Saudia Launches Limited-Edition Art Collection With ATHR

Saudia, the national flag carrier of the Kingdom of Saudi Arabia, has unveiled a limited-edition, artist-designed series of travel products that reflects Saudi creativity and introduces the Kingdom’s contemporary art scene into the travel experience. Drawing on its 80-year legacy as a national institution carrying Saudi identity to the world, the collection reinforces Saudia’s role in supporting the Kingdom’s growing creative economy.

Developed with ATHR, one of the Kingdom’s leading contemporary art platforms, the collection reflects the shared commitment to creative excellence, cultural expression, and purposeful innovation. The initiative is curated and delivered in partnership with Cultural Impact, a creative consultancy specializing in curatorial strategy, which is supporting ATHR in shaping the program’s artistic direction.

Each artist-commissioned piece offers a contemporary interpretation of Saudia’s story, turning selected travel products into collectible works shaped by Saudi artists and designers. The four limited-edition products reflect the airline’s connection to the Kingdom’s culture, creativity and global reach.

The first artwork in the series is the JED Sculpture Stack, a curated set of bronze miniatures inspired by Jeddah’s urban art landmarks. Designed by The Homemade Design Company, an Al-Balad-based design collective led by Souhail Bou Melhem, the piece includes a bespoke replica of Saudia’s first aircraft, the Douglas DC-3.

Later this year, the collection will expand with new collectible artist-designed products by Yusef AlAhmad, Mawadah Muhtasib, and Ahaad Alamoudi. AlAhmad and Muhtasib will each create a limited-edition carry-on suitcase that reflects their distinct calligraphic and geometric visual languages while incorporating Saudia’s brand and visual identity. 

The collection will also include limited-edition blankets designed by the three artists, exploring themes of movement, connection, and cultural identity. Designed both as functional travel pieces and collectible artworks, the blankets can be used as throws or preserved as design objects, alongside specially designed amenity kits that extend the collaboration across further elements of the travel experience.

Mr. Ibrahim Binaquil, Marketing Head at Saudia Group, said: “Saudia has long been part of the Kingdom’s cultural and social fabric. This collection reflects a broader ambition to place Saudi creativity within the travel experience and give contemporary artists new platforms for visibility. Through the work of Saudi artists, we are connecting Saudia’s longstanding presence with the creative momentum shaping Saudi Arabia today and the ambitions guiding its future.”

Mr. Mohammed Hafiz, co-founder and CEO of ATHR, said: “This collaboration reflects ATHR’s long-standing commitment to placing Saudi artists within meaningful global conversations. Together, we wanted to ensure that each commission is not simply an object, but a culturally grounded work with narrative depth and artistic integrity. Through this program, Saudi art is encountered beyond gallery walls and carried across borders.”

As Saudia advances its global growth strategy, the initiative reinforces its role as a national carrier and cultural ambassador, connecting international audiences with the creativity, identity and contemporary expression of Saudi Arabia.