Craft Group

What Craft Group does

Craft Group, legally CRAFT Industrial Co., is a Riyadh-headquartered design-build and experiential development firm serving the cultural and leisure sectors, primarily across Saudi Arabia. The company delivers turnkey projects across museums and exhibitions, art installations and fabrication, events and operations, model making and prototyping, hospitality/F&B venues, and integrated design-build & operate mandates. Its technology foundation combines in-house design, fabrication, AV/IT integration (video walls, professional projectors, touchscreens, digital signage, networks, servers), projection mapping, and immersive digital content, supplemented by an international bench of specialist partners including Atelier Brückner, Squint/Opera, Gio Forma, HWKN, and Saber.

The firm was founded in 1989, established Middle East operations in Dubai in 2005 under the name Modelcraft, relocated headquarters to Riyadh in 2008 alongside a strategic partnership with Al Gihaz Holdings, and rebranded to Craft in March 2021 to reflect an expanded scope. Today it operates from Riyadh, Dubai, and AlUla, employing roughly 267 people under CEO Orazio Moretti, COO Wassyl Kara Terki, and Director Peter Landuyt. Customer concentration sits primarily with Saudi government and quasi-government cultural entities (Royal Commission for AlUla, Ministry of Culture, Royal Commission for Riyadh City, DGDA), supplemented by enterprise clients such as Saudi Aramco, Raza, and NEOM.

Commercially, Craft runs a project-based, quote-driven professional services model with revenue streams across design-build contracts, managed services / venue operations (e.g., Daimumah, Muaatham Fort Lodge, Khaybar Volcano Camp), and hospitality F&B. Go-to-market is direct enterprise field sales via dedicated business development channels and a portfolio-led website, targeting government commissions aligned with Saudi Vision 2030 cultural and tourism capex. No public pricing tiers exist; every engagement is scoped and priced individually. The company is privately held with no disclosed institutional investors or public listing.

Name

Craft Group

Legal name

CRAFT Industrial Co.

Website

https://craft.group

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

251–500 employees

Short description

Craft Group is a Riyadh-based design-build and experiential development firm delivering museums, exhibitions, art installations, events, and hospitality venues primarily for Saudi government cultural entities and enterprise clients across the Middle East.

Ownership category

akta.pro rank

Headquarters

HQ city

Riyadh

HQ country

Saudi Arabia

HQ region

Middle East

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Design-Build Services: Full-service design and construction of museums, exhibitions, visitor centers, art installations, hospitality venues, and event spaces. Revenue is generated through project-based contracts encompassing concept development, fabrication, installation, and sometimes ongoing operations.
2. Events & Operations Management: Operational management of venues and events including entertainment programming, maintenance, and calendar curation. Projects like Daimumah (65,000 sqm) demonstrate full design-build and operate service capabilities.
3. Hospitality, Food & Beverage: Design-build and operational management of hospitality venues including restaurants, cafes, and glamping experiences. Menu development and food & beverage experience curation services.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Craft Group is a design-build and experiential development firm specializing in the cultural and leisure sectors. The company delivers end-to-end project execution — encompassing concept design, fabrication, installation, multimedia integration, and ongoing operations — for museums, exhibitions, visitor centers, art installations, events, and hospitality venues. Headquartered in Riyadh, Saudi Arabia, Craft serves primarily government and enterprise clients across Saudi Arabia and the wider Middle East region.

Product overview

Craft Group is a design-build and experiential development company specializing in the Cultural and Leisure sectors. The company offers a portfolio of interconnected service categories including Design-Build Services, Museums & Exhibitions Services, Art Installation & Fabrication Services, Events & Operations Services, Model Making & Prototyping Services, Hospitality Food & Beverage Services, and Design-Build & Operate Services. Founded in 1989 as Modelcraft and rebranded to Craft in March 2021, the company operates as a project-based service provider rather than a software product company, delivering multi-dimensional cultural attractions, visitor centers, exhibitions, events, and hospitality venues primarily in Saudi Arabia.

Differentiator

Problem solved

Functional benefit

Products and services

• Design-Build Services Design and construction services for cultural and leisure sector projects including visitor centers, galleries, restaurants, and hospitality facilities. Targeted at government and enterprise clients seeking turnkey physical build-out of cultural assets.
• Museums & Exhibitions Services Design, fabrication, and curation of museum exhibitions and traveling exhibitions with multimedia design, interactive displays, and audiovisual integration. Serves museums, cultural commissions, and visitor attractions.
• Art Installation & Fabrication Services Fabrication and installation of large-scale art installations, murals, and sculptural works including commissions by featured artists. Targeted at cultural institutions, public art programs, and event activations.
• Events & Operations Services

Quantifiable outcome

• Completed Design Space AlUla on February 6th within deadline and budgetary constraints, with inaugural exhibition opening February 15th
• +3 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core, supporting and minor.

• SabercoreTechnology or IntegrationTechnology partner for Digital City project, collaborating on installation of LED lighting system and creative content for the landmark's 4 towers with 45,000+ LEDs. Partnership described as collaborative and integrated.
• ArtVuesupportingStrategic or Co-development PartnerNew York-based creative consultants engaged for conceptualization of inaugural content for Digital City towers.
• Morcos KeysupportingStrategic or Co-development PartnerNew York-based creative consultants collaborating on Digital City tower content and graphics development for Green Riyadh exhibition.
• Shale Hill Hospitality GroupsupportingStrategic or Co-development PartnerHospitality operations partner for Khaybar Volcano Camp eco-lodge glamping experience, providing operational expertise for the 10-suite luxury camp.
• Gio FormasupportingStrategic or Co-development PartnerItalian architect studio designing Design Space AlUla building. Craft partnered for interior fit-out and exhibition design.
• Atelier BrücknersupportingStrategic or Co-development PartnerBerlin-based partner collaborating with Craft on Design Space AlUla inaugural exhibition 'Mawrid', bringing exhibition design expertise.
• Squint/OperasupportingStrategic or Co-development PartnerDigital content collaborator for Diriyah Visitor Center, creating captivating digital content to enhance visitor experience.
• We Are SabersupportingImplementation/ SI/ Consulting PartnerTechnical Direction, Production Management, Stage Management, and Lighting design for Riyadh Regions Launch event attended by King Salman and Crown Prince.
• Eclipse Staging ServicesminorImplementation/ SI/ Consulting PartnerKSA staging rental company providing equipment for Riyadh Regions Launch event.
• ShowtexminorImplementation/ SI/ Consulting PartnerDubai-based global leader in projection screen technology for Riyadh Regions Launch.
• Cross MediaminorImplementation/ SI/ Consulting PartnerFlorence-based projection mapping content developers for Riyadh Regions Launch event.
• Amsy ConstructionsupportingImplementation/ SI/ Consulting PartnerConstruction partner for Incense Road project, handling retail space restoration and construction.
• Amsy ConstructionsupportingImplementation/ SI/ Consulting PartnerConstruction and coordination partner for MP2 Masterplan Information Center project.
• HWKNsupportingStrategic or Co-development PartnerInternationally acclaimed architects partnered for JAX 01 design of interior gallery spaces and exterior exhibit garden.

Scale indicators4 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Studio MB: US museum and placemaking design firm with exhibition, visitor centre and master planning capabilities. Peer to Craft on museum, visitor centre and cultural-heritage project design.
• Thinkwell Group: US-based design-build firm specialised in museums, theme parks, cultural attractions and branded experiences. Closest global analogue to Craft's design-build-operate model for cultural and leisure venues, with comparable full-lifecycle service offering.
• Atelier Brückner: Stuttgart-based design studio for museums, exhibitions and brand experiences. Both a known Craft partner (on Design Space AlUla 'Mawrid') and a direct peer in exhibition design and fabrication for cultural institutions.
• Ralph Appelbaum Associates: Global museum and cultural institution design firm with master planning, exhibition design and interpretive services. Comparable to Craft on museum and visitor-centre design scope, though more design-led and less integrated on fabrication/build-operate.
• Batwin + Robin Productions: US design-build firm for museums, visitor centres and experiential environments with in-house fabrication. Comparable to Craft's full-service museum/exhibition design and fabrication model.
• Gallagher & Associates: US museum and cultural-venue design firm with exhibition, interpretive and master-planning services. Peer to Craft on the museum and cultural-heritage visitor centre portion of the portfolio.
• Mather & Co: UK-based design and build firm for museums, visitor centres and brand experiences. Directly comparable to Craft on museums, exhibitions and visitor-centre delivery with strong in-house fabrication capability.
• Local Projects: US experiential design firm for museums, cultural institutions and public spaces with strong interactive/digital content focus. Comparable to Craft on the integrated AV/projection mapping/interactive technology dimension of its work.

Broad incumbents

• Sparks: Global experiential marketing agency with a Middle East presence delivering brand experiences, events and activations. Broader incumbent peer to Craft on the experiential/events and corporate-segment side of the business.

Regional players

• Plan B Studios: Middle East-based events and experiential production agency with corporate, government and cultural event delivery. Regional peer to Craft on the events & operations service line in the GCC market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/CraftGroupKSA
• Facebookfacebook.com/CraftGroupKSA
• LinkedInlinkedin.com/company/craftgroupksa
• Instagraminstagram.com/craftgroupksa

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Craft Group