Jeddah Art Promenade showpiece takes flight

The promenade is curated by renowned producer Swizz Beatz and his Saudi-headquartered creative agency, Good Intentions.
The one-of-a-kind sculpture by Kwest is visible for kilometers, perched amid the blue waters of the Jeddah Corniche, where the city is hosting thousands at the Formula 1 Saudi Arabian Grand Prix.

Creators of some of the region’s most sought-after experiences and attractions, Sela has staged more than 3,000 events since 2005, including MDLBEAST, the Italian Super Cup, WWE Crown Jewel, Riyadh Season and Jeddah Season, in addition to launching projects such as Boulevard Riyadh City and Jeddah Superdome.

Sela’s Jeddah Art Promenade is a beachfront boulevard featuring art monuments in a leisure, hospitality and retail district scheduled for completion in the coming months.

Kasseem “Swizz Beatz” Dean is a Grammy-award winning producer and owner of one of the world’s largest art collections.

Recognizing the creative renaissance unfolding in the Kingdom with Saudi Vision 2030, Swizz Beatz found a base for his global agency in Saudi Arabia, co-founding Good Intentions with Saudi native Noor Taher.

Their curations leverage a vibrant community of contemporary artists to bring a new cultural experience to the Kingdom at Jeddah Art Promenade.

Shihana Alazzaz, Sela chairwoman and general counsel to the Public Investment Fund, said: “The ‘Wusul’ (‘Arrival’) installation from artist Kwest is a powerful statement of energy and creativity taking flight.

“We at Sela are thrilled to be working with Swizz Beatz and the Good Intentions team, headed by homegrown lead Noor Taher, to give vital art a platform, with special thanks to the organizers of Jeddah Season for making all of this possible.

“With more than a dozen installations planned, the Jeddah Art Promenade will blaze an iconic trail down our beautiful coast, offering visitors a visceral cultural experience and creating a landmark worthy of our nation’s vision.”

Swizz Beatz, co-founder of Good Intentions, said: “We’ve always wanted to work with the gatekeepers in that arena and knew Sela would be a partner aligned with our vision at Good Intentions. This is just a scratch on the surface, we’re only going bigger and more disruptive from here.”