Majid Al-Futtaim, a leading shopping mall, communities, retail and leisure pioneer across the Middle East, Africa, and Asia, has unveiled the results of a neuroscience study designed to identify the most powerful drivers behind emotional attachment to urban developments and communities.
Conducted by Neurons Inc. and commissioned by Majid Al-Futtaim, the UAE-based study used electroencephalography (EEG) and eye tracking technology to measure how participants subconsciously as well as consciously responded to nearly 100 images of urban developments and landscapes from around the world. Over 1 million data points were then analyzed to determine the findings.
Neuroscientists found the elements of everyday human activity (a visual focus in 80 percent of the 10 best performing images), greenery (70 percent), artistic features (50 percent) and bright colors (50 percent) were the most powerful drivers of emotional engagement with destinations and environments.
An emphasis was put on greenery, which was naturally landscaped and positioned in a way that provided a sense of human scale and privacy. The first of its kind study also highlighted a subconscious preference for shades of blue and green in design and artistic features that people can interact with and embrace natural materials.
The strongest negative responses were recorded in images that displayed a visible lack of human interaction and natural landscapes. Dirt and damage were also shown to have an immediate negative and lasting impact on participants.
The announcement comes as the governments across the region continue to place significant emphasis on transformative policies and practices for the real estate sector in a bid to drive economic diversity.
Hawazen Esber, chief executive of Majid Al-Futtaim — communities, said: “Historically, researchers and developers have focused on the conscious drivers of preference for real estate design and development. In a testament to the region’s progressive take on the transformation of the real estate sector, our unique neuroscience research study enables a deeper understanding of what subconsciously drives emotional value and a sense of belonging for our customers and the wider community.”
He added: “The study helps us identify crucial elements that make for happy, healthy communities and become the foundation for how we bring our integrated retail, leisure and entertainment offering to design mixed-use destinations that drive holistic value for residents and surrounding communities.”
Majid Al-Futtaim harnesses neuroscience to empower mixed-use development agenda
Majid Al-Futtaim harnesses neuroscience to empower mixed-use development agenda
ALJ Motors champions Toyota SUVs’ off-road legacy
Abdul Latif Jameel Motors, the authorized distributor of Toyota vehicles in Saudi Arabia since 1955, has launched the second edition of its off-road initiative — an immersive driving experience designed to engage guests and showcase the real-world capabilities of Toyota’s SUV lineup in the Kingdom’s desert terrains. The activation takes place on weekends, starting initially in Riyadh and continuing through Jeddah, before concluding in Dammam on Jan. 24.
The multi-city activation is designed to engage guests through Toyota’s SUV lineup in fun and exciting ways, offering a hands-on opportunity to experience vehicle performance, control, and versatility. The lineup features a wide range of Toyota SUV models, including the Land Cruiser HEV Max, a hybrid vehicle built for performance. Beyond the off-road drives, the activation offers a welcoming weekend setting with supporting activities suitable for families and younger guests, creating a well-rounded experience for visitors of all ages.
Building on the success of its inaugural edition, which welcomed more than 4,500 participants and attracted over 10,000 attendees, the second edition continues to focus on meaningful guest engagement through interactive and experiential driving activities while emphasizing safety, trust, and enjoyment. Through this approach, ALJ Motors champions Toyota’s off-road legacy while creating an experience that further connects guests with Toyota’s renowned SUV lineup.
Shahad Nassier, managing director of marketing communications at ALJ Motors, said: “Following the strong response to the inaugural season, the return of this off-road experience allows us to continue engaging our guests in an authentic and exciting way. In this second edition, we have further refined the driving routes and elevated the overall experience to better serve our guests and their families. By bringing Toyota’s SUV lineup into real desert environments, we provide an opportunity for guests to experience vehicle performance firsthand, while reinforcing the values of reliability and capability that have long defined Toyota’s presence in the Kingdom.”
The experiential initiative deepens guest relationships, supports informed vehicle choice, and reflects ALJ Motors’ ongoing role in delivering reliable and diversified mobility solutions across the Kingdom, in line with Saudi Vision 2030.
Guests interested in participating in the off-road experience can register for the upcoming activations in Jeddah on Jan. 9-10, followed by Dammam on Jan. 16-17 and 23-24, through ALJ Motors’ official social channels.
