Seven Senses Boulevard is one of NEOM’s most immersive and innovative public spaces, designed to engage all seven human senses: sight, sound, smell, touch, taste, balance, and awareness. To bring this concept to life, DOO® was tasked with building a holistic brand identity that mirrors the experiential depth and futuristic spirit of the project.

The identity began with a strategy rooted in sensory design thinking—creating a flexible, layered system driven by motion, responsiveness, and perception. Visual elements were inspired by human sensory patterns and translated into flowing lines, shifting gradients, and typographic systems that allow variety while maintaining coherence.

DOO® also developed a comprehensive visual ecosystem for the boulevard, including spatial branding, interactive signage, experiential maps, promotional assets, and visual themes for events and activations—ensuring consistency across physical and digital touchpoints.

The result was a living brand that turns “Seven Senses” into more than a name—it becomes a felt experience, deeply embedded in every step, sound, and space within the boulevard.