Sass AlUla

In 2023, I was appointed by a leading Saudi hospitality operator to oversee the project management and operational planning for SASS’ AlUla, the internationally renowned Monaco-based restaurant brand. Having successfully designed and delivered restaurant pop-ups in the region over three consecutive seasons, I brought both contextual understanding and regional expertise — enabling me to steward the brand’s arrival in AlUla with confidence and precision.

The concept centred around a lush open-air oasis, reimagined as a theatrical dining environment beneath the desert sky. Designed by Tina Green, the restaurant was flanked by towering palm trees, creating a natural perimeter that softened the landscape and framed the experience. Beneath a canopy of glittering vintage chandeliers suspended from an architectural overhead structure, the space unfolded in layers of rich black velvet upholstery, deep crimson accents and curated golden animal ornaments — direct nods to the Monogasque brand’s bold and opulent identity.

Guests were immersed in an atmosphere that balanced glamour with desert romance. A signature set menu, prepared over open fire, celebrated elevated Mediterranean flavours while adding a visceral, sensory element to the dining experience. As the evening progressed, the restaurant transitioned seamlessly into a vibrant social destination, with live DJ sets energising the space and encouraging guests to linger, dine and dance late into the night.

The result was a striking fusion of international brand character and AlUla’s dramatic natural setting. The project was subsequently delivered across two consecutive seasons in 2023 and 2024, each spanning a three-month residency, reinforcing its operational success and sustained guest demand.