Riyadh Air, one of the most anticipated airline launches of this year, has unveiled the “Sound of a New Era” Sonic Brand.
Sound of a New Era
Riyadh Air has unveiled one of its first key guest experience touchpoints. Its sonic brand, Sound of a New Era, has been “is the creation of a talented mix of Saudi and international artists, designed to tell stories across horizons” and has been composed and orchestrated at the world-famous Abbey Road Studios.
Reflecting Riyadh Air’s mission, the sonic branding creates a journey deeply rooted in cultural identity “while setting a benchmark for global premium travel”. The airline says that the sound “is a central pillar of Riyadh Air’s brand universe, creating a sensory journey that inspires awe and connection”. The Riyadh Air sonic identity will be subtly integrated into various touchpoints throughout the passenger journey, from boarding music and cabin announcements to in-flight entertainment and “soothing meal service melodies”.
Here’s the sonic branding:
At Riyadh Air, we believe that a journey is more than just reaching a destination; it’s about the experience itself.
‘Sound of a New Era’ isn’t just a sonic brand; it’s the symphony of our brand promise. It’s the sound of Saudi hospitality taking flight, heralding a new era of premium travel, infused with our rich cultural heritage and forward-thinking vision.
Osamah Alnuaiser, Senior Vice President – Marketing and Corporate Communications, Riyadh Air said.
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The process
Riyadh Air says that the sonic branding process “was a meticulous journey, blending artistry and innovation”. The recording at Abbey Road Studios featured a live orchestra in collaboration with the Saudi National Orchestra and the Music Commission. Thirteen musicians from the Saudi National Orchestra played traditional Arabic instruments such as the oud, qanun, and ney, symbolizing the harmonious balance between tradition and modernity. The collaboration also included the Saudi Orchestra’s first female violinist.
A defining feature of Riyadh Air’s sonic identity is the blend of digital soundscapes with traditional instruments, brought to life through live recording. This fusion reflects Riyadh Air’s dual nature: a brand deeply rooted in Saudi culture yet forward-looking and technologically advanced. Digital textures symbolize innovation and progress, adding depth and complexity to the compositions. When paired with the organic warmth of live traditional instruments and orchestral arrangements, the result is a rich, layered sound that bridges the past and future.
Nearing launch
Riyadh Air was originally scheduled to start operations in summer 2025. However, due to various reasons, the launch has been postponed to late-2025. The airline says that it is on track to begin operations later this year. It adds that other guest experience touch points like inflight products, seats and airport products will be unveiled in the near future.
Featured image by Riyadh Air
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