Ithra celebrates PlayStation 5 launch alongside 25 global landmarks


In a dazzling light display, The King Abdulaziz Center for World Culture (Ithra) joined a select group of iconic landmarks around the world in announcing the arrival of Sony’s much-anticipated PlayStation 5 console.

The historic event, representing one of the largest global product launches of 2020, featured a light show projecting PlayStation’s familiar symbols onto Ithra’s iconic building. Ithra was one of only 25 buildings around the world selected for this activity. Similar projections lit up Dubai’s Burj Khalifa and landmarks in global hubs including New York, Singapore, Paris, Tokyo and Mexico City.

By the end of November, the video of the instantly recognizable Ithra Tower lit up in cool blue as part of the activation had amassed more than 1.5 million views on YouTube, as well as raking in more than 555,000 likes and nearly 10,000 comments.




“This concept – Play Has No Limits – aligns with Ithra’s mandate of redefining culture,” said Rania B. Biltagi, Ithra’s Head of Communication and Partnerships. “Play was the 2019 theme of our flagship Tanween conference, and we’ve embraced Tools as the theme for 2021. Given that the PS5 is one of the most talked-about tools in the creative industries this year, this partnership presented clear advantages for both organizations.”

Biltagi pointed to the Kingdom’s big gaming culture as another reason for the partnership. “This campaign delivers on our mandate to inspire creative thought, broaden cultural horizons and provide truly global experiences.”

According to Hadeel AlEisa, Ithra’s Head of Partnerships and Relations, the viral nature of the campaign has sparked interest among the business community and highlighted the value of collaborating with Ithra on creative concepts. “This is something we are actively seeking to explore, whether that’s around upcoming exhibitions within our year-round calendar of programs, or activities such as the creativity and innovation festival Tanween next October. Ithra welcomes brand collaborations and partnerships, particularly where values align – as demonstrated with the PS5 launch.”

PlayStation’s activation reinforces Ithra and its iconic architecture as a venue of choice for reaching the largest and most dynamic markets in the Middle East.

Ithra is a creative and cultural destination aiming to ignite cultural curiosity, explore knowledge and inspire creativity through the power of ideas, imagination and innovation. It champions Saudi culture on the world stage and delivers contemporary, historical and traditional global culture experiences to local audiences.

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