and integrated AI-driven technologies.

“This agreement reflects the company’s commitment to partnering with global leaders in design and immersive storytelling,” said Michael Dyke, CEO of NMDC. “It brings us closer to realizing the vision of creating a next-generation urban destination that transforms how people live, connect, and experience the world around them, whilst transporting them to another world using groundbreaking technology.”

Cecil D. Magpuri, CEO and co-founder of Falcon’s Beyond, described the Mukaab as “architecture with a soul,” adding: “We are more than just developing the story structure. We are creating an infinite storytelling ecosystem and shaping how people feel, connect, and dream within it.”

Powered by Technology and AI

According to NMDC, this collaboration is a key milestone in its mission to deliver a world-class urban experience fueled by advanced technology and powered by AI. Falcon’s Creative Group will play a central role in bringing the Mukaab to life through cutting-edge interactive experiences that merge the physical and digital worlds.

The signing of this agreement follows the successful completion of excavation works at The Mukaab site, with over 14 million cubic meters of earth removed—marking a significant achievement and paving the way for the next phase of construction.

A Global Destination in the Making

The New Murabba project is expected to become one of the most ambitious mixed-use destinations ever conceived, attracting residents, visitors, and investors from across the globe. By merging NMDC’s large-scale development expertise with Falcon’s creative vision, the partnership aims to redefine urban living, entertainment, and cultural engagement on an international scale.