Knock, Knock! Maison Assouline Opens in Diriyah With a Lavish New Book

in conversation with the president of Assouline and the CEO of Diriyah

Maison Assouline celebrated the grand opening of its new flagship at Diriyah’s Bujairi Terrace on Jan. 15 with an event that celebrated not only the launch of the new Assouline store, but also the debut of the luxury publisher’s latest book, Diriyah Doors. Captured through the lens of renowned still life photographer Laziz Hamani—who has previously collaborated with luxury houses Chanel, Dior, Cartier, and Louis Vuitton, to name a few—  the book is a visual treat. Exploring the rich tradition of door design in Diriyah, the tome traces the evolution of decorative patterns, from modest engravings to intricate geometric and floral motifs, showcasing how these doors reflect Diriyah’s cultural and historical essence. As the ancestral home of the Saudi royal family, Diriyah symbolizes prosperity and heritage, and this book beautifully encapsulates its legacy.

During the event, MILLE sat down with Jerry Inzerillo, CEO of Diriyah Company, and Alexandre Assouline, President of Assouline, to discuss the cultural significance of Diriyah’s doors and their role in preserving and celebrating Saudi heritage.

Diriyah is arguably the largest regeneration scheme in the world. What is the role of publications like this one in establishing it as a blueprint for other global cities?

Jerry Inzerillo: The brilliant publishing house of Assouline—the family—is all about books, knowledge, and the preservation of culture and heritage. We partnered with Assouline to do the first book on Diriyah and now we’re doing a series of books with them on 3,000 years of Saudi culture and history. We just released a new one on the doors of Diriyah, and we’re doing one on the national dance. Diriyah is about culture and heritage, and Assouline has really distinguished itself around the world in these areas, as well as in luxury. They’re the perfect partner. Opening Maison Assouline here is a great way for people worldwide to see their incredible work.  

‘Doors of Diriyah’ is part of the wider cultural and heritage strategy of the project. How do you balance authenticity with the needs of our contemporary life?

JI:  Sometimes, people think culture and heritage are boring and wonder why they should care about 3,000 years of history. But you know what? Through the music that you hear, through beautiful books, through films, it can be made interesting.

Diriyah is now a UNESCO World Heritage Site, and at some point, these images will appear in major films worldwide. You have to make culture and heritage fun! We start with children’s books for 3-4-year-olds and all kinds of games and sets. Culture and heritage can be fun—you just have to make it so.  

The project has captured the airwaves recently with a plethora of new hotels and visitor attractions. When it comes to its current and future inhabitants, what is the vision of the project?

JI: Many people know Beverly Hills in Los Angeles. Beverly Hills is 14 million square meters in Los Angeles, and Diriyah is 14 million square meters in Riyadh. But Diriyah is the birthplace of the Kingdom and the home of Al-Saud. This is the source of Saudi pride and Saudi’s cultural identity. Now, what happens is that in building 42 new hotels, thousands of retail shops, and hundreds of restaurants, people will come from all over the world. Last night, we had 13,000 people visit At-Turaif, the UNESCO World Heritage Site, and Bujairi Terrace, where we are now. At some point, we’ll welcome millions of people every year to see the birthplace of the Kingdom.  

Diriyah is also called “The City of Earth”— what is the role of these local materials in the cultural vision of the project?

JI: We call it the “City of Earth” because we made 20 million mud bricks by hand using organic mud, straw, palm trees, and tamarind trees. Diriyah is meant to look as it did 3,000 years ago, and even though you’re standing in all-new constructions now, it looks authentic. We’ve used organic, environmentally friendly, and sustainable materials. Underground, it’s all smart city technology: the best low-voltage power, efficient recycled water systems, and cars that don’t pollute the air. We’ve also planted six and a half million trees. Everything is about environmental sustainability and quality of life—for the hundreds of thousands who will live in Diriyah and the millions who will visit.  

If Diriyah were a cultural movement, what do you think it would stand for?

JI: As a cultural movement—which it has been for 300 years—it would stand for the authenticity of the Saudi spirit: the spirit of unity, perseverance, and overcoming obstacles to be where we are now. Saudi Arabia is a G20 country, a source of pride because it has its own food, its own beverages, its own music, its own dances, its own customs, and its own fabrics. This is where Saudi Arabia started. It’s the home of Al-Saud, and it’s globally significant.  

What’s the role of a book at a time when we are all exposed to a continuous daily stream of content via social media?

Alexandre Assouline: I think it’s a place to pause—a space that truly matters in terms of curating content. It’s not something you can scroll through and skim hundreds or thousands of pieces of information. A book offers a moment of contemplation, of knowledge, and culture. It’s a time when you stop and appreciate something about a subject you chose to explore. 

For us, the more the world goes digital, the more we feel it’s important to return to print—to that space of escape. That’s why we dedicate so much time to finding the right authors and creating the right visuals to evoke emotion. It’s about helping people grow and evolve through the knowledge that a particular topic or subject can provide.  

Assouline books are known for being beautifully crafted objects that are often used as decoration. How does this influence your publishing strategy?

AA: It plays a significant role. We dedicate a lot of time, largely guided by Prosper’s vision, to the creative aspects, ensuring the book is visually appealing and something you’d be proud to display in your home. For it to be a decorative object is wonderful, but on the other hand, we’re deeply committed to the content. The mix of editorial and creative energy is critical. Every piece of text we select is carefully chosen, and the authors we collaborate with are deeply knowledgeable about their subjects. At the same time, they bring a unique perspective. We’re intentional about conveying a specific narrative, a directional approach that inspires and educates.  

How does ‘Diriyah Doors’ complement the suite of books Assouline has published so far in the Kingdom?

AA: With the opening in Diriyah at Bujairi Terrace, the idea is to celebrate that milestone. We’re doing this by entering the market and celebrating Diriyah itself. We’ve already published At-Turaif and now Doors of Diriyah, which tells a fantastic story. We’re also working on a feature for our digital magazine about a wonderful painter inspired by Diriyah’s heritage. All our publications highlight specific aspects of Saudi culture. We don’t just cover Diriyah as a whole; we dive into distinct topics. For example, At-Turaif, the doors of Diriyah, and the Flower Men of Asir. There are more projects coming in the next year or two, and I’m excited for everyone to see them. 

Doors in Arab heritage are often adorned for various cultural reasons, such as warding off misfortune or showcasing the wealth of a household. Does this apply to the doors documented in the book?

AA: Yes, absolutely. The text captures all of that, explaining the rich heritage behind the doors. The book is also highly visual, featuring some of the most beautiful doors across the region. It’s both stunning and informative, covering these cultural elements comprehensively.  

How do the photographs by Laziz Hamani inform or complement the narrative of the book?

AA: Laziz has been Prosper’s go-to photographer for 25-years. He understands Prosper’s vision incredibly well and translates it into photos that are truly state-of-the-art. We’ve worked with him on so many projects over the years, so we knew he was the right person for this book. Through the pages, you’ll see the play of light and shadow and the lifestyle surrounding these doors. He’s captured the essence of Diriyah, making the book a complete visual and cultural experience.  

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