NEOM
The Line
NEOM's The Line is unlike anything being built on Earth — a 170-kilometer linear city planned for the northwest of Saudi Arabia, designed to house 9 million people in a structure 500 meters tall and just 200 meters wide. When you're visualizing something that doesn't exist yet at that scale, static renders don't cut it. Theia was brought in as part of the international team to bring The Line to life in real time.
Solution
Theia's work spanned several disciplines. The team built high-fidelity real-time visualizations of The Line's architecture and surrounding terrain — developed for use across multiple formats simultaneously. Pixel-streamed interactive experiences for stakeholder meetings. VR walkthroughs for planning and design review. Pre-rendered sequences that fed directly into broadcast-quality TV commercials.
Scope
The project touched marketing, architecture, and virtual production. At the marketing end, Theia produced materials used in official NEOM campaigns and in TV commercials broadcast globally. At the technical end, the real-time environments gave planners and architects a genuine sense of scale for a project where scale is the defining design challenge. 170 kilometers is easier to say than to understand.
Outcome
The visualizations appeared in official NEOM marketing and broadcast globally. The VR and interactive experiences were deployed across stakeholder groups. For Theia, The Line represents one of the most technically and logistically complex visualization projects in the studio's history.
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