OASIS MICE — Experiential Masterplan Concept
A vision for a climate-responsive, experience-driven event destination shaping future cultural and business tourism.
Project Info
Client: Concept Proposal x Royal Commission for AlUla (RCU)
Location: Saudi Arabia
Year: 2022
Scale: Mixed-use MICE and cultural masterplan
Role: Spatial Strategy & Architectural Concept Lead
Scope: Masterplanning, spatial sequencing, experience design, architectural concept, movement strategy
Site-integrated program clusters embedded in the desert landscape, forming a continuous experiential terrain.
Concept explorations highlighting architectural responses to AlUla’s natural landscape.
Layered vision strategy establishing experiential themes for the AlUla visitor journey.
Spatial network diagram organizing event, leisure, and cultural nodes through connected pathways.
Experience-mapping sketch translating program clusters into legible movement sequences.
Arrival perspective highlighting landmark architecture as gateway to the Oasis destination.
Low-rise architectural forms embedded into topography, reinforcing climate-responsive site integration.
Project Overview
OASIS MICE is a destination-driven conference and exhibition campus in AlUla, designed to host large-scale cultural, business, and tourism events within a sensitive desert landscape. The project required a spatial concept that balances contemporary programmatic needs with strong environmental integration and contextual identity.
Destination-scale MICE masterplan
Program clustered around shared courtyards
Landscape as primary organizing element
Spatial Strategy
The campus is structured as a sequence of low-rise pavilions arranged around shaded outdoor spaces, creating a walkable and climate-responsive environment. Circulation follows the natural topography, connecting venues through soft transitions between built form and landscape.
Pedestrian-first circulation network
Hierarchy of plazas and event courtyards
Clear zoning between public, semi-public, and service areas
Design Integration
Architecture, landscape, and open space were developed as one continuous system, using earthy materials, soft geometries, and horizontal massing to anchor the project within AlUla’s terrain. Built volumes remain secondary to the experience of movement, shade, and outdoor gathering.
Architecture embedded within landscape layers
Material palette derived from local geology
Shading structures as spatial landmarks
Outcome
The proposal delivers a flexible and identity-driven event destination where architecture enhances, rather than competes with, the natural setting — offering a calm, immersive, and scalable environment for future cultural and international events.
Strong sense of place rooted in context
Intuitive visitor experience across large site
Framework adaptable to multiple event typologies