Continued conversation with Aseel Al Tuwaijri
Commercial Interiors UK (CIUK), in partnership with the UK Department for Business and Trade (DBT), proudly led the UK Creative Industries Trade Mission to Saudi Arabia, held in September 2025 at the INDEX Saudi Arabia, Riyadh. Commercial Interiors UK's media partner, Design Insider, joined the mission and subsequently published an Event Report. In this series of nine articles, we explore the opportunities, challenges, and leaders in this ambitions growth market for the benefit of commercial suppliers and designers.
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Following the MDD collaboration, we continued our conversation with Aseel Al Tuwaijri to better understand Roar’s presence in the Saudi market, and the growing appetite for bold, future-focused design.
Rooted in Dubai, Growing in Saudi
“Roar is based in Dubai, but we’ve been building a presence in Saudi over the last few years,” Aseel explained. “We have a small but focused team here. My colleague Tamara and I are leading projects on the ground, and we work closely with our wider team of interior designers, drafters, and visualisers.”
Roar has already collaborated with major Saudi clients and is actively growing its footprint in the Kingdom. “We’re still in early stages on some of the projects, but there’s a lot of momentum. The scale of opportunity here is unlike anything else in the region right now.”
A Fast-Moving Landscape
Saudi Arabia’s design sector is in rapid transformation, and designers on the ground can feel it. “It’s a very exciting time to be working here,” said Aseel. “Projects move fast. Every month I hear about something new, factories relocating here, new suppliers setting up, international brands investing in the local market.”
For Aseel, that momentum brings creative energy and professional drive. “It makes me want to dedicate more of my time to Saudi projects. There’s so much happening, and it’s happening quickly.”
A Taste for the Future
When asked about stylistic trends in Saudi Arabia, Aseel was quick to point out a clear direction: “We’re seeing a lot of interest in futuristic design, clean lines, minimal forms, and flexible materials. It’s elegant, it’s functional, and it allows for future updates. Change the colour palette, and the entire space transforms.”
That adaptability appeals to both designers and clients, especially in a market that’s evolving as rapidly as Saudi Arabia. “There’s something timeless about the futuristic aesthetic. It’s simple but layered, it gives the client room to grow.”
Global Mindset, Local Relevance
Despite the regional specificity of Roar’s work, the studio thrives on global collaboration. “We work with international suppliers on nearly every project, furniture, materials, lighting. Partnering with MDD is just one example, but it reflects how open the Saudi market is to well-executed global design.”
Final Thoughts
So what would Aseel say to designers watching the Saudi market from afar? “Come and see it for yourself. There’s a level of innovation here that people don’t always expect. And once you’re here, you’ll realise how much opportunity is waiting.”
Stand design by Nikita Cheani, Associate Interior Designer at Roar. Stand collaboration between Roar and MDD Furniture
This article is included in Design Insider’s INDEX Saudi Arabria Event Report. Find the full comprehensive report here.