3,727 Tickets sold
292 Total days of operation, Now running for a
3rd Consecutive season
The Keepers is an immersive narrative installation created for the House of the Incense Road experience in AlUla and launched to the public in November 2024. Conceived as a contemporary gateway into the ancient history of the region, the project blends cutting-edge interactive media with a bold storytelling framework we call Superhistory, where real historical figures and periods are woven into a cohesive, fictionalized narrative designed for modern audiences.
Installed on site in AlUla’s Old Town, The Keepers invites visitors into a darkened chamber where an ancient artefact activates a large-scale, lifelike projected presence. Through a combination of digital projection, sound design, and an ancient optical illusion, the experience creates the uncanny sensation that the characters are watching, following, and addressing each visitor individually. Historical figures spanning centuries, from the Incense Road era to ancient Egypt, Babylon, and the Hellenistic world, speak directly to the audience, framing AlUla as a living crossroads of civilizations rather than a static archaeological site.
Across its first two tourism seasons, The Keepers welcomed 3,727 visitors, operated for 292 days, and became an integral entry point to the broader Incense Road journey. The experience was designed for both standalone discovery and as a narrative bridge into the larger site, deepening emotional engagement while remaining accessible to audiences without prior historical knowledge. Due to its success, the installation is scheduled to return later this year for Season 3.
For IAM Studio, The Keepers represents a meaningful application of our creative and technical capabilities. It demonstrates how immersive storytelling, when grounded in rigorous historical research and delivered through innovative technology, can transform cultural heritage into an emotionally resonant, memorable experience. More than an installation, The Keepers establishes a scalable narrative universe spanning physical space, video, and graphic storytelling, and marks a significant milestone in our ongoing work at the intersection of history, technology, and imagination.
