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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At the heart of the UK Pavilion at Index Saudi Arabia 2025, the Department for Business and Trade (DBT) is leading the charge in connecting UK design suppliers to one of the most ambitious markets in the world. From giga-projects to cultural initiatives, Saudi Arabia is investing at an unprecedented scale, and it wants British design at the table.
We spoke with Graham Ellis, Middle East Business Specialist at DBT, and Safwan Syed, Trade Adviser for the Creative Cluster at the British Consulate in Jeddah, about what’s driving the demand, how UK companies can get involved, and why now is the moment to act.
A Market of Unmatched Scale
“There’s over a trillion dollars worth of construction underway,” said Graham Ellis. “When we’re talking about projects in Saudi, we’re not just talking about cities, we’re talking about territories, about entire regions being developed. It’s going to continue for the next 30, 40, even 50 years. It’s absolutely amazing what’s happening here, and it’s setting new standards globally.”
The transformation is driven by Vision 2030, Saudi Arabia’s national development strategy, which is reshaping the Kingdom’s economy and identity. And this wave of development isn’t limited to infrastructure, it’s rapidly expanding into design, interiors, culture, heritage, tourism, and more.
“Saudi Arabia is a very big market with loads of opportunities,” added Safwan Syed. “There’s giga projects, mega projects, and activity across the public and private sector. It covers everything, architecture, fit-outs, FF&E, furniture, entertainment, events, sport, tourism, culture, arts, heritage, film, and media. It’s an incredible breadth of demand.”
Why British Design?
“There’s a strong interest in UK design and products,” Graham explained. “The Saudis already value what the UK brings, quality, creativity, attention to detail. They know they’re going to get something authentic and reliable.”
The reputation of British design is reinforced by the UK government’s Great Futures campaign, an initiative that is not just about trade, but about long-term collaboration between the UK and Saudi Arabia.
“Great Futures is very much about building a relationship between the two countries,” Graham said. “It reflects the societal changes happening in Saudi, how they’re bringing in tourists, culture, education, and shows how the UK can be a trusted partner in all of this.”
Why Now?
The urgency comes down to timing. According to Safwan, many projects have now moved past initial infrastructure phases and into supply chain mobilisation, the moment when UK suppliers become most relevant.
“They’ve already finished the construction phase,” he said. “Now comes the part where design, interiors, fit-out, and experience really matter. That’s where UK creative industries come into play.”
For UK businesses, particularly SMEs, this is a pivotal moment.
“If you’re a UK company looking to grow, this is where you need to be,” Graham said. “Markets in the UK and Europe can be tough. But Saudi is expanding fast. If you want to grow your business, you need to think internationally, and Saudi is a perfect place to do it.”
First Steps for New Exporters
Not sure where to start? The answer is simple, reach out.
“The best first step is to talk to people like us who are based in market,” said Safwan. “We’ll help you understand the landscape, the licensing, registration, and everything else needed to penetrate the market. We support UK companies from the start right through the journey, until they gain clients and expand.”
Graham added that seeing the market first-hand is essential.
“There are a lot of preconceptions about the region,” he said. “But when you come here and meet the Saudis, you understand what they’re looking for and what matters to them. That’s how you succeed. You have to come out and see it for yourself.”
He recommends taking part in trade missions, exhibitions like Index Saudi Arabia, or even subscribing to his weekly Middle East market update.
“You won’t learn everything from behind a desk. Get on a plane, meet people, see the projects. It changes everything.”
Why the DBT, CIUK Partnership Works
At Index, DBT partnered with Commercial Interiors UK (CIUK) to create a dedicated UK Pavilion. The collaboration brings together governmental reach and industry-specific expertise.
“DBT can build relationships at a government and institutional level,” said Graham. “But we rely on partners like CIUK to connect with the market directly. They know their members. They know the product. That partnership makes the whole system stronger.”
Safwan agreed, “The UK Pavilion sends a powerful message, that British design is present, serious, and invested. It shows Saudi stakeholders that we’re not just interested, we’re here.”
Final Thoughts
“UK suppliers need to realise that the Saudi market isn’t a short-term trend,” Safwan said. “It’s a multi-decade investment in design and culture. The earlier you enter, the better positioned you’ll be to grow with it.”
“There’s plenty of support,” Graham added. “But it starts with being open to what’s out there. Great Futures isn’t just a slogan, it’s a real opportunity. And it’s happening now.”
This article is included in Design Insider’s INDEX Saudi Arabria Event Report. Find the full comprehensive report here.