Nadeen Said

Creating Emotion-Driven Digital Experiences in the GCC

Managing Director – GCC, Moment Factory / Advisor | Riyadh, Saudi Arabia

By Boudou Gueffai | Editor-in-Chief | The Saudi Times

The Saudi Times sat down with Nadeen Said, an emerging leader in experiential design and digital transformation, to discuss her impactful work in shaping the future of destinations across the GCC. Nadeen exemplifies women’s leadership, driving the transformation of Saudi Arabia through her holistic approach that blends creativity, technology, and development strategies. With a background rooted in large-scale immersive projects, she is part of the new generation spearheading the evolution of mixed-use, cultural, and entertainment-focused destinations within the region’s most ambitious giga and mega projects.

Having grown up between Saudi Arabia and Qatar, Nadeen’s career is deeply connected to the region’s rapid transformation.

“Saudi and Qatar are my upbringing, my homes. I was able to witness the changes in both countries over time. Their growth, determination, and vision inspired me. I knew I had to be part of the story. This is why my passion lies in building these experiential layers and narratives for such projects; I can finally give back to the countries that raised me.”

A New Vision for Destination Development

With the Kingdom of Saudi Arabia and neighboring countries redefining global benchmarks for mixed use development, Nadeen has built a career focused on creating emotionally resonant digital and interactive experiences within complex, multi-layered destinations and assets. As she shared with The Saudi Times, her expertise spans the entire project lifecycle from the early master planning phases, where experiential strategy is embedded into the architectural DNA, to the production of future proofed digital experiences, integration, and long-term operations.

Her approach views destinations as holistic ecosystems, where physical space, digital layers, cultural context, and human emotion blend together to create meaningful engagement.

The GCC’s Most Significant Projects

Nadeen’s experience is directly in line with the region’s most transformative developments.
The world’s creative and strategic forces, like Nadeen, are inspired by the visions of existing and future projects in the region such as:

• Qiddiya, where play, gamification, entertainment, sport, culture, and digital innovation merge into an integrated experiential city.
• New Murabba & the iconic Mukaab, which are setting a new global standard for vertical mixed-use destinations enabled by immersive digital storytelling.
• The region’s next-generation airport developments, including experience-driven models like Hamad International Airport — where passenger journeys are enhanced through curated digital content, sensory design, and emotional placemaking.
• The emerging sports entertainment sectors, as Saudi Arabia transitions into a Host Country of major sporting events like AFC 2027 and FIFA 2034, this requires strong integration of Sport Entertainment & Fan Engagement via multi media experiences across all stadia and fan zones.

These projects reflect a regional shift: destinations & stadiums  are no longer built for function alone, but for emotional depth, narrative, and connection.

Return on Emotion: The New Benchmark for Success

As digital transformation accelerates, Nadeen advocates for a development model where emotion becomes a primary driver of value.

“The future is digital, and human emotion is at the center of this transition. People want to feel connected. Giving these destinations and developments a story and soul drives return on investment via return on emotion and repeat visitation. That is the future formula of their success.”

Her work aligns with the broader movement across The Kingdom of Saudi Arabia to design destinations & stadiums that resonate with visitors & fans at every touchpoint — creating memorable, culturally grounded, and technology-enabled experiences.

A Leader for the Next Era of GCC Placemaking

Today, as the region enters an unprecedented era of growth, Nadeen stands out as one of the voices shaping how destinations will look, feel, and connect with the people who experience them. The Saudi Times is proud to highlight her achievements, showcasing her unique leadership and expertise as an inspiration for future generations. As an expert in her field, Nadeen’s contributions align closely with Vision 2030, reflecting the Kingdom’s commitment to innovation and cultural enrichment.

Her combination of creative vision, technical expertise, and development insight positions her as a key contributor to the future of experiential placemaking in the Kingdom of Saudi Arabia. Through her work, Nadeen continues to champion a new paradigm: destinations built not just with ambition, but with story, soul, and emotional purpose. This direction defines the next chapter of the GCC’s cultural and experiential landscape.