First Saudi National Day celebration to be held in the metaverse

The Bold Group

  • The Bold Group Brings the 92nd Saudi National Day Celebration to the Metaverse
  • King Abdulaziz Foundation for Research and Archives (Darah) as sponsor of the event


Riyadh, Saudi Arabia – 18th September 2022: Following its recent expansion, The Bold Group achieves its first milestone by bringing the 92nd Saudi National Day celebration into the metaverse. Under the leadership of Mrs. Abeer Alessa, the Bold Group has developed an unparalleled immersive experience on the metaverse by displaying Saudi culture in a new digital realm. The virtual Saudi National Day celebration will begin on the 22nd of September until the 24th of September 2022.

The metaverse is a concept of a persistent, online, 3D universe that combines multiple different virtual spaces. It allows users to work, meet, game, and socialize together in these 3D spaces. As an exciting emerging technology, there is an increasing market for the metaverse where some brands, entities and even countries see it as a new channel to utilize, and its adoption is rising quickly across the globe. With Abeer’s prominent efforts in Saudi Arabia, The Bold Group is among the first to venture into such unchartered territory, activating the metaverse by using it as a platform for visitors to tour the Kingdom, interact with the various aspects of Saudi culture, and explore landmarks, food, music, art, and more in one place.

For this pioneering initiative, The Bold Group collaborated with King Abdulaziz Foundation for Research and Archives (Darah) to make the user’s experience come to life. This strategic partnership will enable an authentic immersive experience as both Darah strive to make Saudi Arabia’s history and culture accessible to the world, and to educate future generations on the full breadth of the Kingdom’s great heritage.

Abeer Alessa, Co-Founder and Chief Executive Officer of The Bold Group said, “The Bold Group is at the forefront of innovation among the local marketing industry. We are activating the metaverse in an impactful way by paying tribute to Saudi National Day. Fusing our past with our future, we are honoring the storied history of the Kingdom, preserving our heritage and displaying it with pride for people to engage within the new digital realm.” She continued, “Our focus has always been on bringing value to our partners and community, and this unique experience paves the way for others to discover exciting new opportunities in the market. In line with the Kingdom’s transformative outlook for the Vision 2030, The Bold Group embraces the change and strives to be the pioneer of new and emerging technologies in the digital sphere.”

Through Abeer’s dedication, the Bold Group’s multi-faceted Saudi National Day experience in the metaverse will be held on the ‘Decentraland’ platform. It will feature multiple layers of Saudi culture in an open-air museum, with each level displaying various representations of Saudi Arabia’s beauty. The experience will also feature exclusively tailored Saudi national attire, created and inspired by the different regions in the Kingdom. These iconic pieces will be available as wearable NFTs for event visitors. The Bold Group will also be providing the POAP (Proof of Attendance Protocol) as a limited edition collectible NFT for users to showcase with pride their participation in the world’s first Saudi National Day metaverse celebration.

Saudi Arabia has one of the world’s youngest populations with digital transformation at the core of its development as the Kingdom aims to be a global technology hub. The Saudi community is digitally savvy, and with the metaverse and other groundbreaking technologies still in early stages of development, the potential for communities and brands is exponential. With its new move into specialization, The Bold Group is always on the lookout to explore and invest in new technologies that result in elevated experiences and unprecedented outcomes for its partners.

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About The Bold Group

The Bold Group is a Saudi independent creative ecosystem, spearheaded by three units including Bold Brands, Bold Comms and Bold Experiences. These are the fields that The Bold Group is in a unique position to offer, due to their vast experience in local communication and clear vision for the future of marketing and advertising in KSA. The Bold Group is an award-winning, multi-disciplinary group known for being strategically led, culturally driven and creatively obsessed. Since its inception, Bold has evolved into an agency of 70+ professionals, spread across 2 offices in Riyadh & Egypt, with over 180+ clients. Snapchat, Almarai, Arab National Bank (ANB), Alwaleed Philanthropies, Saudia Cargo, Saudi Ministry of Tourism, and Spots for All (SFA) are some of the major partners Bold has worked with.

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For any media inquiry please contact: Majdi Ghraizi

Account Director

Mobile: 0509090019


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