AFALULA & Royal Commission for AlUla (RCU)
Created in 2018 through an intergovernmental agreement between France and Saudi Arabia, AFALULA supports the Royal Commission for AlUla (RCU) in the economic, tourism and cultural development of AlUla, a region in north-west Saudi Arabia of exceptional natural and cultural heritage.
Established in 2021, the AlUla artists residency programme offers regional and international artists a platform for exploration and creation at the heart of a landscape shaped by 200,000 years of history. It makes contemporary creation a cornerstone of AlUla’s vision for the 21st century.
AFALULA and the RCU produce a series of travelling exhibitions presenting the programme’s artists at the world’s major art events: in October 2024 during Art Basel Paris, then in November 2025 during Art Week Tokyo. For each exhibition, l’art en plus designed and rolled out a high-impact communication strategy — media, the artistic and cultural community, the wider public – positioning these exhibitions as highlights of the art weeks in Paris and Tokyo.
Our work:
– Communication strategy, partnerships and media relations, in France and internationally, with our partners in New York and Tokyo
– Public relations and VIP visits
– Multichannel media plan and brand content
– Social media strategy and content production with our specialised partner