Passion
Passion Experience is a Riyadh-based arts and entertainment company founded in 2019 that designs and delivers immersive experiences, themed attractions, and corporate events for corporate clients, public event organizers, and cultural institutions across the Middle East.
- Company typePrivate
- Founded2019
- HeadquartersRiyadh, Saudi Arabia
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Passion does
Passion Experience Co. (DBA Passion Experience) is a Saudi Arabia-based arts and entertainment company founded in 2019 in Riyadh by a group of Saudi founders ("Saudi Dreamers"). The firm designs and produces immersive experiences across seven integrated service lines: experience and entertainment events design, IP development and theming, Saudi cultural experience development, placemaking and activation, live shows and roaming acts, costume and prop design and fabrication, and corporate event management. Its underlying technology stack is primarily traditional creative production (concept design, theming, fabrication, live performance) with no disclosed software platform, AI/ML components, or proprietary technology infrastructure beyond a portfolio of original IPs and attractions.
The company serves three horizontal customer segments — corporate clients (conferences, galas, product launches), public event organizers (immersive public events, cultural celebrations), and cultural institutions (Saudi heritage narratives). It monetizes through professional services fees for design and production work and one-time licensing of its proprietary Shows & IPs, with pricing custom-tailored per project and not publicly disclosed. Its go-to-market is event-driven and direct, relying on its website (passion.sa), YouTube showreels (@passion_exp), and Instagram (@Passion_Exp) for top-of-funnel visibility, with on-ground delivery in the Middle East and Saudi Arabia. The company reports having delivered 200+ experiences, developed 17 Shows & IPs, created 10 unique attractions, and served approximately 10 million visitors across its operating history.
Passion firmographics
Firmographics- Name
- Passion
- Legal name
- Passion Experience Co.
- Website
- https://passion.sa
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Passion Experience is a Riyadh-based arts and entertainment company founded in 2019 that designs and delivers immersive experiences, themed attractions, and corporate events for corporate clients, public event organizers, and cultural institutions across the Middle East.
- Ownership category
- akta.pro rank
Where Passion is headquartered
LocationHeadquarters
- HQ city
- Riyadh
- HQ country
- Saudi Arabia
- HQ region
- Middle East
Offices1 record
Markets served
Passion business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Others
Revenue model
- Experience Design Services: End-to-end conceptual design and production services for immersive public and private events, including live shows, theatrical performances, and roaming entertainment.
- IP Development & Theming: Building original intellectual properties and themed worlds from concept to construction, generating revenue through creative development and production fees.
- Corporate Event Management: Seamless management of conferences, gala dinners, award ceremonies, product launches and corporate celebrations from setup to on-ground execution.
- Cultural Experience Development: Authentic cultural narratives celebrating Saudi heritage and connecting communities through immersive experiences.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Passion product offering
Product offeringCore offering
Passion Experience Co. designs and produces end-to-end immersive entertainment experiences for corporate and public-sector clients in Saudi Arabia. The company develops original IPs and themed worlds, delivers live shows and roaming acts, fabricates bespoke costumes and props, and manages corporate events and cultural activations from concept through on-ground execution.
Product overview
Passion Experience is a Saudi-based arts and entertainment company that provides a comprehensive suite of immersive experience design services. The offering encompasses seven core service areas: Experience & Entertainment Events Design, IP Development/Theming & Production, Saudi Cultural Experiences Development, Placemaking & Activation, Live Shows & Roaming Acts Production, Costume & Prop Design & Fabrication, and Corporate Event Management. These services work together to deliver end-to-end immersive experiences from conceptual design through execution.
Differentiator
Problem solved
Functional benefit
Products and services
- Experience & Entertainment Events Design End-to-end conceptual design for immersive public and private entertainment events, delivered for corporate clients, event organizers, and cultural institutions.
- IP Development, Theming & Production Creation of original intellectual properties and themed worlds from concept through construction, sold as standalone creative development and production engagements.
- Saudi Cultural Experiences Development Design and delivery of authentic cultural narratives celebrating Saudi heritage, intended for cultural institutions and community activations.
- Placemaking & Activation Transformation of physical spaces into vibrant destinations through creative placemaking and activations for public-sector and commercial clients.
- Live Shows & Roaming Acts Production Production of high-impact live performances, theatrical shows, circus acts, and roaming entertainment for events and public venues.
- Costume & Prop Design & Fabrication Bespoke design and fabrication of costumes and props, from concept sketches through polished production, supplied for live shows and themed experiences.
- Corporate Event Management Full-service management of corporate events including conferences, gala dinners, award ceremonies, product launches, and corporate celebrations, from setup through on-ground execution.
Quantifiable outcome
- 10M+ visitors served across experiences
Companies that use Passion
Customer profileSegments3 records
Ideal customer profiles3 records
Passion technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Passion partnerships and signals
Strategic signalScale indicators6 records
Recent moves3 records
Expansion highlights3 records
Passion competitors and assessment
Company assessmentDirect peers
- Jack Rouse Associates (JRA): Global experience design consultancy producing themed attractions, museum exhibits, and immersive environments for brands and destinations. Closely comparable to Passion's end-to-end experience design and IP/theming offering.
- Stufish Entertainment Architects: Specialist experiential design and architecture firm creating immersive show venues, themed attractions, and touring entertainment installations. Directly comparable to Passion's placemaking, themed worlds, and set-build capabilities.
- Done Events: UAE-headquartered corporate-event management and experiential agency serving MENA corporate, government and entertainment clients (e.g., Abu Dhabi F1, Dubai Expo). Closest regional peer in corporate event management and large-scale show production.
- MKG Experiences: Brand-experience agency designing and producing immersive installations, corporate events and placemaking activations for major global brands. Comparable to Passion's end-to-end corporate event and placemaking work.
- Quintessentially Events: Luxury and corporate event design and production house serving high-end brand launches, galas and private celebrations. Comparable on the corporate event management and bespoke experience-design services.
Broad incumbents
- Dragone Entertainment: Franco Dragone's live-entertainment production house that creates large-scale theatrical shows, immersive residencies and ceremonies worldwide (e.g., shows for Expo 2020, Resorts World). Comparable as a direct experiential-theatre competitor pursuing the same Saudi mega-project pipeline as Passion.
- Cirque du Soleil Entertainment Group: Global leader in live theatrical productions, theatrical shows, and themed entertainment IPs. Comparable as a benchmark for monetizing proprietary show IPs through licensing and touring—directly aligned with Passion's IP-development and live-shows services.
Regional players
- Brands Live: MENA-based experiential marketing and events agency delivering brand activations, corporate events, and immersive experiences. Comparable in event-driven GTM targeting corporate and public sector clients in the Gulf.
Others
- IMG Artists: Global live entertainment booking and production agency representing performers, shows, and immersive productions for events. Comparable on the live-shows / roaming entertainment logistics that constitute one of Passion's service lines.
Emerging players
- teamLab: International digital art collective producing large-scale immersive installations, with permanent venues and touring exhibitions. Comparable as an emerging player in monetizable immersive IP — relevant benchmark for Passion's IP-driven model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Passion social profiles
Digital presencePassion financial estimates
Financial estimateRevenue estimate
Valuation estimate
Passion leadership team
Management profileNumber of profiles
Passion funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Passion M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Passion
What does Passion do?
Passion Experience Co. designs and produces end-to-end immersive entertainment experiences for corporate and public-sector clients in Saudi Arabia. The company develops original IPs and themed worlds, delivers live shows and roaming acts, fabricates bespoke costumes and props, and manages corporate events and cultural activations from concept through on-ground execution.
Is Passion a public or private company?
Passion is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Passion founded?
Passion was founded in 2019. It employs 11 to 50 people.
Where is Passion based?
Passion is headquartered in Riyadh, Saudi Arabia, in the Middle East region.
How does Passion make money?
Four revenue lines are on record. Experience Design Services are the primary driver. The others are IP Development & Theming, corporate Event Management and cultural Experience Development.
Who are Passion's main competitors?
Direct peers on record are Jack Rouse Associates (JRA), Stufish Entertainment Architects, Done Events, MKG Experiences and Quintessentially Events. Broad incumbents are Dragone Entertainment and Cirque du Soleil Entertainment Group. Brands Live is listed as a regional player. IMG Artists is listed as an others. teamLab is listed as an emerging player.
Does Passion have an API?
No public API is recorded for Passion.