The word ‘immersive’ is thrown around with increasing regularity nowadays, often used to describe a production that has some particularly engaging video content or an innovative audio solution. However, in this increasingly crowded segment, a truly immersive production stands out by engaging multiple senses simultaneously and drawing in the audience to become part of the show – an unusual feat that was achieved in spectacular fashion by Dragone’s latest Saudi Arabian production, SOUK WONDERS.
Held over 20 days in Riyadh as part of Diriyah Season 2025, SOUK WONDERS was an extraordinary fusion of culinary delights, art, and breathtaking performances set within a vibrant indoor market. Following 2023’s successful collaboration on TERHAL, Dragone once again invited A LOUD MINORITY (ALM) on the journey, with the company taking the lead on the technical design of the project, delivering technical direction, acrobatic rigging design as well as providing full technical support for the creation, production, programming and operational phases of the project, working alongside Saudi-based company, Hwadi, to support the creative vision of Filippo Ferraresi, Dragone’s Artistic Director and the designer of the whole experience.
Leading the ALM team that comprised 10 specialists throughout the three-month project was Technical Producer and ALM cofounder, Karl Jenkins, with ALM’s Ben Rogers and Calum Robinson overseeing the lighting and sound designs respectively. “This was another massive project for us, and we were delighted to supply the full package this time,” Jenkins commented. “We jumped straight onboard to look at the technical design of the space with Patrick Larsen, the Set Designer, also considering lighting, audio, video and acrobatic rigging design.”
The concept of SOUK WONDERS revolved around a traditional Diriyah marketplace, which was the backdrop for a hybrid dining, retail and theatrical experience that transported audience members back in time to the days when life was centred around the city’s historic bazaars. “This is not a traditional linear show; it’s more of an experiential walkthrough, with various performances happening all over the space over the course of a two-hour period,” Jenkins stated, explaining the concept. “We worked with Dragone for two months of ideation, during which we honed the concept of an immersive experiential dining hall that doubled as a theatrical space with various stages, performance elements and acrobatic apparatus.”
The performance area was a huge, multilevel space, with the audience given almost complete freedom to roam around the set, exploring the buildings up the three storeys high. There were even tokens given out as part of the ticket price, which could be used as currency within the space to purchase food from the various caterers.
In the early stages of the creation process, ALM worked with Dragone to onboard and perform feasibility analysis for several acrobatic and theatrical acts, ranging from ground-based performers to high-wire, levitation and single winch acts, with performances roughly every 15 minutes throughout the two-hour run time. “The audience were free to either follow the route and become immersed in the performances or walk around and do their own thing at their own pace,” Jenkins explained.
Photos: Dragone
