Not Boring

Not Boring is a clothing store in AlUla, part of the retail life growing along the county's renewed streets. The shop pairs contemporary retail with the textures of its setting — stone, wood, and considered lighting rather than the hard gloss of a mall unit.

Amsy Group designed and built the store for the Royal Commission for AlUla, completing it in 2023 with fabrication, fit-out, and lighting handled as one scope. The project was delivered Design & Build.