Riyadh: king of gigaprojects can Riyadh's dramatic place rebranding realize path-breaking and profound urban transformations?

As part of the Saudi Vision 2030, Riyadh is rapidly reshaping into a global city through the development of new massive infrastructure, hosting of mega-events, and construction of iconic buildings. This study aims to discover how cities can realize pathbreaking urban transformations through place rebranding by examining the case of Riyadh. The study also identifies the processes and outcomes of such transformations by comparing Riyadh's initiatives with global cases (Barcelona, Dubai, Sydney, Seoul, Tokyo, Amsterdam). The methodology involves collecting qualitative data from global city transformations and Riyadh's key actors. This research has unveiled that Riyadh is undergoing the most dramatic urban change worldwide, and it is planning to host events like Expo 2030 and construct architectural marvels like ‘Mukaab’ which may be as massive as twenty Empire State. Unlike other cities that have gradually evolved their brands, Riyadh's transformation is unfolding at an accelerated pace, relying on large-scale government-led interventions. The study highlights the potential of such drastic rebranding in building collective purpose and obtaining worldwide recognition; however, “speed kills,” fast urbanism, and the dramatic rebranding process has its drawbacks, including the loss of authenticity, cultural heritage, social justice, and sustainable development. This study underscores the need for long-term governance strategies to ensure that rapid urban transformation leads to lasting and inclusive development. Thus, the research identifies the importance of reconciling global ambitions with local identity and inclusive development to achieve sustainable urban change.