boulevard runway

SELA, PUBLIC INVESTMENT FUND
riyadh seasons , SAUDI ARABIA 2024/25

Turning an Airliner into an Attraction

Ahead of Riyadh Season 2024, Sela Sports under the Public Investment Fund challenged Desert Snow to transform a decommissioned Boeing 777 into a walk‑through adventure attraction.

Working under an extremely compressed timeline, we designed and delivered every aspect of the experience turning a static airframe into a headline‑making destination.

The project combined engineering precision with storytelling: guests explored the fuselage through themed cabins, interactive spaces and visual FX that celebrated aviation history and adventure culture. What began as static infrastructure became an icon of Riyadh Season’s creativity and ambition.

Full Turnkey Delivery

From concept sketch to opening day in under eight weeks, Desert Snow managed every phase — concept creation, technical design, set fabrication, on-site integration and show-ready commissioning.

The team designed modular setworks following the aircraft’s natural geometry, integrating lighting, sound and AV while maintaining ISO-compliant guest safety and operational flow. Despite designing around site conditions that evolved daily, the attraction opened on time and on budget.

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Design & Value Enginering

Every component was built for reusability and portability. Freestanding walls, clamped scaffold grids and non-destructive mountings ensured the Boeing 777’s structure remained untouched.

The installation can be dismantled and reassembled in another aircraft or venue, offering a sustainable, re-themeable attraction platform that maximises ROI well beyond a single season.