New Murabba Launches 'Hayya Al Murabba' Campaign: A Visionary Destination with Deep Historical Roots

New Murabba, one of the Public Investment Fund’s subsidiaries, has launched its new awareness campaign “Hayya Al Murabba.”
 This initiative, according to a New Murabba press release, reflects Riyadh's deep historical significance and forward-looking aspirations. The campaign aims to revive the cultural and symbolic connection between the historic Al Murabba District and the emerging New Murabba destination, which is set to become the beating heart of the capital’s future.
 New Murabba CEO Michael Dyke said that the campaign seeks to raise awareness and strengthen the narrative that links Al Murabba Palace and district with the New Murabba development. “Al Murabba District is not merely a historic place – it is a source of inspiration that shapes our present and leads our future. New Murabba represents a living continuation of the values, vision, and stories born in the past,” he said.
 Dyke added that Al Murabba once served as a launchpad for economic, social, and educational progress in Riyadh. Today, New Murabba carries that legacy forward through innovation and growth, reinforcing Riyadh’s development journey.
 Historically, King Abdulaziz ordered the construction of Al Murabba Palace. It quickly became one of the Kingdom’s most prominent landmarks, symbolizing the strategic vision of its founder and marking the beginning of the modern era in Saudi Arabia.
 Today, under the leadership of His Royal Highness Prince Mohammed bin Salman bin Abdulaziz Al Saud, Crown Prince, Prime Minister, and Chairman of the Board of Directors of New Murabba, the development is being brought to life by delivering the world’s largest modern downtown in Riyadh. This effort contributes directly to the future of the capital and aligns with the strategic objectives of Saudi Vision 2030.