Western Influences in an Ancient Land
by Brent Chase on 02/08/10 at 2:28 pm
Although I’d like to say that I am experienced and worldly global traveler, my international exposure has consisted of routine thumbing through Newsweek and occasional brushes with foreign cab drivers in Las Vegas. It’s just too easy to stay cloistered in my Southern California bubble. America as well tends to have that insulting effect- vast ocean borders and a desire to, as George Washington said, “avoid entangling alliances.”
Yet, that all changed quickly last year when we had the opportunity to collaborate with our client, Emaar, on their significant development in Saudi Arabia, Hawadi at King Abdullah Economic City. Our task was to create an architectural film, including motion graphics, 3D animation, and a scripted narration. The most intriguing part of the challenge was the film’s main purpose: Introducing a new way of living to the emerging middle class of Saudi Arabia.
Much has been written about the steam-roller progression of globalization. A week long visit from the Saudi team here in Southern California quickly illustrated the fact. Everyone in the group of five spoke English well. A few had been to the States many times, and two had even attended college here. These folks represent modern Saudi Arabia. They have a well-informed view of the world. They are consumers. And, they see the opportunity to bring the best aspects of western community design to their new development efforts.
Both new and traditional western themes are being driven into the folds of this ancient land- neighborhood amenities/recreation, walk-ability, green construction, and varying architectural styles. While they are now common here, these elements represent a new way of living for the Saudi people. Our film presents the nuts and bolts behind the design concepts as well as the emotion of this new lifestyle.
Subsequent to the completion of our Hawadi effort, I have traveled to the Middle East, spending time in both Dubai and Jeddah (the second largest city in Saudi Arabia). I saw first hand the curious juxtaposition of West and Middle East. The Saudis seem to be successful in their efforts to blend the two, yet ancient mores still dominate. While Carl’s Jr may soon open an outlet on Jeddah’s busy thoroughfare, you can be bet their advertising won’t include Jessica Simpson astride a mechanic bull, eating a dripping burger.
