Secret Cinema’s Fabien Riggall Brings ‘Azira’ to Saudi Arabia: A New Era of Immersive Entertainment

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Fabien Riggall, creator of Secret Cinema, is expanding his horizons, initially focusing on the Middle East, particularly Saudi Arabia. There, he’s established an extravagant production called “Azira: The Immersive Encounter.

The composition has been ordered by the Royal Commission for AlUla, an area in northwestern Saudi Arabia that includes a verdant oasis and expansive sandstone gorges.

After the sale of Secret Cinema in 2022, a company responsible for over 60 large-scale immersive events based on popular films and TV shows like “Blade Runner,” “Star Wars,” and “Stranger Things” where spectators were invited to come dressed as characters, has been rebranded under the name LOST. This new venture is now being run by its former owner, Riggall.

90-minute immersive theater production “Azira” was created by LOST, a group known for its innovative storytelling. This captivating experience weaves together an original soundtrack, a unique narrative, and a troupe of contemporary dancers and actors. The plot revolves around a dynamic female action hero, the daughter of an archaeologist on a quest to uncover the mysteries hidden within a shadowy ancient city buried beneath the sand dunes of AlUla.

Riggall observed that she is venturing into unexplored territory just like her father did, using this Saudi-rooted project as a foundation for future aspirations in the Middle East.

As a passionate cinephile, I find myself drawn to the idea of establishing a studio that nurtures local talent and unearths compelling stories rooted within our region. The ultimate goal is to pioneer fresh cinematic formats, breathing life into unique visions. This ambition stems from my rich history with Saudi Arabia, which began when I attended a cultural conference in Riyadh back in 2016 – a year before the kingdom eased its restrictions on cinema screenings.

In his explanation of the fresh approach he’s adopting, Riggall mentioned that “fundamentally, it revolves around an Intellectual Property (IP) and a narrative, yet what captivates me is devising something complex that could offer several perspectives when considering how an origin story might unfold in that particular area.

He added: “It could be an immersive theater show, an album, a game, a film, a TV series.”

After Secret Cinema was purchased by TodayTix Group, a U.S. company, for over $100 million in 2022, Riggall has explored various projects beyond distribution. This includes organizing exclusive screenings of Ladj Ly’s “Les Misérables” in the UK and participating in a charitable “Night for Ukraine” event staged in London. Additionally, he produced and directed an immersive music video for Muse’s song “Verona.

Riggall is now planning to establish a studio, modeled after Secret Cinema, which he refers to as the future of immersive entertainment encompassing music, visual arts, and gaming. Apart from acquiring intellectual property rights, this new endeavor primarily focuses on producing original intellectual property and developing it into fresh narratives and performances.

For this purpose, Riggall, who operates from London, plans to revisit Saudi Arabia, specifically Riyadh, to engage with several prospective collaborators. Interestingly, his work is not confined to Saudi alone; he’s already engaged in the UAE and Qatar as well. He shared, “I’ve been exchanging ideas with Qatar regarding numerous locations where they wish to create experiences.” He added that there’s a significant demand for fresh concepts in these regions, stating, “There’s an overwhelming appetite for new ideas there.

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2025-01-24 16:16