Via Riyadh: the city’s heartbeat cast in light

In the heart of Saudi Arabia’s capital, Via Riyadh stands as a luxurious destination where architecture, culture, and elegance converge. With its grand archways, high-end boutiques, and tranquil garden walkways, the venue was already a visual masterpiece. But something was missing — a dynamic element to bring the space to life and elevate the visitor experience. That spark came in the form of light, powered by Barco’s cutting-edge projection technology.

Context

Via Riyadh is a premium lifestyle destination featuring a luxury hotel, upscale retail outlets, and vibrant public spaces. The site attracts thousands of visitors weekly, making it a strategic location for immersive visual experiences. The projection mapping installation marked a significant enhancement to the venue’s visual identity. The projection setup was designed to illuminate the façades of the mall and hotel buildings, turning them into vibrant storytelling surfaces. The project was executed by a skilled team including three engineers, two video specialists, three power technicians, five AV technicians, and up to 32 laborers.

Challenge

What made this installation particularly remarkable was its strategic location and the architectural uniqueness of the site. The arch-shaped buildings, while stunning in design, presented both a challenge and an opportunity. The goal was to enhance their beauty without overwhelming it — to let the light complement the structure rather than compete with it.

Executing this ambitious installation came with a unique set of challenges. The most pressing was the need to complete the work while the venue remained fully operational, requiring careful coordination and minimal disruption to daily activities. Time was limited, and the team had to work swiftly and efficiently. Adding to the complexity, the projection equipment had to be installed at heights ranging from 20 to 24 meters, demanding both technical precision and strict safety measures.

Solution

Barco’s trusted distribution partner, Martin Professional Middle East, played a key role in the success of the project. Their local expertise and logistical support ensured the timely delivery and integration of the projection systems, helping the team stay on schedule despite the tight timeline and evolving requirements.

The team selected the Barco UDX-4K40 projector, a decision driven by their unmatched image quality, robust reliability, and the prior positive experiences with Barco solutions. Thirty-five units were deployed to transform Via Riyadh’s architecture into a living, breathing visual experience. A dedicated control room was constructed on the rooftop, complete with an air conditioning system to ensure optimal operating conditions for the equipment.

However, the real breakthrough came with the use of Barco’s Pulse software tools. During a dedicated Barco workshop, we demonstrated to Martin how easy it is to transition from the Projector Toolset to the new Pulse suite of tools: Pulse Toolset, Pulse Prospector and Pulse Mobile App, showcasing the benefits of a unified and modernized workflow.

The transition from the legacy Projector Toolset to Pulse Toolset marked a turning point in simplifying the setup and calibration process. With Pulse Toolset, all Barco Pulse-based projectors were connected on the same network and managed through a single, centralized interface.

In addition, the Pulse Mobile App played a key role in extending this streamlined experience to mobile devices. The configurations created in the Pulse Toolset are fully compatible with the Pulse Mobile App, allowing for seamless handover and on-the-go adjustments.

The software allowed the team to apply settings to all devices or specific groups instantly, switch between saved configurations effortlessly, and monitor device status and performance in real time. intuitive control and seamless alignment of the projectors – all critical for a complex, multi-building installation.

As Mohammad Hamdan, AV engineer at Martin Professional ME, noted: “Switching to the Pulse setup tools was a game-changer. Compared to the previous Projector Toolset, we saw a 38% reduction in setup time. The intuitive interface and smart alignment features allowed us to focus on creativity rather than troubleshooting.”

Results

Completed in March 2023, the installation has since become a defining feature of Via Riyadh. The projection mapping brought the buildings to life, adding a layer of emotion and energy that resonated with visitors. It has turned the venue into a must-visit destination, drawing visitors not just for shopping or dining, but for the immersive visual experience. Thanks to Barco’s, along with the strong collaboration with Martin Professional Middle East, the project was delivered on time and exceeded expectations. The client expressed great satisfaction with the outcome, noting that the buildings now feel alive – pulsing with light, color, and energy, a shining example of how technology can elevate architecture and enrich public spaces.