RIYADH: Saudi Arabia is looking forward to the grand opening in mid-2026 of a new entertainment complex in the capital, the much-anticipated Seven Al-Hamra.

The attraction, which developer Saudi Entertainment Ventures is keen to point out is “not a theme park,” is one of 14 projects the company is rolling out across the Kingdom as part of its SR50 billion ($13.3 billion) plan to reinvent the country’s leisure landscape.

The SR3.6 billion Al-Hamra will include 168,000 sq. meters of activity spaces across 10 zones, featuring five homegrown attractions and four based on international intellectual properties.

The experiences on offer will include Formula E karting simulators and a Flow House surfing venue. Visitors will be able to float in the air in an indoor skydiving chamber; encounter shape-changing robots in the world’s first Transformers attraction, developed with toy manufacturer Hasbro; explore science-themed adventures with Warner Bros Discovery; and tackle climbing challenges enhanced through wall-tracking tech and interactive scoring.

An indoor hubless Ferris wheel will anchor the destination as its visual centerpiece, and advanced simulation, motion and safety technologies will be embedded in every zone.

“Entertainment is for everyone, whether you are 2 years old or 92 years old,” Damien Latham, chief entertainment operations officer at Saudi Entertainment Ventures told Arab News.

With more than 30 years of experience leading the development and operations of leisure and retail attractions in the region and the UK, he joined Seven in 2019 and helped see the company through the pandemic and beyond.

“We wanted to make sure that we responded to the need, to the appetite, for world-class entertainment destinations in all areas of Saudi Arabia.”

Likening the company’s plans to the “realms of a new genre of entertainment,” he added: “We’re excited to see that whole ecosystem come about.

“This project has been developed, for the people of Saudi Arabia, to be a sustainable entertainment ecosystem, but there will be a global recognition of what Saudi Arabia has achieved in this development.

“All of our designs are Saudi-led, Saudi-inspired, and in our own team we’ve got a lot of young Saudi nationals that have just been absolutely hungry to develop and move things. It’s a place for them to (eventually) go with their own families and something that they would be able to experience.”

Attractions and rides have been designed to safely and easily accommodate those who choose to wear traditional thobes and abayas. Another key factor in the planning for the project was support for aspiring athletes in the country.

“We’ve got new sports coming in,” Latham said. “I can’t talk too much about it but we’ve got 150-odd attractions that we’ve developed over the portfolio.”

With obesity a lingering concern in the Kingdom, this is one way in which Seven aims to help address this health issue.

But while Al-Hamra will be packed with plenty of activities for those who wish to participate, equally as important is the fact that it will have facilities for spectators who just want to watch loved ones have fun.

“This project is allowing that family bonding, that friendship moment to happen in communities again,” Latham said. “I think that makes us a standout destination. This will create a memory-maker.

“There’s nothing better than going on a Ferris wheel next to your brother, your sister, your friend, your wife; experiencing that entertainment through a simulator; seeing your kids competitively climb against each other in an adventure zone; just enjoying a coffee in the center of our public grounds, watching an amazing immersive show.”

Inclusivity is a priority, developers say, with seamless access and facilities to suit all requirements, including wheelchair-accessible elevators, prayer rooms and adaptive activity areas.

Developers say Al-Hamra aims to channel the company’s mission to turn movement and play into a joyful and accessible lifestyle, while supporting local talent, creating jobs, and spearheading efforts to achieve the objectives of Saudi Vision 2030, including a healthier quality of life.

“We’re targeting the second half of the year,” Latham said of the yet to be announced opening date for Al-Hamra. “And we’re so excited about it. The best bit about this job is happening now.”