Jeddah Duty Free: a cultural journey through design and material

Conceived by Brand Creative, an award-winning international experiential design studio, Jeddah Duty Free redefines the concept of airport retail as a true cultural gateway to the country. Developed between Terminal 1 and the North Terminal, the project transforms the duty free into a landmark shopping destination that serves as the first and last impression of Jeddah for millions of travellers. In these spaces, Dekton emerges as the material that provides coherence and continuity.

Under the concept 'Liberating a Nation’s Narrative', the creative team approached the space not as a mere transit area, but as an immersive experience capable of conveying Saudi Arabia’s identity, heritage, and vision for the future.

“The goal was to create an environment that balanced architectural impact and long-term performance,” explains Carla Conte, founder and creative director of Brand Creative, who highlights the importance of selecting materials capable of supporting this conceptual ambition without compromising the durability required by an international airport.

The design is structured around the narrative axis of Land, Sea, and Sky, a symbolic interpretation of Saudi territory that references its ancient trade routes, spiritual journeys, and contemporary mobility. Inspiration is drawn from the Al Ahsa oasis, the coral ecosystems of the Red Sea, and celestial navigation that for centuries guided pilgrimages across the desert.

These references are spatially translated through architectural elements from the eastern, western, and central regions of the Kingdom, creating a coherent composition that reflects the country’s cultural diversity from a contemporary perspective.

At the heart of the journey lies the Canopy of Tides, a monumental sculptural installation that connects the airport’s architecture with Saudi Arabia’s natural landscape. Its forms synthesise wind-shaped dunes, organic coral patterns, and celestial geometries in motion, becoming a visual landmark and a reflective pause space for travellers.

The shopping experience is organised into distinct thematic zones, carefully choreographed. The Perfumery and Cosmetics area evokes the desert through oasis-inspired forms, palm motifs, and warm champagne gold tones. Tobacco, Sweets, and Kids create a marine atmosphere with fluid lines and reflective surfaces reminiscent of the Red Sea. Meanwhile, the Fashion area elevates the narrative towards the sky, using celestial geometries and sophisticated materials that express lightness, movement, and spirituality.

In this context, Dekton plays a fundamental role in shaping the project’s material language, acting as a unifying surface and a narrative tool throughout the entire commercial space. Selected for its exceptional durability, colour stability, and high technical performance, Dekton meets the demands of an airport environment subjected to heavy traffic and machinery, while ensuring a refined and consistent aesthetic across terminals.

For Carla Conte, this combination was decisive: “Dekton offered the perfect balance between structural integrity and long-term performance. From the very first moment, we connected with the Dekton Liquid Sky design at the Dubai showroom; its pattern tells a story of moving clouds, shifting sands, and constantly flowing water, a visual narrative that perfectly aligned with the Terminal 1 concept.”

The main walkway, Main Walkway (Loop), is structured on Dekton Nebbia, which provides a serene and contemporary foundation for the overall experience. The industrial aesthetic of Dekton Nilium is applied to the flooring of numerous specialised areas, including G&W, Accessories, Kids, Souvenirs, P&C, Fawj, Discounts, Sweets, and Food & Tobacco.

For the most visually prominent points, Dekton Nadira is incorporated into the paving details of the Centre Piece, adding depth and character to the central space.

In Terminal 1, the project includes a customised version of Dekton iD Liquid Sky-Blue Vein, extensively applied in the Fashion, Multibrand, Regional, TC, Sweets, and Fawj areas. In the Perfumery and Cosmetics zone, a specific variant of Dekton iD Liquid Sky Sand Veins enhances the sensory and chromatic experience of the environment.

Sustainability is another pillar of the project, fully aligned with Saudi Vision 2030. The design relies on a closed-loop material strategy and innovative solutions such as Desert Board, the world’s first OSB board made from palm leaf waste.

“Integrating Cosentino surfaces allowed us to meet our strict sustainability standards, ensuring that every material decision reflected our responsibility and commitment to a greener future,” notes Conte.