At Saudi Entertainment and Amusement Expo 2025 in Riyadh, NVK Group and BAAN Holding Group signed a Memorandum of Understanding establishing a strategic framework for the development of Amwaj Siraj — a new show-centre and destination concept for Saudi Arabia.
The partnership combines NVK Group’s expertise in architectural concept development, engineering coordination, immersive environments and destination design with BAAN Holding Group’s established regional experience across entertainment, hospitality, catering and investment.
Amwaj Siraj is envisioned as a next-generation entertainment and educational landmark. Its programme brings together a professional diving centre, underwater exploration experiences, a high-resolution 360-degree immersive show environment, interactive cinema, live performances, educational content and hospitality spaces within one connected destination.
The concept treats architecture, water, light, sound and digital media as parts of one visitor journey. Instead of placing separate attractions inside a conventional building, the project is designed as a unified narrative environment capable of supporting discovery, learning and large-scale entertainment.
The Memorandum of Understanding creates a platform for the project’s next stages, including feasibility assessment, investment structuring, architectural and technical development, coordination with local stakeholders, construction planning and preparation for future operation.
SEA Expo 2025 was held at Riyadh Front Exhibition & Conference Centre from 20 to 22 May 2025. According to the event’s official figures, the exhibition connected more than 12,000 industry professionals with 350+ exhibitors from over 31 countries and a programme featuring 75+ speakers.
BAAN Holding Group participated as a Platinum Sponsor of SEA Expo 2025, while Group CEO Fahad Alobailan contributed to the event’s industry leadership and advisory programme. This placed the partnership within one of the region’s most important professional platforms for attractions, entertainment technology and destination development.
For NVK Group, the agreement marks another step in its continued expansion in Saudi Arabia. It also supports the wider direction of the Kingdom’s Vision 2030 transformation: creating distinctive leisure destinations, strengthening international collaboration and developing experiences with lasting cultural and commercial value.