Competing against aggressive companies in the telecommunications market isn’t easy. Saudi Telecom, the Saudi Arabian parent company of the mobile telephone brand Aljawal, must battle increasing competition from Dubai. So the company signed an agreement with Nokia to supply the first multimedia messaging service in Saudi Arabia.

With this commercial launch, the company can provide its 9.6 million mobile customers with services such as video clips and pictures or voice combined with text messages.

As part of that development, Saudi Telecom wanted to create a retail space that would symbolize Aljawal’s technical advancements, yet portray the company as still rooted in the local community. Crea Intl. (Milan, Italy) took that premise and developed a design concept called “moving technology.”

Characterizing the motion of Saudi Arabia’s culture – the soft, slow motion of the dunes contrasted with dynamic movement from activities like horseback riding through the desert – the design uses fluid lines and furniture to represent that advanced, yet distinctly timeless, image Saudi Telecom desired.

Curved lines give the space a welcoming and sophisticated atmosphere. A blue quartz floor bears winding patterns to resemble the dunes.

The space is divided into distinct areas: sales for private customers and businesses, consulting, a women’s-only section and an entertainment area with a lounge and bar. The divisions create individual environments that highlight the different mobile services offered. For example, designers devoted attention and detail to the women’s-only area – a local law that is often overlooked for design inspiration – and created a qualitative space with a soft, feminine feel.

Client: Saudi Telecom, Riyadh, Saudi Arabia

Design/Architect: Crea Intl., Milan, Italy – Alberto Pasquini, client leader; Maurizio Favetta, design director; Rob Davie, project manager

Outside Design Consultant: Pop Solid, Milan, Italy (engineering)

General Contractor: Delta Engineering, Riyadh, Saudi Arabia

Photography: Giacomo Giannini, Milan, Italy