Pico Play Launches New Showroom & Staging Facility

Why It Matters

The immersive showroom accelerates client decision‑making and strengthens Pico Play’s competitive edge in the fast‑growing Middle East entertainment market, while reinforcing Saudi Arabia’s push for world‑class tourism infrastructure.

Key Takeaways

• New Al‑Kharj showroom opens Feb 2026 with soundstage‑style staging
• Facility features Holovis lighting rig and Unilumen LED screen technology
• Over 200 local staff now support 10 regional themed‑attraction projects
• Expansion supports Saudi Vision 2030 tourism and economic diversification
• Mirrors recent Kuala Lumpur studio upgrade, showing global growth strategy

Pulse Analysis

Pico Play has become a go‑to name for designing and building large‑scale themed attractions, from theme‑park rides to museum installations. The company’s rapid entry into the Middle East, beginning with a first contract in April 2024, coincides with a surge of government‑backed tourism projects across Saudi Arabia, the United Arab Emirates and Qatar. Investors are pouring capital into entertainment districts, cultural hubs and leisure resorts as part of broader diversification plans. In this climate, a physical showcase of capabilities can be a decisive differentiator for a design‑build firm.

The new Al‑Kharj showroom, slated to open in February 2026, functions as both a museum of Pico Play’s past work and a functional soundstage. Partnering with Holovis for a professional lighting rig and Unilumen for high‑resolution LED panels, the space lets prospective clients walk through a fully lit, audio‑synced model of an attraction before it is built. This immersive preview shortens decision cycles, reduces change‑order risk, and provides a tangible sales tool that rivals cannot easily replicate. It also serves as a training ground for the company’s expanding workforce of over 200 regional staff.

The showroom aligns directly with Saudi Vision 2030, which earmarks tourism and cultural experiences as key growth pillars. By offering a local venue where developers, ministries and private operators can experience concepts in real time, Pico Play strengthens its foothold against competitors such as Disney Imagineering and local design studios. The move also mirrors the recent upgrade of its Kuala Lumpur studio, signaling a coordinated global expansion strategy. As the Middle East continues to attract mega‑projects, the facility positions Pico Play to capture a larger share of the multi‑billion‑dollar themed‑entertainment market.