Cultural Assets Group

What Cultural Assets Group does

Cultural Assets Group is Saudi Arabia's largest privately-owned cultural and creative group, launched on April 30, 2025 in Riyadh as an integrated holding platform for the Kingdom's cultural sector. The group operates through seven core operating subsidiaries (Backyard Symphony, Knowliom, Knowliom Museum Studio, Sign, Haal, Operal, Backyard Immersions) plus three acquired brands (Beyond, The Stage, The Pop Up) and an Assets Lab innovation engine developing new ventures such as Digital Arts Lab, Hackyard, Xplore Studio, and immersive gaming experiences. Its technology foundation combines immersive experience design (motion detection, projection mapping, interactive installations), museum advisory and implementation services, cultural communication media, visitor and VIP experience management, and cultural retail operations across museum gift shops and fashion platforms. The group makes money through four interlocking streams: professional services fees (museum design, destination development, cultural events, immersive production); fund management and acquisition-driven equity returns via the SAR 850 million Osoul Private Investment Fund (SAR 200 million financed by the Cultural Development Fund); cultural retail sales through Haal and The Pop Up; and vocational training through the Madinat Al Maharat joint venture with UK-based IN4 Group. Its GTM is enterprise field sales targeting Saudi government entities and cultural institutions, executed under the patronage of the Ministry of Culture and aligned with Saudi Vision 2030 objectives.

Name

Cultural Assets Group

Legal name

Cultural Assets Group

Website

https://culturalassets.sa

Company type

Private

Founded year

2025

Operating status

Operating

Headcount range

101–250 employees

Short description

Cultural Assets Group is Saudi Arabia's largest privately-owned cultural and creative group, integrating seven operating subsidiaries and acquired brands to deliver museum design, immersive experiences, cultural retail, and vocational training to government and cultural-sector clients. It operates under Ministry of Culture patronage and is financed by an SAR 850 million investment fund.

Ownership category

akta.pro rank

Product category

Cultural and Creative Services

NAICS

Museums, Historical Sites, and Similar Institutions (7121), Arts, Entertainment, and Recreation (71), Management, Scientific, and Technical Consulting Services (5416)

SIC

Services-Amusement & Recreation Services (7900), Retail-Apparel & Accessory Stores (5600), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Cultural Centers & Multidisciplinary Arts Institutions (THAJADAJ)

akta.pro secondary industries

Art Galleries & Exhibition Spaces (Commercial & Nonprofit) (THAJADAH), Museums & Heritage Sites (History, Science, Specialty) (BPAGAHAA), Cultural Heritage Institutions (Archives, Historic Houses, Monuments Foundations) (THAJADAI)

Keywords

• Cultural infrastructure services
• Immersive experience design
• Museum advisory services
• Cultural retail operations
• Creative sector investment

Headquarters

HQ city

Riyadh

HQ country

Saudi Arabia

HQ region

Middle East

Offices7 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Investment Fund Management: Management of the SAR 850 million Osoul Private Investment Fund investing in cultural and creative enterprises across visual arts, retail, digital content, interactive media, and emerging technologies, generating returns through fund management fees and equity gains.
2. Acquisition-Driven Portfolio Growth: Revenue generated through strategic acquisitions of cultural enterprises, integrating them into the group portfolio and scaling operations for returns.
3. Cultural and Creative Services: Fees from providing specialized services including museum design and construction, destination development, cultural events and exhibitions, immersive experience design, cultural marketing, interactive visual production, and cultural retail operations through group subsidiaries.
4. Cultural Retail Sales: Revenue from operating museum gift shops, cultural retail outlets (Haal), and fashion retail through The Pop Up brand.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Cultural Assets Group manages and develops a portfolio of specialized companies delivering cultural and creative services across the full cultural value chain, including immersive experience design, museum advisory and implementation, cultural communications, cultural retail operations (museum gift shops), guest and VIP experience management, and strategic planning for tourism and heritage. The Group also operates the SAR 850 million Osoul Private Investment Fund and a vocational training joint venture to build the creative workforce.

Product overview

Cultural Assets Group operates as a platform-plus-subsidiaries architecture, serving as the parent organization that unifies multiple specialized companies and brands in Saudi Arabia's cultural and creative sector. The Group comprises 7 core subsidiary companies (Backyard Symphony, Knowliom, Knowliom Museum Studio, Sign, Haal, Operal, and Backyard Immersions) plus acquired brands (Beyond, The Stage, The Pop Up). The portfolio spans experience design and production, interactive museum and exhibition services, cultural communication, retail and gifting, visitor experience management, and immersive technology. An Assets Lab innovation engine develops new ventures including Digital Arts Lab, Hackyard, Xplore Studio, and immersive gaming experiences. The Group also manages the SAR 850 million Osoul Private Investment Fund and operates the Madinat Al Maharat joint venture for vocational training. This integrated ecosystem serves Saudi Vision 2030 objectives across museums, tourism destinations, cultural events, community engagement, and creative industries.

Differentiator

Problem solved

Functional benefit

Brands

• Backyard Symphony: Experience design and production company creating integrated experiences blending advanced technology with cultural elements
• Knowliom
• Knowliom Museum Studio
• Sign
• Haal
• Operal
• Backyard Immersions
• Beyond
• The Stage
• The Pop Up
• Digital Arts Lab
• Hackyard
• Xplore Studio
• Osoul Fund

Products and services

• Backyard Symphony Leading company in creating integrated experiences that blend advanced technological solutions with rich cultural elements, creating dream-like experiences and everlasting memories for cultural venues and events.
• Knowliom Creates a transformative shift in the public sector by designing interactive experiences that enrich the fields of science and culture.
• Knowliom Museum Studio (KMS) Saudi-French company dedicated to enhancing the cultural landscape through comprehensive advisory and creative services, as well as implementation services for museums, exhibitions, and cultural institutions.
• Sign Specializes in cultural communication, offering high-quality and efficient creative media solutions to create distinctive cultural content that has tangible impact and builds bridges of communication.
• Haal Specializes in cultural retail, operating museum and exhibition gift shops, managing and operating cultural retail spaces, and cultural gifting experiences.
• Operal Saudi company with global expertise specializing in managing and operating guest and VIP experiences at cultural, sports, and tourist destinations.
• Backyard Immersions Specializes in developing immersive interactive experiences that combine the latest technologies and engaging content.
• Beyond Saudi company specializing in strategic planning, organizational development, and project management with a focus on tourism, culture, and heritage. Has contributed to 50+ national projects and served 3M+ beneficiaries.
• The Stage Social and cultural platform for community building, dialogue, and impact. Provides a platform for regular gatherings offering opportunities to build a dynamic community through recurring meetings. Has hosted over 1,000 dialogue sessions, 500 events, and 100 workshops, attracting 100,000+ visitors.
• The Pop Up Saudi fashion brand founded in 2018, acquired by Cultural Assets Group. Specializes in fashion and cultural retail, supporting and empowering local designers and labels. Has hosted 120+ Saudi fashion brands, enabled 30+ brands to expand from temporary concepts to sustainable market presence, and facilitated nearly 500,000 item sales.
• Osoul Private Investment Fund SAR 850 million private investment fund designed as a catalytic tool for the growth of Saudi Arabia's cultural and creative economy. Targets visual arts, cultural retail, digital content, interactive production, and emerging technologies, investing in enterprises across these sectors.
• Madinat Al Maharat National vocational training provider joint venture with IN4 Group, committed to developing creative and advanced technology workforce skills in Saudi Arabia. Endorsed by TVTC and HRDF.
• Digital Arts Lab Unites art and technology in collaboration with local and global artists to create immersive experiences that engage all senses.
• Hackyard Platform Comprehensive platform designed to manage initiatives and social impact programs, streamlining participants' experiences.
• Xplore Studio Dynamic creative space offering accessible high-tech resources and tools to empower students, entrepreneurs, artisans, and researchers.
• Immersive Gaming Experience Gaming experience using motion detection and projection technologies, allowing players to control games with their bodies instead of controllers.
• Cultural Heritage Initiative Cultural initiative that embraces local culture as a living experience, reintroducing authentic heritage within a contemporary context by creating cultural content that connects culture to everyday life.
• Children's Creative Playground Immersive and dedicated indoor play spaces for children, enabling them to play, explore, and interact with their surroundings through creative playground experiences.

Quantifiable outcome

• Over 100,000 visitors hosted and 1,000+ dialogue sessions organized through The Stage acquisition
• +4 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

Ten partnerships are on record, tiered core, key and supporting.

• Al Madinah Region Development AuthoritycoreStrategic or Co-development Partner · 30 September 2025Strategic partnership to develop and manage cultural assets, facilities, and projects in Al Madinah. The agreement covers planning, design, operational management, cultural content and experience development, and quality-of-service solutions for visitors. Signed during the Cultural Investment Conference at King Fahad Cultural Center in Riyadh. Aims to strengthen Madinah's role as a leading civilizational center and advance cultural and tourism sectors.
• IN4 Group (UK)coreStrategic or Co-development Partner · 3 September 2025Cultural Assets Group and UK-based IN4 Group signed an agreement to establish the joint venture 'Madinat Al Maharat' at the GREAT FUTURES Summit in London. The initiative is endorsed by the Technical and Vocational Training Corporation (TVTC) and Human Resources Development Fund (HRDF), aiming to train 50 participants in its first year and 500 by 2027 in creative technology skills. IN4 Group contributes international training expertise while the group provides local market access and cultural ecosystem integration.
• Technical and Vocational Training Corporation (TVTC)keyStrategic or Co-development Partner · 3 September 2025Official endorsing partner for the Madinat Al Maharat joint venture, providing accreditation for vocational training programs developed by the IN4 Group / Cultural Assets Group partnership.
• Ministry of Culture (Saudi Arabia)coreStrategic or Co-development PartnerThe Ministry of Culture serves as the primary government patron and strategic partner, with the Cultural Investment Conference organized under the patronage of His Royal Highness Prince Mohammed bin Salman and His Highness Prince Badr bin Abdullah Al Saud as Minister of Culture. The group operates as a central pillar in the Ministry's cultural transformation agenda under Vision 2030.
• Royal Commission for AlUlakeyStrategic or Co-development PartnerCollaborating on flagship national cultural projects in AlUla, one of Saudi Arabia's most significant heritage and tourism destinations. The group provides integrated cultural development services including immersive experience design and cultural programming.
• Diriyah Gate Development AuthoritykeyStrategic or Co-development PartnerStrategic collaboration on cultural development within the Diriyah Gate project. Princess Tarfah Fahad Al Saud, Vice Chair of Cultural Assets Group's Board, also serves as Cultural Heritage Assets Curation Director at the Diriyah Gate Development Authority, creating formal integration between the organizations.
• ROSHNsupportingStrategic or Co-development PartnerCollaboration on cultural development initiatives within ROSHN's urban development projects, providing cultural programming and experience design services.
• MisksupportingStrategic or Co-development PartnerPartnership on cultural initiatives and youth empowerment programs, leveraging Misk's network and resources for talent development within the group's cultural ecosystem.
• Ministry of Commerce (Saudi Arabia)supportingStrategic or Co-development PartnerFacilitated business meetings between Saudi and British businesses at the GREAT FUTURES Summit and highlighted investment opportunities, supporting the group's international partnership initiatives.
• National Competitiveness Center (Saudi Arabia)supportingStrategic or Co-development PartnerPlayed a key role as an organizer supporting public-private initiatives at the GREAT FUTURES Summit, facilitating international collaboration for cultural and creative sectors.

Scale indicators12 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Endeavor Group Holdings: Global sports and entertainment holding company operating a multi-subsidiary model across talent representation, events, and experiences. Comparable to Cultural Assets Group's platform-plus-subsidiaries architecture for the creative and cultural sector.
• IMG (IMG Artists / IMG Events): Global artist management, events, and cultural experiences company operating across performing arts, festivals, and immersive experiences. Closely comparable to Cultural Assets Group's Knowliom and Backyard Symphony subsidiaries in experience design and talent-driven cultural programming.
• Cirque du Soleil Entertainment Group: Creator of immersive live entertainment experiences combining theatrical production with advanced technology. Comparable to Cultural Assets Group's Backyard Immersions and Backyard Symphony in developing immersive technology-driven cultural experiences.
• Compagnie des Alpes: French operator of ski resorts, theme parks, and cultural/leisure destinations. Comparable in managing and operating cultural and leisure attractions at scale, including museums and visitor destinations relevant to Cultural Assets Group's portfolio.

Broad incumbents

• AEG (Anschutz Entertainment Group): Global entertainment and venue operator managing arenas, theaters, and cultural destinations. Overlaps with Cultural Assets Group's Operal visitor management and museum/cultural venue operations across a much broader entertainment portfolio.
• Merlin Entertainments: Global operator of theme parks, LEGOLAND attractions, and visitor experiences. Comparable to Cultural Assets Group's destination management, immersive experience design, and cultural attractions business under Operal and Backyard Immersions, though at a much larger scale.
• Vivendi: French multinational media and entertainment conglomerate spanning music, publishing, gaming, and live entertainment. Comparable in operating a portfolio of creative and cultural businesses at scale, though much larger and more diversified.

Regional players

• MDLBEAST: Saudi entertainment company producing music festivals, cultural events, and creative community platforms. Direct regional peer operating in Saudi Arabia's entertainment and cultural sector, competing for similar government-aligned event contracts.
• Saudi Entertainment Company (SEC / SEVEN): Saudi entertainment developer building and operating entertainment destinations across the Kingdom. Comparable in developing Saudi cultural and entertainment venues under Vision 2030, though more focused on entertainment centers than museums and heritage.
• Misk Foundation: Saudi non-profit foundation focused on youth empowerment and cultural development, including Misk Art Institute. Operates in adjacent cultural sector space and is a listed partner of Cultural Assets Group, though focused on talent/education rather than commercial cultural production.

Market position

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Culturalassets_
• YouTubeyoutube.com/@Culturalassets
• LinkedInlinkedin.com/company/culturalassetsg
• Instagraminstagram.com/culturalassets_?igsh=MWVyM2cwOWVzdzZsdA==
• Facebookfacebook.com/profile.php

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries17 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cultural Assets Group