Overview
Dancing in Saudi started as a concept - a dance cipher experience at XP Music Conference that challenged cultural assumptions and celebrated movement. Three editions later, it had become a cultural moment. We curated the full experience, booked the talent, and designed the now-iconic Dancing in Saudi typography hoodie that sold out and sparked conversation.
The Challenge
Bridge the gap between global street dance culture and Saudi Arabia's emerging creative scene through authentic engagement across three consecutive editions.
Our Approach
We embedded ourselves across three editions of XP Music Conference - curating the full dance cipher experience, booking and managing talent, and designing the iconic Dancing in Saudi typography hoodie that became a symbol of the movement.
The Outcome
A cultural moment that grew across three editions - from a dance cipher concept to an iconic merchandise piece that sold out and sparked conversation, celebrating Saudi Arabia's creative freedom and dance culture.
A partnership across multiple projects
Dancing in Saudi Experience (Editions 1, 2 & 3)
Dancing in Saudi started as a concept - a dance cipher experience at XP Music Conference that challenged cultural assumptions and celebrated movement. Three editions later, it had become a cultural moment. We curated the full experience, booked the talent, and designed the now-iconic Dancing in Saudi typography hoodie that sold out and sparked conversation.
Services Delivered
Deliverables
Full experience curation and execution of Dancing in Saudi dance cipher concept across 3 editions. Talent booking and management. Iconic Dancing in Saudi typography hoodie design.
