Michelle TasicCreative direction & worldbuilding

02 · Destination / Seasonal programme / Live experience

HQ Worldwide Shows / Qiddiya Winter Season

A Destination Operating as One Authored World

A connected destination journey from arrival and orientation through discovery, participation, ceremony and night transformation.

Relationship
Concept development in collaboration with HQ Worldwide Shows; destination named in supplied portfolio material
My role
Creative Development / Experience Architecture / AI Visual Direction
Year
2026
Project status
Concept development - not presented as final realised production
Deliverables
Guest-journey keyframes, experience territories, day-to-night logic and executive presentation sequences
Team / collaborators
HQ Worldwide Shows team; further collaborator names not supplied for publication
AI-assisted concept frame of a circular light ceremony above a winter gathering in the Qiddiya landscape
AI-assisted concept frame of guests arriving through a luminous landscaped entry
Arrival / A legible threshold into the destination
AI-assisted paired aerial concept showing the destination changing from day to night
Orientation / Day-to-night programme transformation
AI-assisted concept frame of visitors under a kinetic desert light installation
Discovery / A human-scale kinetic promenade
AI-assisted concept frame of a cultural wellness landscape at dusk
Participation / A restorative public-realm world
AI-assisted concept frame of a controlled opening ceremony in a canyon arena
Ceremony / Collective focus at arena scale
AI-assisted concept frame of a falcon-shaped aerial light formation above guests
Night transformation / Cultural symbol at skyline scale

Brief

The problem

A multi-programme seasonal destination needed to feel coherent at guest level and credible at operational scale, while allowing distinct zones and experiences to retain their own character.

My contribution

Role and scope

I developed the guest-journey structure, visual territories and day-to-night transformation logic. I connected landscape, audience movement, hospitality, stages, lighting and ceremony into a presentation that could be read as one experience rather than a collection of images.

Key decisions and process

Why the decisions mattered

  1. 01Map the experience as arrival, orientation, discovery, participation, ceremony and night transformation
  2. 02Give each zone a distinct emotional role within one shared material and lighting language
  3. 03Test signature moments from intimate guest scale through arena and skyline scale
  4. 04Use transformation frames to explain programme logic and operational continuity

Outcome

What the work produced

A destination-scale concept-development system combining guest journey, programme logic and visual continuity. Supporting Nightscapes, sport and mobility concepts are retained as additional chapters rather than separate flagship claims.