In June 2025, Juffali Automotive stepped into a new space, one that goes beyond the showroom floor and focuses on creativity. Known as the exclusive general distributor of Mercedes-Benz in Saudi Arabia, Juffali Automotive teamed up with the Saudi Fashion Commission and the Savannah College of Art and Design (SCAD) to bring two design-focused workshops to life.
The launch took place inside the Centre of Tomorrow in Riyadh, Juffali Automotive’s main Mercedes-Benz showroom. The space is sleek, modern, and spacious, making it the perfect place to showcase this step into Saudi Arabia’s growing creative sector.
The Workshops: Built for Hands-On Learning
The initiative focused on two different kinds of workshops:
- The Sneaker Design – 360 Workshop
- The Fabric of Creation
Both were led by SCAD faculty who came in to share practical tools, creative techniques, and real industry insight. Across two workshop days, over 60 young Saudi creatives took part in 5-hour sessions filled with sketching, exploring design ideas, and learning how to bring concepts to life.
Rather than sit through lectures, participants got their hands busy, cutting, testing, tweaking, and building. It was all about learning by doing, and it clearly paid off. The workshops ended with a closing day ceremony, where every participant received a certificate and recognition for their effort.
Showcasing Creativity and Talent
More than just about fashion or footwear, the initiative is also about building a space where creativity has real values and creating platforms that give young people in Saudi Arabia a chance to express ideas and sharpen skills.
For Juffali Automotive, supporting these types of programs is a natural extension of what the company stands for. Their CEO, Chenghez Khan, shared it simply: design and creativity are part of their DNA. Whether it’s a sleek new car or a fresh take on sneakers, it all starts with imagination, detail, and people who think differently.
The Centre of Tomorrow: More Than a Showroom
The Centre of Tomorrow opened in Riyadh in 2024 and quickly made its mark. It’s not only the largest Mercedes-Benz dealership in the Kingdom, but also a space that’s open to more than just car buyers.
Juffali Automotive designed it to be a place where the community can engage. Whether it’s hosting workshops, exhibitions, or local events, the idea is simple: bring people together around new ideas and new energy.
So while you’ll still find some of the latest Mercedes-Benz models on display, you might also walk in and find a pop-up art show or a creative session in progress.
A Win for Collaboration
This design initiative wasn’t something Juffali Automotive did alone. It came to life through collaboration, where the Saudi Fashion Commission and SCAD brought years of experience in education and design, and Juffali Automotive brought the space, resources, and support to make it happen.
According to Burak Çakmak, CEO of the Saudi Fashion Commission, the workshops are part of a broader goal to empower Saudi designers and build a stronger national fashion scene. The aim is to give young creatives a launchpad, and give the rest of the world something new to watch.
Tied to Vision 2030
It’s no surprise that this all ties into Vision 2030. As Saudi Arabia moves forward with its plans to grow the creative economy and create more opportunities for its youth, projects like this one are a step in the right direction.
Juffali Automotive understands that the future of business in Saudi Arabia isn’t just about products, it’s about people. That’s why they continue to invest in ideas that support growth across industries, not just in the automotive space.
Looking Into the Future
Whether this is just the beginning or part of a bigger rollout, one thing’s clear: Juffali Automotive is serious about showing up for the local community. From showrooms to creative classrooms, they’re helping young Saudis take their ideas seriously, and giving them the tools to build something great.
Visiting Jeddah?
If you’re in Riyadh and planning a trip to Jeddah, now’s the perfect time, the Jeddah Shopping Festival starts this weekend and runs through August. You can read all about it here.
