The Complex Narrative of Jeddah

Abstract

The research project investigates the strain in re-inventing the identity of a city that already has a strong image in the collective minds. Historically Jeddah is well known as a spiritual city, being the gateway to Makkah. And an economic center due to its important seaport. However, a new branding strategy is emerging portraying the historical center ‘Al Balad’ as a creative and cultural hub. The motivation behind undertaking this research is a personal desire to understand Jeddah as my hometown, particularly considering a new wave of governmental branding. The study closely aligns with existing fields of architecture and urbanism, especially within the realm of Urban and City Branding. By investigating the tension in re-shaping the identity of Jeddah’s historic district and the branding impact on the city’s development, the research offers valuable insights for the literature in an underexplored area of altering the branding of cities with existing strong image. Further, it will provide an understanding of how branding strategies influence urban development. This study aims to comprehend the historical identity of Jeddah and examine the recent change in the governmental narrative concerning the historic district, unveiling the intricate story of Al Balad. The emerging research questions focus on understanding how the government is shaping a new narrative for Jeddah’s historic district and what is the subsequent impact of the new brand on the city’s development. Employing a qualitative approach, the anticipated research design focuses on a case study to unveil the narratives constructed by national institutions within Jeddah’s historic district. Official documents will serve as the primary source of data collection. It includes design guidelines, UNESCO reports, and official websites. Thematic analysis will be employed to systematically analyze the governmental discourse and its implications on the development of Jeddah.