iDEA&Associates, in partner with OSRAM Traxon E:CUE, lead the team in the design and integration of the multi-media facade on Kingdom Center North and South facades. iDEA provided the design, engineering and R&D of the custom system for this innovative LED display perfectly visible from distance even if the screen is 90 degree oriented.

Our role as Multi-media facade consultants for KINGDOM CENTER was to design custom solutions that could integrate the technology onto the building, in a retrospective way and deliver a turnkey solution to the client from the concept, design and engineering through to installation. iDEA&Associates was also involved in the supervision of procurement, production, assembly and installation on the building.

The solution that was delivered to the client meet all building regulations and compliance standards and was designed with the primary focus of preserving the integrity of the building whilst creating a display for all spectators to enjoy.

iDEA&Associates continue to serve KINGDOM HOLDING as Multi-Media Facade consultant on Kingdom Center and on other assets of the portfolio.



The fully integrated LED display on Kingdom Center has an impressive 46.666 Osram Allegro DOT pixels which were manually installed on the building by a rigging team of 24 people and the support of 1 BMU.

By using over 45 kilometres of custom extruded aluminium, 72 kilometres of cables, 1002 Pixel distributors, and 419.994 LED pixels. All pixels are be fixed without any form of material causing permanent damage to the building like screws or adhesives.



Kingdom Holding Company aim to be one of the most visible investment companies in the world.

A key component of the Saudi Vision 2030 initiative is a new economic strategy that facilitates a more efficient, profitable and dynamic private sector that will shape and drive a more streamlined business environment across the Kingdom whilst stimulating investment and entrepreneurial activity.

KHC is fully committed to playing its part in helping to make Vision 2030 a success – both from a commercial perspective and in bringing international best practice and investment opportunities to a wider cross-section of stakeholder interests.



The screen is perfectly integrated into the building thanks to an innovative aluminium system designed and engineered to maintain the original environmental performances of the facade, making the full installation reversible once the lifecycle of the screen is completed.

Kingdom Center hosts daily commercials as well as special shows on occasions such as Saudi national events, New Year’s and National Days, or Worldwide premiere.

The screen, built on the North and South facades, are communicating with the city at 360 degree.



Our experience with the extreme Middle Eastern weather conditions, allow us to scrutinize the technology and guide our clients to the best solution for their buildings. If not satisfied we will work with the technology manufacturer to implement their products, or develop new ones in order to meet the client’s requirements. In just few years we have innovated the multi-media facade industry introducing new standards such as “invisible”, perfectly integrated, aluminum systems and the Redundancy concept for large screens.