Solving problems Through

the power of story-telling

This is a project that reflects the impact of story telling in problem solving. This is one of the largest housing projects in KSA.

Experienced UX/UI

The problem

The team of architects initially planned this project but once a cluster was built, the client did not approve the progress. I was called to come up with a solution as an experiential researcher.
Through my analysis I found out that the project lacked a sense of a human touch and identity espeeially with the dull color-scheme that was attributed to the project. 

"aquarium in the desert"

So i applied experiential centred architecture which lead me to come up with the concept “aquarium in the desert” changing the whole strategy of coding by remodelling focal points based on scenarios of the future communities who are going to live in Al Qasr.


After a detailed presentation, we got the approval of the client who was very happy with the proposed solution.
Then I lead the whole scheme strategy until the completion of the project.


Like the aquarium preserves life in an enclosed clear pot, embodying vivid colors, smooth movements and fluid rhythms exposed to refresh its surrounding through a clear and transparent skin, is this group of - life preserving - buildings that englobe people, people’s lives, stories, memories, emotions…. This – piece of a – flowing living surrounded by a hard nature is that “aquarium within the desert”. The buildings/aquarium being a source of a life and an exposure of refreshment and purity preserves itself from the rigidity of the surrounding nature and reflect itself being a stimulant revelation of vitality, dynamism and transparency of life.


Master plan

The master plan color palette is studied to reflect the refreshment of its concept -the aquarium- on one hand, and on the other to give a sense of wayfinding in terms of classification of colors in relation to each other and in relation to the master plan as a whole.

Colors move form pure dominant white to fresh tones of blues and serene green then a variety of tones and shades of red, all of these tones cover the main palette.




Not only the choice of colors is based on the conceptual theme, but it is studied thoroughly in order to identify the depth of the space in accordance to the viewer, and to set a wayfinding language for the whole project.

Colors switched from lighter to darker in order to create a sense of directionality, while focal buildings were considered landmarks in terms of their location while their colors are absorbents of their surrounding and a statement for the main theme color of the area that follows or preceeds.



It was intended to have a variety in the buildings/villas theming for the following reasons:

> It helps in the marketing plan and makes the buyers differentiate their building/villa from their neighbours – Individuality.

> Avoiding boring and monotonic “army type” complex where all the buildings/villas look the same.

> Helps in the sense of location target and policy.