Few voices have the same clarity and purpose as Cécilia Pitré’s in a world where innovation and culture collide. She is subtly changing how Saudi Arabia’s cultural identity is perceived and communicated internationally at the nexus of legacy, innovation, and strategic vision. Currently she is working with KINGDOM HUB’s creative vision and is based in Riyadh, is more than just a consultant; she is a storyteller, a cultural bridge-builder, and a leader who is devoted to creating storylines that are both locally relevant and universally relatable.
Her work is a clear demonstration of a steadfast commitment to Saudi Arabia’s Vision 2030, especially in terms of enhancing the nation’s creative industries via meaningful involvement and immersive design. She brings together a wide range of colleagues, including artists, chefs, architects, and digital visionaries, to create experiences that have social effect and emotional depth, ranging from sustainable hospitality and visual storytelling to fashion and culinary arts.
The genuineness and inclusivity of Cécilia’s leadership style are noteworthy. With over ten years of experience negotiating male-dominated marketplaces throughout the GCC, she advocates for female empowerment by providing concrete opportunities for representation, mentorship, and cooperation in addition to advocating on their behalf. She is renowned for pushing limits while respecting tradition, and for integrating sustainability and cultural awareness into every project.
Her impact keeps expanding as she is creating a creative environment based on principles, goals, and vision, whether via pop-up activations, digital installations, or curatorial initiatives. For Cécilia, creativity is a transformative force rather than only a craft.
Cécilia s Mission and Vision
Saudi Arabia based, specializing in cultural and creative projects, Art & Hospitality, Cécilia serves as a bridge between Saudi culture and global innovation. As a consultant and executive producer at Toada now, she collaborates closely with institutions, developers, ministries, ambassies, government, and private stakeholders to bring concepts to life, from initial ideation to execution.
Cécilia ‘s mission is deeply aligned with Vision 2030, aiming to amplify Saudi Arabia’s creative industries through storytelling and immersive design. Whether in fashion, culinary arts, hospitality, or visual storytelling, She is committed to bridging heritage with modernity. Cécilia, though BCBG Studio empowers local talent, promotes Saudi identity, and curates experiences that are culturally resonant and internationally significant.
The vision extends beyond immediate projects. Cécilia seeks to become a trusted creative partner for brands and cultural institutions alike. She upholds values such as emotional connection, community-building, and sustainability, ensuring every activation leaves a meaningful impact. In doing so, it reflects Cécilia’s broader purpose: creativity not just as expression, but as a transformational force.
Methodologies Driving Growth Opportunities
Cécilia’s strategic approach blends storytelling, cross-disciplinary collaboration, and localization to unlock new growth. “For me, every project must resonate emotionally, reflect local identity, and remain globally relevant.” she says. She regularly brings together artists, chefs, designers, and hospitality experts to co-create unique experiences. This collaborative synergy generates concepts that are immersive and powerful.
Her deep understanding of the GCC region helps her localize international trends while maintaining high production standards. She also uses pop-up events and pilot activations to test ideas, create PR momentum, and gather valuable feedback before scaling. Digital platforms serve as both a stage and laboratory, allowing her to interact with audiences in real time.
Sustainability is a cornerstone of her method. Through eco-art workshops and collaborations with local artisans, she embeds sustainability into project DNA. These strategies not only ensure impact but also future-proof initiatives, aligning creativity with long-term value.
Gender Diversity and Leadership Representation
As a female leader operating in the GCC for over a decade, Cécilia embodies inclusive leadership. Her mission to empower women across the creative, cultural, and hospitality sectors manifests in tangible actions, not just ideology.
She curates exhibitions and programs that intentionally include female voices from artists and chefs to designers and public speakers. Through mentorship and knowledge-sharing, she ensures younger women gain first-hand experience and leadership exposure. Her leadership model is collaborative, inviting women to co-lead projects and shape narratives.
She uses social media platforms amplify to stories of women, showcasing their work and inspiring others to lead with confidence. Her projects align with Vision 2030’s emphasis on female empowerment, ensuring gender diversity is both a core value and strategic objective.
Work Culture Rooted in Core Values
Cécilia instills a culture that revolves around authenticity, inclusivity, creativity, and respect. She is encouraging teams to bring their true selves to the table, fostering an environment where original ideas thrive. Her inclusive approach ensures diverse voices are not just heard but celebrated.
She promotes curiosity and experimentation, viewing challenges as catalysts for innovative thinking. “Respect and open dialogue are non-negotiable, ensuring every team member feels valued. My projects are always purpose-driven, aiming to create cultural, artistic, and community-based impact.” she explains.
This value-based leadership model has helped her build resilient, high-performing teams capable of delivering across industries and borders. It reflects a belief that meaningful outcomes emerge when people are empowered and aligned with a shared purpose.
Anticipating the Next Sector Evolution
Cécilia predicts the next big wave in her field will be the integration of immersive technologies and sustainable storytelling. “Guests and audiences are shifting from passive consumption to active participation. This evolution demands new tools and mindsets.” she says.
She is actively exploring augmented reality, digital art, and immersive installations in her projects. Sustainability is treated as a baseline requirement rather than a trend, integrated into every step from material choice to narrative structure.
Her preparation includes capacity-building and mentorship to equip emerging creatives with the tools to thrive in this new landscape. She is also relying on cultural research and community feedback to guide innovation. For her, the future is about blending authenticity with interactivity and purpose.
Overcoming Challenges with Resilience and Vision
Establishing credibility in foreign markets like Thailand, Oman, and Saudi Arabia posed significant challenges. Cécilia had to navigate unfamiliar cultural codes and male-dominated industries while maintaining her authenticity. Her solution? Patience, multilingual communication, and deep respect for local traditions.
Another challenge was advocating for the business value of creativity. Often seen as secondary in corporate settings, she had to prove that art and storytelling could drive engagement, loyalty, and differentiation. Her consistent delivery of high-quality, emotionally impactful projects built the credibility needed to shift mindsets.
These experiences reinforced her belief in resilience, empathy, and authenticity. They also taught her that the most meaningful progress is made when you honor your values while adapting to your surroundings.
Habits Behind Professional Growth
Several key practices have been pivotal in Cécilia’s growth. She approaches every project as a story, ensuring emotional resonance and clear communication. Daily reflection helps her refine her approach, while authentic networking has led to lasting collaborations and trust-based opportunities.
Her commitment to multicultural immersion means she listens, observes, and participates in local customs and perspectives. This cultural sensitivity has opened doors and fostered genuine partnerships. Lastly, her consistent social media engagement has elevated visibility and strengthened her brand across creative sectors.
These habits reflect a professional ethos grounded in storytelling, curiosity, and relationship-building combination that has helped her thrive across industries and regions.
Mentorship as Mutual Empowerment
“Mentorship has shaped every phase of my career. Early guidance from industry leaders gave her structure and confidence, while later collaborations with visionaries in Saudi Arabia deepened her approach to creativity and strategy.” she says.
She views mentorship as a two-way street, gaining as much insight from mentoring others as from being mentored. Her commitment to guiding young professionals especially women in the GCC is ensuring that knowledge-sharing remains an active, evolving part of her journey.
By mentoring, she is not just paying forward the generosity she once received but also building a more inclusive, resilient creative ecosystem.
Personal Practices That Sustain Balance
In high-pressure industries, Cécilia maintains balance through intentionality. She prioritizes tasks based on impact, delegates when necessary, and sets clear boundaries. Her daily routines, whether at moments of morning stillness or artistic expression, act as anchors.
One of her personal rituals includes solo drives to a friend’s farm in Qassim, a 500 km journey of silence and solitude that allows her to recharge. For her, balance is less about perfection and more about alignment with purpose.
By nurturing both the visionary and human aspects of her life, she ensures long-term sustainability in both personal and professional realms.
Looking Ahead: Goals and Aspirations
Looking forward, Cécilia aims to expand her influence as an artist and storyteller, exploring new mediums and collaborations. Her upcoming project, Tahal with Me podcast, is set to become a platform for sharing insights on creativity, sustainability, and culture across the region.
Professionally, she is focused on integrating sustainability and art into hospitality and branding in innovative ways. Her aspiration to contribute to Vision 2030 remains strong. She wants to look back and say with pride, “I was there.”
Ultimately, her legacy will not only be about beautiful experiences but also about fostering understanding, empowerment, and cultural evolution through creative expression.
Read Also: Can Erikan: Redefining Luxury Through Soulful Hospitality
