Bienale Architecture Venice. 2023

  • CLIENT Mediapro Exhibitions
  • CONCEPT AND DESIGN Mediapro Exhibitions
  • PRODUCTION Squint Opera WeExhibit
  • COMMISSION Concept Space Design
  • CURATORRamon Prat, urbanNext

The Mediapro team was tasked with designing an exhibition detailing the Zero Gravity Urbanism concepts behind THE LINE, NEOM’s ground-breaking new concept in urban design, in one of the oldest buildings in Venice. The exhibition was developed in parallel to the Venice Biennale Architettura 2023, and was a unique opportunity to present NEOM as a truly distinctive projectto the global architectural and urban design communities. Mediapro Exhibitions, along with Squint Opera and WeExhibit, transformed the Abbazia di San Gregorio into a unique exhibition space, spanning over 1,250m², to showcase the urban and technological principles underpinning the design of this new urban area located in northwestern Saudi Arabia.

Working closely with the exhibition curator Ramon Prat and NEOM Urban Planning Department on the layout as well as the initial content design (a 9m screen, interview totems and a unique immersive experience at the end of the exhibit) Mediapro developed a design concept that successfully illustrates the complex dimensions of this project that covers over 170km in Saudi Arabia.  

The project is designed through a two-story exhibition route articulated around the main gesture of the "Flying Landscape", a gigantic, double-sided 120m² installation rising to 7 meters high, visible from the courtyard and from the upper gallery. The top surface of this landscape is a realistic representation of the topographies of the NEOM region, including THE LINE intervention, while the lower side is a unique ultra-modern space with large graphic panels and interactive screens featuring the principles and concepts underpinning the design of the new urban area.

To complement the information provided by the main installation, the exhibition route features a series of models from renowned architects including Morphosis, DMAA, CHAP Coop Himmelb(l)au, and Studio Fuksas to showcase the range of different ideas and projects to be carried out in NEOM. The tour of the pavilion concludes in an installation that simulates the urban spatial experience defended by THE LINE through 9 animation screens, allowing visitors to interact with the architectural proposals in a fresh way.