When Luxury Learns to Disappear

A $5B investment in coral, coastline, and a new kind of luxury that disappears into the Saudi sand.

Saudi Arabia’s Crown Prince Mohammed bin Salman launched Coral Bloom, a luxury Red Sea resort in Shurayrah Island, where the brief wasn’t how to build up, it was how to build under.

Crafted by Foster + Partners and Red Sea Global, this project didn’t chase skyline views or signature silhouettes. It honored the shoreline instead.

“Our vision for Shurayrah is inspired by the island’s natural state, with the hotels designed to give the impression that they have washed up on the beaches and nestled among the dunes almost like driftwood. The materials we use are low impact and ensure that the pristine environment is protected, while the additions we make to the island serve to enhance what is already there, hence the name, Coral Bloom.” — Gerard Evenden, Head of Studio — Foster + Partners

Coral Bloom isn’t just a design, it’s a philosophy.
One that reimagines how tourism, architecture, and nature can coexist.

The entire masterplan is built around preservation first:
Minimal disruption, lightweight structures, native landscaping, and platforms that allow turtles nest beneath.

No high-rises. No paved-over dunes.
Just low-impact forms that mirror nature’s curves.

→ No concrete foundations
→ No scars on the shoreline
→ Buildings that follow the land’s contours instead of erasing them
→ Materials that disappear into the sand instead of reflecting the sun

And the story has already begun:
SLS The Red Sea, The Red Sea EDITION , and InterContinental The Red Sea Resort are the first to open under the Coral Bloom vision.

They didn’t ask, “How much can we fit?”
They asked, “How little can we disturb?”

And somehow, it’s more powerful than any skyscraper.
In an era where everyone is trying to be seen, they made invisibility aspirational.

𝗧𝗵𝗶𝘀 𝗶𝘀 𝘁𝗵𝗲 𝗻𝗲𝘄 𝘀𝘁𝗮𝘁𝘂𝘀 𝘀𝘆𝗺𝗯𝗼𝗹:
Not the highest floor, but the lightest footprint.

Over 90 endangered species protected.
Mangroves and coral being actively restored.
A regenerative tourism model designed to protect the ecosystem, while contributing over $5.3B in GDP annually.

Why this matters:
In a world chasing scale, this is a bet on significance.

“It’s important that it sets the standard in ground-breaking architecture and sustainable design, not just for our destination, but globally too.” —TRSDC CEO John Pagano

Designers, architects, creators... this is your invitation:

→ What would your work look like if you built for longevity over legacy?

Because in this new era of luxury, less isn’t less.
𝗜𝘁’𝘀 𝗹𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽.