The Diriyah Biennale Festival, hosted at the Hajj Terminal in Jeddah, centered around the theme Awwal Bait (“First House”) to honor the timeless rituals of Islam. Studio Sein was entrusted with designing exclusive merchandise for the concept store, aiming to capture the emotional resonance of Hajj and the sense of unity Muslims experience in Makkah. Through symbolic illustrations and cultural motifs, the designs bridged the past and present, offering tangible keepsakes that reflected both tradition and modernity.

Central to the project was a focus on community and belonging. By highlighting iconic objects and scenes associated with Hajj, Studio Sein fostered an emotional connection between visitors and the artwork, emphasizing the profound communal bonds that develop during this spiritual journey. Every illustration, color choice, and pattern was a nod to shared memories, encouraging attendees to immerse themselves in a collective heritage.

In addition to the visual storytelling, thoughtful design details elevated the festival experience, merchandise was carefully integrated into the overall environment at the Hajj Terminal.