How Diriyah Became One of the World’s Most Inspiring Luxury Branding Projects

How do you build desire for a place that doesn’t fully exist yet? That was the challenge facing Kiran Jay Haslam, former Chief Marketing Officer of Diriyah, Saudi Arabia’s $63 billion giga-project and one of the world’s most ambitious branding and destination marketing projects. In this episode of Visionary Minds, we explore how branding, culture and storytelling can transform a city into a global luxury destination.

Branding, Luxury Marketing and the Future of Saudi Arabia

From creating a brand with no legacy to reshaping the international perception of Saudi Arabia, Kiran explains why successful marketing begins with anthropology rather than advertising. His approach combines heritage, architecture, emotion and community to build a destination people aspire to experience. For anyone working in luxury branding, destination marketing, hospitality or brand strategy, this conversation is a masterclass in creating meaningful brands.

Why Luxury Is No Longer About Possessions

One of the most powerful moments of the conversation comes when Kiran redefines luxury with a simple idea: “Luxury is time.” Together, we discuss why the future of luxury brands lies less in products and more in creating unforgettable experiences, emotional connections and lasting memories. It’s a perspective every luxury marketer, entrepreneur and creative leader should hear.

Listen to the Full Visionary Minds Episode

Whether you work in luxury, branding, hospitality, real estate, tourism or simply want to understand how iconic brands are built, this episode offers invaluable insights into leadership, storytelling and the future of luxury marketing in Saudi Arabia and beyond.

Visionary Minds &
Dix Sept Paris

Visionary Minds is a podcast produced by Dix Sept Paris, a creative agency specialized in luxury and beauty. Through conversations with industry leaders, we explore the ideas, cultural dynamics, and creative frameworks shaping the future of luxury — providing brands and decision-makers with ongoing insight into the evolving landscape of clean luxury beauty.

Our mission is to create a space for dialogue with those redefining their industries, while offering strategic inspiration for brands, creatives, and executives navigating a rapidly shifting market.

We collaborate with houses such as Chloé, alongside other key players shaping the future of luxury and beauty, supporting them in crafting narratives that resonate internationally.