Kick-off · 25 Nov 2026Operational readiness · 29 Feb 2028
Ducati World of Bikes
Kick-off · 1 Nov 2026Operational readiness · 31 May 2028
07 · TWO CLOCKS ONE STANDARDELASTIC CAPACITY · 54
Interconnected and independent. We grow where the timeline needs us and shrink where it doesn’t.
New specialists join on the same library and standards. Scaling up never means a new pipeline.
07 · TWO CLOCKS ONE STANDARDAPPROVALS · 55
We know your time is precious.
GATE 01
Concept
GATE 02
Animatic
GATE 03
Previz
GATE 04
Final
GATE 05
Integration
Every review is captured as a consolidated video recording on a dedicated feedback platform, so your team can give feedback asynchronously, when it suits you.
One hub in Riyadh. One owner per package. One approval route.
07 · TWO CLOCKS ONE STANDARDEVERY FRAME · 56
Every frame. Every screen. Every language.
Nothing goes to site without sign-off. You don’t want to find the VO problem on opening day.
SECTION 08THE NEXT HUNDRED YEARS
08
Section 08
The next hundred years.
Where it begins.
08 · THE NEXT HUNDRED YEARSTWO MEDIUMS · 58
Your medium: the motorcycle.
Ours: the screen.
Same obsession with craft.
90
08 · THE NEXT HUNDRED YEARSFIRST 90 DAYS · 59
The first 90 days.
01
Kick-off and governance
02
Ducati CAD intake and library pilot
One motorcycle through every output
03
Bilingual editorial framework
And widened rider research
04
Arrivals Gateway
Pre-production gate
08 · THE NEXT HUNDRED YEARSOUR GOAL · 60
The most unforgettable guest experience in the Kingdom.
Not the biggest. Not the most technically complex. The most unforgettable.
08 · THE NEXT HUNDRED YEARSTHANK YOU · 61
The next hundred years begin with someone’s first Ducati story.
Thank you.
PASSION · PRECISION · CRAFT
Image credits · Ducati imagery via Wikimedia Commons under the licences noted.
Persistent controls: language, model year, reset view, compare and finish. Open a detail, explore it, then return to the same scene.
01
Attract
Rolling studio and airflow preview
02
Select
Pick one model; add another to compare
03
Play
Orbit; hold smoke; move rider; slice flow
04
Deeper
Open a feature or matched comparison
05
Finish or resume
Exit now; idle prompt then session reset
02.1 · PANIGALE
Curiosity finds its line
Follow the detail that draws you in.
A visitor changes the rider’s posture and sees an invitation to compare upright and tucked positions. Accept it and the relationship becomes visible; ignore it and exploration continues.
Another visitor follows a wing detail into its engineering story, then compares an approved model from another year.
Matched camera, rider and display conditions make the differences legible. Colour only represents measured drag where validated data supports it.
DATA
02.1 · PANIGALEPRECISION BENEATH THE POETRY
Precision beneath the poetry
Every impression earns its authority.
Engineering basis
We use approved geometry and validated aerodynamic information where supplied; elsewhere, the airflow is clearly presented as an illustrative explanation. We prototype performance on the target hardware before committing to the simulation method. Archive gaps may require modelling from approved reference.
Content coverage
The register calls for nine models over 2012–2028, naming 1199, 1299, 899, 959, V2 and V4. We will confirm the complete roster and future-model access with Ducati, and preserve the 600-second content provision while allowing much shorter visitor routes.
02.1 · PANIGALEFROM PERFORMANCE TO PASSION
From performance to passion
The shape stays with you.
The visitor leaves understanding how shape and body position work together. The next invitation follows their interest and points to another available experience area.
Design curiosity
See how a different purpose shapes the Diavel, from the first idea to the finished motorcycle.
Mechanical curiosity
Build one of the three featured motorcycles and discover how its components support a different way of riding.
Racing curiosity
Explore an approved heritage story, then locate the related motorcycle on display.
02.2 · DIAVELDUCATI’S PUBLISHED DESIGN JOURNEY
Ducati’s published Design Journey
Six stages of creation. One unmistakable philosophy.
Our proposed response simplifies the delivery matrix’s twelve-step reference into six visitor-facing chapters, following Ducati’s published Design Journey: Concept, Sketches, Proportion Model, Clay Model, Master and Clinic Model, and Prototype. The underlying content is retained through a detailed mapping agreed with Ducati.
Each chapter invites visitors to participate, reveal an approved outcome and explore the craft behind it.
A seventh section opens the philosophy that guides every stage: Authentic, Essential, Compact, Sensual, Sporty and Recognisable. Visitors can begin with these principles or discover them through the making.
01
Concept
Choose an approved brief direction
02
Sketches
Trace a guided silhouette
03
Proportion Model
Explore stance and overall volume
04
Clay Model
Reveal a surface with a sculpting gesture
05
Master and Clinic Model
Inspect finish and compare approved views
06
Prototype
See the design in a riding context
07
Philosophy
The principles behind every Ducati
The process reveals how a Ducati takes shape. The philosophy reveals why.
Controls remain consistent: six-stage selector, language, participate or skip, detail, next stage and overview. There is no forced sequence or drawing test.
Complete a guided contour and the sketch resolves into a three-dimensional study. Explore archive imagery, process footage and concise explanation.
An interest in stance can open a rider-posture view; a fascination with surfaces can lead to a finishing detail. Every invitation is optional and uses approved material.
02.2 · DIAVELTHE FULL STORY BENEATH THE SURFACE
The full story beneath the surface
Six chapters. Room for every detail.
Six public chapters
Ducati’s published stages form the visitor-facing structure. They describe the Design Journey, separately from the brand’s six design pillars. The stage activities are interpretive: guests explore the design process rather than engineer a production motorcycle.
Twelve-step reference
The source case-study coverage is retained through an agreed mapping into these chapters. The exact mapping will be confirmed with Ducati before production. The registered 600-second content provision remains available through optional depth.
02.2 · DIAVELA PRESENCE YOU RECOGNISE
A presence you recognise
Character is a design decision.
Presence
Explore how stance and silhouette communicate the Diavel’s road-going personality.
Posture
Connect seat, bars and proportions to the way a rider sits and relates to the machine.
Lineage
Follow a related design story in History or compare the different purpose expressed by the Panigale.
FIT
02.3 · MASTER BUILDERPUT PURPOSE IN YOUR HANDS
Put purpose in your hands
Piece by piece, a personality emerges.
The proposed base challenge keeps the source 90-second timer. Language, bike choice, replay and exit are clear; an optional relaxed exploration mode is separately identified.
01
Attract
A rapid, satisfying assembly preview
02
Select
Formula 73, Multistrada or Scrambler
03
Build
Drag mixed parts; valid placement snaps home
04
Reveal
Show completion and what the parts do
05
Continue
Inspect, replay, choose another bike or finish
PART
02.3 · MASTER BUILDERTHE MEANING IN THE MAKING
The meaning in the making
Every part changes the story.
Where does it go? What does it do? Why does it matter on this bike? A correct placement answers through animation; optional captions add depth. An incorrect placement gives a gentle visual cue and another attempt.
At 90 seconds, show progress and offer completion in exploration mode. This proposed continuation keeps the challenge welcoming; final scoring and timing require approval.
A seating or suspension detail can invite comparison with another build. Head-to-head play remains an optional enhancement, subject to space and input testing.
SNAP
02.3 · MASTER BUILDERCRAFT YOU CAN FEEL
Craft you can feel
The pleasure of a perfect fit.
Build logic
Approved component sets, generous snap zones and dependency rules keep assembly coherent. Randomisation never demands an impossible order. We test completion rates with varied visitors before setting difficulty. Master Builder (DW-29) is designed as a distinct experience from the provisional Precision Play game (DW-98).
Visual feedback
A part settles into place with weight, alignment and a short functional reveal. The baseline communicates success without sound. It uses the shared MassiveMusic attraction bed; synchronised effects can be added with separate scope and AV approval.
02.3 · MASTER BUILDERTHREE WAYS TO BELONG
Three ways to belong
Find the ride that speaks to you.
Heritage
Formula 73
A contemporary encounter with retro character. Connect the chosen model to its approved historical inspiration.
Adventure
Multistrada
Show how posture and components support varied roads and the desire to travel further.
Expression
Scrambler
An accessible creative invitation for younger visitors and anyone drawn to individuality. Open to every age.
ERA
02.4 · HISTORYFROM ARCHIVE TO ENCOUNTER
From archive to encounter
Follow the story to the motorcycle.
Selectors: featured bike or year, language, story theme and related exhibit. Pause, replay, overview and finish remain available.
01
Attract
A visual passage through the featured eras
02
Select
One of seven approved bikes or its year
03
Explore
Open the one-minute story; choose a theme
04
Go further
Archive detail or optional phone handover
05
Find it
Locate the matching exhibit; release session
TIME
02.4 · HISTORYA PAST THAT OPENS OUT
A past that opens out
One detail can open a whole era.
Each story holds its design date, designer, approved racing facts and the riders who made it. Optional depth adds factory context, owner culture and provenance.
A detail opens a related innovation; a rider leads to another era. Every connection comes from approved archive material.
ARCHIVE
02.4 · HISTORYRESPECT FOR THE ORIGINAL
Respect for the original
Let the archive speak with its own voice.
Content foundation
We catalogue archive rights, captions, model identity and exhibit location, and build unavailable heritage models from approved reference where required. The seven-bike list is confirmed against the exhibition plan before stories are finalised.
Editorial approach
Period material retains its character. Short bilingual facts and purposeful motion graphics make the story accessible. A visitor can complete every core story at the table; mobile continuation is optional.
02.4 · HISTORYTHE NEXT CHAPTER IS PERSONAL
The next chapter is personal
What will this story start?
Engineering
Follow an innovation into Panigale and discover how a contemporary design addresses performance.
Design
Explore how Ducati’s visual character develops, then take part in the Diavel Design Journey.
Culture
Connect past riding lives with the visitor’s own curiosity. Invite another build, another story or a walk to the exhibit.
03 · THE PERSONAL JOURNEYONE LIVING DUCATI
One living Ducati
Built to follow curiosity.
The proposed agentic layer adds adaptive guidance to the crafted real-time experiences.
Panigale
Air · rider · performance
Diavel
Philosophy · form · process
Master Builder
Component · purpose · ride
History
Machine · people · culture
CMS + approved asset libraryBike → component → geometry / material / model year / storyAsset ID · version · Ducati approval · output dependencies
Agentic guidanceApproved content · visitor choices · optional next steps
GUIDE
03 · AGENTIC STORYTELLINGA PERSONAL LINE THROUGH DUCATI
A personal line through Ducati
Those moments were designed into the system.
The posture comparison. The invitation to explore a surface. The next story that feels relevant. Those moments of guidance can share one agentic layer, built around the same approved assets and content.
It selects the next invitation inside the real-time experience using the visitor’s choices. Craft determines what can be shown and how it feels. The visitor can accept, ignore or choose another route.
The base experiences remain complete in their own right. This architecture lets us add adaptive guidance without rebuilding every story, with no required voice or conversational text. Continuity between experiences uses an optional, explicit handover.
03 · THE RELATIONSHIPBEYOND THE SCREEN
Beyond the screen
Let the story travel with them.
An optional QR handover carries the chosen story to the visitor’s phone and releases the table. At the exhibit, the same story can continue beside the machine; the visitor can also begin directly from its code.
No phone is needed for the complete core experience. A mobile 3D view and a continuing story route are proposed extensions, built from the same approved content foundation.
A separate public web service supports access beyond the venue. An optional, clearly explained handover connects journeys across devices; it does not silently identify a visitor.
04 · THE INTELLIGENCEONE LIVING DUCATI
One living Ducati
Every chosen path teaches us something.
We record invitations, responses and routes, and turn patterns into questions Ducati can act on.
Panigale
Air · rider · performance
Diavel
Philosophy · form · process
Master Builder
Component · purpose · ride
History
Machine · people · culture
CMS + approved asset libraryBike → component → geometry / material / model year / storyAsset ID · version · Ducati approval · output dependencies
Agentic guidanceApproved content · visitor choices · optional next steps
Interaction analytics can already record choices, opened details and completion. The agentic layer adds context: what invitation was offered, whether it was accepted or ignored, and where it led.
With agreed measurement, link these events within a session to the model, component and story. A route shows how curiosity develops across the experience.
What Ducati can learn
Which details sustain interest? Which invitations help someone discover a different motorcycle? Where do visitors continue, change direction or stop?
Patterns compared across enough journeys can inform content, campaigns and DWOB decisions. An ignored prompt may reflect timing or presentation as well as interest; visitor feedback helps interpret the pattern.
Our proposed measurement layer separates operational session state from retained analytics. It minimises data, sets clear access and retention rules, and asks explicit permission for identifiable profiles or cross-device continuity. Exploration is an interest signal, not proof of purchase intent.
ROUTE
04 · THE INTELLIGENCEAN ILLUSTRATIVE JOURNEY
An illustrative journey
From performance to a possible adventure.
An example of how a sequence of choices can reveal a useful marketing question. Cross-experience continuation is optional.
01
Explore
A visitor starts with Panigale aerodynamics.
02
Notice
They return to the rider’s posture and open a comparison.
03
Follow
They accept an invitation to explore posture on another bike.
04
Connect
They continue into a Multistrada adventure story.
Question for Ducati: could rider-posture stories connect performance interest with adventure?
We would test the pattern across journeys and optional feedback. It is an interest signal, not proof of purchase intent.
LEARN
04 · AUDIENCE INTELLIGENCEFROM LEARNING TO ACTION
From learning to action
The brand tells a story. The audience helps it grow.
We learn how curiosity becomes a connection with Ducati, and use that understanding to shape what comes next. Human interpretation and Ducati approval turn observations into changes.
01
Observe
Models, details and story routes that attract attention
02
Understand
Compare engagement, completion and optional feedback
03
Decide
Prioritise stories, campaigns, exhibits and operating improvements
04
Refresh
Approve, publish and measure the next version
05 · THE REVEALA ROOM THAT WORKS FOR ITS GUESTS
Within the table brief
Three tables. Room to adapt.
Our shared CMS and real-time approach allows the same content to support four, two or one visitor per table. The interface and composition adapt to the chosen configuration.
We can agree the preferred arrangement together and revisit it later as the experience evolves.
Final configuration and any later changes will be validated against touch routing, hardware performance and visitor access.
Creative Arabia
Iron Bishop, CC BY-SA 3.0
Cjp24, CC BY-SA 4.0
IMAGE · Exploded Panigale V4 · leader lines
PlayMaker StudiosQiddiya City
Arrivals Gateway film
Dome
Ride
Table
Phone
