New Murabba Development Company (NMDC) is a wholly owned subsidiary of the Public Investment Fund (PIF), and its Board of Directors is Chaired by His Royal Highness Crown Prince Mohammed bin Salman.NMDC aims to develop the world's largest modern downtown in Riyadh, New Murabba, contributing to the city's future development in line with Saudi Vision 2030.New Murabba will be built around the concept of sustainability and will offer a unique living, working and entertainment experience.At the heart of New Murabba is a new icon, The Mukaab.An exceptional iconic landmark featuring the latest innovative technologies. The design of The Mukaab includes first-of-its-kind facilities and will be one of the largest built structures in the world. The Mukaab will be the world's first immersive, experiential destination where hospitality, retail and leisure reach new levels, all in breathtaking, ever-changing environments.Defining Riyadh's new skyline, The Mukaab will attract visitors from across the world with its incredible state-of-the-art entertainment, dining and retail.This is the new face of Riyadh.