Project description:

Daimumah is a new outdoor destination in AlUla. A public space woven through oasis farmland, it provides a place for locals and tourists to relax and play in nature and discover the central role the oasis played in traditional life in AlUla. KCA London led the masterplanning, design and interpretive development of the site.

In 2021, RCU ran tours around a traditional oasis farm near AlUla Old Town. The initiative’s success encouraged them to create a permanent oasis visitor destination. Somewhere locals and tourists could enjoy and explore this unique natural and agricultural environment and discover how it has shaped life in AlUla.

We were appointed to develop Daimumah’s masterplan and concept design. Working closely with RCU, we refined their objectives and aspirations and translated these into a cohesive vision for the visitor experience and a functional space plan for the site and its facilities.

We then worked in collaboration with our design partners, Form Atlarge, to develop the site’s design.  This included designing the site’s different physical interventions, including walking routes, visitor facilities, playspaces, and outdoor exhibits. We were responsible for all detailed interpretive development – defining messaging and interactive experiences – and produced all visitor-facing graphics and text. We also developed visitor programmes to help activate the site after opening and trained the new on-site guide team.

The site opened to the public in May 2024 and became one of the most visited sites in AlUla.