AlSirah Experience grabs Medina's cultural headlines

Now six months live, the AlSirah Experience has been dominating the cultural headlines in Medina, described by visitors as “spectacular”, “an incredible place” and “truly remarkable”. Medina’s latest religious eye-catcher was brought to life by Engage Works.

Located next to the Al Masjid an-Nabawi mosque (Saudi Arabia’s second-largest mosque and the second-holiest site in Islam), the AlSirah Experience immerses visitors in the life of the Prophet Mohammed and early Islam, using creative elements and advanced technology to offer a multi-sensory narrative of the Arabian journey.

The experience warps visitors back to seventh-century Arabia, where they are immersed into historical journeys that shed light on Prophet Mohammed’s steps, and the further forming of Islam.

“In the 7th century, the Quba area witnessed the arrival of Prophet Mohammed from his migration (Hijra). Immerse yourself in the sights, sounds, and emotions of this transformative period. Feel the joy of the Ansar’s embrace, the anticipation of building the first mosque, Quba, and the deep significance of this moment for the future of Islam,” according to the website of the AlSirah Experience.

Conceived and funded by Qsas (a PIF company) the experience was delivered by Engage Works, a UK-headquartered consultancy with two offices in the region. “Our aim was to develop an interactive and educational experience that inspires and brings together people from all backgrounds,” said Alex McCuaig, Strategy Director at Engage Works.

With that in mind, the AlSirah Experience has been designed to cater to a diverse audience, from international tourists to Saudi locals and Hajj pilgrims.

“The AlSirah Experience is a unique blend of advanced technology and classic storytelling, offering visitors an unprecedented journey through time. We meticulously crafted this immersive experience, weaving narrative, creative elements, and cutting-edge technology together,” said McCuaig.

Since its soft launch in March, the AlSirah Experience has enjoyed success, with visitors posting overwhelmingly positive reviews on socials networks such as Facebook, Instagram and TikTok. Many reviews also highlight how the experience helps deepen understanding of Islamic history and culture, in the process building more unity among diverse communities.