AlUla, a region rich in 200,000 years of history, is central to Saudi Arabia’s Vision 2030, with the ambitious goal of transforming it into the world’s largest open-air museum. The Hegra Conservation Project, focused on preserving Saudi Arabia’s first UNESCO World Heritage Site, integrates traditional Italian restoration methods with modern technologies. Spearheaded by Estia and supported by Mapei’s material analysis expertise, the project ensures sustainable preservation of Hegra’s ancient tombs and monuments while adhering to global conservation standards.

Mapei has strengthened its presence in Saudi Arabia, aligning its growth with Vision 2030 by opening a manufacturing plant, acquiring Bitumat, and establishing an office in Riyadh. The company is committed to expanding local production, supporting large-scale projects, and preserving cultural heritage, while blending technological innovation with sustainable development for long-term impact.

Museums today grapple with redefining their identity amid shifting cultural, social, and technological paradigms. Once pillars of national identity and education, they now navigate demands for inclusivity, digital integration, and global dialogue. This evolution challenges traditional roles, transforming museums into dynamic spaces for shared experiences and new narratives. Fulvio Irace, professor emeritus at the Milan Polytechnic, tells us all about these changes.