In Riyadh’s King Abdullah Financial District, a new chapter in modern luxury unfolded as Range Rover welcomed a select group of guests into a world shaped by heritage, artistry, and contemporary refinement. This invitation-only experience marked a first of its kind in the Kingdom, curated with impeccable sensitivity to Saudi Arabia’s evolving creative landscape and the brand’s 55-year legacy of design excellence. The event, set against KAFD’s striking architecture, mirrored Range Rover’s own philosophy: purity of form, emotional clarity, and a quiet yet unmistakable sophistication.
The morning programme, reserved exclusively for women, opened with The Essence of Elegance, an intimate reveal of television presenter Sara Murad’s latest fragrance under her luxury label “bySaraMurad.” Like Murad herself, the scent embodies poise, confidence, and a refined sense of individuality — an ode to women who express strength through understatement. Her collection, minimal yet bold, feels deeply personal; each note crafted to leave an impression that is both subtle and unforgettable.
Continuing the thematic celebration of feminine artistry, The Bloom of Elegance transformed the traditional Japanese art of Ikebana through the perspective of Washi Bloom, reinterpreting floral sculpture with a distinctly Saudi sensibility. The installation became a living metaphor for harmony and design intentionality, echoing Range Rover’s own blend of simplicity and depth. It was followed by an immersive journey into the Range Rover SV Bespoke Atelier, where guests explored the textures, palettes, and finishes that define the brand’s most exclusive creations—an evocative reminder that luxury today is deeply personal.
As daylight softened into evening, the experience expanded into a multisensory exploration celebrating craftsmanship and cultural connection. The Art of Scent, realised with Maison 21G, invited guests to compose bespoke fragrances, each one a portrait of personal taste. Meanwhile, The Taste of Distinction, in partnership with The Roasting House, honoured Saudi Arabia’s coffee heritage through a guided tasting that blended tradition with modern hospitality. Together, the experiences crafted an atmosphere where every detail felt deliberate, immersive, and intimately tied to place.
Bruce Robertson, Managing Director of JLR MENA, captured the spirit of the day with a simple yet resonant reflection: “Modern luxury is not simply shown, it is felt.” That sentiment carried through the event, aligning with the Kingdom’s cultural renaissance and Range Rover’s ongoing commitment to meaningful, design-led experiences. Rhett Maxwell of Mohamed Yousuf Naghi Motors reinforced this connection, highlighting the significance of collaborating with Saudi talent to shape a narrative around authenticity and creative evolution.
As a nod to Range Rover’s storied heritage, two exceptional models were showcased: the rare 2000 P38a NAS Holland & Holland Edition — a collector’s treasure symbolising a pursuit of excellence — and the Range Rover SV Bespoke Tuwaiq Edition, created exclusively for Saudi Arabia in a limited run of ten. Both vehicles stood as emblems of the brand’s journey from 1970 to the present, bridging British craftsmanship with the Kingdom’s modern spirit.
With this curated event, Range Rover reaffirmed its position at the pinnacle of contemporary luxury — not through excess, but through intention, artistry, and emotional resonance. It was a celebration of how heritage and modernity can coexist with quiet power, creating moments that endure long after the lights dim and the city settles into night.
