Let It Fly

Saudi Arabia is opening its doors to the world, inviting travellers to experience its culture and take a piece of it home. But in aviation, weight equals money, making cultural items an extra burden at check-in. As the Kingdom’s flag carrier, Saudia Airlines spotted the contradiction: if we’re the gateway to Saudi, why should its culture be treated as excess baggage? LET IT FLY flips the baggage economy with the world’s first luggage stickers, designed by local artists and inspired by Saudi cities and crafts, that turn cultural purchases into extra baggage allowance.