Appeal to Visitors, investors & funders
ABOUT THE FOURTH VOICE
Where design, culture, and storytelling shape destinations people remember.
The Fourth Voice is a strategic experience design studio partnering with cities, cultural institutions, and forward-thinking developers to transform spaces into meaningful destinations.
We believe culture is an economy and every place carries a story, and when that story is told clearly, powerfully, and with intention, it becomes a catalyst for connection, investment, and community pride. We co-create with our clients, shaping visions grounded in local identity, measurable impact.
Too often, developers hire big consultancies that treat attraction design like any other project, producing costly reports and similar style visuals that miss the mark. They overlook cultural context, ignore feasibility, and waste time. Resulting in delays, lost investment, and spaces without soul.
As creative partners, we help bridge strategy, storytelling, and design to turn culture into economic growth.
The Fourth Voice help achieve 3 key results:
↳ Visitor Attraction: Design experiences that draw people in.
↳ Revenue Growth: Transform cultural spaces into economic engines that boost sales.ces.
↳ Funding & Investment: Build data-backed strategies that attract long-term support.
Our Approach
A balance of strategy, storytelling, and experience design.
We believe destinations succeed when they are built from four voices:
01 The Place
Its history, context, people, and purpose.
02 The Stakeholders
The individuals, institutions, and communities shaping the vision.
03 The Data
Visitor behavior, trends, performance metrics, and audience insights.
04 The Fourth Voice
Our contribution, the layer of strategy, narrative clarity, and experience design that ties everything together.
This fourth voice becomes the spark that elevates a project from functional to unforgettable.
About the founder Fatema Almalood
A bilingual (English/Arabic) designer and strategist, Fatema has spent her career crafting cultural experiences for millions of visitors. Her work includes large-scale science centers, award-winning exhibitions, national museums, and destination development projects across the globe.
She has contributed to the success of major cultural attractions, including:
↳ Dubai Frame: 2 million visitors annually
↳ Quranic Theme Park: 100,000 opening-week visitors
↳ Bahrain Science Centre: 3,000+ monthly attendees
Fatema holds a B.A. in Graphic Design and completed graduate studies in Design Management & Communications at Georgetown University, focusing on storytelling, filmmaking, and experience strategy.
She is also a co-author of Amplifying Informal Science Learning: Rethinking Research, Design, and Engagement (Chapter: The Origin of Interactive Science Centres and the Status of Science Centres in the Middle East).
Today, she helps cities and institutions design experiences that inspire, educate, and bring people together.
if you want to learn more, book a free discovery call here
Other facts about Fatema:
↳ Started her career as an Interior Architect in Dubai.
↳ An Advisory Board Member at Applied Science University, Bahrain 2012.
↳ Awarded at the 2nd Regional GCC Skills Competition WorldSkills International 2010.
↳ Visited over 10 countries in 4 continents and lived in 3 countries.