From Riyadh to Westminster Palace: HRH Princess Noura bint Saud bin Naif AlSaud's Path to Cultural Sustainability
- PARLIAMENT NEWS
- 13 hours ago
- 4 min read
Updated: 4 minutes ago
On 7th May, the doors of the Palace of Westminster opened to the Creative Women Platform for the inaugural day of its landmark Gateway to a Sustainable Future Forum, the atmosphere was charged with anticipation. Not only for the forum’s visionary themes—sustainability, innovation, unity—but for the arrival of a distinguished guest whose presence exemplified these values: HRH Princess Noura bint Saud bin Naif AlSaud.
A pioneering strategist in Saudi Arabia’s creative economy and the Founder of AlMashtal Creative Space and Rukun Creative Exchange, Princess Noura is a transformative force. As Patron of the Creative Women Forum – Saudi Arabia edition, her work has consistently blended structure with soul, designing systems that elevate the cultural and creative industries in alignment with Saudi Arabia’s Vision 2030. Her visit to London was not only official—it was profoundly meaningful, personal, and catalytic.
The forum commenced with a formal welcome by MP Rupa Huq, who honoured the occasion by recognising the UK Parliament as a platform where women increasingly shape global discourse. This was followed by HRH Princess Noura’s keynote at the historic House of Parliament, where she delivered a powerful address on sustainability, youth, and women’s unity—echoing her belief that when creativity is supported by systems, it becomes a driver of both economic resilience and cultural transformation.
In a symbolically rich gesture of cultural diplomacy, Princess Noura was given a private viewing of the Houses of Parliament. During this, she held thoughtful discussions with senior policymakers including The Rt Hon Sir John Whittingdale OBE MP, former Secretary of State for Culture, and the Shadow Minister for Health and Social Care, who has held various ministerial roles across welfare and cultural portfolios. Princess Noura also witnessed a live House of Commons vote on creative commons rights and AI licensing—an issue of particular relevance given her extensive work with artists, musicians, and cultural innovators in Saudi Arabia. For a royal so deeply involved in safeguarding artistic integrity, this was not just symbolic—it was a moment of alignment between policy and purpose.
Accompanying Her Royal Highness was Brandie Janow, a creative architect and senior member of Almashtal and Rukun initiative, whose presence reinforced the rigorous foundation and vision of Saudi Arabia’s burgeoning creative ecosystem.
On 8th May, the forum continued at the iconic Plaisterers’ Hall with the official opening of its two-day programme. Princess Noura joined Olga Balakleets, Founder and CEO of Creative Women Platform, for a highly anticipated in-conversation session. Together, they explored the story behind AlMashtal and Rukun Creative Exchange—both of which aim to bridge inspiration with long-term infrastructure in the creative world.
Princess Noura addressed critical questions about the sustainability of cultural institutions in times of national transformation. “I wanted to fill the gap between inspiration and infrastructure,” she explained, “to ensure that creativity could flourish not just once, but again and again, over time.” She reflected on the importance of community-rooted spaces, the dangers of following fleeting trends, and the necessity of identity in shaping globally resonant creative work.
Her remarks were rich with humanity and vision. “A sustainable future requires more than policy—it requires people. Real relationships. Emotional sustainability across cultures.” Her call for long-term creative ecosystems over one-time projects resonated across the audience.
Among the prominent women present were Sarah, Duchess of York, who delivered an inspiring keynote and later sat down with Rebeca Riofrio Chairwoman for the Parliamentary Society for Arts, Fashion and Sports and Executive Director for the Creative Women Forum Saudi Arabia in an intimate conversation reflecting on her cancer journey, her cherished relationship with Her Late Majesty Queen Elizabeth II, and her passion for empowering others through The Sarah Trust.
In a deeply personal and emotional moment, Princess Noura and the Duchess of York also held a private discussion, during which the Duchess showed a touching video of Princess Beatrice and Princess Eugenie expressing their love and admiration for their mother. The heartfelt exchange brought tears to the room. The Duchess warmly expressed her hope to visit Saudi Arabia and praised the Princess’s cultural initiatives, while Princess Noura shared the vision behind her work and potential avenues for collaboration with The Sarah Trust.
Throughout the forum, Princess Noura also met with numerous young leaders, business entrepreneurs, and women who serve as ambassadors and chapter chairs for the Creative Women Platform around the globe. Their conversations were filled with energy, mutual respect, and a shared commitment to empowering the next generation of creators.
The forum gathered nearly 200 attendees and featured more than 60 speakers and panellists from across the world.
Alongside Olga Balakleets, the forum were also led by Islée Oliva Salinas, Chair of the Advisory Board, Creative Women Platform, Strategic Advisor, Impact Investor, Global Advocate for Innovation, Sustainability and Female Empowerment and Dr Viola Edward, Executive Director of Creative Women Platform UK, both of whom have played essential roles in building the platform’s global presence.
In recognition of her profound contributions to the creative economy and international cultural cooperation, HRH Princess Noura bint Saud bin Naif AlSaud was presented with the Outstanding Achievement Award—a fitting tribute to a woman who leads not only with intellect but with immense heart.
Her presence in London was far more than ceremonial. It was historic. It strengthened cultural ties between nations, elevated the discourse on sustainability and creativity, and reaffirmed the essential truth that a meaningful future must not only be sustainable—it must be inclusive, imaginative, and deeply human.
As the forum concluded and new collaborations were sparked across borders, the message was clear: with visionary women like Princess Noura at the helm, the future is not only possible—it is already unfolding.
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