Taiba and the charm of welcome

Brand Lounge and production house electriclime° have teamed up for a heartwarming film for Taiba.

Produced by electriclime° Dubai, from award-winning director Dania Bdeir, The Charm Of Welcome film serves as a cinematic expression of the real estate’s transformation: a visual manifesto for the new era.

Taiba is a powerhouse in Saudi Arabia’s real estate and hospitality sectors, and the purpose of the campaign is one that shifts the company from building properties to transforming human experiences.

Every hotel, residence, and destination becomes more than a physical space; it becomes an invitation to belong, to connect, and to feel the generosity of Saudi culture.

Driven by the belief that hospitality is a way of life, not just a service, Taiba transforms spaces so that people can indulge in the soul of Saudi welcome, always defined by purpose, cultural pride, and its enduring signature: The Charm of Welcome.

The Lebanese writer and director Bdeir is celebrated for her poignant storytelling and visually compelling narratives, which she brings to this project.