Boutique Group, a leading hospitality company operating in Saudi Arabia, aims to weave the kingdom's vast tapestry of cultural heritage into its operations and has signed a memorandum of understanding (MoU) with Saudi Arabia’s Ministry of Culture in this regard.
Noha Qattan, Deputy Minister of National Partnerships & Development at the Ministry of Culture, and Christoph Mares, CEO of Boutique Group, formalised the partnership during a signing ceremony at the Ministry headquarters in Al-Bujairi district in Ad Diriyah. Boutique Group is a hospitality company owned by the Public Investment Fund, which aims to develop, manage, and operate a series of historical and cultural palaces in the kingdom as luxury hotels. The group’s portfolio includes Al Hamra Palace in Jeddah, The Red Palace in the heart of the capital, Riyadh, and Tuwaiq Palace, winner of the Aga Khan Award for Architecture. The new partnership extends across a spectrum of cultural touchpoints, from incorporating local Saudi dishes into the culinary arts, to showcasing traditional attire worn by employees, to the design of the palace. The guest experience is enriched through the revival of the kingdom's cultural heritage with a modern twist, and through creating a luxurious Saudi experience that celebrates the diverse culture of the kingdom’s 13 regions. "This partnership with Boutique Group is important for Saudi heritage and culture, showcasing our cultural legacy whilst contributing to the pursuit of building a future that opens new and diverse outlets for creativity and cultural expression to the world,” stated Qattan. Mares echoed this sentiment, stating: "Boutique Group is dedicated to crafting unparalleled experiences deeply rooted in a distinct Saudi identity."