NEOM is a futuristic smart city development in the Tabuk province that combines innovative architecture and urban design with new models of sustainability. Set to finish in 2039, the megaproject will encompass multiple cities, resorts, and other revolutionary developments, all built on the edge of the Red Sea in northwest Saudi Arabia.

In another feat of innovation and sustainability, Neom has partnered with renowned university KAUST to create the world’s largest coral garden within their megacity. The garden’s purpose is to serve as “a tangible demonstration of Saudi Arabia’s commitment to protect 95% of nature within NEOM”. 

The soft-opening of the NEOM garden took place on March 16th 2023 and unfolded over a period of 3 days, an event organized by legendary event managers HQWS. HQWS approached our team with a far-out challenge: create a dynamic lighting experience for the guest arrival pathways in the middle of the Arabian desert during the 3-day event.

A week prior to the opening, our team arrived on site and sand to install 7000 of our ultra-bright NOVA pixels along NEOM’s red carpet, creating a stunning luminous floor effect for the arriving guests.

Despite the heavy winds the night before the event, our NOVA pixels resisted it all and functioned flawlessly. Our team raced back to the site and into action to re-install pixels that had been shifted during the night.

The result: A perfect execution and activation, and a proud moment for team PixMob! NEOM is a one-of-a-kind venture, and we're honoured to have contributed to its success.