James BondExperience_
Adam Lawrence Top Selling Co-Author of "This is Service Design Doing”
Most brands are built to function. I build them to seduce.
I design cravable experiences and proud organizations.
Building the design houses, communities, and leaders behind luxury, executive, and high-touch experience. Founder of Deurs and the Riyadh Service Jam, co-founder of HUED. Host of OOMPH.
—MahmoudRiyadh · Global
Desire was always the strategy.
Satisfaction, optimisation, measurement — all make sense. But they never move people. The brands that endure operate on libidinal logic, whether they know it or not.
Season One · on O for OMG · On Surprise & Magic · Now Live
The Show_
OOMPHBy Mahmoud
23 min · Watch →
X-RayingSurprise_
Michael RousellPhD: teacher, psychologist, Professor Emeritus.
Alive isThe title_
Tania LunaTED Speaker, Organizational Psychologist & Leadership Author.
StunningMoments_
James SamperiDirector of Engine’s studio
4 of 4 · on O for OMGAll Episodes_
The Editorial_
Essays, fragments, and field notes. For the readers who want to dig deeper than the headline.
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New editorials when the thinking is ready. No schedule. No noise.
The record so farBuilt brands.
Shaped moments.
If there's one thing I've always done, it's design irresistible futures — in the brands I founded, and for clients across telecom, government, healthcare, and global tech. It became the quiet engine inside the houses, community, and show you'll meet below.
The Full Bio_25Years
100+Projects
1,000+Practitioners trained
The House_
Each brand a world entered, built, and in some cases left to grow without me.
I make the journey as heroic as the strut at the end of it.
The Work_
Three moments that changed what was possible — for the team, the brand, and the field.
Miro · 2020 — 2021
Sexier Than Reality
Reimagined the global virtual conference as something people actually wanted — galactic, not a copy of the office — and drew Starbucks, LinkedIn, and Pepsi into the studio's orbit.
Read the case →HUED · 2016 — 2021
The Multiplier
Turned a market with no service-design practice into Saudi Arabia's first innovation consultancy — and grew 20+ designers who now lead studios of their own.
Read the case →STC · 2017 — 2019
Brakes Released
Built the first service-design lab inside Saudi Arabia's largest telecom, and redesigned its services from the inside until design sat at the core of the company.
Read the case →