Crafting a hybrid strategy to launch Saudi Arabia’s next big social hub.

The DockX, a bold initiative by Fawasel, is a social and entertainment destination designed for Gen Z. Nestled in the bustling Red Sea Mall in Jeddah, The DockX offers interactive games, group-centric attractions like bowling, and an environment that champions collaboration and shared experiences. Its mission is clear: to redefine how Saudi Arabia’s youth connect and play.

With Saudi Arabia's entertainment and amusement market projected to grow from USD 2.82 billion in 2025 to USD 4.63 billion by 2030, The DockX is poised to ride this wave of expansion. However, succeeding in this competitive space meant addressing not just Gen Z’s dynamic preferences but also establishing The DockX as a serious contender in the rapidly growing entertainment sector.

We delivered a hybrid strategy that combined brand, communication, and creative expertise into a single, consolidated solution. This approach wasn’t about ticking boxes or producing isolated deliverables; it was about addressing the crux of the challenge and aligning every effort with a clear, actionable goal.By leveraging our expertise across the three strategic pillars, we tailored a solution that identified The DockX’s unique position, clarified its value proposition, and provided a roadmap for execution. This seamless integration ensured that every decision—from positioning to messaging to creative direction—worked in harmony to build momentum and drive results.

Sometimes, hybrid solutions are necessary to get the job done—as long as the crux is well defined and the measures of success are clear to all stakeholders. The DockX is now one of Jeddah’s most sought-after Gen Z hangouts, setting a new standard for hybrid entertainment spaces. Positioned at the intersection of entertainment and community, it is thriving locally and poised for scalable growth in Saudi Arabia’s expanding entertainment industry.