Fred Perry | Riyadh | 2022
A space that tells a story…
We are delighted to have worked with Fred Perry on their brand activation meets pop-up event space in Saudi Arabia’s vibrant capital, Riyadh, which was designed to offer a new home for the region’s fresh, dynamic talent. By day it served as a co-working space encouraging local creatives to connect, and by night it transformed into a cultural hub, nurturing up-and-coming Saudi artists across various genres.
Image credit: Fred Perry
AMD were approached to create a functional, dynamic event space which also told the Fred Perry brand story in an original and memorable way. Created as a journey with three main moments ‘The Man’ ‘The Shirt’ and ‘The Fans’, we responded by proposing moving image, artwork and sound to create a fully immersive narrative.
Fans were met at the entrance with ‘The Man’, featuring subtle spoken word explaining the story of Fred Perry. In the following zone, ‘The Shirt’ we played subtle sounds of tennis matches whilst large screens told the story of the brands iconic tennis shirt, it’s materials and how it’s developed over the years. In the final space ‘The Fans’ live gig music played to accompany an image-led exhibition.
“Fred Perry was the son of a cotton spinner, who went on to become world table tennis champion at 19, before switching to lawn tennis and winning Wimbledon three times with a killer forehand. He honed his self-taught shots at his local public courts in west London, going on to be a successful Davis Cup captain, winner of 10 majors and the first player to win a Career Grand Slam - Fred remains the only British player ever to achieve this.”
– Voiceover heard through speaker
Having journeyed through the front of the space, visitors were then met with a large communal area to experience what Fred Perry is about to today. This dynamic space has become part of a neighbourhood that’s witnessing a thriving youth subculture, representative of Saudi’s dynamic new generation. Hosting an event calendar that will not only embrace emerging artists of Saudi Arabia and beyond - but act as a catalyst for a new wave of Fred Perry fans.