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Riyadh seduces Western luxury industry with Saudi 'Champs-Elysées'

The future King Salman Boulevard, a vehicle for Saudi soft power designed to bring in high-end tourists and luxury shoppers.
The future King Salman Boulevard, a vehicle for Saudi soft power designed to bring in high-end tourists and luxury shoppers.© Studio Pachamama

The King Salman Boulevard on the outskirts of the Saudi capital, modelled on Paris' most famous avenue, was due to open late last year but is still under construction. It will be the centrepiece of one of the kingdom's urban mega-projects, featuring luxury shops and hotels and operating as a free zone for tax purposes.

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