WithFeeling → Dream of the Desert · a short proposal
You wrote it yourselves, last November. Since then: chants, melodies, pulses, an oud on the platform, a majlis built for listening. Guests will photograph all of it. Nothing they take home will sound like Dream of the Desert.
We’d rather play you this than write it. Thirty minutes, whenever suits.
The desert is never silent.
Instagram · November 2025Listen with your soul.
Instagram · October 2025The rails draw a silver line through silence.
Instagram · October 2025It is not just a performance, it is a pulse.
Instagram · February 2026True luxury lies not in spectacle, but in listening.
Your most watched post · 560,000 viewsBefore stories are shared, music fills the air.
Instagram · July 2026Your words, not ours.
What Shazam says about your reels
We held a phone up to six reels, from the launch announcement to the newest post. Every one came back as a licensed library track. Non-exclusive. Anyone can use the same music tomorrow, and nobody could hum it the day after.
Two of the six come from a compilation called World, whose cover is a Ganesh festival in Mumbai. The reel at Elephant Rock, AlUla’s most famous landmark, is scored with a track called Cairo. The reel with the oud player on the platform, captioned “music fills the air”, is filled with 1000 & One Night. The reel that opened pre-reservations at SAR 30,000 a night runs on a stock track called Eternal Shining. Good records. Not Saudi Arabia, and not yours. The reels with the chants and the Ardah are the exception, and they are the best sound you have. No melody is attached to them yet. That is where the theme starts.
Not checked yetSound present but unowned, or mutedOwned sound absent
We are not saying the music is bad. Some of it is lovely. It just isn’t yours, it changes every week, and none of it has a melody anyone could carry home. Give the memory a voice.
Headquartered in Dubai, composers across Europe. Most of our current work is in Saudi Arabia, and a good deal of it is in travel and hospitality. That’s it about us. The rest is about you.
Made with Saudi instruments and Saudi musicians. Press play. This part is meant to be heard.
Sonic identity · Ministry of Tourism Saudi Arabia
“Endless Discovery”, translated into sound. Duff, rabab, oud and ney, recorded with Saudi vocalists and choirs, cut into a sonic identity for a whole country. If we can give a nation a voice, we can give a train one.
Read it on withfeeling.com →
2 min
Original music
Original music for the National Day film, with Dentsu. Chants, oud and ney over contemporary production.
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2 min
Original music
Music for the AlUla Moments campaign, aired on beIN Sports.
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2 min
Score and sound design
The score for the City of Earth film, with Deja Vu. Live oud as the backbone.
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Sonic identity
Converge: a loopable sonic identity for JAX District, with no beginning and no end.
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Sonic identity
The sonic identity of the Biennale in Jeddah. Clio Music Bronze. International Sound Awards winner.
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1 min
Sonic identity
The sound of the inaugural Islamic Arts Biennale at the Hajj Terminal, with APCO. One theme, an hour of immersion, a family of sonic logos.
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Sonic identity and soundscape
A sonic identity for a museum that is a whole city. Madinah, recorded live, composed into a thirty-minute soundscape.
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2 min
Sonic identity and score
One theme, four hours of original music, a different instrument for every room.
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3 min
Sonic identity
An orchestral brand track and fourteen variations for an island destination.
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1 min
Sonic identity · a journey, scored
The sonic identity of the world’s largest observation wheel, with Dubai Holding Entertainment: arrival, soundscapes and a bespoke 38-minute cabin score. The closest thing we have made to a train.
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1 min
Sonic identity · travel
The sonic identity of the world’s busiest international airport, with Seven Media. Built to scale from brand films to hold lines.
Read more →
1 min
Original music · travel
Original music for the commercial that told the world Dubai was open again. Warmth and confidence, nothing heavy-handed.
Read more →A museum that is a whole city. A biennale that loops without ending. A food world scored room by room. A 38-minute journey in a cabin above Dubai. A train is all of them.
Made in Italy, inspired by Saudi soul. The music gets built the same way: Saudi instruments, Italian craft, one dialogue.
Three seconds that mean Dream of the Desert with the picture off. On the film, the reels, the reservation email. And, if you want it, on the train: boarding, dinner, arrival. A motif, not a jingle, with silence designed as carefully as the marquetry. The bit people recognise a year later.
One melody in the idiom of the chants and the Ardah you already put on the platform. Composed, not lifted, and recorded with Saudi musicians. Then a family of cut-downs for the film, social, the lounge and the welcome. Yours, on terms agreed up front. Every clip sounds like the train. No clip sounds the same.
Think of the boarding music on Emirates or Saudia, but for a place instead of a plane. Five stops, five arrivals, five departures, and each one gets its own arrangement of the theme in the instruments of that region: Najdi as you pull out of Riyadh, Hijazi as AlUla comes into view. Guests hear where they are without being told. A year later they hear the theme in an ad, and they are back at the window.
On the announcements, chimes and cabin sound: you may already have them sorted. If not, the same system covers them. Either way, the theme comes first.
Guests forget the thread count. They remember the notes as the train pulled out of Riyadh. Play them a year later and they are back at the window. One more reason to remember, and to come back.
Most people who meet Dream of the Desert will never board it. Visuals get cropped and muted. Sound arrives intact, and it is the part they can carry.
If music already plays in the cabin, making it yours is a small line next to the marquetry, the brass and the kitchen. And it reaches every guest, every day, on every journey.
Audit everything that already makes a noise, on board and off.
What the train should sound like, on one page you can hold us to.
Logo, theme and journey, recorded with Saudi musicians. Tested with guests and, if you’ll have us, on the train.
Guidelines, stems, a crew brief, onboard files if wanted. Nobody goes rogue.
From you: the brand lead in the room, the film and reel audio, a day on the train.
07 · Next step
We’ll play you what the brand sounds like today, and where a melody of its own could come from. If the first part makes you wince, that’s the useful part.
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