LSN : News : Diriyah gets its own Pantone colour as part of cultural revival

Kia Europe turns road trips into sound journeys for visually impaired people

Kia Soundscapes, Anne's Journey, South Korea

South Korea – Automobile manufacturer, Kia Europe and creative agency Innocean Berlin have launched Soundscapes, a creative experiment that transforms the traditional road trip into a musical journey for passengers with vision loss. Using the Kia EV9’s ADAS system, the car’s AI interprets the landscape’s topography and translates it into sound so that visually impaired passengers can experience their surroundings through music.

‘At Kia, we believe movement inspires ideas,’ says David Hilbert, marketing director of Kia Europe. ‘With Kia Soundscapes, we are exploring how technology can tear down barriers and help us create a more inclusive and accessible world.’

The system was developed in collaboration with creative coder Harald Schaack from Grotesk.Group and music producer Wonder Bettin from DaHouse, who assigned specific sounds to objects in the landscape based on their texture and size.

‘Music awakens the imagination in ways other senses cannot,’ says Bettin.

Kia showcased the innovation through documentary-style films featuring two passengers with vision loss experiencing the emotional power of Soundscapes for the first time, reinforcing its philosophy of ‘movement that inspires’.

Explore our Pimp My Ride report to learn more about how gaming, entertainment and smart technology are transforming how passengers engage while on the road.

Strategic opportunity

Consider how to use AI to translate real-world data into sound, touch or scent, while prioritising accessibility and emotion to engage everyone – including people with disabilities

Diriyah gets its own Pantone colour as part of cultural revival

Saudi Arabia – The historic Saudi city of Diriyah now has a shade to call its own: Diriyah Tan. Developed in partnership with the Pantone Colour Institute, the sandy hue reflects the sunbaked clay walls of At-Turaif and unifies the visual identity of the Unesco World Heritage Site.

Unveiled on 9 April 2025, the colour forms part of Diriyah’s broader cultural revival, which includes landmark developments including Bujairi Terrace and Bab Samhan Hotel. ‘Diriyah Tan is a timeless tribute to At-Turaif… It instantly connects people to Saudi Arabia’s cultural soul,’ said Jerry Inzerillo, CEO of Diriyah Company, in a press release.

Laurie Pressman, vice president of the Pantone Colour Institute, added: ‘Its earthy warmth mirrors the textures of At-Turaif’s structures, reinforcing Diriyah’s role as a beacon of learning and youth empowerment.’

More than a branding exercise, the colour aims to blend heritage and innovation while capturing the essence of a new destination. Across the Middle East, Pantone previously released exclusive shades representing the city of Algiers (Algeria), Cairo (Egypt), Tunis (Tunisia), Dubai (UAE) and Muscat (Oman).

For more insights on what's new and next in Saudi Arabia as a tourism hub, read our interview with Red Sea Global in our Luxury Travel’s New Arabian Era report.

Diriyah Company in collaboration with Pantone, Saudi Arabia

Strategic opportunity

Colour is cultural shorthand: visceral, immediate and universally understood. For actors in the tourism industry, it’s time to ask how colour can tell the story of your destination’s soul, aesthetics and heritage in a single, striking hue

Stat: Consumers sacrifice dining and takeout amid inflation

Consumers' spending habits, US/UK

UK/US – Amid growing economic uncertainty and inflation concerns, consumers in the US and UK are scaling back on discretionary spending, with 63% cutting back on dining and takeout, according to a new survey by digital analytics platform Quantum Metric.

More than half (55%) of the 1,600 respondents are cutting back on discretionary spending, with additional cuts in home goods (47%), apparel (44%), alcohol (44%) and beauty services (38%). Grocery is one of the few areas holding steady, with only 18% planning to cut back, although 53% say they will choose generic brands if prices rise.

Travel is also feeling the squeeze. Many respondents plan to stay local or use loyalty programmes and price-based searches to keep costs down.

‘The question is not just if people are spending, but how. Brands must adapt with better communication, value-led promotions and seamless digital experiences to retain loyalty,’ says Quantum Metric.

For more insights on how the cost of living crisis is affecting consumer behaviour, explore our Homely Hospitality and New Codes of Value reports.

Strategic opportunity

With over half of consumers focusing on essentials, consider revisiting your brand communication to clearly convey value – not just in terms of price, but also durability, multifunctionality or health benefits. Think of value as a smart choice, rather than cheap as low quality