On the Creative Sector and Nurturing Local Talents at AlMashtal: An Interview with Princess Noura Bint Saud
The main entrance to the headquarters of AlMashtal, located in the Diplomatic Quarter in Riyadh
Her Royal Highness Princess Noura Bint Saud introduces herself as someone who is passionate about transforming chaos into impactful and meaningful initiatives. After earning her Master’s degree in Contemporary Design in London, she founded Rukun, a design studio and creative space encouraging all forms of creative thinking that can be translated into usable products. In 2017, she joined THNK’s Executive Leadership Program, which turned Rukun into an initiative encouraging creativity, self-development, and social impact. One of its first initiatives was called That; it aimed to re-explore our individual and collective identities by hosting conversations and workshops. These experiences gave her the tools to solve problems and create a positive impact by fostering innovation and creativity later at AlMashtal.
When and how did AlMashtal’s journey begin? What inspired you to build this platform?
The story of AlMashtal began in 2018 when my ideas and vision for our creative ecosystem intersected with my co-founder Ms. Alaa Ghanimah regarding the need for the creative local sector and its members to have a multidisciplinary space that empowers and enhances our talents and improve our creative outputs and incorporate them into the local and eventually global market. We also wanted to utilize and channel these talents to improve the overall quality of life and achieve social and economic sustainability for the creative sector. This collaboration of ideas continues and shapes AlMashtal as it is today.
My greatest inspiration for creating AlMashtal is my own journey as a creative and the challenges and struggles that I have gone through as well which is the main driver for me today to be part of the efforts building this ecosystem and paving the way for future creators.
This wall is covered by notes AlMashtal dedicates to authors and creatives gifting their work to the AlMashtal’s library
How did AlMashtal evolve until it reached its current state, and what challenges (or catalysts) contributed to its evolution?
Since its launch, AlMashtal has adopted a number of values that set the tone for its strategy, and we’re constantly trying to adhere to them. One of our main values is sustainability, which was embodied in the way we retrofitted AlMashtal’s space. It was initially a school for children with special needs in the 1980s, and we re-utilized, recycled, or donated all of the building’s furniture, fittings, and unused materials. This value, alongside others that include empowerment, ownership, and accountability, is the basis for AlMashtal.
The creative sector is relatively new in the Kingdom, so it is understandable that we face challenges in different areas as it develops, including but not limited to access to resources and raw materials as well as suitable financing and funding solutions. However, these emerging challenges are a good sign. It shows that we’re taking an entirely new path, which means we’ll have the opportunity to explore its obstacles and find different ways to solve them. We also believe that the journey will become easier in the near future as our government is becoming more and more interested in the creative sector and its social and economic contribution, along with the other associated sectors.
Multi-use, indoor space at the Bosala Building at AlMashtal is where workshops and other activities are hosted
What services does AlMashtal provide, and who can use them?
AlMashtal provides various services through its facilities, social events, and programs. For example, RY Jumpstart is an incubation program supporting young creative professionals to launch their own creative projects or ventures. We concluded our first round two months ago. AlMashtal also has multiple creative labs: a sound lab, an innovation lab, and a makers lab that will launch its services later this year. Each lab can be used through different membership packages. We also run competitive programs, such as BYN - an annual urban design challenge that invites creatives from all over the Kingdom to create designs that reflect and uplift their neighborhoods' identities.
Besides our organized initiatives and labs, AlMashtal’s network of consultants and experts (local and international) can support any creative by building a map for their upcoming careers and projects. We also offer memberships and residencies that individuals and organizations can use to work and collaborate. AlMashtal is open to all creatives, regardless of their field, to benefit from its services and activities.
Exit Zero’s first session titled How to turn your passion into sustainable success and hosted at AlMashtal’s headquarters
Why does the Saudi art scene need spaces like AlMashtal, and how can creatives and initiatives that are not based in major cities utilize them?
I’d like to note that the art scene is a part of the creative sector, which includes a much wider array of practices and fields. The scene needs spaces like AlMashtal because they allow creatives, practitioners, and enthusiasts to reach and connect with other creatives in the community that share their passion and vision. But also, more importantly, believe in their capabilities and want to see their talent flourish, support them, and help ensure their socio-economic success. The existence of such initiatives maximizes collaboration and innovative problem-solving.
AlMashtal attempts to reach everyone across the Kingdom, especially through its competitions and challenges. It is difficult to cover the entirety of creatives across the Kingdom. Still, we believe it’s possible when collaborating with other local spaces similar to ours in different regions. To make it happen, we’re currently planning on a project connecting different creatives with local market experts. We constantly build partnerships to help amplify the value we deliver. One of our first and proudest partnerships is with the major consulting firm KPMG.
What projects are you currently working on?
We are finalizing the second round of RY Jumpstart Incubation and the Makers Lab, which will be launched very soon. We also still have regular creative sessions and meetups, including Exit Zero — a networking session that introduces the audience to different and emerging topics in the local and global creative sector.
AlMashtal is also proud to share that Seera Band, the first Saudi rock and roll girl band, now uses our sound lab. It is also where they recorded one of their first songs. We also welcome all music enthusiasts and bands to come, utilize, and benefit from our Sound Lab.
AlMashtal’s Sound Lab is a fully equipped studio that offers recording and rehearsal services to artists, bands, and podcasters