ArtDayME: Currently on view at Basel Social Club 2025 in Switzerland, Ahaad Alamoudi’s The Social Health Club is presented by ATHR Gallery.

Set inside a historic 18th-century bank transformed into an immersive art space, Alamoudi’s large-scale installation responds to this year’s curatorial theme – a satirical exploration of the global wellness industry.

Sourced from Jeddah’s iconic Haraj market, outdated fitness equipment is reimagined as a living archive – relics of a bygone era of self-optimization. Throughout the week, the work comes alive through pop-up performances by a local bodybuilder in a yellow thobe, Saudi Arabia’s traditional male garment, activating the space and engaging audiences.

Visitors are invited to interact with the machines not as tools for personal betterment, but as sculptural provocations – prompting reflection on shifting ideals of wellness, discipline, and collective progress in contemporary culture.

Known for her sharp cultural critique and research-driven practice, Alamoudi brings a distinctly Saudi perspective to Basel Social Club’s cross-disciplinary platform.

The exhibition runs through June 21.

Photos credit: ATHR Gallery