Immersive Event Experience | Riyadh Marathon 2025
At the 2025 Riyadh Marathon, we worked with the Saudi Sports for All Federation to deliver a coordinated series of immersive digital experiences and interactive installations. Designed for both athletes and visitors, each activation served a clear purpose—increasing engagement and visibility across multiple touchpoints.
To set the tone for the event, we designed a mobile AR experience that visually introduced the marathon route in a 3D animation. Built as a pop-up style journey, the AR invite allowed users to preview the event and register directly via a personalized link. This AR experience acted as the first step in the wider immersive journey
Participants who registered online were invited to generate AI-based visuals using their selfie. These were transformed into individual "I have joined the race" posters, set against a backdrop of Riyadh landmarks and crowds. These submissions were later compiled into a digital activation that was displayed across online channels and digital screens post-event.
Inside Boulevard City, we installed a treadmill-based experience where participants could run along an animated ribbon that extended from the ground into a stylized version of Riyadh's skyline. Each participant's speed controlled the pace of the visuals, and the track featured iconic city landmarks throughout the experience. This became a standout feature of the immersive sports experience.
Located at the center of the village area, the Digital Cube served multiple functions: Anamorphic visuals on the exterior attracted attention A programmed laser light sequence played inside The top allowed for a full view of the event across the venue This creative event installation provided both visual content and a clear crowd draw.
This event gamification feature allowed runners to compete against animated animals and robots. Using speed sensors and live data input, the wall adapted in real time to each participant's pace. The setup encouraged group interaction and was suitable for all age groups, from athletes to casual visitors.
We designed a photo opportunity at the finish line featuring a large medal backdrop and elevated podium. This gave participants a place to mark the end of their race with a personal photo—framed to appear as if they were holding the medal themselves. Keywords used: creative event installation, experiential event
The Riyadh Marathon project was structured around a consistent narrative: from early engagement via AR invites to post-event AI murals. The installations were connected both thematically and technically, forming a unified experiential event. Divisions Involved: Alt Enter – Storyboarding, experience design, installation management Branch – Augmented reality development, AI poster generation, and technical implementation
