EDUCATION CULTURE AND HERITAGE
Hisma Nature Reserve, NEOM
Building Connections to Nature
The Hisma Nature Reserve in Saudi Arabia offers a bold vision for 21st-century ecotourism — not simply showing visitors the natural world, but reconnecting them to it. Working closely with the client consultant team and local stakeholders, formula D_ led the experiential master planning for the Hisma Discovery Centre: a visitor experience designed to inspire empathy, stewardship, and action.
Set against the dramatic desert landscape of ancient rock formations and vast canyons, the project reimagines the visitor center as an immersive journey into the “Heartbeat of the Wild.” Rather than delivering content through traditional museum-style exhibits, storytelling is seamlessly embedded into hospitality spaces, architecture, and outdoor environments — transforming passive observation into emotional engagement.
Visitors begin their journey en route, with guided interpretation turning the drive through Hisma’s striking landscape into an experience in itself. Upon arrival, a sculptural architectural landmark introduces the reserve’s core themes and sets the tone for discovery.
From there, guests move through a sensory-rich walkway filled with interactive stations — from AR viewfinders showing life beneath the sand, to sound installations and tactile exhibits that explore desert survival strategies. Each feature supports the interpretive goals to enjoy, learn from, and conserve nature.
At the heart of the centre, the “Wilderness Piazza” merges comfort and awe — offering rest, food, and a holographic mist-show that poetically explores environmental themes. Meanwhile, a digital “Activity Hub” helps visitors personalise their journey and build confidence for deeper exploration of the reserve.
The design is anchored in our CONNECT – INSPIRE – INVOLVE model, ensuring that every element invites emotional connection, sparks curiosity, and opens pathways for visitor participation. Sub-themes such as “Freeing the Wild,” “We Are the Wild,” and “Life Without Water” cultivate both empathy and awareness of environmental challenges and solutions.
The result is more than an attraction — it’s a call to reawaken our relationship with the wild. Hisma shows how nature-based tourism can shift from passive sightseeing to meaningful connection and long-term impact. For formula D_, it exemplifies our commitment to experiential design that moves people — and the planet — forward.
