ByTwo at World Expo, 2025

At World Expo 2025, DDX delivered a six-month cultural programme within the Saudi Arabia Pavilion, presenting Saudi creativity through exhibitions, residencies and immersive experiences. As part of this programme, The Saudi Emblem Archives by design studio byTwo offered a compelling exploration of the evolution of one of the nation’s most recognisable symbols.

Based in JAX, Diriyah, byTwo are a design duo who specialise in branding, editorial design and cultural projects. Known for blending heritage with contemporary design, their exhibition traced the Saudi emblem across different eras, revealing how its form has evolved alongside shifts in culture, identity and design. 

Through a curated selection of rare artefacts, digitised imagery and video art, underpinned by deep archival research, the show blended heritage with modern expression. Live traditional music activated the space, adding a temporal layer to the visual narrative and transforming the emblem from a static symbol into a living archive connecting past, present and future.