CEO of Saudi Arabia’s Futuristic City Project Leaves Abruptly
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CEO of Saudi Arabia’s Futuristic City Project Leaves Abruptly

Longtime CEO Nadhmi al-Nasr left Neom, Saudi Arabia’s marquee development, which has been plagued by delays, cost overruns and staff turnover

By RORY JONES
Wed, Nov 13, 2024 10:52amGrey Clock 3 min

The chief executive of Saudi Arabia’s futuristic planned city Neom abruptly left his role, a major shake-up at the world’s biggest construction project.

Nadhmi al-Nasr, a hard-charging executive who had been chief executive of the kingdom’s marquee development project since 2018, departed in recent days, according to people familiar with the decision and an internal Neom email announcing the change.

The specific reasons for Nasr’s departure couldn’t be learned, but it amounts to a major reshuffling atop Neom, a priority of Saudi Crown Prince Mohammed bin Salman that calls for an arid mountain ski resort, a floating business district and two 106-mile-long skyscrapers taller than the Empire State Building.

Delays, cost overruns and staff turnover have plagued the project. Saudi officials have come to realise they don’t have the money to fund all of the giant projects in the country they once planned, Saudi officials have said.

Executives from the country’s sovereign-wealth fund, the Public Investment Fund  which oversees Neom—are coming in to wield control over the project, the people familiar with the decision said.

Aiman al-Mudaifer , a Public Investment Fund real-estate executive, was named acting CEO, according to an email sent Tuesday to employees from the Neom board. It called the move “a strategic decision of the Board and a natural evolution.”

Nasr didn’t respond to a request for comment.

The crown prince has pushed Neom, a region the size of Massachusetts, as a symbol of the country’s ambitious economic and social transformation.

He envisioned the project as both a sprawling real-estate development and a home for industries that could drive growth and diversify Saudi Arabia’s economy away from dependence on oil. But Neom’s urban planners have struggled to translate the ideas into reality.

Neom has also faced cultural challenges. In recent months, two other top executives at the project have left: Wayne Borg , who ran the project’s media division, and Antoni Vives , who helped lead development of the Line, according to several people familiar with the departures. Both were the subject of a Wall Street Journal article in September that highlighted the checkered pasts and inappropriate workplace behaviour of some Neom executives.

Borg and Vives didn’t respond to requests for comment.

The departure of senior executives could signal a shift in focus by Saudi officials from Neom to other investments across the country. When Neom was announced in 2017, Saudi officials viewed the project as a way to initiate change in the once-conservative Islamic kingdom without moving too quickly in the biggest cities, Riyadh and Jeddah.

Since then, Prince Mohammed’s moves to liberalise his economy have rapidly changed the kingdom as a whole, with a huge increase in women joining the labor force and an influx of foreign investors setting up offices in the capital. Some Neom employees now argue that there is little need for a separate part of the country with its own laws and regulations.

Neom employees also have grappled with turning eye-catching architectural ideas into viable business models.

The Line, the planned pair of skyscrapers marked by a shimmering mirror exterior, has proved particularly challenging. In the past three years the first phase of the project has been repeatedly downsized, from 10 miles to the current plan for 1.5 miles—in what would still be by far the world’s largest building. Foreign investors—once billed as key to the project—have yet to materialise despite numerous attempts to attract outside cash.

Around 100,000 workers live in a pop-up city in Neom, where excavation teams have dug the footprint of the Line and a set of train tracks meant to run beneath it, leaving a more than 60-mile-long gash in the desert.

Nasr came to the job as an accomplished builder. In the 1990s, he expanded a massive oil field for Saudi oil company Aramco, then led construction of a university complex on the edge of the Red Sea in the 2000s.

The challenge of Neom was far greater. When it was announced in 2017, the crown prince wanted the barren piece of desert turned into a shimmering city of one million by 2030, and ultimately nine million people. He put the price tag at $500 billion.

Former executives say the full cost of the Line alone would be well over $2 trillion, far more than the country has to spend on a development.

After Nasr took the reins in 2018, he pushed staff hard. Former employees described his management style as highly aggressive and abrasive, as he frequently yelled and belittled staff in meetings. “I drive everybody like a slave,” Nasr said in one meeting, the Journal previously reported.

Saudi officials have said the country is delaying some projects and canceling others, although it didn’t announce details. The country’s Public Investment Fund has about $1 trillion in assets, but most of that is tied up in investments that would be difficult to unload quickly , including 16% of Aramco, a Saudi telecom company and numerous stakes in private-equity funds.



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James and Ellen Patterson are hardly Luddites. But the couple, who both work in tech, made an unexpectedly old-timey decision during the renovation of their 1928 Washington, D.C., home last year.

The Pattersons had planned to use a spacious unfinished basement room to store James’s music equipment, but noticed that their children, all under age 21, kept disappearing down there to entertain themselves for hours without the aid of tablets or TVs.

Inspired, the duo brought a new directive to their design team.

The subterranean space would become an “analog room”: a studiously screen-free zone where the family could play board games together, practice instruments, listen to records or just lounge about lazily, undistracted by devices.

For decades, we’ve celebrated the rise of the “smart home”—knobless, switchless, effortless and entirely orchestrated via apps.

But evidence suggests that screen-free “dumb” spaces might be poised for a comeback.

Many smart-home features are losing their luster as they raise concerns about surveillance and, frankly, just don’t function.

New York designer Christine Gachot said she’d never have to work again “if I had a dollar for every time I had a client tell me ‘my smart music system keeps dropping off’ or ‘I can’t log in.’ ”

Google searches for “how to reduce screen time” reached an all-time high in 2025. In the past four years on TikTok, videos tagged #AnalogLife—cataloging users’ embrace of old technology, physical media and low-tech lifestyles—received over 76 million views.

And last month, Architectural Digest reported on nostalgia for old-school tech : “landline in hand, cord twirled around finger.”

Catherine Price, author of “ How to Break Up With Your Phone,” calls the trend heartening.

“People are waking up to the idea that screens are getting in the way of real life interactions and taking steps through design choices to create an alternative, places where people can be fully present,” said Price, whose new book “ The Amazing Generation ,” co-written with Jonathan Haidt, counsels tweens and kids on fun ways to escape screens.

From both a user and design perspective, the Pattersons consider their analog room a success.

Freed from the need to accommodate an oversize television or stuff walls with miles of wiring, their design team—BarnesVanze Architects and designer Colman Riddell—could get more creative, dividing the space into discrete music and game zones.

Ellen’s octogenarian parents, who live nearby, often swing by for a round or two of the Stock Market Game, an eBay-sourced relic from Ellen’s childhood that requires calculations with pen and paper.

In the music area, James’s collection of retro Fender and Gibson guitars adorn walls slicked with Farrow & Ball’s Card Room Green , while the ceiling is papered with a pattern that mimics the organic texture of vintage Fender tweed.

A trio of collectible amps cluster behind a standing mic—forming a de facto stage where family and friends perform on karaoke nights. Built-in cabinets display a Rega turntable and the couple’s vinyl record collection.

“Playing a game with family or doing your own little impromptu karaoke is just so much more joyful than getting on your phone and scrolling for 45 minutes,” said James.

The Patterson family’s basement retreat ‘encapsulates the joy in the things that we love in one room.’ John Cole

Screen-Free ‘Escapes’

“Dumb” design will likely continue to gather steam, said Hans Lorei, a designer in Nashville, Tenn., as people increasingly treat their homes “less as spaces to optimise and more as spaces to retreat.”

Case in point: The top-floor nook that designer Jeanne Hayes of Camden Grace Interiors carved out in her Connecticut home as an “offline-office” space.

Her desk? A periwinkle beanbag chair paired with an ottoman by Jaxx. “I hunker down here when I need to escape distractions from the outside world,” she explained.

“Sometimes I’m scheming designs for a project while listening to vinyl, other times I’m reading the newspaper in solitude. When I’m in here without screens, I feel more peaceful and more productive at the same time—two things that rarely go hand in hand.”

A subtle archway marks the transition into designer Zoë Feldman’s Washington, D.C., rosy sunroom—a serene space she conceived as a respite from the digital demands of everyday life.

Used for reading and quiet conversation, it “reinforces how restorative it can be to be physically present in a room without constant input,” the designer said.

Laura Lubin, owner of Nashville-based Ellerslie Interiors, transformed a tiny guest bedroom in her family’s cottage into her own “wellness room,” where she retreats for sound baths, massages and reflection.

“Without screens, the room immediately shifts your nervous system. You’re not multitasking or consuming, you’re just present,” said Lubin.

As a designer, she’s fielding requests from clients for similar spaces that support mental health and rest, she said.

“People are overstimulated and overscheduled,” she explained. “Homes are no longer just places to live—they’re expected to actively support well-being.”

Designer Molly Torres Portnof of New York’s DATE Interiors adopted the same brief when she designed a music room for her husband, owner of the labels Greenway Records and Levitation, in their Lido Beach, N.Y. home. He goes there nightly to listen to records or play his guitar.

The game closet from the townhouse in “The Royal Tenenbaums”? That idea is back too, says Gachot. Last year she designed an epic game room backed by a rock climbing wall for a young family in Montana.

When you’re watching a show or on your phone, “it’s a solo experience for the most part,” the designer said. “The family really wanted to encourage everybody to do things together.”

Photo: John Cole

Analog Accessories

Don’t have the space—or the budget—to kit out an entire retro rec room?

“There are a lot of small tweaks you can make even if you don’t have the time, energy or budget to design a fully analog room from scratch,” said Price.

Gachot says “the small things in people’s lives are cues of what the bigger trends are.”

More of her clients, she’s noticed, have been requesting retrograde staples, such as analog clocks and magazine racks.

For her Los Angeles living room, chef Sara Kramer sourced a vintage piano from Craigslist to be the room’s centerpiece, rather than sacrifice its design to the dominant black box of a smart TV. Alabama designer Lauren Conner recently worked with a client who bought a home with a rotary phone.

Rather than rip it out, she decided to keep it up and running, adding a silver receiver cover embellished with her grandmother’s initials.

Some throwback accessories aren’t so subtle. Melia Marden was browsing listings from the Public Sale Auction House in Hudson, N.Y. when she spotted a phone booth from Bell Systems circa the late 1950s and successfully bid on it for a few hundred dollars.

“It was a pandemic impulse buy,” said Marden.

In 2023, she and her husband, Frank Sisti Jr., began working with designer Elliot Meier and contractor ReidBuild to integrate the booth into what had been a hallway linen closet in their Brooklyn townhouse.

Canadian supplier Old Phone Works refurbished the phone and sold them the pulse-to-tone converter that translates the rotary dial to a modern phone line.

The couple had collected a vintage whimsical animal-adorned wallpaper (featured in a different colourway in “Pee-wee’s Playhouse”) and had just enough to cover the phone booth’s interior.

Their children, ages 9 and 11, don’t have their own phones, so use the booth to communicate with family. It’s also become a favorite spot for hiding away with a stack of Archie comic books.

The booth has brought back memories of meandering calls from Marden’s own youth—along with some of that era’s simple joy. As Meier puts it: “It’s got this magical wardrobe kind of feeling.”

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