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How Diriyah Company Is Driving Cultural Transformation in Saudi Arabia

On stage at BoF CROSSROADS, Her Highness Princess Noura bint Faisal Al Saud, founder and CEO of Culture House, and Kiran Haslam, chief marketing officer at Diriyah Company, shared their insight into the evolving cultural and creative landscape in the Kingdom.
DUBAI, UNITED ARAB EMIRATES - APRIL 10: Rozan Ahmed, Princess Noura Bint Faisal Al Saud and Kiran Haslam, Chief Marketing Officer Diriyah Company speak onstage during day one of CROSSROADS 2025 presented by The Business of Fashion at One&Only One Za'abeel on April 10, 2025 in Dubai, United Arab Emirates. (Photo by Maya Cellixa/Getty Images for The Business of Fashion)
From left to right: Rozan Ahmed, writer, curator and diplomatic advisor; Princess Noura bint Faisal Al Saud, CEO of Culture House, and Kiran Haslam, chief marketing officer of Diriyah Company, speak onstage during BoF CROSSROADS 2025. (Maya Cellixa)
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On April 10-11,

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