Traditional Saudi craftsmanship was at risk of fading from modern relevance. The Heritage Commission needed to elevate these traditional crafts and their artisans, shifting the public perception from "souvenirs" to highly valued cultural assets, thereby improving the artisans' socio-economic status.
We revolutionized the presentation of traditional crafts by treating them with the visual reverence of high fashion or luxury art. By designing a premium heritage economy and high-end gallery experience, the Banan Exhibition successfully repositioned Saudi craftsmanship for a modern, sophisticated audience.