The design of this project attempts to encapsulate the rich and multi layered identity of the Al Ula region. Its core idea is to evoke the collective memory of the place by summoning traces of its long history of human habitation, movement and cultural exchange. The project can be seen as a prism that refracts such memory into a series of fragments, hybrids and juxtapositions that immerse the visitor in a world that transcends the boundaries of time. Such fragments of memory do not attempt to illustrate a linear narrative, but rather appear in an enigmatic silence, transmitting the energetic surge of centuries of human interaction and negotiation with nature.

The project can be seen as spontaneous apparitions and powerful visions that set against a striking landscape in a dreamlike sequence. They internalize the spirit of the place throughout time and emerge as anachronistic objects that reflect the presence of a world that has not been tampered with, and in another sense its otherworldliness. The extreme nature and climate of the site necessitate a specific architectural approach that follows the tenets of the regional desert architecture, which is characterized by its introversion, material weight and starkness. The project negotiates the landscape through a series of fragments that extend such qualities. However, each fragment does so in a different manner. Each evokes a different identity and character yet with common filaments that somehow bind them together and to the place. The master plan strategy is to transform the programmatic requirements into precise objects or clusters that are dispersed in specific locations that have to do with accessibility, functionality, visibility, topographic conditions, spatial qualities, and visual impact. The specific location for each component is fundamental in the definition of its character and impact.

The strategy for siting each component varies, there are objects that occupy a central and visible part of the site such as the suites and restaurants, while others fade into or conceal themselves within landscape such as the resort villas spa and tents. The siting takes account of the type of program and its size and pairs it with the proper location.