Following on the success of its debut last year, American record producer and rapper Swizz Beatz is set to bring back his famed “AlUla on Wheels” for a second round. Having just announced its return, the sophomore edition of the outdoor roller skating event will run from Jan. 27 until April 27, 2024 in AlJadidah’s Arts District. This time around, it has been revised and revisited to promise an even more exhilarating and immersive experience, showcasing a refined blend of creativity, community, and culture.
What’s more, AlUla on Wheels II will mark the opening of a brand new year-round residency in the heart of the celebrity-beloved oasis town. Conceived in collaboration with the record producer’s business partner and close collaborator Noor Taher, the soon-to-be-opened hub will become the duo’s newest playground as it will stand as a permanent location within AlUla’s landscape for the next three years.
The newest iteration of AlUla on Wheels will kick off with a first activation, eponymously dubbed “AlJadidah Time Machine” on Jan. 27. Brought to life by Swizz Beatz and Taher’s own cultural agency Good Intentions and presented by The Royal Commission of AlUla (RCU), the event is poised to “transport patrons throughout three epochs through skate and music” with an all new design and concept. From the golden era of skate in the ’70s to the nostalgia of the ‘90s all while attempting to foreshadow what life in 2030 and beyond in Saudi Arabia will look and be like, audiences will be treated to a visual and auditory spectacle, sparking dialogues about the evolving nature of culture.
“The evolution of AlUla On Wheels proves what a remarkable and inventive culture that is developing in Saudi. What we’ve planned this year stretches the boundaries of music and art and proves that creativity flows seamlessly around the world,” Swizz Beatz shared in a press release.
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“In working with the talented team at KeyConcept, Swizz and I wanted to particularly emphasize community, culture, and movement through time for this second installment of AlUla on Wheels. We wanted a truly curated destination featuring mesmerizing lights, colors, and design. The journey will begin by going through a tunnel which illustrates the three different eras, taking everyone from the past to the future of Saudi Arabia,” Taher added.
Edgier than ever, the duo’s universe was brought to life by Saudi-Emirati design firm Key Concept and will include iconic arcade games such as Pac-Man and pinball as well as a bubble tunnel walking visitors through the history of Al Jadidah.
