Michelle Tasic

03 · Destination experience / Visitor centre

JSDC / Dragoman Marketing Management

Taif Escarpment — Designing the Journey Before the Destination Exists

A team-developed, pitch-winning concept for introducing the Taif Escarpment through one physical, human and digital visitor journey. The project remains unbuilt.

Relationship
Team proposal prepared for JSDC by Dragoman Marketing Management
My role
Pitch team contribution / Experience concept development
Year
2025
Project status
Pitch-winning experiential concept · 2025 · Unbuilt
Deliverables
Experience proposition, visitor-journey structure, physical and digital experience system, and pitch visual development
Team / collaborators
Dragoman Marketing Management pitch team; proposal prepared for JSDC
AI-assisted team concept visual of an unbuilt visitor centre on the Taif Escarpment at sunsetAI-assisted team concept visual · Dragoman Marketing Management proposal · 2025 · unbuilt · © Dragoman Marketing Management
AI-assisted team concept visual · Dragoman Marketing Management proposal · 2025 · unbuilt · © Dragoman Marketing Management
AI-assisted team concept visual of a circular gateway in the Taif landscape
Gateway / A visible threshold into the journeyAI-assisted team concept visual · Dragoman Marketing Management proposal · 2025 · unbuilt · © Dragoman Marketing Management
AI-assisted team concept visual of a panoramic interior arrival overlooking the escarpment
Arrival and view / Landscape becomes the first experienceAI-assisted team concept visual · Dragoman Marketing Management proposal · 2025 · unbuilt · © Dragoman Marketing Management
AI-assisted team concept visual of an outdoor viewing terrace above the escarpment
Exploration / Architecture opens onto the terrainAI-assisted team concept visual · Dragoman Marketing Management proposal · 2025 · unbuilt · © Dragoman Marketing Management
AI-assisted team concept visual of a curved interior space with warm light and mountain views
Hidden spaces / Interior discovery and retreatAI-assisted team concept visual · Dragoman Marketing Management proposal · 2025 · unbuilt · © Dragoman Marketing Management
AI-assisted team concept visual of a visitor viewing a luminous destination digital twin
Digital immersion / The destination made explorableAI-assisted team concept visual · Dragoman Marketing Management proposal · 2025 · unbuilt · © Dragoman Marketing Management
AI-assisted team concept visual of a majlis overlooking the escarpment
Hospitality / A quiet majlis within the landscapeAI-assisted team concept visual · Dragoman Marketing Management proposal · 2025 · unbuilt · © Dragoman Marketing Management
AI-assisted team concept visual of a panoramic restaurant in the Taif landscape
Hospitality / Food, view and regional contextAI-assisted team concept visual · Dragoman Marketing Management proposal · 2025 · unbuilt · © Dragoman Marketing Management
AI-assisted team concept visual of a rose-lined path leading to the visitor centre at sunset
Landscape path / The experience continues outdoorsAI-assisted team concept visual · Dragoman Marketing Management proposal · 2025 · unbuilt · © Dragoman Marketing Management

Brief

What had to be solved

Create a destination experience that could introduce the Taif Escarpment and its villages to visitors, stakeholders and investors through a physical, human and digital journey.

Experience proposition

A timeless retreat.

A timeless retreat connecting landscape, hospitality and technology through three complementary experience pillars.

  • 01Luxury
  • 02Adventure
  • 03Wellness

Visitor journey

One continuous experience architecture.

  1. 01Approach
  2. 02Gateway
  3. 03Arrival
  4. 04View
  5. 05Exploration
  6. 06Digital immersion
  7. 07Hospitality
  8. 08Landscape path

Physical + digital system

A connected destination toolkit.

  • 01Architecture and landscape
  • 02Digital twin and immersive media
  • 03Hospitality and multi-sensory experience
  • 04Satellite experience potential

My contribution

What I did

Within the wider Dragoman pitch team, I contributed to experience-concept development, visitor-journey framing and visual development. I do not claim sole authorship of the proposal or its pitch result.

Key decisions and process

Why the decisions mattered

  1. 01Organise the proposition around luxury, adventure and wellness while keeping landscape and local context central
  2. 02Structure the experience as a legible journey from approach and gateway through arrival, exploration and hospitality
  3. 03Connect architecture, landscape, immersive media and digital-twin thinking as one visitor system
  4. 04Extend the concept beyond a single building through paths, outdoor moments and future satellite experiences

What was delivered

What changed or was delivered

A pitch-winning team proposal prepared for JSDC by Dragoman Marketing Management. The concept is unbuilt and is not presented as a produced destination or completed visitor centre.