INSIGHTS INTO SAUDI ARABIA’S EVOLVING RETAIL LANDSCAPE AND FUTURE MALL INNOVATIONS.
In a dynamic retail landscape where consumer preferences are shifting rapidly, Maurizio Fabbrini of Altavia ODG brings a wealth of knowledge and experience. In this interview, Maurizio offers valuable insights into the current and future state of Saudi Arabia’s retail sector, highlighting key innovations that are reshaping the shopping mall experience. From retailtainment and cutting-edge technology to balancing cultural values with modern design, Maurizio delves into the factors influencing retail strategies in the Kingdom. In the following discussion, he shares his perspectives on how malls will evolve, what will drive growth in the next five years, and how operators and retailers can stay ahead of the curve.
Retailtainment: The future of shopping in Saudi Arabia
SAUDI PROJECTS: How do you see the concept of “retailtainment” shaping the future of shopping malls in Saudi Arabia? Can you share examples of successful implementations?
MAURIZIO FABBRINI: Retailtainment is quickly becoming the cornerstone in the retail landscape in Saudi Arabia. As malls evolve beyond shopping destinations, the integration of entertainment, leisure, and immersive brand experiences is key to attracting and retaining footfall. From cinemas, gaming arenas, and indoor snow parks to brand-led activations that blend physical and digital engagement, the focus is shifting towards experiential retail. A great example is Riyadh’s Boulevard World and Boulevard Riyadh City, destinations that combine retail, entertainment, and culture. At Altavia ODG, we see this shift reflected in client briefs, where design is no longer just about showcasing products but about curating moments worth sharing.
SAUDI PROJECTS: What role do you think technology will play in enhancing customer experience in Saudi malls? Are there any notable trends or innovations you’re excited about?
MAURIZIO FABBRINI: Personally, I think technology should be an enabler of personalization, convenience, and surprise. Whether it’s AI-powered tools for wayfinding, AR-based product trials, or interactive displays that adapt to the user, tech bridges the physical and digital. Data has become the main driver to optimize mall layouts, offer mix and customer flows, something we integrate when working on retail strategy consulting. Smart parking, app-based loyalty systems, and click-and-collect hubs are also becoming common. These aren’t gimmicks, they’re infrastructure for the new shopper journey.
Technology enhancing the customer experience in malls
SAUDI PROJECTS: What are some key considerations for designing malls that cater to the needs of Saudi consumers? How can malls balance cultural sensitivities with modern retail expectations?
MAURIZIO FABBRINI: Designing for Saudi consumers means understanding a unique mix of tradition and progress. Privacy, family orientation, and gender considerations are crucial—whether it’s through seating arrangements, prayer room access, or flexible circulation paths. But at the same time, the Saudi youth is one of the most connected and trend-savvy demographics globally. Every retail space needs to speak both languages: offering comfort and cultural respect while providing digital connectivity, style-forward brands, and entertainment. We see this every day in the projects we are working for large retailers and travel retail operators in Jeddah and Riyadh.
Designing malls with cultural sensitivities and modern retail needs
SAUDI PROJECTS: What are your predictions for the retail market in Saudi Arabia over the next 5 years? Will we see continued growth and investment in the sector?
MAURIZIO FABBRINI: The trajectory is clear: growth will continue, but not without transformation. Tier 1 cities will see a saturation of traditional malls, but mixed-use, community-led, and niche developments will thrive. There’s a strong appetite for F&B, health, and entertainment, especially in secondary cities. More international brands will enter the market, and local brands will be scaling up, creating a need for expert retail strategy, localization, and design, which is exactly where we add value.
Predictions for Saudi Arabia’s retail market over the next five years
SAUDI PROJECTS: How can mall operators and retailers overcome the challenges of oversupply and changing consumer preferences? Are there any notable success stories?
MAURIZIO FABBRINI: Data is the answer. It will require flexibility and programming. Malls that constantly evolve, hosting pop-ups, community events, seasonal activations will stay relevant. One standout model is the continuous reinvention we see in The Boulevard in Riyadh, which shifts its offering and layout seasonally. Another is integrating co-retail spaces, incubators, and showrooming models that appeal to both tenants and visitors. It would be interesting to see a new approach where operators think like content platforms, not real estate owners.
SAUDI PROJECTS: How do you envision the future of malls in Saudi Arabia evolving? Will they become more focused on entertainment, dining, and community activities?
MAURIZIO FABBRINI: Absolutely. Malls are already pivoting from retail centers to social ecosystems: places where people go to spend time, not just money. Dining, wellness, entertainment, art, and events will drive footfall, while shopping becomes a byproduct of presence. At Altavia ODG, we see this reflected in the growing importance of design for activation, community storytelling, and curated experiences over square footage of merchandise.
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