AM+CO spent two years working as consultants for Heatherwick Studio on the development of the Curatorial & Programming strategy for the new Jeddah Museum under Jeddah Central Development Company. Set in Jeddah’s former desalination plant, Jeddah Museum will be the new centrepiece of Jeddah Central’s Cultural and Creative District; a best-in-class institution that celebrates the past, champions the present, and shapes the future of making in Saudi Arabia, while honoring the industrial heritage of the Kingdom. The strategy was designed in three primary stages, from extensive research and benchmarking, interviews, and discussions with over 100 creatives to form insights and design a programme that wove their stories and visions into the foundations of the future museum. Stage 2 included the development of relevant programmatic frameworks that were designed bespoke and relevant to the museum as well the development of a directory of creatives across Saudi Arabia. The final stage included the full design of the proposed programmes, exhibitions, and public programming events.