Innovation Meets Ambition: Inside the Seamless Execution of the New Murabba Seoul Forum
03 July 2025
At the confluence of global vision and local execution, the New Murabba Investment and Partnership Forum made its resounding debut in Seoul. This two-day, invitation-only event not only spotlighted Saudi Arabia’s most ambitious urban development project, but also demonstrated the power of thoughtful event curation brought to life by W Korea, the agency entrusted with orchestrating the forum’s seamless experience.
New Murabba Seoul Forum at Floating Island Convention Center
Held at the Floating Island Convention Center, the forum drew over 500 global delegates across technology, construction, investment, and public sectors. What unfolded was more than a business symposium; it was a strategic statement — of future cities, of visionary collaborations, and of what happens when design, infrastructure, and culture are expertly interwoven.
A Forum Rooted in Vision 2030
At its core, the forum served as a platform to deepen understanding of New Murabba, a transformational 14 km2 mixed-use development in the heart of Riyadh. With plans to create over 300,000 jobs and redefine urban living in Saudi Arabia, the project is anchored by the Mukaab, an iconic cube-shaped structure housing immersive retail, hospitality, and cultural spaces.
In Seoul, New Murabba CEO Michael Dyke signed a landmark MOU with NAVER Cloud Corporation, initiating collaboration on cutting-edge smart city technologies from robotics and automation to digital infrastructure. “New Murabba is turning KSA’s Vision 2030 into a tangible future,” Dyke remarked. “Our partnership with NAVER Cloud Corp shows our commitment to global innovation.”
Mukaab, an iconic cube-shaped structure housing immersive retail, hospitality, and cultural spaces.
Behind the Curtain: W Korea's Role
While the world saw polished panels, immersive exhibits, and elegantly networked lounges, few realized the complexity of bringing such an event to life. W Korea, as the forum’s event agency, was responsible for far more than logistics. We crafted an environment where innovation could breathe.
From sourcing and coordinating all furniture partners, design and production teams, to deploying on-site manpower, W Korea managed every tactile detail. Their approach merged functionality with storytelling: furniture layouts encouraged open dialogue; lighting and staging mirrored New Murabba’s future-forward aesthetic; and immersive elements, like VR walkthroughs of the Mukaab, were integrated with architectural poise.
The result? A first forum that not only reflected New Murabba’s bold ambitions, but also resonated with Seoul’s innovation ecosystem.
New Murabba Seoul Forum at Floating Island Convention Center
Designing Dialogues, Not Just Events
What made W Korea’s execution stand out wasn’t just operational excellence. It was cultural fluency. By understanding how to make a Middle Eastern megaproject relevant to a Korean audience. Every decision, from the flow of the space to the choice of materials and visuals was rooted in both respect for Saudi Arabia’s heritage and a deep knowledge of Korean business etiquette and aesthetics.
The forum became more than a meeting ground; it was a bridge between continents, between industries, and between visions of the future.
The Beginning of a New Global Chapter
With New Murabba set to play a key role in Riyadh Expo 2030 and FIFA World Cup 2034, the Seoul forum was a vital milestone in forging strategic alliances. And for W Korea, it marked another chapter in delivering not just events, but experiences that elevate global narratives.
As Saudi Arabia continues to look outward for partnerships, the success of this forum signals a promising future, where visionary development is matched by world-class execution. And at that intersection stands W Korea, ready to shape the next conversation.
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