Riyadh is evolving into a luxurious hub driven by Vision 2030’s economic and social reforms. The city’s luxury market is projected to reach $23.3 billion by 2033, attracting affluent young Saudis and women. Leading this trend is VIA Riyadh, a blend of culture and upscale retail. Luxury brands are adapting to cater to the mobile-driven, experience-seeking consumer base, with rapid growth in categories like luxury cars and beauty. Vision 2030’s diversification initiative has spurred investments in giga-projects like Qiddiya and cultural venues, reinforcing Riyadh’s appeal to global luxury brands. VIA Riyadh, showcasing international boutiques and high-end entertainment, epitomizes Riyadh’s fusion of tradition and modern luxury, catering to the digital-savvy Gen Z consumer segment.