The Luxury Network KSA Magazine Issue 14

the

edition

Wearing Graff

LAMA ALAKEEL

4

Boutique

Tudor

Accelerating

“Being able to read someone else’s body language is the ability to fine-tune your own non-verbal vibe.”

- JUDI JAMES

The Luxury Network Academy is an educational initiative to individuals who are interested in joining the growing community of the luxury industry. In times of downsizing, global unemployment, and never-ending quality pressures, the need for protecting high standards in marketing sectors is being compromised.

TLN.ACADEMY

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ROLLS-ROYCE ‘YEAR OF THE DRAGON’ BESPOKE COMMISSIONS:

AN INTERNATIONAL CELEBRATION OF CHINESE CULTURE

“Rolls-Royce Motor Cars leads the luxury sector in creating products inspired by international cultures and traditions, incorporating designs, motifs, materials and colours that resonate with and have real personal meaning for our clients. These Bespoke creations, inspired by the Year of the Dragon in 2024, celebrate the international reach and influence of Chinese culture, which transcends national boundaries. Hence, these magnificent motor cars are destined for clients based across three continents. These creations are both a powerful expression of our respect for Chinese culture, and a contemporary, minimalist statement in line with trends we see among luxury consumers worldwide.”

Jonathan Simms, Head of Bespoke, Rolls-Royce Motor Cars

Rolls-Royce Motor Cars presents four magnificent ‘Year of the Dragon’ Bespoke commissions to mark the Lunar New Year, which begins on 10 February 2024. Designed and hand-crafted at the

Home of Rolls-Royce at Goodwood, these rare and beautiful Bespoke creations – three Phantom Extended models and one Cullinan – are a celebration of Chinese culture through Bespoke artistry. Just as Chinese culture transcends national boundaries, the destinations for these highly Bespoke motor cars span the world.

The commissions draw inspiration from the dragon, an enduring and international symbol of power, success and prosperity. For the ‘Year of the Dragon’ Bespoke commissions, the Rolls Royce Bespoke Collective created a modern, minimalistic expression of the dragon never previously seen in a Rolls-Royce, while remaining faithful and respectful to the original form.

REINTERPRETING AN ICON: THE ART OF SIMPLICITY

Three of the ‘Year of the Dragon’ Bespoke commissions include fascia panels adorned with highly contemporary artworks reinterpreting the dragon form. Individually hand-painted by one dedicated Rolls-Royce artist, each is a distinctive exploration of the colour red, which represents prosperity and good fortune in Chinese culture. Each of the three artworks is the result of over two weeks of detailed work.

To create this complex, three-dimensional motif, the artist used multiple hues of red, applied on top of each other in four individual stages. First, the initial outline

of the symbol was painted using a ‘feathering’ technique to create a flame effect, as if the dragon were suspended in fire, reflecting its festive, celebratory nature. This was followed by three further layers in darker shades of red, in which the artist added more details and depth. Each of these colours was individually blended from different proportions of red, white, yellow and brown: this development process alone took three days to complete. The four layers combine to create a 3D effect so realistic that the artwork appears to have been carved into the fascia.

To achieve such fine detailing, lacquer was meticulously applied after each layer of paint. Lacquering is a delicate process, especially on a white background,

On the Road

since any imperfection – a stray particle of red paint, for example – would become instantly visible. The Rolls-Royce artist spotlessly cleaned and finely sanded every completed layer before each lacquering stage.

INTERIOR SUITE: A MINIMALIST APPROACH

The dragon motif extends discreetly throughout the motor car’s interior. It is elegantly depicted in Phoenix Red stitching on the headrests of each of the four seats, providing a bold contrast with the seat leather, which is presented in either Black or White. To create a dynamic appearance of the dragon, giving the impression of continuous movement, the artisans had to precisely align the stitch direction and adjust stitch

density. Strategic variation in stitch angles along the tail enhanced the overall flow, creating a sense of fluidity in the design. Each embroidery comprises 5,449 stitches and took around 20 hours to complete.

In three of the commissions, the rear Piano Black picnic tables incorporate a minimalist representation of the circular Chinese zodiac calendar in inlaid stainless steel. The names of the animals representing each year are inscribed in traditional Chinese calligraphy, with the dragon highlighted in gold: the central dragon motif is also depicted in gold. For the fourth motor car, a Bespoke artwork featuring the dragon is inlaid in the Piano Black veneer in stainless steel.

The most dramatic expression of the mythical creature is the Bespoke Starlight Headliner, specially created for these commissions and the result of three months’ design and development work. Above the driver and passenger seats, 677 individually placed fibre-optic ‘stars’ form an abstract dragon motif, surrounded by a further 667 lights – positioning them all perfectly by hand took over 20 hours of work.

The motor car destined for the Rolls-Royce Private Office Shanghai features a unique expression of the Bespoke Starlight Headliner incorporating red ‘stars’ in a bold and contemporary reference to the symbolism of red in Chinese culture.

Each Phantom Extended commission is completed with a Gallery artwork, carefully protected behind an application of pure glass, that runs uninterrupted across the fascia. Crafted from carbon fibre, it evokes dynamism and motion, complementing the dragon artwork. The interior is completed with Bespoke lambswool carpets, perfectly colour-matched to the leather trim.

EXTERIOR COACHWORK

The Bespoke designers created unique colourways for the different models: a duotone Cherry Red with Crystal finish over Selby Grey with a Crystal finish for the Cullinan; and a two-tone Silver and Cherry Red or

monolithic Black with a Crystal finish for the Phantom Extended motor car commissions.

All four commissions feature a Bespoke coachline, hand-painted in Phoenix Red, that subtly incorporates a dragon motif. Each dragon is orientated to face right, which symbolically represents the East – the direction of the rising sun.

“Our aim was to create a modern interpretation of the dragon capturing its essence as a symbol of power. The design evokes a sense of motion and energy, expressing the dragon as a driving force, all rendered with a depth and complexity to reflect its commanding spirit and presence. It was an inspirational journey for our Bespoke Collective to reinterpret such a significant icon; our Bespoke artisans added their own subtle dimension and character to the dragon expression, showcasing how a single design can be transformed through different mediums and craft techniques.”

Rebecca Davies, Bespoke Designer, Rolls-Royce Motor Cars

VANTAGE ENGINEERED FOR REAL DRIVERS

Gaydon: Born from an iconic racing bloodline spanning 74-years, the fastest and most exhilarating example of Aston Martin’s famous nameplate, Vantage, is coming.

On 12 February 2024, new Vantage will be introduced to the world, alongside its brothers in speed – the new Formula 1 challenger AMR24 and the new Vantage GT3 race car.

A sports car engineered for real drivers; for those that crave driving purity and revel at the limit. Class leading - but this isn’t just a numbers game. This is an authentic, unadulterated celebration of pure performance.

This is Vantage.

On the Road

AUDI MIDDLE EAST AND MUSEUM OF THE FUTURE ENTER 3RD YEAR OF PARTNERSHIP, WITH THE SHOWCASE OF THE

REVOLUTIONARY ACTIVESPHERE CONCEPT

Audi Middle East and Museum of the Future have announced the arrival of the revolutionary activesphere concept car, marking a new chapter in their ongoing collaboration. As the latest concept model is taking centre stage at the museum, the Audi activesphere represents the latest pinnacle of innovation. This captivating member of the sphere family, alongside the grandsphere, the urbansphere, and the skysphere, embodies Audi’s vision for dynamic and personalised experiences.

One of the distinctive activesphere features is its unique transformative capability, which allows the car to effortlessly switch from a sleek Sportback into an open “active back”. This provides ample space

for adventure gear, catering to the diverse demands of modern life and facilitating a seamless transition from city commutes to weekend getaways. In its pickup transformation, the activesphere is ready for transporting top-class sports gear, offering enough space in the cargo bed for two e-bikes. This versatile design ensures adaptability for various lifestyle needs, making it an ideal companion for any journey.

In terms of design, the activesphere‘s exterior reflects the concept car’s bold character, while its 4.98-meter length and 22-inch wheels create a commanding presence on the road. The iconic Singleframe grille, reimagined as a bold design element, adds a futuristic touch, while the front and

rear lighting elements transform into versatile animated displays with hundreds of triangular pixel segments.

The interior of the activesphere becomes a harmonious space where passengers can connect with the outside world. Technologically, the innovative operating concept, dubbed Audi dimensions, combines the physical and virtual worlds, offering augmented reality for mobility. High-tech headsets provide a view of the real environment and the route, simultaneously displaying 3D content and interactive elements. This avant-garde interior design not only creates a unique ambience where passengers feel at home but also ensures they stay connected to the world

outside, representing a revolutionary blend of comfort and cutting-edge technology that significantly enhances the overall driving experience.

In autonomous mode, the Audi activesphere concept redefines innovation by seamlessly concealing the

dashboard, steering wheel, and pedals, especially in the first row of seats. This disappearance creates a spacious environment extending to the front end and beyond, offering passengers an unobstructed view through the fully glazed Singleframe. Simultaneously, the autonomous

chauffeuring capability on suitable terrain elevates freedom for drivers and passengers. The variable ground clearance, adjustable by 40 millimetres, further enhances both off-road capability and aerodynamics, providing a versatile and futuristic driving experience.

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To complement the futuristic capabilities, design, and the technology, the activesphere boasts the strong performance, which Audi is synonymous with. The intelligent electric drive technology of the activesphere provides fast charging times, with just 10 minutes sufficient to power it for over 300 kilometres.

The 100 kWh battery charges from 5 to 80 per cent in under 25 minutes, offering a range exceeding

600 kilometres. With no local emissions, thanks to 800-volt technology, the activesphere effortlessly integrates sustainability, dynamics, and long-distance capability, representing the pinnacle of cutting-edge electric vehicle technology for a high-performance and eco-friendly driving experience.

Majed Al Mansoori, Deputy Executive Director of the Museum of the Future stated “We extend our appreciation

to Audi Middle East for the collaborative unveiling of the transformative activesphere concept car at the Museum of the Future. This milestone in our ongoing partnership underscores the commitment to innovation and corporate excellence shared by both entities. The activesphere, a pinnacle of Audi’s vision for dynamic and personalised experiences, strategically aligns with the UAE’s future-forward objectives. Through our partnership,

Audi Middle East communicates its electrification and sustainability plans, mirroring the strategic initiatives outlined by the Museum of the Future and the UAE government. The activesphere, a symbol of innovation and corporate foresight, invites visitors to witness first-hand the future of premium mobility. We look forward to further collaborations that redefine industry standards and contribute to a sustainable and visionary corporate landscape.”

Rene Koneberg, Managing Director of Audi Middle East, stated: “The Audi activesphere concept represents our vision for the premium mobility of the future, and we are excited to showcase it to the public at the Museum of the Future. It underscores Audi’s unwavering commitment to innovation and sustainability, providing visitors with a glimpse into the future of mobility. More than a static concept, it serves as the

blueprint for Audi’s upcoming models, showcasing transformative technologies that will redefine the automotive landscape. The activesphere’s arrival is an invitation to experience the future of mobility firsthand.”

Visitors to the Museum of the Future can get a close look at the Audi activesphere, which will be on display as part of the ‘Tomorrow, Today’ exhibition, until June 2024.

JACO LAUNCHES THE LARGEST MERCEDES-BENZ

VEHICLE CENTRE IN RIYADH ON THE NORTHERN RING ROAD

On the Road

Juffali Automotive Company (JACO), the Exclusive Distributor of Mercedes-Benz in Saudi Arabia, inaugurated its largest center in the Kingdom in January 2024. The center is located on the Northern Ring Road in Alghadir District near KAFD in Riyadh. The Mercedes-Benz “Centre of Tomorrow” has been constructed on a total built-up area of over 21,000 square meters, featuring state-of-theart facilities and technologies all aiming to provide the best experience for customers.

This new center features an innovative showroom utilising latest technologies to create a unique experience for Mercedes-Benz customers in terms of sales and after-sales services. Customers can explore a variety of vehicles and choose what suits them in the new spacious two-floor showroom, accommodating more than 30 vehicles

on display. Additionally, the comprehensive centre includes maintenance services and a distribution point for genuine spare parts.

On this occasion, Mr. Basim Wali, Director of Marketing and Development at JACO, pointed out that: “The new Mercedes-Benz Centre on Riyadh’s busy Northern Ring Road provides customers with more space and freedom to explore vehicles and learn about their various details. This flagship center was executed according to Mercedes-Benz’s global standards. It offers a unique atmosphere enhanced with advanced technologies for obtaining information, while allowing customers to compare different options in terms of color, interior, and exterior materials available in each model.

He continued saying: “The new centre comes in response to the growing demand for Mercedes-Benz vehicles as well as the rapid and great expansion of Riyadh

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city, to keep pace with the qualitative leap in all regions of the Kingdom in line with Vision 2030. The centre consists of two main floors, in addition to a basement floor for parking. The main showroom has four vehicle delivery areas, all equipped with electric vehicle charging stations. A full upper floor has been dedicated to luxury vehicles such as Mercedes-Maybach and G-Class, along with a section allocated for Mercedes-AMG vehicles. Furthermore, a dedicated space has been allocated for VIPs and customers of this section to enjoy a more exclusive purchasing experience.

Also, in line with our strategy to provide the best possible after-sales service to our customers, the maintenance centre has been equipped in accordance with the highest standards and specifications. With an area of 2700 square meters, it is ready to accommodate more than 30 vehicles at the same time.”

Graff Flower Collection Company: Attar United Talent: Lama AlAkeel

Photographer: Patrick Sawaya

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INTERVIEW WITH LAMA ALAKEEL

Lama, you began your journey as a fashion blogger in Saudi Arabia at the age of 17. Can you share with us the story of how it all started and what inspired you to venture into the world of fashion and social media?

From as long as I remember, I’ve always been passionate about fashion and design. Let’s just say nothing is ever easy, and it has been a long journey to get to where I am now, and still loads to go! But I am very proud. In 2012, I started to share my passion to the world when I was in high school, I started a blog and I used to write about fashion and post some of my looks. I knew I wanted to pursue fashion as a career, so I majored in Fashion Design in university. During my studies, I continued to blog and then I created my instagram account and that’s when I entered the social media world.

As an influencer, you’ve worked with numerous international brands and have been featured in many magazines. Could you tell us about some of the highlights of your career so far and the brands or projects that have been particularly memorable for you?

Doing this for almost 9 years, I can say that I’m very grateful for all the brands and people I’ve worked with. Each project, each brand and all the people involved have all created an impact on me in one way or another on a personal and professional level. Whether by learning new skills or interesting information about each brand in different industries. I am so lucky to be able to attend the most incredible events around the world over the course of my career and even better, I get to do what I love, every event inspires me on a personal level.

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Cover Story

Your mission is to empower women in different fields and age groups to follow their dreams and do what they love. How do you see your role as an influencer and entrepreneur contributing to this goal, and can you share any specific initiatives or projects you’ve undertaken to achieve it?

Empowering women and young girls have always been a part of my mission and I like to deliver it directly and indirectly. I think it’s important for us as females to pursue our dreams as well by

knowing how to deal with the challenges that may face us. Women love to support other women, it’s what we do best!

You are known for your authenticity in connecting with your followers. Could you elaborate on the importance of authenticity in the influencer industry, and how do you maintain that genuine connection with your audience?

There are many factors, and authenticity is one of the most important things. There are hundreds of social media figures these days, so people choose to follow the one they resonate with and connect with. Authenticity is key in this industry!

With a significant following on multiple platforms, how do you manage to consistently create high-quality and engaging content? What’s your creative process, and how do you adapt to the evolving landscape of social media and content creation?

As much as I love and enjoy creating content, it sometimes can get challenging. There is a lot of hard work that goes on behind the scenes which isn’t always shown, content creating is my full time job so I need to ensure I am constantly feeding my social platforms but, I wouldn’t have it any other way! For me, I like my content to be as organic as possible, so when I travel, I love sharing my outfits, where I stay and what I eat. I love creating travel looks based on where I’m traveling to, and I enjoy taking photos. So, while traveling I don’t follow a certain strategy. Other than that, I have different strategies for different platforms.

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Cover Story

Marketing via your influence is said to create a strong impact for campaigns. Can you share some examples of successful campaigns you’ve been a part of and the impact they had in terms of metrics like reach, engagement, and conversions?

I am very fortunate that I have been able to work with the most amazing brands, I have brands I work with time and time again! However, each brand and campaign has a different direction, target audience and objective. For example, working with high- end brands in Jewellery and fashion are more focused on brand awareness, brand image and exposure. On the other hand, beauty brands and e-commerce focus more on driving sales which leads to posting on different platforms depending on the client’s objectives.

With your extensive experience as an influencer and entrepreneur, what do you believe is the key to maintaining long-term success and relevance in the ever-evolving world of social media and fashion?

There are many keys to maintaining long-term success. One of them is always having an open mind to new experiences, new platforms and new strategies. Social media is a very evolving industry so it’s important to always be updated and to offer new things since sometimes it can get repetitive. We need to consistently adapt ourselves with current trends and everything changing so quickly.

Can you tell us more about your followers and their demographics, such as age ranges and top locations? How does this demographic information influence your content strategy and engagement?

I have followers from different parts of the world. However, the majority is GCC based and specifically Saudi Arabia. In terms of age, I have people from all ages that follow me but my highest is females 25-40. It’s important to know how to communicate with your following and your tone of voice.

In addition to Instagram and Snapchat, you’ve also gained popularity on TikTok. How do you approach content creation on TikTok, and what do you believe sets it apart from other social media platforms?

Regarding Tiktok, I was hesitant on joining since I’m already on Snapchat and Instagram and I didn’t understand Tiktok back then. However, my youngest sister, 10 years old at the time

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• Graff Multi Shape White Diamond Abstract Ring (6.29 cts), set in Platinum £POA

actually created my tiktok account and made my first video. That’s why earlier as I was saying, you have to always be updated and being part of the new platforms. With content creation, each platform has its own dynamic, target audience and a certain way to communicate with people. And now, I really enjoy the platform.

With millions of story views and Snap views, your content has had a significant impact. Could you share some insights into the kind of content that resonates the most with your Snapchat audience and what keeps them engaged?

Travel content is the most impactful. Again, organic content builds and creates authenticity. Since I love and enjoy traveling, showing what I wear, what I eat and the activities I’m doing. Another thing is definitely fashion weeks and all the behind the scenes at fashion week and even on shoots. Girls also love makeup reviews and tutorials!

Could you tell us about your future plans and goals in the influencer and entrepreneurship space? What can we expect from Lama Alakeel in the coming years?

During these years, I’ve been launching businesses and investing in different fields such as beauty, F&B and real estate. For this year I am actually working on something very exciting, I can’t wait to be able to tell you more, no spoilers today though ;)

You have a diverse range of clients. Can you highlight some of the most exciting collaborations or projects you have in the pipeline for 2024?

I must say that I really enjoy each project I work on as I carefully select the brands I work with. However, I must say that the most exciting collaborations are the fashion and beauty projects.

Lastly, do you have any final words or advice for aspiring influencers and entrepreneurs, especially in the Saudi Arabian and Middle Eastern context?

I would say be authentic, be yourself and be consistent! Being in this field can be challenging at times, but don’t stress yourself out and enjoy the journey. Remind yourself why you are pursuing this career and don’t give up easily, there will be many no’s however when you get your first yes, it makes it all worthwhile!

2024 HISTOIRE DE STYLE COLLECTION THE POWER OF COUTURE

Medals, buttons, embroideries, aiguillettes… Claire Choisne, Creative Director of Maison Boucheron, revisits the couture heritage of Frédéric Boucheron, taking inspiration from ceremonial attire. She takes a new approach to the concept of ceremonial ornaments, metamorphosing them through the ingenious application of rock crystal and diamonds. This precious deconstruction brings to light 24 High Jewelry pieces that open the way to a new vision of couture.

Couture Roots

Couture is central to the history of Boucheron. Louis Boucheron, the father of the Maison’s founder, worked as a draper in Paris beginning in 1817. By 1822, he had developed the business and began to specialize in silk, extending to lace – another rare, precious material – in 1837. Born in 1830, Frédéric Boucheron grew up in that setting, and it certainly influenced his approach to jewelry creation. Driven by the same pursuit of a delicate, supple adornment, he worked throughout the 19th century to craft gold and stones

into elements inspired by couture. “Bows, knits, grosgrain, pompoms and lace abound in our archives, explains Claire Choisne. For this fourth edition of Histoire de Style, I decided to explore the theme of couture, without the fuss.”

Rethinking Ornamentation

To do that, Claire Choisne chose the prism of the ceremonial attire to offer a stylistic interpretation that is both bold and unprecedented. The paradox of this type of uniform appealed to the Maison’s Creative Director. At first sight, a ceremonial attire gives the impression of being stiff and radical. However, when taken pieceby-piece, it reveals an array of sophisticated ornaments. The Creation Studio kept that approach in designing the 24 pieces of this collection. “I decided to deconstruct the symbols of power to reappropriate them,” continues Claire Choisne. “This collection is designed like a precious kit that may be worn in a multitude of ways, choosing among various elements to create an individual style.”

Crystal Thread

Far from the flourishes inherent to the genre, The Power of Couture focuses on a uniformity of materials – rock crystal and diamonds –, for a monochrome theme that both tempers the baroque character of traditionally gold-tone decorations and visually lightens up the creations.

“The difficulty in crafting this collection was to bring the characteristics of fabric to rigid gold and stones,” notes Claire Choisne. The Boucheron craftsmen managed to transfigure rock crystal and diamonds into jewelry sets as sophisticated and supple as the rarest silk fabrics.

With the 24 designs of the The Power of Couture collection, Boucheron writes a new chapter in the history of High Jewelry and clothing, too, in which jewelry breaks free from material limitations to showcase its substance and to be worn in countless ways.

Médailles

Medals, which are traditionally worn close to the heart on the left-hand side of a lapel, are reinterpreted through this circle of 15 pendants. They are uplifted to form a necklace in white gold, rock crystal and diamonds mingling finesse with force. To create the pennants that carry the medallions, the Maison’s artisans shaped 15 crystal blocks – each cut to fit the piece – in such a way that their streaks perfectly resemble the grosgrain texture of a ribbon. After the medallions are cut, the craftsmen carve them, one by one, according to the principle of glyptic art, an age-old savoir-faire that consists of manually engraving crystal in high or low relief. Two medallions, edged with diamonds, may be detached from the necklace and worn as brooches on the lapel of a jacket. This piece is completed by a pair of clip earrings and two rings, including one set with a D VVS2 diamond of 2.04 carats.

Number of labor hours: 2,230

Tricot

This necklace is designed like a rock crystal knit, reinterpreting the chevron pattern of knitwear and reflecting the couture heritage of Boucheron. To achieve this, the texture of each material was individually sand-blasted and linked on nitinol cables (a nickel and titanium alloy) to form a five-strand choker. Interspersed with diamond-set links, this choker appears to have been knit in rock crystal and is decorated with a button paved with baguette diamonds, round diamonds, and rock crystal. It is adorned with a round D VVS2 diamond of 2.01 carats. A cuff bracelet set with a round DVVS1 diamond of 1.02 carats coordinates with it.

Number of labor hours: 1,070

Broderies

Here, branch embroideries are borrowed from ceremonial attires to take on the form of the fern, a plant that Frédéric Boucheron adored. Entirely paved with diamonds on a white gold frame, these two leaves appear to have been shaped by the wind. They may be worn as brooches to adorn a garment or transform into scintillating hair pieces thanks to an ingenious polyvalent fastening system. To complement the look, the studio created a white gold and diamond fern tiara, as well as two matching pairs of earrings. One pair is asymmetrical, combining a branch that rises along the ear with a pear-shaped E VVS2 diamond of 1.50 carats. Number of labor hours: 980

Col

A ceremonial costume often features a high, rigid, tightly fitting collar that frames the head and symbolizes reason and instinct. Here, the collar is inspired by a tiara that the Maison crafted in the 1900s. Its design may be worn in a new way with a necklace resembling a lace of diamonds and rock crystal. This majestic piece offers three different possibilities. When worn as a whole, it combines a plastron with a choker, wreathing the face with a mesh of gold and light; but the elements may also be worn separately. A pair of earrings asserts the same lace design, highlighted by the presence of 662 round diamonds.

Number of labor hours: 1,900

Noeud

In this jewelry set, Claire Choisne pays tribute to the bow, an emblematic couture element that has stood the test of time. She creates a graphic reinterpretation with a play on texture and light, juxtaposing the matte effect of frosted rock crystal with the sparkle of diamonds to recreate the radiance of grosgrain ribbon. The necklace is made up of 435 frosted baguette-cut rock crystals, each individually hand-cut and fitted into the white gold framework. The edges and interior of the grosgrain bow are set with diamonds, and their sparkle is enhanced by a pear-shaped F VVS2 diamond of 4.05 carats. The necklace may be worn in six different ways and features a detachable section that may be worn as a bracelet. The bow can also transform into a brooch or shoulder adornment. Moreover, the central stone may be mounted on a ring as a solitaire. Two other rings complete the set. One is set with a pear-shaped D FL type IIA diamond of 5.16 carats, while the other is adorned with rock crystal and a pear-shaped D VVS1 diamond of 2.50 carats. Number of labor hours: 2,600

Boutons

Like a precious punctuation of style, Claire Choisne has created a set of fifteen white gold buttons set with diamonds and rock crystal. Fastened as hair ornaments, slipped into a buttonhole, or pinned to a necktie, each piece may be worn on its own or combined with others for endless arrangement possibilities. These contemporary buttons coordinate with a ring of which the body is crafted in frosted rock crystal set with a D VVS2 diamond of 4.63 carats, and a pair of ear pendants with an adjustable length.

Number of labor hours: 120

Aiguillette

The Boucheron studio reinterprets the aiguillette, the braided decoration that adorns ceremonial attires. In this version, the aiguillette is a braided white gold, rock crystal and diamond necklace that may be worn in many different ways. Two brooches and a frosted rock crystal bracelet may be detached from it and worn separately. Classical for its neo-Art Deco shape, yet unique for the way that its rock crystal is shaped, this necklace – set with a round E VVS2 diamond of 2.11 carats – splits into two brooches, including one that perfectly replicates the traditional drape of the aiguillette. The pendants are paved with diamonds which are covered with rock crystal to increase their sparkle. A coordinating pair of pendant earrings in diamond-paved rock crystal may be worn long or short.

Number of labor hours: 750

Épaulettes

Epaulettes are historically used in couture to visually broaden the shoulders and accentuate the build. Here, they become allies of style. Claire Choisne revisits them in diamond spirals inspired by a diadem crafted in 1902 for Mary De Teck, Princess of Wales. In white gold paved with diamonds, these epaulettes are like no other: they can transform into a pair of bracelets. The design also appears on a modern white gold tiara set with round diamonds, and coordinates with matching ear pendants.

Number of labor hours: 960

A NEW ROYAL OAK CONCEPT FLYING TOURBILLON IN COLLABORATION WITH TAMARA RALPH

Swiss Haute Horlogerie manufacturer Audemars Piguet is delighted to unveil a new Royal Oak Concept Flying Tourbillon limited edition created in collaboration with Haute Couture designer Tamara Ralph. Inspired by the designer’s aesthetic merging bold femininity, boundless creativity and timeless elegance, this limited edition in 18-carat pink gold shimmers with Frosted Gold and takes on a unique palette of graded hues ranging from brown and bronze to golden tones. This collaboration, which will be revealed on 22 January 2024 during Tamara Ralph’s runway show in Paris for the Spring/Summer 2024 Haute Couture Fashion Week, celebrates the natural synergies between Haute Horlogerie and Haute Couture, while furthering the strong ties that Audemars Piguet has woven with creative worlds over the years.

INSPIRING SYNERGIES

Believing in the power of creativity to feed culture, connect people and broaden horizons, Audemars Piguet has always looked to the larger world for inspiration. Over the years, the Manufacture has fostered enriching dialogues amongst fields of creative practice, including Haute Couture, with which it shares a strong commitment to uncompromising craftsmanship, precision and excellence.

In 2020, Audemars Piguet began its partnership with designer Tamara

Brilliant Bijoux

Ralph, pairing several of its watches with her Spring/Summer 2021 Prêtà-Porter collection. Pursuing their enduring relationship, Audemars Piguet and Tamara Ralph have collaborated this year on the design of a Royal Oak Concept Flying Tourbillon limited edition inspired by Ralph’s Couture universe. The timepiece will be presented on 22 January 2024, during the designer’s runway show in Paris, which will highlight the two brands’ forward-thinking approach to craftsmanship, their seamless blend of ancestral expertise with modern techniques, as well as their distinctive creations that are at once objets d’art and vectors of emotion.

“My intention for the design of this piece is for it to capture the spirit and craftsmanship of both my brand as well as Audemars Piguet. The complications of watchmaking orchestrate a foundation which can be played with in terms of textures, colours and designs, allowing for the savoir-faire of couture to shine through. Rich materials, unique colour palettes and ultimate precision are combined, creating an exquisite limited edition of the Royal Oak Concept Flying Tourbillon, inspired by Haute Couture.”

Tamara Ralph Creative Director and Founder of Tamara Ralph

“Tamara’s endless quest for perfection perfectly echoes our watchmakers’

dedication to pushing their craft to the limit. We are delighted to start 2024 in collaboration with such an inspiring woman and it is only the beginning!”

A REFINED PLAY OF TEXTURES AND LIGHT

The Royal Oak Concept Flying Tourbillon “Tamara Ralph” Limited Edition showcases an 18-carat pink gold case adorned with Frosted Gold. This ancient Florentine jewellery technique was revisited by jewellery designer Carolina Bucci and adapted by Audemars Piguet artisans in 2016 to decorate the Manufacture’s timepieces. Tiny indentations are created on the gold surface with a diamond-tipped tool, giving a sparkle effect similar to that of precious stones. Its visual power is accentuated by the polished bevel outlining the octagonal bezel, while the case’s satin-brushed flanks provide added contrast. The juxtaposition of finishing techniques—a meticulous operation which required perfect alignment between the hammered, brushed and polished surfaces—gives sumptuous texture to the case, while bestowing it with endless plays of light.

For its part, the caseback’s glareproofed sapphire crystal is held in place by an 18-carat pink gold octagonal frame, finished with satin brushing and polished chamfers and engraved with “Royal Oak Concept Limited Edition.”

Lastly, the hexagonal crown, whose shape recalls the stainless steel screws punctuating the bezel, also plays with light thanks to its satin-brushed and polished finishing. Its translucent cabochon-cut sapphire adds yet another touch of feminine elegance to the case design.

A HARMONY OF COLOURS AND LAYERS

The multi-layered dial takes inspiration from the bold femininity and textured detailing of Tamara Ralph’s Couture creations. It is composed of four overlapping circular pink gold plates, creating a ripple effect as they emanate from the flying tourbillon cage at 6 o’clock. Each layer presents a different colour, evolving from brown in the centre to bronze in the middle, to reach golden tones towards the dial’s extremity. While the brown and golden colours have been achieved through galvanic treatment, the bronze layer is covered with bronze lacquer. The dial is finished with a continuous sunburst satin-finishing radiating from the hands outwards, in seamless alignment from one plate to the other. Pushing details to the limit, each plate is adorned with a thin diamond-polished gold thread that adds depth to the dial.

Matching with the circular, multi-layered architecture of the dial, the flying tourbillon at 6 o’clock merges technical mastery with

sophisticated aesthetic. The cage’s upper frame incorporates three rings radiating from a decentred disc paved with 19 brilliant-cut diamonds (~ 0.04 carats). Its pink-gold-toned hue echoes the 18-carat pink gold hour and minute hands, both filled with luminescent coating for optimum legibility in the dark. At 12 o’clock, the applied pink gold AP monogram adds the final touch. Hour-markers have been left out to accentuate the purity and harmony of the dial design.

The timepiece comes with a bronzetoned hand-stitched “large square scale” alligator strap. It is also supplied with an additional brown alligator strap recalling the centre of the dial for a refined look. The two straps are decorated with a pearly finishing adding subtle elegance and glamour. The timepiece’s glittering hues and intricate details will catch the eye from up close and afar, just like a Couture piece would.

INTO THE HEART OF HAUTE HORLOGERIE

Powered by the hand-wound Calibre 2964, this limited edition combines tradition with modernity. Its flying tourbillon, visible at 6 o’clock, gives a glimpse of the mechanism pulsating within. This delicate, high-end complication counteracts the effects of gravity on a watch’s accuracy. The balance wheel and

escapement are mounted in a tiny rotating cage that completes a revolution every minute to prevent their centre of gravity from staying in the same orientation. Contrary to its tourbillon sibling, the flying tourbillon cage is only supported from below to leave the watch’s beating heart unobscured on the dial side. It is considered today as a symbol of watchmaking art as only a few expert watchmakers retain the skills required for its production.

Inspired by the dial’s circular, multi-layered aesthetic, the back bridges of the movement, which can be admired through the sapphire caseback, are decorated with five circles emanating from the back of the flying tourbillon cage while increasing in size as they progress towards the periphery.

Their alternation of sandblasting and satin-brushing add texture and depth while subtly echoing the refined Frosted Gold finishing adorning the case. The sapphire caseback also reveals the sole bridge on which the flying tourbillon cage is fixed, while an additional opening discloses part of the geartrain. Design and movement development have merged once more to reach seamless harmony, inside and out; much like Couture.

“This timepiece is the feminine expression par excellence of the flying tourbillon, whose lightness, precision and elegance merge with a quality of execution that symbolises its values.”

Anne-Gaëlle Quinet Head of Complications, Audemars Piguet

Brilliant Bijoux

A POWERFUL LEGACY

The Royal Oak Concept saw the light of day in 2002 to celebrate the Royal Oak’s 30th anniversary. For the occasion, Audemars Piguet released a 150-piece limited edition inspired by Concept cars that combined titanium with Alacrite 602, a light yet highly resistant alloy mainly used in the aeronautical industry. While the bezel retained the Royal Oak’s trademark octagonal shape, the massive rounded 44 mm case, whose ergonomic curvature matched the natural shape of the wrist, brought this timepiece to new horizons. To complement the case’s futuristic aesthetic, the dial exposed the advanced hand-wound mechanism, while providing a variety of innovative functions.

Although originally conceived as a one-off limited edition, the Royal Oak Concept established an entirely new aesthetic for 21st-century Haute Horlogerie and led to the creation of a collection in 2008 following the release of the pioneering Royal Oak Carbon Concept Tourbillon and Chronograph. A platform of experimentation and innovation ever since, the Royal Oak Concept has seen the addition of unyielding materials, avant-garde designs and innovative complications attuned to the timepiece’s identity.

The first Royal Oak Concept for women joined the collection in 2018, premiering Audemars Piguet’s

first flying tourbillon wristwatch. Two 38.5 mm timepieces in 18-carat white gold highlighted the collection’s disruptive aesthetic with an array of brilliant- or baguette-cut diamonds. This design was reinterpreted in 2021 with a series of timepieces playing with diamonds and coloured gemstones.

The Royal Oak Concept also welcomed a new women’s Flying Tourbillon model glittering with Frosted

Gold in 2020 – the first in the collection. This timepiece was executed in a choice of 18-carat white or pink gold and complemented with a multi-layered dial in graded blue tones. Building on this design, the latest 18-carat pink gold Royal Oak Concept Flying Tourbillon “Tamara Ralph” Limited Edition merges the collection’s bold and powerful looks with the sophisticated luxury and fantasy of Tamara Ralph’s Haute Couture.

Brilliant Bijoux

PARMIGIANI FLEURIER

OBJET D’ART - TEMPUS FUGIT

TIMEKEEPER & AUTOMATON

Parmigiani Fleurier celebrates the Year of the Dragon with “Tempus Fugit”, a legendary icon of Chinese culture: The Dragon and the Pearl of Knowledge.

For Sinophone communities around the world, 2024 is the Year of the Wood Dragon, which starts on 10 February, the first day of the Chinese New Year. Strength and grandeur are the salient features of this symbolic animal figure. Maison Parmigiani is celebrating the occasion with a magnificent restoration of a masterpiece from its Métiers d’Art collection, Tempus Fugit. This exceptional creation is inspired by the legend of the Dragon and the Pearl of Knowledge, powerful symbols anchored deep in traditional Chinese culture.

HAUTE HORLOGERIE AND MECHANICAL ART

A fusion of Haute Horlogerie and art mechanics, at once an allegorical time-measuring instrument and an automaton, this complex, one-ofa-kind creation is the result of Parmigiani Fleurier’s vast experience in the restoration of antique clocks. Often, they combined timekeepers and automatons working in perfect synchronization: clocks with birds, for example, or moving figures representing a scene. Many of these pieces still regularly find their way to the Maison’s Restoration Workshop, one of the very few in the world capable of understanding and mastering their complexity.

The Dragon and the Pearl of Knowledge is a direct part of this lineage. It

is inspired by Asian legends of the dragon swimming with a pearl, the carp jumping over the Dragon Gate, and the Dragon Emperor chasing the Pearl of Wisdom. Parmigiani Fleurier has expertly combined the special expressive shape of Tempus Fugit with traditional Chinese culture to present a true masterpiece of fine watchmaking.

THE LEGEND OF THE DRAGON AND THE PEARL OF WISDOM

The legend of the dragon swimming with a pearl is deeply rooted in Chinese culture. According to the Chinese philosopher Zhuangzi, “The most precious pearls are found only in the deepest waters, in the jaws of black dragons. In historical Chinese literature, dragon pearls are usually hidden in the mouths of dragons and only spat out at special times. Dragon pearls are rare and extremely valuable treasures.”

Swiss sinology expert Estelle Niklès van Osselt has a deep understanding of the origin and meaning of the Dragon and the Pearl of Knowledge: according to legend, only a carp that manages to make its way to the Dragon Gate after numerous attempts to go up the river receives the honour of being transformed into a dragon. This is the parable of the student who wanted to serve the emperor. The carp transforming into a dragon here symbolizes perseverance, while the pearl represents imperial wisdom. Forming an inseparable duo, “they allude to social ascension in the imperial hierarchy, to power, wisdom and protection against negative influences,” explains van Osselt.

The number nine is of central importance in Chinese culture. In addition to the eyes of a demon, the Imperial Dragon presented by Parmigiani Fleurier includes the body parts of nine animals – the head of a camel, the ears of a cow, the antlers of a deer, the neck of a snake, the paws of a tiger, the claws of an eagle, the belly of a mollusc, the scales of a carp, and the mane and beard of a lion. The very distinctive shape of the nose resembles a mushroom, a symbol of good luck.

THE ETERNAL MARCH OF TIME

The Tempus Fugit metaphor illustrates the concept of the eternal march of time. In this creation, which uses a mechanism developed by Parmigiani Fleurier, the dragon travels one revolution per hour, pursuing the dazzling orb at a constant speed, in pursuit of the glowing pearl. Just as the dragon is on the verge of seizing it, the pearl flies away, escaping the dragon’s clutches six times an hour. Every time the pearl moves, a gong sounds to alert the owner.

With the Dragon and the Pearl of Knowledge, Parmigiani Fleurier demonstrates to the world the breadth and richness of its knowledge of high-precision watchmaking, fine jewellery and automata. First sculpted in wax, the dragon’s body was then cast in three sections, before being expertly crafted from solid silver.

LEGENDARY GEMS

Covering the body with scales was the most complicated part of the operation. According to traditional

custom, Chinese dragons have 117 scales, of which 81 (9x9) are male and 36 (9x4) are female. The Parmigiani Fleurier Imperial Dragon, however, has 585 scales, a number divisible by 9 and a carefully considered choice in the design of the dragon. The scales are made of natural jade, designed, cut, polished, and individually fixed, then riveted over the entire body, forming a complex assembly of precious elements.

The dragon is adorned with 150 green jade stones, complemented by exceptional white, yellow, orange

and red jades. The claws and whiskers are solid white gold, the eyes are ruby, and the tongue is carnelian.

The Pearl of Knowledge is a solid white gold sphere surrounded by golden flames, which is embedded in a cameo of precious stones, including white diamonds and rubies, and orange and yellow sapphires. The base, which contains the mechanism, represents the river that the carp goes up. It was cut from a block of transparent rock crystal, through which the movement is visible. The gilded silver ring showing the traditional

Chinese 12 hours (one Chinese hour is two hours) rotates every 24 hours. The fixed indices are made of jade.

KEY FIGURES: 1,000 COMPONENTS, 5,800 WORKING HOURS

A unique piece of watchmaking art, the Dragon and the Pearl of Knowledge has nearly 1,000 components. It required more than 5,800 hours of work and the participation of the most prestigious master craftsmen, under the direction of Michel Parmigiani.

SAMAH ZIDAN INTERVIEW

Would you share with us the journey that transformed your interest in media to acting? What inspired this change?

In fact, my goal for years was acting and art, however, my Media study was an important aspect for me, even if I move away from the Media, I believe I will return to it again.

I started my career in festival films (short films), however, I was keen to develop myself rapidly. Perhaps, this helped me to reach where I am now, as the habit of persistence pushes a person ahead to success rapidly. Certainly, I am grateful to the Media and my wonderful beginnings, and keen not to stay too far from the Media. I believe many technical steps to take first.

Al-Mirath was a Saudi soap opera series, the first of its kind, and lasted for 750 episodes.

What were the challenges you faced in performing the character of Dr. Mashael during the filming period, which lasted for 3 years?; and How you were able to maintain your character during the long filming period? and the challenges you faced through the period of the filming lasted for three years?

Challenges created many opportunities. Perhaps the challenges were the compliance for more than 3 years with filming dates, studying

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with hard work and diligence, and the necessary attendance to participate in real-time events that we were filming and also represented by the Corona period, which was the most important challenge facing the filming process, specifically with the difficulties which we were facing.

On the other hand, there were many opportunities to coexist with reality and what was happening on the screen. The audience’s connection with the character “Mashael” gave me a greater opportunity to express many aspects of her personality, which contributed to the success of the role and the cast as well. It was also an opportunity to benefit from my colleagues, the director and even benefiting from the audience’s criticism. I was lucky to work and I had capitalized on the opportunity to work hard and diligently to present the cast in the way it deserves.

How did your Egyptian origins and period of living in Saudi Arabia influence your artistic career and choices of roles?

Perhaps the diversity of cultures benefits a person in general in any field, and art specifically. No one can deny the value and importance of the art school in Egypt, which is considered the most important in the Arab region, of course, this helped me to develop rapidly and achieve important and rapid steps because I benefited greatly from all Egyptian stars during the period of study, and of course, whoever comes from an artistic environment like Egypt is lucky. I am also proud of Saudi Arabia and the wonderful and rapid development encountered at present.

You specialized in media and journalism during your university studies at Ain Shams University in Cairo.How did your academic background affect your understanding of roles in acting and your outlook on the entire field of entertainment?

Media is not far from art. It is a very close circle. In the end, we all stand in front of the camera, with differences, of course, however, perhaps my study of media helped me in the way I deal with the characters I present, as I became more informed and aware of the variables and issues, which brought me closer to the characters I present.

Your first television appearance was in the series “Shad Balad” on Rotana TV. Tell us a little about how you felt during your first experience.

Without a doubt, the first experiences are unforgettable, and they leave a lot of impact on our technicality, especially when it is the first step on the ladder of ascension, as they are motivating. I was very happy with such experiences and I sat a lot watching the work to see what good I had done and what I should have done better, but in the end, It was not a bad experience and I am proud of it. Especially since it was directed by the great creator Abdul Khaleq Al-Ghanem, may God have mercy on him, and that is enough for me.

You gained wide public exposure through your roles in television and film dramas. In your opinion, what qualities do you possess that helped you spread on all platforms?

No one can talk about himself, and I may not like it, but all I can say is that I always feel that I need to provide

the best and I have what I can offer, along with the necessity of diligence, research, and a good personality study in all aspects. The most important thing is to appear decently with due respect to the mentality and outlook of the follower.

As a prominent figure in the artistic field in the region. You constantly deal with the most prominent and famous international and local brands. How can you ensure that you maintain your special and authentic touch through these dealings and at the same time express the concept of luxury through these collaborations?

Any person who is keen on his appearance, especially an artist, is necessary to maintain that, but perhaps I will be more frank with you despite my keenness to

stand out. I am not drawn to imitation or following everyone else. I am closer to the things that I like and that are similar to me at the same time. I prefer the things that belong to me. To my personality, which I feel familiar with and not just because it is beautiful.

In the end, every person, especially every artist, has qualities and characteristics that cannot be similar to any other artist, and this is the difference.

Luxury often meets art and culture. How do you see the contribution of your acting career to expanding the concept of luxury in Saudi Arabia and Arab culture as a whole?

Culture is a truly comprehensive and large concept. I see that the matter is relative, and there are diverse and different cultures, but I believe that the artist

must be educated. He is not just a performer who stands in front of the camera to embody what is on paper. On the contrary, his culture makes him more capable of interaction and expression, and perhaps to be more honest in his work, I do not believe that an uneducated person can be successful, especially those who work in fields such as art, media, and writing.

Of course, I am talking here about the success...the success, not the spread.

Luxury can be a source of inspiration to many.

Are there any luxury brands, designers, or specific cultural influences that have greatly influenced your style and preferences?

Everything distinctive, elegant, and simple... catches my eye first.

For me, simplicity is the key to true luxury and elegance as well. I do not tend to attract attention with excessive or crazy extravagance. The closer I get to simplicity, the more comfortable I am, and the closer I am to my fans and followers, and this is what I experience through social media. I also adopt simplicity, not only in appearance, but in performance, speech, and dealings as well.

I believe that “less is more” is a very true saying and based on experience...

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INTERVIEW WITH PAOLA EL SITT

How do you define “luxury” in the context of lifestyle experiences and products, and how has this definition influenced your curation and brand collaborations?

Luxury for me is a state of being, it’s elegance within it’s much more than a thing or an experience with a price tag, its an emotion that has so much admiration & appreciation for the details behind it.

This has played a major role in my choices and having options in choosing is a form of luxury itself.

I’m grateful to be in a position where I curate with attention to details and choose based on my values & my personality my brand collaborations for example some of the most important values I look at before curating or collaborating is the positive impact on wellbeing physical or mental the project or the brand has and many more.

Your brand collaborations span across various luxury sectors, from beauty and fashion to real estate and wellness. How do you ensure a consistent level of luxury in these diverse partnerships?

When you look at luxury from a deep perspective of values identity & impact its a common factor itself among any industry but if you look at luxury from a shallow perspective you get confused and you lose sight of why are you doing this, I choose to dive into a deeper perspective when it comes to my lifestyle so it doesn’t matter what sector it is as long as I stay true to myself in any choice.

With a significant following of 1.5 million on major social media platforms, how do you maintain a strong connection with your audience, particularly in the luxury lifestyle niche?

By staying real & selective and I emphasize on selective its not the easiest path but it’s the right path that built a solid base for me including a solid relationship with my followers they understand my values and appreciate my credibility and the more my following grows the more I feel it.

Your approach involves converting casual followers into active buyers. Could you elaborate on the strategies you employ to achieve this and foster loyalty among your clients?

This is one of the things I’m proud of achieving since i started i chose always my credibility & my reputation over short term gains and this is something you build and evolve into you can’t buy trust so i built my trust by choosing long terms choices this is not a strategy its a way of life and yes a lot of strategic work goes behind promoting brands and launching products but again the base is more important when its strong and solid the rest is easy.

Being recognized as one of the most influential individuals in Dubai & KSA, how do you navigate and engage with your audience across different social media platforms, such as Instagram, TikTok, and Snapchat?

I truly enjoy the thrill of this navigation because each platform has a different approach in communication

skills so it’s not always easy to per form the same on all. So Honestly i try my best to keep improving my internal operation within my team because the more organized you are the more you ensure smoother and equal performance.

Your involvement in inter national events like Cannes Film Festival and Paris Fash ion Week is impressive. How do you leverage such plat forms to elevate your per sonal brand and contribute to the luxury lifestyle nar rative?

I’m really privileged to have been a fixture on the international

calendar of the biggest events and I never take it for granted. The past 3 years I have been skipping fashion weeks as I was busy restructuring my businesses yet I put the effort for the film festivals because its less hectic work than fashion weeks hopefully when I’m more settled I will get back to the fashion week scene.

My appearances in such events have been always tied with global brands and this definitely helped me with my positioning and my image but also the whole experience I’ve the years have helped me in building a great international network with successful and inspiring people around the globe, its truly an added value on all levels.

Your role as an ambassador for wellness, including partnerships with clinics and hospitals, reflects a commitment to holistic well-being. How do you incorporate wellness into your own lifestyle, and how does this align with your overall brand narrative?

Wellness for me is a passion and a life commitment I believe our health is our wealth and i make sure I communicate this in my narrative everyday, motivating my followers to be the best version of themselves is my main mission and you can’t build a strong mind if you don’t support it with a strong body.

It also affects my choice of brands regarding the positive impact they can have either on mental or physical wellbeing.

Wellness is your solid base.

As an influencer with a significant following, how do you perceive the evolving role of social media in shaping and communicating the luxury lifestyle, especially considering the changing dynamics of online platforms?

Social media has become one of our main sources of communication, even though when we speak luxury and niche physical

experiences are essential specially for people who seek luxury from a deep perspective they want to enjoy every moment of the experience in acquiring it, yet because we can show and reflect a lot of emotions through our content on online platforms the dynamics have evolved and opened a new door to promote luxury.

In your brand collaborations with high-end fashion labels such as Versace and DSQUARED, how do you ensure that your personal style aligns with the luxury aesthetics of these brands?

I love exploring my style and diversifying it specially that i am privileged to experience different cultures in different places so i love to dress for the occasion and having different brands with different styles is always fun for me to dress up.

Growing up in Lebanon, how do you think your cultural background has influenced your approach to curating lifestyle experiences for a global audience?

Our “joi de vivre” culture in Lebanon shaped and built my passion for real luxury the art of lifestyle of communication of knowledge has been incorporated in my system.

Growing up on a rich culture in fashion beauty music refinement History and a lot more was a privilege.

And Lebanese have promoted their culture around the world wherever you go you find Lebanese expats and they come with their culture so the global audience is really familiar with our culture for generations

not recently and this helped a lot in my relatability to my global audience.

Can you share a memorable moment or experience that has significantly shaped your journey as a curator of lifestyle experiences and products?

I’ve been always fascinated by different civilizations and cultures and this opened my perspective that there is more to life a legacy an impact and once you cultivate yourself with history and the impact of different civilizations on humanity you know you are meant to live a larger life and you have a stronger mission to do something in this world.

My curiosity at a very young age helped me in cultivating this in my lifestyle and the most memorable moments are the moments I stand in front of historical monuments or experience something above average in historical cities I really feed my soul and get motivated to do more and be more.

Finally, balancing a busy schedule with brand collaborations and international events, how do you prioritize self-care and maintain your well-being amidst the demands of your profession?

Thank you,

Balance is key but when you play different roles during the day you got to have a bullet proof mindset to juggle in between I am an entrepreneur launching simultaneously 3 big projects and an influencer too working with global and regional brands.

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I really invest in self-help a lot I take so many personal development courses to strengthen my mindset and I invest in a great team around me that support me in my day to day.

Also, in my upcoming businesses I built strategic partnerships on every project to maximize my performance and focus on my added value in my endeavors.

But through it all I definitely prioritize myself care over anything I’m an early bird and very disciplined in my weekdays because this is the only way to be efficient with my time and keep my sanity and balance everyday I prioritize finalizing my morning routine before I kickoff my day.

INTERVIEW WITH ENG.

SORAKA SARIA AL-KHATIB

How do you incorporate a sense of opulence and exclusivity in corporate vision & governance ensuring that the companies you advise reflect a luxurious brand image?

In the world of luxury story telling is key to create a mental visualization and to lockdown a spot in the consumer mind for what the brand stands for and bring value to the proposition to ensure top of mind of the positioning statement. In crafting the storyline ensure to address perception of scarcity and desirability.

In the realm of Rapid business development, where luxury often plays a pivotal role, can you share a case where your strategies not only accelerated growth but also enhanced the prestige and exclusivity associated with the brands you worked with?

Luxury is associate with authenticity and exclusivity, being part of the club to create a network of elites that share common traits yet each has his own personal brand.

Your expertise include global strategic development and delivery, how do you ensure that the global expansion of luxury brands maintains a harmonious balance between cultural sensitivity and marinating the essence of luxury?

Luxury traits is universal by definition yet its implementation is highly dependent of cultural norms, and to ensure its harmony you have to understand what the brand stands for as a persona and how this essence is maintained authentic to the brand value yet calibrates to the cultural norms to bring about the true value of the brand and connects to the authenticity of the target market.

Talent management and acquisition is crucial in cultivating a team that aligns with luxury brand’s ethos. Could you share a unique approach you’ve taken to attract and retain top-tier talent in the luxury sector?

Talent management and acquisition is very important as you are developing brand ambassadors who

personify the values of the brand across the five senses and it’s crucial to embody those traits. So talent management and development becomes mission critical to reduce attrition and turn over to maximize the desired outputs.

Leadership in the luxury industry requires a unique finesse. Can you share a moment where your decisive leadership, mentoring and coaching played a significant role in elevating a brand’s position in the luxury market?

Leadership is about authenticity and being vulnerable at the same time, I recall on of the influencers was not happy of the service offered and the way I dealt with it is by giving the person the psychological safety to speak his mind and acknowledge

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the short coming and work diligently in addressing his needs.

Restructuring and Re-organizations can impact a luxury brand’s image. How do you delicately navigate such transitions while preserving the aura of exclusivity and sophistication?

As previously stated Luxury is all about storytelling to capture the essence of the brand value and brand promise, handling restructuring should start with the story behind the change and what it is intended to do and why and how it will enable that charge to bring about the brand essence.

Thought leadership in the luxury space involves staying ahead of trends. How do you balance innovation with timeless elegance in your thought leadership role to keep luxury brands at the forefront?

Balancing innovation with timeless elegance is very key in luxury brands as much as it shouts out at the same time it’s subtle and quite, being a trend setter is about representing one’s self and being authentic to your brand promise yet reflecting the current state and embodying the spirit of the season.

With your background in prestigious programs, such as the MiSK 2030 leader’s program, how have these experiences contributed to your ability to lead and advice in the luxury business landscape?

MiSK 2030 leaders program is about uncommon leaders toward one common goal, Vision 2030 in out North Star, the beauty of the

program is the network effect with likeminded leaders each different and unique in his own way, yet having a common goal.

Your educational background includes an EMBA from London business school. How has this academic foundation contributed to your leadership style and approach to business challenges?

The MBA at LBS is one of the best programs in the world for the diversity

and global exposure it provides and being situated in between London and Dubai, you get to see both cultures in a high end luxury perspective. Having the privilege to be taught be renowned esteemed professors sharing their books and having state of the art frameworks to address the challenge in hand and listening to real life situations and having the ability to debate and discuss with the person in charge at the moment gives excellent exposure to real life and helps develop the diversity yet authenticity of the individual.

EMBRACING SUCCESS: THE SEVEN COMMANDMENTS OF A VISIONARY LEADER

ENG. SORAKA SARIA AL-KHATIB

In the dynamic landscape of Saudi Arabia’s market, the path to success is both unique and universal. The journey of a seasoned leader, embodying a blend of strategic vision and entrepreneurial spirit, has distilled invaluable wisdom into seven commandments. These principles, reflective of the vibrant and transformative energy of the region, offer a roadmap for achieving personal and professional excellence.

1. *Life as a Journey:* Understand that life’s essence is captured in its journey, punctuated by meaningful stops that teach, challenge, and allow growth. Embrace each phase with the courage of a tiger, navigating through with purpose and strength.

2. *Walk the Talk:* Integrity is the hallmark of true leadership. Like the steadfast spade, your actions must dig deep, rooted in your words, ensuring trust and respect are earned and maintained.

3. *Leadership as Purpose:* Leadership is more than a title; it’s a calling to serve and guide with the sharp focus of a Sagittarius arrow, aiming to uplift others while pursuing collective goals.

4. *Success as a Decision:* View success not merely as an outcome but as a choice, made daily. The phoenix’s resilience reminds us that from every setback, a determined spirit can rise, choosing success amidst adversity.

5. *Decisions as Sacrifices:* Every choice comes with its trade-offs. Recognize the importance of prioritizing, understanding that true

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achievement often requires the wisdom to forego immediate gratification for long-term gains.

6. *Happiness from Within:* Like the warmth of orange, happiness and contentment are intrinsic states of being. Cultivate them within, and let them not be swayed by external circumstances.

7. *Faith as a Guide:* Set your faith as your North Star, allowing it to guide your decisions, actions, and paths. In the vastness of life’s desert, faith illuminates the way forward, providing hope and direction.

Adhering to these commandments fosters a life of purpose, achievement, and fulfillment. They encapsulate the essence of visionary leadership, resonating deeply within the hearts of those who aspire to leave a lasting legacy in Saudi Arabia’s flourishing landscape.

LOVE TAKES FLIGHT: JUMEIRAH HOTELS

& RESORTS UNVEILS INTERNATIONAL

VALENTINE’S DAY EXPERIENCES FOR A TRULY SPECIAL GETAWAY

Love is in the air and what better way to celebrate the most romantic day of the year than an international getaway with your beloved?

This Valentine’s Day, Jumeirah Group is inviting guests to embark on a journey of love with a collection of extraordinary romantic experiences across its stunning properties in Bali, Muscat, Bahrain, the Maldives and London, where every detail has been meticulously crafted to surpass expectations.

Designed to enchant and captivate, these exclusive offerings are perfect for those seeking to create unforgettable memories and indulge their loved ones in something truly special. Whether it’s an idyllic beach paradise in Bali, a serene couple’s spa retreat in Muscat, a dreamy overwater villa experience in the Maldives, a unique blend of relaxation and luxury in Bahrain, or a romantic city escape in London, every element has been thoughtfully curated to ensure an unparalleled celebration of love.

A celebration of love at The Carlton Tower Jumeirah, London

With travel to the UK now even easier for GCC citizens – from February visas are no longer required – why not take a trip to London and indulge in the allure of love at The Carlton Tower Jumeirah in the heart of Knightsbridge. From 9 to 14 February, guests can enjoy an array of exclusive experiences that promise to ignite passion and create cherished memories while staying in one of its meticulously designed rooms or suites, each with a private balcony offering unparalleled views of London’s majestic skyline.

For a wellness-infused celebration, couples can opt for “The Celebration of Love” at The Peak Fitness Club & Spa, featuring a lavish full-body massage for two with rose quartz palm stones and invigorating essential oils. For the epitome of romance, enjoy a private candlelit couple’s swim under the stars in London’s largest moonlit indoor pool, adorned with

thousands of red rose petals. Meanwhile, those seeking a taste of nostalgia can savour a trio of exclusive cocktails crafted by the hotel’s talented bar team. Inspired by iconic love stories from The Swinging Sixties, be it the tantalising Mr & Mrs Brown, the romantic Jean Shrimpton & David Bailey, or the sparkling John Lennon and Yoko Ono, each sip is a journey into the era of unstoppable love.

Enquiries for “The Celebration of Love” can be made via The Peak Fitness Club & Spa, where a dedicated team awaits to curate a Valentine’s Day experience beyond compare.

Discover precious moments for two at Jumeirah Muscat Bay

Reconnect, revitalise, and celebrate the season of love at Jumeirah Muscat Bay. Tucked away in a serene cove within Bandar Jissah, among the majestic Hajar Mountains, and stretching along the tranquil Gulf of Oman, Jumeirah Muscat Bay emerges as a haven, seemingly designed to provide a peaceful romantic escape. From 12 to 16 February, guests can embark on a captivating journey of love and relaxation with the exclusive ‘Precious Moments for Two’ offer, crafted to deliver an unforgettable shared experience. Immerse in a harmonious fusion of personalised treatments – opt for a 90-minute session featuring a bespoke aromatherapy full-body massage paired with a choice of scrub or express facial, or indulge in a 120-minute escape with a full facial.

Within the beautifully adorned couples’ room, scattered with delicate rose petals, couples can tailor their

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massage with a carefully curated selection of body oils, including options for fitness recovery, detox, and serenity. As an added indulgence, savour the moment with a mini high tea stand featuring an array of treats such as pastries, macarons, chocolates, and biscuits.

Make this Valentine’s Day truly special at Jumeirah Muscat Bay, where every moment is crafted to offer an enchanting retreat.

Sweetheart retreat at Jumeirah Gulf of Bahrain Resort & Spa

Nestled along the tranquil shores of the south-west coast of Bahrain, discover an oasis of romance at the Jumeirah Gulf of Bahrain Resort & Spa. Deeply rooted in the rich cultural tapestry of the region and imbued with a vision of modern luxury, the resort invites you to celebrate love this Valentine’s Day with its exclusive packages.

Embark on an enchanting journey with the “Pre-date Vibe” experience - begin with a toast to love with a glass of sparkling wine and delicious chocolate box. Invigorate the senses with a 30-minute personal training session or opt for a touch of glamour with nail polish application. Continue the journey into relaxation with a 30-minute massage or facial treatment, surrounded by the serene

ambiance of the resort’s spa facilities, and allow the moments of bliss to linger as you enjoy unrestricted access for the day.

Adding an extra touch of romance, couples can go for the “You and I” experience - a symphony of romance orchestrated to elevate your Valentine’s Day to extraordinary heights. Sip on a glass of sparkling wine, savour the sweetness of a chocolate box and unwind with a 45-minute massage amidst fragrant rose petals. As the day unfolds, bask in the tranquillity of the resort’s spa facilities, creating an intimate haven, and extend the blissful escape with a day enjoying the spa amenities, allowing you to savour every moment.

Island romance at Jumeirah Maldives Olhahali Island

Nestled in the tranquil embrace of North Malé Atoll, Jumeirah Maldives Olhahali Island invites couples to celebrate the month of love with its exclusive ‘The Symphony of Love’ programme.

This collection of experiences seamlessly weaves together spa indulgences, gastronomic delights,

adventure escapes, and artistic expressions, resonating with the stunning Maldivian surroundings.

Discover the resort’s renowned Talise Spa with the ‘Space for Togetherness’ package – offering a 60-minute spa treatment, 30-minute aroma bath ritual, and choice of a fruit platter or chocolate, accompanied by a mocktail or a glass of champagne. Alternatively, opt for the “Island of Romance” experience featuring a 30-minute full-body scrub, 60-minute spa treatment, and choice of culinary delights. Culminating the wellness journey is the “Firumaalaa” Couple’s Ritual — a moonlit affair with a bespoke setup on the beach or on the private rooftop terrace of the villa, with an intimate three-course dinner.

For the ultimate in romantic dining experiences, a floating tray in the villa’s pool, adorned with fragrant rose petals, and carefully curated breakfast menu sets the tone for a day filled with love. Alternatively, opt for a lagoon-side breakfast amidst a thoughtfully arranged beach setup. Escape to an intimate sandbank picnic mere minutes away from the island, featuring a gourmet picnic box lunch, premium wine, and a beautifully arranged setup for a relaxing afternoon. As the sun sets on 14th February, Shimmers Beach hosts an exquisite dinner with Valentine-themed beachside tables, a welcoming glass of rosé, live musical notes, and a four-course chef’s selection.

Couples can also explore with a romantic private sunset cruise accompanied by canapés and bottle of champagne. Elevating the island treat is a two-hour expedition on a secluded sandbank, complemented by a refreshing coconut juice or selected soft drinks. On the evening of 16th February, couples can enjoy handcrafted cocktails while strolling through a romantic artisan street market. Or, for the ultimate romantic experience, can indulge in the ‘Eternal Love Adventure’ available from 14th to 16th February. This all-day package includes a floating or lagoon breakfast, 60-minute couple’s massage, sandbank picnic, a sunset cruise with champagne, romantic beachfront dinner, and a bubble bath with delectable treats and bubbly to conclude off the day.

Love is truly inspiring at the resort’s MURACA Art Studio, inviting beloved couples to join an array of romance-themed crafting experiences. A playful space inspired by the mesmerising coral reefs of the Maldives, this studio anticipates capturing couples creating their own candles, crafting bracelets for each other, and recreating the beauty of the sun dipping below the horizon through a sunset painting experience, all guided by the Resident Artist.

Beyond the planned events, Jumeirah Maldives Olhahali Island offers travellers the freedom to tailor and enhance their celebration. From a curated array of blooms at the Café Lounge, romantic bed decorations to petal and flower arrangements elevating the villa experience.

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Romance at the Summer Water Palace at Jumeirah Bali

Escape to the romantic haven of Jumeirah Bali for an unforgettable Valentine’s Day where breathtaking sunsets await in this idyllic beach paradise. Guests can indulge in a variety of romantic dining options including the enchanting Valentine Floating Breakfast, an intimate In Villa Valentine Dinner featuring a six-course set menu and the exquisite Mantra Valentine Dinner, inclusive of a set menu, a bottle of sparkling rose and the option to enjoy the melodious tunes of a violin player.

To elevate the experience, couples can opt for the love-filled Valentine’s celebration package featuring a private in-villa dinner, complimentary 60-minute spa treatment at the renowned Talise Spa, and for those seeking wellness, soothing yoga sessions or find moments of reflection through meditation. With direct access to the pristine beach, take leisurely strolls hand in hand with your loved one along the shore, creating cherished memories against the backdrop of the picturesque sunset.

Each location promises an extraordinary and unforgettable celebration of love, leaving an indelible mark on hearts. Consider these exclusive Valentine’s Day experiences from Jumeirah Hotels & Resorts for a truly enchanting retreat with your loved one.

MARRIOTT INTERNATIONAL AND DIRIYAH COMPANY BREAK GROUND FOR THE RITZ-CARLTON, DIRIYAH

Marriott International has celebrated the groundbreaking ceremony for The Ritz-Carlton, Diriyah together with the Diriyah Company. The event was attended by Sandeep Walia, Chief Operating Officer – Middle East, Marriott International and Jerry Inzerillo, Group Chief Executive Officer, Diriyah Company along with senior members from both organisations.

Expected to open in 2026, The Ritz-Carlton, Diriyah is anticipated to bring the brand’s legendary service and exquisite design to the cultural destination. Plans for the hotel include 195 guestrooms including 34 suites along with a specialty restaurant, all-day dining venue, meeting rooms, outdoor pool, and fitness center. A kids club with the brand’s signature Ritz Kids offering, a signature spa and

other immersive guest programmes are also expected to be offered.

During the official visit, representatives visited the site of Bab Samhan, a Luxury Collection Hotel, Diriyah, which is expected to be the first hotel to open within Diriyah in 2024. Bab Samhan will reflect the Najdi culture through its design and hospitality and will feature transformational experiences and destination-rooted authenticity. Design plans for the property include 135 guestrooms, including 27 suites, two signature restaurants, an all-daydining restaurant, coffee and juice bar, fitness center, pool, and spa.

“We continue to witness great progress across our portfolio within Diriyah and look forward to bringing our cherished and celebrated brands to one of the world’s most anticipated

cultural and heritage cities,” commented Sandeep Walia, Chief Operating Officer – Middle East, Marriott International.

Along with The Ritz-Carlton, Diriyah and Bab Samhan, a Luxury Collection Hotel, Diriyah, Marriott International and Diriyah have previously announced the signings of an EDITION Hotel and a Moxy Hotel.

Jerry Inzerillo, Group CEO of Diriyah Company added “Diriyah is so much more than a giga-project. Unlocking centuries of heritage and history, the city has been at the heart of Saudi Arabia’s founding story and national development for three hundred years. The partnership with Marriott international will offer guests the opportunity to immerse themselves in that culture and sample the unforgettable lifestyle of The City Of Earth.”

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Diriyah is set to become Saudi Arabia’s foremost historic cultural destination. The new hub will see fourteen square kilometers of the historic town of Diriyah, known as ‘the Jewel of the Kingdom’,

transformed into a global tourism destination with its main anchors rooted in its historic culture and heritage. Created in the style of Najdi architecture, an authentic Saudi Arabian building style,

guests will be instantly transported to centuries past when the Arabian Peninsula was born. The landmark destination is expected to include a variety of cultural institutions and museums,

galleries, local and international restaurants, luxury retail experiences, public squares, hotels, multiple recreational spaces, residences, educational institutions, and offices.

4 LUXURIOUS GETAWAYS TO VISIT AHEAD OF THE HOLY MONTH

Embark on an extraordinary journey before the holy month of Ramadan arrives. Embrace the allure of luxurious destinations around the world. Delight in opulent escapes featuring indulgent spa experiences, meticulously curated dining options, and a collection of immersive activities. This ultimate getaway guide invites you to savour every moment, promising an unforgettable celebration designed to resonate with the essence of an extraordinary pre-Ramadan escape.

THE OUTDOOR ADVENTURE OF A LIFETIME AT ONE&ONLY GORILLA’S NEST

Nestled within the lush heart of the jungle, One&Only Gorilla’s Nest emerges as a hidden sanctuary that captures the essence of natural beauty. Carefully crafted by nature’s hands, this extraordinary abode offers a unique and enchanting haven for those seeking an unforgettable retreat. As visitors venture into the verdant wilderness, the Gorilla’s Nest reveals itself, perched high amidst towering trees, where the air is filled with the sweet melody of tropical birds, and rustling leaves create an intimate symphony.

For those looking for a getaway that goes beyond the ordinary, the spaces at One&Only Gorilla’s Nest beckon with the promise of adventure and the enchantment of the wild. From the suspended treehouses to the captivating gardens, each moment becomes an opportunity to connect with the extraordinary world just outside your secluded haven. Guests can embark on the ultimate Virunga experience at One&Only Gorilla’s Nest, traversing the misty bamboo forest, where every step leads to a mesmerizing encounter with endangered mountain gorillas that freely roam in their

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natural habitat. This experience is more than just a wildlife expedition; it is a profound connection with the majestic creatures and a rare opportunity to witness them languish in their troops.

Following the day’s adventures, the perfect antidote awaits at the One&Only Gorilla’s Nest spa, where a menu of calming treatments beckons to rejuvenate mind, body, and spirit, striking a harmonious balance between physical activity and relaxation. As the sun sets, the Gorilla’s Nest transforms into a magical space, adorned with twinkling fireflies and the distant hum of nocturnal creatures. Guests can indulge in a tranquil evening, savouring the immersive experience heightened by the gentle sounds of the jungle. For those seeking a truly unique and intimate escape, the Gorilla’s Nest stands as a testament to the beauty and tranquillity found in the heart of nature’s embrace.

For more information, oneandonlyresorts.com

AN ELEVATED ENCHANTING ESCAPE AT THE 7132 HOTEL

Situated within the enchanting landscapes of Graubünden, Switzerland, the 7132 Hotel stands as an architectural masterpiece seamlessly integrated into the breath-taking Alpine surroundings. Situated amidst towering peaks, this luxurious retreat captivates guests with its contemporary design and unparalleled views of the pristine mountain vistas. Each facet of the hotel is meticulously crafted to create an idyllic haven for those seeking an extraordinary escape.

Comprising of 73 rooms, including luxurious presidential, penthouse, and spa suites, the hotel provides a range of opulent accommodations boasting panoramic views of the stunning alpine scenery. Guests can traverse the pristine mountain trails, where every step leads to mesmerizing encounters with

the untouched beauty of Graubünden. After a day of exploration, guests at 7132 Hotel can retreat to the spa, which features a hammam and a hot spring bath, offering a perfect respite amidst the breath-taking landscapes complemented by a dedicated kids club for family-friendly enjoyment.

Guests at 7132 Hotel can indulge in an exquisite dining experience at a trio of distinctive restaurants, where diverse culinary preferences are catered to, showcasing the region’s finest flavours while revelling in the tranquillity of the surroundings. Additional amenities include complimentary heli-transfers and limousine pickups, ensuring a seamless and luxurious experience for discerning guests.

SERENITY AMIDST THE STUNNING BLUE WATERS AT EMERALD MALDIVES

Located in the heart of a tropical paradise, the Emerald Maldives Resort & Spa extends a warm invitation to GCC travellers seeking an idyllic retreat bathed in sunshine. This luxurious haven is surrounded by crystal-clear turquoise waters and pristine beaches, creating the perfect escape for those yearning for the radiant warmth of the sun. The resort’s overwater villas and beachfront suites offer breath-taking views of the Indian Ocean, providing a serene backdrop for an unforgettable stay.

For adventure enthusiasts, a plethora of water-based activities await, from snorkelling among vibrant coral reefs to leisurely swims in the resort’s infinity pool. The Emerald Spa stands as a sanctuary of rejuvenation and well-being, offering guests a blissful escape within the paradisal setting of the Maldives. Here, visitors can indulge in a range of treatments inspired by traditional Maldivian healing practices, surrounded by the tranquil beauty of the island.

Culinary delights await at Emerald Maldives, where a diverse range of dining options ensures a unique culinary journey. Whether lounging by the poolside with a refreshing cocktail or dining under the stars with the soothing sound of the ocean as a backdrop, travellers can relish the warmth of the Maldivian sun while savouring world-class cuisine.

For more information, emerald-maldives.com

THE IDEAL MOUNTAIN ESCAPE AT ULTIMA COURCHEVEL BELVÉDÈRE

Nestled in the picturesque Sunny Valley at an elevation of 1750, Ultima Courchevel Belvédère offers unparalleled proximity to the renowned slopes of the Savoie province in France. The prestigious ski-in and ski-out resort comprising of 13 private chalets is an ideal haven for GCC travellers looking to balance days of skiing with mind-soothing treatments and world-class dining experiences.

GCC travellers are invited to enjoy the view from the resort’s stand-out mountain-facing restaurant, and

cocktail bar with uninterrupted views of the frosted mountains. Offering the signature Ultima wellness experience, the resort features two state-of-the-art spas, an indoor and outdoor pool, a sauna, a hammam and a Jacuzzi, perfect for warming up and unwinding after a day spent on the slopes.

Situated at the heart of Europe’s largest ski region, over 600 kilometres of maintained pistes lie on the doorstep of the resort’s residences. Just a short 7-minute transfer journey to the city’s bars and restaurants, the property is perfectly located for when the hours turn dark. The ski guides and instructors are at the ready to lead excursions to the hidden

gems of The Three Valleys and beyond. Non-skiers can head to the town of Courchevel to explore the refined boutiques, dining, and entertainment on offer, with the team on call to curate unique and authentic experiences featuring the region’s finest offerings at any time.

BOUTIQUE GROUP EMBARKS ON A GRAND ARCHITECTURAL VOYAGE: AL HAMRA PALACE IN JEDDAH

In its future guise, Al Hamra Palace in Jeddah will give guests a rare glimpse into majestic living. From awe-inspiring architecture and grand interiors to rich culture and art that will exude the legacy and traditions of Saudi Arabia

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Boutique Group, a hospitality company fully owned by Saudi Arabia’s Public Investment Fund, merging the Kingdom of Saudi Arabia’s culture and heritage with contemporary elegance to develop historic and cultural palaces into ultra-luxury boutique hotels, has announced its partnership with the international architecture design firm, OBMI alongside the world-renowned French interior designer Jacques Garcia as part of the project’s design consortium.

Al Hamra Palace is a unique destination, while built as a royal residence for King Faisal bin Abdulaziz, upon its completion, and at his request, Al Hamra Palace became a royal hospitality pal-

ace, where the Kingdom could offer its most generous hospitality to its honoured guests, including presidents of Arab and Islamic nations, figures like Richard Nixon, Diana - Princess of Wales, and the current King Charles the Third.

Nestled along Jeddah’s captivating corniche, the palace reflects a fascinating mix of traditional architectural inspirations from Islamic Hijazi with Neo-classical elements. The influence can be seen in its arched gateways, slanted roofs and a facade crafted from Riyadh stone.

Mark De Cocinis, CEO of Boutique Group, commented: “Partnering with entities that share our

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visionary ethos, unwavering commitment to intricate storytelling, and profound attention to the most nuanced details is not merely an imperative, but an exquisite manifestation of our relentless pursuit of excellence. Working with internationally renowned design firms like OBMI and Jacques Garcia is an important and essential step in developing the project following the highest standards of development and sustainability while staying true to the rich cultural roots of Al Hamra Palace.”

Douglas Kulig, Chief Executive Officer of OBMI, marked: “We are honoured to work alongside Boutique Group to breathe new life into one of the most prominent landmarks of regal hospitality in the Kingdom of Saudi Arabia.

“Our design pays homage to the original structure featuring traditional Hijazi architecture.” He added.

While Jacques Garcia, the well-known French interior designer, said: “My inspiration stemmed from the existing Islamic architecture of the palace combined with the marvellous essence of old Jeddah and its Hijazi influence. Fusing these elements to reflect oriental elegance while adding diverse colours and luminous shades, which flow seamlessly in this elegant and expressive masterpiece.”

Al Hamra Palace is one of the palaces steeped in history in Saudi Arabia that Boutique Group is converting into ultra-luxury hotels. Guests can expect to be welcomed to palatial elegance and gracious Saudi hospitality, which will showcase the Kingdom’s rich heritage.

HONAYDA ILLUMINATES THE HOLY MONTH WITH THE EXCLUSIVE ‘SUHAIL’ COLLECTION

In celebration of the special month of Ramadan, HONAYDA proudly unveils the “Suhail” collection featuring a bold monochromatic palette, drawing inspiration from the brilliance of the Suhail

star, revered across generations for symbolizing new beginnings and the lights of change.

The collection infuses the designs with the vibrant red color, evoking

traits of strength, passion, and confidence. Crafting a blend of textures, signature elements of the brand are meticulously integrated endorsing the identity of HONAYDA.

Reimagining the famous Suhail star in modern aesthetics, the capsule collection’s unique print showcases a contemporary rubber print technique mirroring shades of the star’s light.

Each look is adorned with an artistic touch, featuring intricately designed golden stars crafted with cutting-edge hand embellishments, enriching the ‘Suhail’ collection where each look tells a story of artistry, tradition, and the radiant spirit of Ramadan.

SAUDI BRANDS, LEEM & APOA COLLABORATE TO LAUNCH A CAPSULE COLLECTION IN CELEBRATION OF SAUDI FOUNDING DAY

Saudi fashion house, Leem, has unveiled its highly anticipated collaboration with APOA, a distinguished name in couture jewellery, in celebration of the upcoming Saudi Founding Day. Available across Leem’s stores in Panorama and Red Sea Mall from 12th February 2024, the collection promises a fusion of contemporary design and traditional essence, showcasing a compelling narrative of Saudi culture.

The collaboration between Leem and APOA exemplifies the power of unity, creativity, and heritage. The limited-edition collection features carefully-tailored pieces with striking details, meticulous embroidery and exclusive metal detailing with each unique piece paired with show-stopping jewellery from APOA’s chic creations. Designed in eye-catching hues, the colour palette revolves around two staple shades; sleek black and royal green, with touches of silver and bold gold accents.

The collaboration finds resonance in shared brand values, emphasising the robust and lasting contributions of both Leem and APOA’s to the world of fashion. Representing a significant moment for Saudi fashion, this capsule collection marries traditional sartorial expressions with a modernised perspective.

The collection is available in KSA in Leem Panorama Riyadh, Red Sea Mall Jeddah and Leem.com and Apoa.com.

The Trendsetter

KING SALMAN BY DR. MAJED GAROUB

On the ninth anniversary of King Salman bin Abdulaziz’s accession to the throne, we’d like to reflect on some of the Kingdom of Saudi Arabia’s achievements and progress during his reign.

Throughout his nineth years in power, Saudi Arabia experienced significant development that was recognised and applauded around the world.

Since taking office in January 2015, King Salman has made significant efforts to expand the Kingdom and accomplish Vision 2030 in a variety of disciplines and at all levels, the most important of which is to empower women and increase their role in society. Saudi women received the wise leadership’s attention and care, as well as the tools of empowerment through packages of strategic decisions, resulting in a significant shift that strengthened their participation in different economic, political, and social sectors.

We have also seen the Kingdom’s attempts to promote and preserve human rights through regulations and legislation that guarantee their preservation. The Kingdom of Saudi Arabia lives in a reality that promotes human rights in all aspects of life, in compliance with international standards.

King Salman has presided over significant and rapid growth in major industries like as finance, tourism, sport, entertainment, cultural, and energy. In addition, the reform of

the Public Investment Fund (PIF) was one of the country’s most remarkable financial successes.

It is worth noting the impact of the G20 Summit on the economy on a national and global scale at all levels in making the best decisions on oil output.

These blessed decisions appeared from the beginning of his assumption of power, including the establishment of the public prosecution and state security, as well as defining the Crown Prince’s position and tasks to centralise the hierarchy of power and administration without any structural flaws, so that it remains constant with the passage of time and changes, including many economic decisions that marked the state throuout the pandemic.

King Salman also built and enhanced the court system to ensure correct use of power and justice. King Salman used his knowledge and insight to put the best administrative chain of command theories into practice, establishing the principle of youth joining management, so he bestowed the nation with HRH Crown Prince Mohammed bin Salman, the wise man of law, who transformed all sectors into a comprehensive workshop to achieve Vision 2030.

Vision 2030 is one of the most significant successes, and it is built on the long-term implementation of a series of projects. Since

the inception of this vision, the Saudi government has worked relentlessly to implement the measures developed to attain the desired outcome.

These are only a few of the achievements made during King Salman’s reign. It is an era

of transition and development that reflects the Kingdom’s dedication to progress and ongoing improvement. We wish the Kingdom of Saudi Arabia continued success and prosperity in its journey towards a better future for all of its inhabitants and residents.

THE SAUDI APPROACH TO ADVANCEMENT IN SCIENTIFIC FIELDS

DR. FAISAL ZAGZOOG

In recent decades, Saudi Arabia has made significant strides in fostering innovation and progress in various scientific disciplines. The nation’s commitment to investing in education, research, and technology has propelled it onto the global stage, with a distinct Saudi way of approaching scientific advancement.

Education forms the cornerstone of Saudi Arabia’s strategy for scientific development. The country has invested heavily in building worldclass educational institutions, such as King Abdullah University of Science and Technology (KAUST), providing a conducive environment for cutting-edge research and collaboration. This commitment to education is exemplified by scholarships and initiatives that encourage Saudi students to pursue advanced degrees abroad, bringing back valuable knowledge to contribute to the nation’s scientific endeavors.

Moreover, the Saudi way in scientific fields emphasizes collaboration between academia, industry, and government. Public-private partnerships play a crucial role in supporting research and development initiatives, fostering an ecosystem where scientific discoveries translate into practical applications. This collaborative approach accelerates innovation and ensures that scientific breakthroughs contribute directly to the economic and social progress of the country.

Saudi Arabia recognizes the importance of diversification in its economy, moving beyond traditional sectors. Investments in sectors like renewable energy, biotechnology, and artificial intelligence showcase the nation’s commitment to staying at the forefront of emerging scientific fields. The Saudi Vision 2030 initiative, launched in 2016, outlines a roadmap for economic diversification, with science and technology

playing a pivotal role in shaping the nation’s future.

In addition to fostering homegrown talent, Saudi Arabia has actively sought international collaborations. By partnering with leading global institutions, the country leverages expertise from around the world, facilitating knowledge exchange and ensuring a diverse perspective on scientific challenges. These collaborations contribute to a vibrant research community, enriching the Saudi scientific landscape with a global perspective.

As an important step to emphasize the Saudi way of doing things, its most preferable to establish a simplified international Scholarships tracs among the Saudi universities, training centers and the corporate industry since the whole globe is looking toward learning of the biggest success story in the twenty first century – as HRH Prince Mohammed Bin Salman said -.

In conclusion, the Saudi way in scientific fields is characterized by a holistic approach that encompasses education, collaboration, diversification, and sustainability. By blending tradition with modernity and embracing international partnerships, Saudi Arabia is carving a unique path towards scientific excellence, contributing to the betterment of society and the world at large.

Trendsetter

BUSINESSES AS FORCE FOR NATURE:

SAUDI ARABIA’S VISION 2030 AND NATURE-BASED SOLUTIONS

DR. DINA AL NAHDY

Introduction to Saudi Arabia’s Vision 2030 and Nature-Based Solutions

Standing at the crossroads of ambition and transformation, Saudi Arabia’s Vision 2030 paints a bold picture of a nation reshaping its destiny. This transformative roadmap delves far beyond mere economic expansion; it envisions a multifaceted leap towards environmental sustainability, social prosperity, and an elevated quality of life for its citizens. At the heart of this transformation lies a powerful synergy – the seamless integration of Nature-based Solutions (NbS) into the very fabric of the Vision’s aspirations.

NbS, no longer a fringe concept but a rising tide of innovation, offer a powerful toolbox for tackling the intertwined challenges that define our era. From the relentless bite of climate change to the ever-tightening grip of water scarcity and the alarming erosion of biodiversity, NbS offer nature-centric solutions that heal, restore, and empower.

Vision 2030 doesn’t merely acknowledge the potential of NbS; it actively embraces them as a cornerstone of its ambitions. This commitment manifests in numerous ways:

• National Biodiversity Strategy and Action Plan 2020-2030: This meticulously crafted plan charts a

comprehensive course for safeguarding and rejuvenating the rich tapestry of life that thrives across Saudi Arabia’s diverse ecosystems.

• Global Collaboration: By actively participating in and upholding key environmental agreements such as the Convention on Biological Diversity and the Paris Agreement,

Saudi Arabia reaffirms its dedication to shared global environmental goals.

Vision 2030 doesn’t shy away from setting ambitious targets for its NbS integration. These goals serve as beacons, guiding the nation’s course:

Understanding Nature-Based Solutions (NbS)

NbS involve harnessing the power of nature to address various societal challenges. This includes managing

and restoring natural ecosystems to provide benefits for both people and nature.

Key examples of NbS include restoring mangroves for coastline

protection, planting trees in urban areas to improve air quality, utilizing green infrastructure for stormwater management, and adopting sustainable agricultural practices.

The Relevance of NbS to Saudi Arabia’s Vision 2030

At the core of Vision 2030’s environmental agenda, NbS are instrumental in addressing several key issues. Primarily, they are pivotal in reducing greenhouse gas emissions, a significant step towards combating global climate change. By leveraging natural processes and ecosystems, Saudi Arabia aims to lower its carbon footprint and transition towards a more sustainable future.

Another crucial aspect is the promotion of renewable energy. The integration of NbS in this domain involves harnessing natural resources like solar and wind energy, significantly reducing the nation’s reliance on fossil fuels. This shift not only contributes to a cleaner environment but also aligns with the global trend towards sustainable energy solutions.

Biodiversity protection is another critical area where NbS play a vital role. By conserving natural habitats and ecosystems, Saudi Arabia is committed to preserving its rich biodiversity. This not only includes protecting existing flora and fauna but also involves restoring degraded ecosystems, ensuring a balanced and healthy environment.

NbS in Fostering Economic Diversification

A key objective of Vision 2030 is to diversify the Saudi economy beyond its traditional reliance on oil. Here, NbS offer a plethora of opportunities in emerging sectors. Ecosystem restoration projects, for example, not only rejuvenate natural landscapes but also create jobs and economic activities in areas like conservation and land management.

Sustainable agriculture is another area where NbS are making a significant impact. By adopting environmentally friendly farming practices, Saudi Arabia is not only conserving precious water resources but also boosting its agricultural productivity, paving the way for a more sustainable and self-sufficient future in food production.

Ecotourism, powered by NbS, presents an excellent opportunity for economic growth. By promoting tourism that respects and preserves natural environments, Saudi Arabia can attract visitors interested in sustainable travel experiences, thereby creating a new, eco-friendly facet to its tourism industry. This approach not only generates revenue but also fosters a deeper global appreciation for the Kingdom’s natural heritage and commitment to conservation.

Enhancing Quality of Life Through NbS

The impact of NbS extends beyond environmental and economic realms, significantly contributing to the overall quality of life. In urban areas, NbS like urban forestry, green spaces, and sustainable urban planning play a crucial role in providing clean air and water, vital for public health.

These green initiatives help mitigate the urban heat island effect, leading to cooler, more comfortable cities.

Moreover, NbS enhance the aesthetic appeal and livability of urban environments. Parks, green rooftops, and tree-lined streets not only beautify the cityscape but also offer residents spaces for recreation and relaxation, contributing to mental and physical well-being.

Business Alignment with NbS

For Vision 2030 to fully blossom, aligning business strategies with the implementation of NbS is crucial. Embracing sustainable practices, investing in NbS projects, and advocating for supportive policies – these are the cornerstones of corporate responsibility within the NbS framework.

By joining hands with nature, Saudi Arabia has embarked on a transformative journey. Vision 2030, powered by the potent force of NbS, promises a future where economic prosperity blooms alongside environmental well-being, creating a legacy of sustainability that echoes through generations to come.

Companies like ACWA Power are leading by example, spearheading renewable energy projects that offer cleaner, sustainable energy alternatives. Such initiatives mark a significant shift in the energy sector, aligning it with global sustainability trends.

Sabic, a global plastics giant, is investing in innovative technologies to reduce environmental impact, showcasing how traditional industries can evolve to meet modern sustainability standards. Their efforts in recycling and waste reduction are setting new benchmarks in the industrial sector.

Agricultural firms like Etihad Atheeb are adopting sustainable farming practices, crucial for conserving water and soil health in Saudi Arabia’s arid climate. These practices not only ensure long-term agricultural productivity but also align with global best practices in sustainable farming.

Visionary Commitment to NbS and Future Prospects

Saudi Arabia’s commitment to integrating NbS across its various sectors is a testament to its visionary approach towards sustainable development. This commitment is evident in the execution of giga projects like NEOM and the Red Sea Project, where environmental sustainability is not just a feature but a foundational principle. The Saudi Green Initiative, with its ambitious goal of planting 10 billion trees and developing green cities, further underscores the nation’s dedication to ecological restoration and combating desertification.

The Saudi Investment Recycling Company (SIRC) highlight the Kingdom’s focus on community engagement in environmental stewardship. By empowering local communities and fostering eco-tourism, SIRC is creating a model for conservation that benefits both the environment and the people.

The Public Investment Fund’s (PIF) projects, particularly in renewable energy and green technologies, signal a strategic shift towards a green economy. These investments are not just financially sound; they also pave the way for Saudi Arabia to emerge as a leader in sustainable development and innovation.

The integration of NbS in these diverse initiatives represents a holistic approach to addressing the environmental, economic, and societal challenges of the 21st century. By aligning business practices with NbS, Saudi Arabia is not only working towards the goals of Vision 2030 but also setting a global standard for sustainable development.

As the Kingdom continues to invest in and advocate for Nature-based

Solutions, it is creating a sustainable legacy for future generations. This journey towards a greener future is a significant step in realizing the ambitious goals of Vision 2030, demonstrating Saudi Arabia’s role as a proactive and responsible global actor in the face of environmental

challenges. The integration of NbS in the nation’s fabric signifies a profound shift towards a future where economic growth and environmental sustainability go hand in hand, setting an example for the world to follow.

TUDOR RETURNS TO MOTORSPORT, JOINING FORCES WITH NEWLY CREATED VISA CASH APP RB FORMULA ONE TEAM

TUDOR joins the brand-new Visa Cash App RB Formula One Team as an official partner, powering the team to the front of the grid.

TUDOR has established a long legacy of competing on the racetrack. TUDOR supported winning teams during the golden era of motorsport, starting with the Tudor Watch Racing Team in the late ‘60s, all the way to the recent IMSA

TUDOR United SportsCar Championship. Now, in 2024, TUDOR is returning to the grid once more.

Visa Cash App RB is a brand-new Formula 1 team supported by TUDOR. Driving the cars are proven race winner Daniel Ricciardo and exciting youngster Yuki Tsunoda. The team has undergone a radical shake up, not just in terms of the striking livery which features TUDOR branding, as do the drivers’

race suits, but across all departments, from management to engineering, as it sets out on a new adventure aimed at making it a Formula 1 front-runner.

“TUDOR has always been fueled by a daring spirit, a consistent will to do things differently,” says TUDOR CEO Eric Pirson. “And this spirit—we call it Born to Dare—is exactly what Visa Cash App RB is demonstrating heading into the 2024 F1 season. We’re

beyond thrilled to return to motorsport with a partner that’s ready to take on the challenge,” he adds.

“We are delighted to welcome TUDOR to our team. They have a long history in motorsport, dating back to the 60s when they first got involved in sports car racing, as well as historic racing and rallying” commented Peter Bayer, CEO of Visa Cash App RB Formula One Team. “Now, the Swiss watch company has seized the opportunity to move up to the very pinnacle of motorsport, joining us, as we tackle the 2024 Formula 1 World Championship with our new Visa Cash App RB identity. Our team will be challenging the status quo in Formula 1 with a strong identity, unique style and uncompromising quality – just like Tudor watches.”

TUDOR does things its own way. After all, that’s what being “Born to Dare” is all about. The new Visa Cash App RB partnership speaks to that. Slapping the TUDOR name on a winning car is easy. But choosing the right team to support is another story. It means supporting the team that shows promise and shares a daring ethos and a fighting spirit. One that’s ready to take on the challenge of racing to the front of the pack from behind. That’s why TUDOR joined Visa Cash App RB. The TUDOR way is to give it your all, rise to the challenge, and dare to try something new.

TUDOR is going full throttle into the 2024 Formula 1 season with the Visa Cash App RB Formula One team.

SAUDI TOURISM LAUNCHES LATEST

‘SAUDI, WELCOME TO ARABIA’ CAMPAIGN STARRING LIONEL MESSI; “GO BEYOND WHAT YOU THINK!”

Today, Saudi’s national tourism brand ‘Saudi Welcome To Arabia’ has kicked off another global marketing campaign featuring football legend and Saudi Tourism Ambassador, Lionel Messi.

Launching across key target markets in Europe, India and China, the “Go Beyond What You Think” campaign is anchored on consumer insights, which revealed there are still common misconceptions about the destination, and invites audiences to experience the incredible and vibrant cultural transformation taking place across Saudi. Those that know Saudi are encouraged to share positive experiences and memories on TikTok and social channels using the bi-lingual hashtags #ShareYourSaudi and in Arabic # _ةيدوعسلا كنويعب

The latest ‘Saudi Welcome to Arabia’ brand campaign is a combination of TV, Social, Digital, and OTA tactics activated over a three-month period. It is the latest in a series of initiatives by Saudi Tourism to foster broadening of perspectives, and bridging cultures through tourism.

The campaign brings to life the UN Tourism, ‘Tourism Opens Minds’ Initiative that launched on World Tourism Day in Riyadh in September 2023, which extends a compelling invitation for travelers to broaden horizons and explore uncharted corners of the world. Governments and industry were presented with a special pledge, calling on them to promote new and under-appreciated destinations while consumers pledged to ‘be open-minded to new cultures and destinations, holding an open heart while travelling’.

Lionel Messi is one of many leading international figures who took that pledge. Messi has a fond connection with Saudi being a frequent visitor to the country, including most recently with his wife, Antonella and their two children last Spring. Both Messi and his family have expressed delight in their Saudi experiences and a desire to continue visiting the country.

Boldly addressing these misconceptions head-on, the campaign’s powerful call-to-action encourages visitors to discover the unexpected beyond outdated stereotypes, with a hero video featuring Messi breaking down metaphorical ‘walls’ of various misconceptions about the country.

The video showcases Saudi’s diverse locations, weather and terrain – from the pristine waters of the Red Sea to the lush green mountains in Aseer, snow covered Tabuk, the coastal city of Jeddah and Riyadh, the

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bustling capital. In celebration of Saudi’s activities and attractions, the Messi campaign highlights the Diriyah E-Prix, Riyadh Season’s theme park rides, AlUla’s hot air balloon flights and MDL Beast music events.

The campaign also places a spotlight on Saudi’s open and welcoming culture and the importance of inspiring young Saudi women to reach their full potential. Messi celebrates the Saudi women who have been trailblazers in their fields and leading Saudi’s cultural transformation such as the Saudi Women’s National football team, motorsport athlete Dania Akeel, DJ Cosmicat, and Rayyanah Barnawi, the first Saudi woman in space.

With a powerful entry, Saudi continues to pioneer a new era of tourism development and growth through the creation of new destinations and show-stopping experiences, embracing sustainability and enabling world-class culture, entertainment and sports scenes to flourish. Saudi especially comes alive during its sunny Winter Season – this year the country is hosting 17,000 events, making it ‘the world’s most happening winter’. Ongoing events include Riyadh Season, Jeddah Season and Diriyah Season, with notable events coming up including the Saudi Cup (February 23-24), Saudi Arabian Grand Prix (March 7-9), AlUla Arts Festival (Feb 9-March 2), AlUla skies festival (April 10-27) and much more.

Of note, the campaign is launching ahead of Messi’s imminent and much-anticipated Saudi return playing two matches with his current Club, Inter Miami, against Al Nassr on 1 February and against Al Hilal on 29th January.

For more information about Lionel Messi and “Go Beyond What You Think,” visit www.visitsaudi.com/en/ Messi or www.visitsaudi.com/ar/Messi

It has never been easier to visit Saudi – visa initiatives have been continuously developed, with the eVisa program now including 63 countries and special administrative regions, the GCC residents visa, and the free 96-hour Stopover Visa.

Stopover Visa holders are eligible for a complimentary one night hotel stay during the stopover when booking with the national carrier, SAUDIA. Travelers can use the Stopover Visa to explore Saudi and perform Umrah.

Planning your visit to Saudi is easy at www.visitsaudi. com

‘I CARE’ CAMPAIGN BY THE ROYAL COMMISSION FOR ALULA LAUNCHES IN COLLABORATION WITH INTERNATIONAL ARTIST DAVID POPA

The Royal Commission for AlUla (RCU), the cultural custodian of northwest Arabia, has officially launched the ‘I Care’ campaign, a new initiative aimed at celebrating, protecting, and promoting the diverse cultural heritage and history of AlUla. This campaign aims to deepen public knowledge,

raise awareness, and foster a desire to preserve and elevate AlUla’s ancient past.

The I Care campaign, which launched on 1 February, shines a local, national, and global spotlight on the importance of RCU’s diverse and ongoing heritage protection

projects in AlUla as the county continues to be developed into the world’s largest living museum.

In a groundbreaking partnership with renowned international artist David Popa, the RCU has unveiled a unique ‘vanishing artwork’ to symbolize the urgent need to protect iconic monuments. The artwork, two protective hands embracing the Tomb of Lihyan, Son of Kuza - Saudi Arabia’s first UNESCO World Heritage Site at Hegra, serves as a powerful metaphor for the campaign’s core message of cultural conservation.

An impressive and ephemeral piece of creativity constructed

using exclusively natural elements, it is one of Popa’s largest to date. Designed to disintegrate in a matter of weeks, Popa’s artwork highlights the pressing need for collective action to safeguard cultural heritage locations in AlUla, Saudi Arabia, and the wider world.

This collaboration with David Popa showcases the I Care campaign’s ambition to carefully protect and cherish places of great historical and cultural value that resonate deeply with the AlUla community and global heritage experts.

For more information, www.rcu.gov.sa.

MARRIOTT INTERNATIONAL AND NEOM TO BRING APARTMENTS BY MARRIOTT BONVOY TO SINDALAH

Marriott International has signed an agreement with NEOM to bring Apartments by Marriott Bonvoy to Sindalah, the luxury island destination in the Red Sea off Saudi Arabia’s northwest coast. Apartments by Marriott Bonvoy will offer premium and luxury apartment-style accommodations to meet the increased demand from families and younger travelers, who now seek more space and homely amenities when staying away from home.

“Marriott International has deep insights into the continuously evolving preferences of global travelers. It positions them as a perfect partner for us as we look to develop an array of accommodation options

to meet the needs of Sindalah visitors. We are excited to strengthen our partnership by introducing their new brand to the region, which will elevate the guest experience for a growing number of groups traveling together,” said Chris Newman, Executive Director, NEOM Hotel Division.

“We continue to strengthen our collaboration with NEOM with the signing of our first Apartments by Marriott Bonvoy in the Middle East,” said Chadi Hauch, Regional Vice President, Lodging Development, Middle East, Marriott International. “We continue to see a growing desire for premium and luxury apartment-style accommodation among travelers.

signing of Apartments by Marriott Bonvoy Sindalah marks the fourth collaboration between NEOM and Marriott International on the luxury island, which will also include two Luxury Collection properties and an Autograph Collection Hotel.

Designed to cater to travelers seeking more residential amenities, Apartments by Marriott Bonvoy Sindalah will feature units ranging from studios to one, two, and three-bedroom apartments, all equipped with a separate living room, full kitchen, and in-unit washer and dryer. The property, set to open in 2024, is also slated to offer a fitness center and swimming pool.

“We are proud to be introducing the first Apartments by Marriott Bonvoy to the Middle East adding another tier to our luxury accommodation offering,” said Antoni Vives, NEOM’s Chief Urban Planning and Islands Officer. “We understand the desires of our guests traveling with family or a group of friends to have more space to relax. Located near the promenade close to culinary experiences and luxury fashion, Apartments by Marriott Bonvoy will meet those needs to linger longer, for a comfortable and luxurious stay. We are excited to start welcoming guests so that they can experience all that Sindalah has to offer.”

The Luxury Collection properties will include a beach resort offering a mix of 70 luxury rooms and suites with private pools. The second Luxury Collection project will be an all-suite property offering, situated in the heart of the retail and marina district. The Autograph Collection property is anticipated to offer 66 rooms and suites, multiple dining options and a spa.

Sindalah is the first island to be developed in NEOM and is set to be among the most alluring destinations in the Red Sea. A yachting paradise, Sindalah is just a 17-hour sail from the Mediterranean and will be home to a prestigious 86-berth marina. The island will also include over 400 ultra-premium hotel rooms and 300 top-end suites, a beach club, a glamorous yacht club, and a golf course which will deliver two unique ninehole experiences, 51 luxury retail boutiques along with 38 unique culinary offerings.

Apartments by Marriott Bonvoy will be a great fit for Sindalah which is anticipated to offer our guests and members exciting, year-long travel experiences on the island.”

The

QEMAM INTERNATIONAL FESTIVAL IN SAUDI ARABIA SHINES SPOTLIGHT ON GLOBAL MOUNTAIN PERFORMING ARTS

The third Qemam International Festival for Mountain Performance Arts, held in Saudi Arabia’s Asir region, presented a stunning array of performances from both local and international troupes. Featuring participants from 45 local and international groups and showcasing 40 distinct types of Saudis, Arab, and international mountainous performance arts, the festival’s goal was to foster international cultural exchange and celebrate the rich legacy of mountain performing arts.

The Chinese group left a lasting impression with their mesmerizing performances. The first, a traditional Yao dance called “Long Drum” from the Han dynasty, showcased the group’s artistic prowess. Their second performance, “Bronze Drum,” seamlessly combined traditional art, music, and skilled group performance, providing a unique and enchanting experience.

Japan contributed to the cultural tapestry with a performance group presenting three distinct arts: Kokiriko Bushi, Hanagasa Ondo, and Genroku Hanami Odori. The Spanish group, on the other hand, enraptured the audience with three performances set to Spanish music tunes, showcasing the authenticity and heritage of these arts .

Sudan brought forth the ancient art of Sudanese Ardah, while Jordan presented the vibrant ‘Dabkah’ with about twenty variations. Lebanon’s performance group displayed the art of Dabkah at eight heritage sites, emphasizing its significance in the Levant. The Moroccan group exhibited the famous Ahidouss, Obidat Al-Rama, and captivating solo and group performances of Amazigh Mountains .

An Iraqi group presented the art of ‘Gobi’ at eight heritage sites, and the Yemeni performances depicted the rich legacy and heritage through ‘Al-Samrah’ from Yafi and Al-Awd Mountain performance arts

Italy showcased three mountain arts – Mediterraneo Performance Arts, Old Ttarantella, and Ballad of SanCalogero. The Uzbekistani group delighted

the audience with ‘Lyasgi,’ a performance that highlighted individual and group skills, adding an international flavor to the festival.

The Saudi performances at the festival were a testament to the country’s cultural diversity. Twenty performance groups from different regions presented traditional dances reflecting age-old customs and traditions. Notable performances included Al-Dammah Performance Arts, known for its excitement and strength, and ‘ Al-Le’ab Al-Shehri,’ combining poetry and music, were highlighted, along with ‘Al-Khatwa,’ one of the most prominent southern performing arts from Aseer, Ardah from Al-Baha the famous performing art captivated the audience, it is a group art form with rhythmic tunes, along with ‘Msahabani,’ relying on rhythm., Al-Majroor from Taif, a leading performing art in the western region and Al-Dahah from northern regions

The Jazan region showcased several arts, including Al-Rabsh,’ The Sword,’ and performances of & Al-Azzawi,’ forming a folk heritage that still narrates the cultural reality of a specific era, influencing the region’s people to this day

Organized by the Theater and Performing Arts Commission, the festival aims to present Saudi heritage globally, attract international attention to local events, and emphasize the Kingdom’s efforts in preserving cultural heritage. The third edition aligns with Saudi Vision 2030’s cultural strategy, reflecting the Commission’s commitment to enhancing international cultural exchange

The Qemam International Festival for Mountain Performance Arts continues to be a unique platform celebrating the diversity of mountain performing arts globally. With its annual showcase of traditional and contemporary performances, the festival plays a vital role in fostering cultural exchange and preserving the rich heritage of performing arts from around the world.

SHANGRI-LA JEDDAH WELCOMES CULINARY MAESTRO

PAUL DOYLE AS EXECUTIVE CHEF

Shangri-La Jeddah proudly introduces Paul Doyle as the newly appointed Executive Chef. A distinguished culinary luminary, Paul brings not only supreme stature but also a profound international culinary acumen that promises to enhance the gastronomic legacy within the halls of Shangri-La.

Doyle’s culinary odyssey is a compelling testament to his unwavering dedication to gastronomic innovation and his unparalleled expertise. His illustrious career, spanning the far reaches of the globe, incorporates gourmet conquests in the United Kingdom, Ireland, the United States, China, Jordan, the United Arab Emirates, Maldives, Australia, and New Zealand. This diverse journey has woven a rich tapestry of culinary influences that he now brings to Shangri-La Jeddah.

Having left an indelible mark on the culinary landscapes of renowned brands such as Four Seasons, Jumeirah, One and Only, Dorchester Collection, and notably, Shangri-La, Paul Doyle’s arrival heralds a new chapter in the culinary narrative of Shangri-La Jeddah.

No stranger to the Shangri-La ethos, Paul Doyle has previously held the esteemed position as Executive Chef in Sydney, Abu Dhabi, and Pudong. His exceptional culinary expertise extends beyond these roles, as evidenced by his significant contributions during Task Force assignments in Dubai and Mongolia. Prior to assuming gastronomic charge in Jeddah, Paul spent the past seven years in New Zealand, culminating his tenure as the Executive Chef for Urban Gourmet, Auckland’s leading premier catering events company.

Commenting on his appointment, the new Executive Chef said: “I am thrilled to be part of the Shangri-La family once again, and joining Shangri-La Jeddah is particularly exciting. The hotel has already established itself as a lifestyle destination with an exciting array of food and beverage experiences and an enviable reputation for its culinary quality, which I look forward to building on and elevating further. Saudi Arabia’s Vision 2030 is bringing remarkable changes and opportunities to the country, including its vibrant culinary scene. I am eager to be a part of this transformation and contribute towards creating memorable dining experiences that showcase the rich culture and flavours of the region”.

SAUDI RED SEA AUTHORITY 2023: A YEAR OF ENABLING A THRIVING COASTAL TOURISM

The Saudi Red Sea Authority (SRSA), the key enabler and official regulator of coastal tourism in the Red Sea, marked several ambitions during 2023 following the Council of Ministers decision to approve SRSA’s statute, aiming to build a promising coastal tourism sector, by enabling navigational and marine tourism activities, which will contribute to economic diversification in Saudi Arabia.

Seven pioneering regulations, the first of their kind in the Kingdom, were issued and came into effect on November 5. These regulations enable the issuance of necessary licenses and permits to beneficiaries, ensuring an exceptional coastal tourism experience for all visitors to the Red Sea while ensuring safety and sustainability. While the Board of Directors of SRSA approved and implemented its new strategy, comprising six primary objectives and 24 Key Performance Indicators (KPIs).

Meanwhile, SRSA has signed 16 MoUs with both local and international public and private sectors to foster collaborative partnerships. These agreements included two MoUs that has been signed with the Prince Albert II of Monaco Foundation and the Yacht Club de Monaco to expand the strategic partnerships with the relevant entities to incentivize coastal tourism in the Red Sea, as well as an agreement with the CORDAP Foundation, which aims to preserve and protect coral reefs in the Red Sea.

Additionally, SRSA has led national initiatives in partnership with 30 public and private entities through 7 subcommittees. The initiatives aimed to raise the readiness of coastal areas for tourism and activate giga projects. The outcome was a series of successful projects, such as organizing, governing, and installing mooring buoys, waste management systems, weather stations, regulations for marine activities, and improvements in the customer journey through streamlined permit acquisition processes and timeframes.

SRSA collaborated with entities in the environmental ecosystem and stakeholders to oversee environmental protection, including environmental security and mechanisms for the protection of coral reefs. Additionally, it collaborated with 19 government agencies to create the first geographical navigation map of the Red Sea in Saudi Arabia.

While SRSA conducted 14 on ground inspections covering Jeddah Governorate, Jazan City, and Al-Laith Governorate. These inspections were part of the process to grant licenses to marina operators and maritime tourism agents, while providing the necessary technical, administrative and advisory support.

For more information about the Saudi Red Sea Authority, please visit www.redsea.gov.sa.

ACCELERATING INTO THE FUTURE: PORSCHE SAUDI ARABIA PRESENCE

IN FORMULA E-PRIX EVENT

As the Formula E season entered its second event of the season in Diriyah, Porsche left a remarkable impression with a comprehensive series of events that showcased the brand’s commitment to innovation and the electrifying thrill of motorsport.

Porsche enthusiasts were invited to witness the action-packed weekend, starting with an exclusive Meet and Greet event hosted at the Porsche showroom on the 25th of January in Riyadh. The event hosted various VIP individuals and the Por-sche Formula E drivers Pascal Wehrlein and António Félix da Costa.

The main series attraction of the event unfolded on the 25th, with the Porsche show-room transforming into a hub of excitement. Attendees had the unique opportunity to discover Porsche Taycan models and witness groundbreaking technologies and the future of Porsche E-Performance.

Following up with the Diriayh E-Prix two-day event on the 26th and 27th of January, Porsche unleashed a grand presence at the Fan Village with engaging activities, and immersive displays at the Emotion Club during the Formula E event. This gave attendees of all ages the chance to get up close and personal with the Porsche Taycan electric lineup. An exclusive car display was showcased, providing a visual spectacle for attendees to admire.

As Porsche continues to lead the charge in electric mobility, the Formula E event in Riyadh did indeed serve as a testament to the brand’s commitment to shaping the future of electric motorsports, granting an unforgettable weekend displaying the spirit of Porsche to pioneer in the automotive industry.

M A STERPL AN RE VEALED FOR THE RIG . A WORLD - FIRST ADVENTURE TOURISM

DESTINATION

THE RIG., one of Public Investment Fund’s (PIF) entertainment projects, announced today the launch of its Masterplan, an ambitious and unprecedented vision for tourism that will redefine adventure tourism.

The project is in line with PIF’s strategy and the Kingdom’s Vision 2030 objectives of contributing to the growth of the tourism sector, directly and indirectly contributing to employment opportunities, and diversifying the economy.

THE RIG. is inspired by the design of offshore oil platforms, to celebrate the legacy and heritage of Saudi Arabia’s long oil and gas history. The unique hospitality and adventure experience will span a gross floor area of over 300,000 square meters, located 40km from the coastline, near Al Juraid Island and Berri Oil Field in the Arabian Gulf.

THE RIG. will seek to attract over 900,000 annual visitors by 2032, appealing to a wide range of domestic, regional and international audiences,

including adrenaline seekers, explorers, balanced holiday makers, and relaxation seekers.

The range of hospitality, leisure, entertainment and accommodation options provided by THE RIG. include three hotels totaling 800 rooms, along with 11 restaurants, an extreme sports and adventure park, a world-class marina, and helipads.

THE RIG. will feature a wide variety of water activities, including a diving center, in addition to an amusement park, splash park, an E-sports center, an immersive theater and multi-purpose arena.

THE RIG. will also celebrate the Kingdom’s rich oil and gas heritage by creating an exceptional and unique experience, making it a must-visit destination.

The project will be developed by the Oil Park Development Company (OPDC) under the direction of its CEO, Raed N. Bakhrji, who brings more than 20 years of experience in the oil and gas industry and a passion for the future of adventure tourism.

CAPTIVATING NARRATIVES UNFOLD

AS WINNERS OF THE SECOND EDITION OF THE KINGDOM PHOTOGRAPHY AWARD ARE REVEALED

The Visual Arts Commission, under the Saudi Arabian Ministry of Culture, is proud to announce the winners of the second edition of the Kingdom Photography Award, a competition that invited aspiring and seasoned photographers to submit a series of images under the theme “We Tell Stories.”

The winning artworks will be displayed alongside the work of professional photographers at ‘AlHasa Hassana,’ an exhibition held at Hayy Jameel in Jeddah from the 11th of February to the 2nd of March. The exhibition, open to the public with free admission, is a celebration of visual storytelling that showcases a diverse array of narratives captured by talented photographers in Saudi Arabia through their own lenses.

After careful assessment from a panel of local and international experts, five entries were chosen for their ability to capture the beauty,

diversity, and unique perspectives of Saudi Arabia. The expert panel included Ghada AlMuhanna, Hussain AlMoosawi, Mick Moore,

Mohammed AlFaraj, and Tanvi Mishra. Each winning artist will receive a cash prize and vouchers valued at SAR 40,000.

Antonia Carver, Director of Art Jameel, said: “We are thrilled to collaborate with the Ministry of Culture and the Visual Arts Commission to host Kingdom Photography at Hayy Jameel, and to have the opportunity to feature and work with such dynamic photographers and curators. As Jeddah’s home for the arts, Hayy Jameel nurtures the broadest community of creatives. We have long had a special mandate to support the active photography community in Saudi Arabia, and look forward to opening our space for makers and image-makers, including a specialist darkroom, at Hayy Jameel this year. We thank the Commission and our collaborators and wider community for their constant support and spirit of collaboration.

The winners and their work include:

• Abdullah Alshaikh:

o Series Title: I’m from this Land

o Location: Al-Ahsa Oasis

o Artist Statement: In the heart of Al-Ahsa Oasis, Abdullah Hussain Alshaikh’s series traces the intimate journey of farmers and the 2.5 million date palms that define Al-Ahsa.

• Amnah Alhaik:

o Series Title: The Women from Al-Qatif

o Location: Qatif

o Artist Statement: Amnah Ibrahim Alhaik’s lens captures the urban landscape of Al-Qatif, focusing on the daily rituals of women, both young and elderly.

• Nather Alsyf:

o Series Title: Ibrahim Almilad - Life in Colors

o Location: Qatif

o Artist Statement: In the heart of Qatif, Nather Abd Rab Alrasool Alsyf introduces us to Ibrahim Almilad, a 65-year-old artist living on a small farm adjacent to a graveyard.

• Mohammed Al Jerabi:

o Series Title: Saudi Symphony

o Location: Riyadh

o Artist Statement: Time and the art machines together created the ultimate sound of war and its most powerful language, merging with time to become the language of battle and a joyful canvas.

• Zuhair Altraifi:

o Series Title: Ain Al-Jawhariya (Al-Jawhariya Spring)

o Location: Al-Ahsa

o Artist Statement: Zuhair Ahmad Altraifi’s series captures the essence of Ain Al-Jawhariya, a once vibrant underground spring in Al-Ahsa.

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Congratulating the winners, Dina Amin, CEO of the Visual Arts Commission, stated, “We are thrilled to unveil the remarkable narratives captured by the winners of the Kingdom Photography Award. These visual storytellers skillfully depict the essence of Saudi Arabia, with each series telling a unique tale. The exceptional artworks presented through the Award demonstrate the importance of such initiatives in providing a unique platform for discovering new talent and growing the visual arts sector in KSA.”

Accompanying the exhibition will be a series of activities, from insightful panel talks to hands-on workshops, all set against the backdrop of the diverse and captivating works on display.

For additional details about the exhibition and its program of events, visit: https:// engage.moc.gov.sa/tkpa/exhibition/

RIYADH AIR ELEVATES PLANNING EFFICIENCY THROUGH STRATEGIC PARTNERSHIP WITH SABRE

Riyadh Air, the new national airline of the Kingdom of Saudi Arabia that’s shaping the future of flying, announces a fundamental collaboration with Sabre Corporation (NASDAQ: SABR), a leading software and technology provider powering the global travel industry. This strategic partnership underscores Riyadh Air’s commitment to enhancing operational efficiency and driving incremental revenue gains through Sabre’s end-to-end Network Planning and Optimization solutions. Sabre Network Planning and Optimization solutions empower collaborative and intelligent decision-making, ensuring airlines can optimally design their networks, accurately

forecast demand, and profitably schedule and allocate available capacity.

Under this groundbreaking deal, Riyadh Air has chosen Sabre’s comprehensive suite of solutions, including Sabre Schedule Manager, Sabre Slot Manager, Sabre Profit Manager, and Sabre Market Intelligence – Global Demand Data (GDD) to achieve its strategic goals and drive its vision.

“Sabre’s technology provides a new level of insight that will enable Riyadh Air to make informed network planning and commercial decisions, ensuring greater revenue returns, allowing us to invest more in

enhancing the overall passenger experience,” said Vincent Coste, Chief Commercial Officer, Riyadh Air. “We have carefully selected a stable of world class technical suppliers to power Riyadh Air towards its maiden flight in 2025, and this collaboration is a key milestone in our journey to achieve operational excellence and scale our business efficiently.”

Sabre Schedule Manager is an industry-leading scheduling solution that increases aircraft utilization by optimizing the schedule development process from planning to distribution, thereby increasing revenue potential. This solution seamlessly integrates with a wide range of third-party solutions and has globally assisted airlines in achieving incremental operating margins and increases in productivity, while maintaining robust and operationally feasible schedules.

Sabre Slot Manager is another integral component of Sabre’s suite that automates the slot process and efficiently manages an airline’s critical slot portfolio with improved asset utilization. It stands out as the industry’s most comprehensive slot management solution used by airlines operating with the most complex slot portfolios at some of the most severely capacity constrained airports worldwide.

Additionally, Sabre Profit Manager, a key offering, accurately forecasts demand and profitability with an average increase of up to 2% in revenues. This empowers Riyadh Air to design profitable Network Plans and create an optimal hub structure. Profit Manager incorporates the industry’s most robust partnership and alliance modeling to pinpoint new revenue opportunities.

Sabre Market Intelligence - GDD connects Riyadh Air to robust market data and provides advanced data analysis capabilities across multiple areas, including Network Planning and Optimization. It improves data efficiency, enabling Riyadh

Air to identify new revenue opportunities and increases competitive advantage with robust booking, shopping and market data analysis for commercial planning teams.

This strategic alliance between Riyadh Air and Sabre signifies a commitment to leveraging cutting-edge technology for sustainable growth, improved efficiency, and enhanced profitability.

“Sabre has a strong reputation for driving results through our innovative solutions that enable airlines to respond swiftly to competitor changes, identify new market opportunities, and optimize flight times for incremental revenue gains,” said Garry Wiseman, Chief Product and Technology Officer, Sabre Travel Solutions. “Our end-to-end Network Planning and Optimization suite has been a cornerstone of commercial planning for over two decades, supporting brand differentiation and operational excellence.”

Sabre’s Network Planning and Optimization solutions have a proven track record of innovating and transforming commercial planning, with more than 90 global customers, including prominent airlines around the world. The suite addresses the end-to-end planning and scheduling lifecycle, supporting airlines of all types and sizes.

On the Road

DIRIYAH COMPANY PARTNERS WITH FORMULA E FOR 2024

DIRIYAH E-PRIX

CBX, promoter of the 2024 Diriyah E-Prix, is delighted to announce Diriyah Company as a partner for the upcoming Formula E Diriyah E-Prix taking place on the 26th and 27th of January, Rounds 2 and 3 of the ABB FIA Formula E World Championship.

Thousands of fans are set to fill the grandstands to enjoy the unique experience of 22 world class Formula E drivers racing the fastest, lightest, most powerful and efficient electric race cars ever built around the walls of the UNESCO world heritage site at night.

Jerry Inzerillo, Group CEO of Diriyah Company, said: “We are excited to sponsor and host the Diriyah E-Prix again this year in its sixth edition. This continued partnership is a testament to Diriyah’s commitment to accelerate adoption and inspire change in sustainable practices. Through Diriyah Season, we will further reflect and showcase our detailed efforts as a hub for world-class events, a gathering place for authentic cultural

experiences, and a celebration for Najdi heritage and hospitality.”

Carlo Boutagy, Founder and CEO, CBX, said: “I’m delighted to welcome Diriyah Company as a partner to the 2024 Diriyah E-Prix. To witness the start of the project five years ago and see its development, culminating in the sales of the first residential properties in Diriyah, makes me very proud. We are very lucky to have the stunning Bujairi Terrace as a backdrop to our race which tells the rich story of the Kingdom through a multitude of vendors in arguably one of the most beautiful settings in the world. I hope the Formula E community have the opportunity to visit during their time in Diriyah.”

Nacho Calcedo, Formula E Event Director, 2024 Diriyah E-Prix, said: “We are proud to return to Diriyah for the sixth time and this historic area of Saudi Arabia. Formula E will showcase to the world the unrivalled speed, performance and excitement that electric racing can deliver, against the backdrop of

heritage, history and culture that emanates from every part of Diriyah. It is one of the most iconic and picturesque races we have on the calendar, blended with showstopping entertainment and fan experiences. We cannot wait to return.”

The double-header of races are part of the Diriyah Season 23/24 that is presented by Diriyah Company, in partnership with Diriyah Gate Development Authority– which offers a captivating array of events and experiences designed to bring the heritage and culture of Diriyah to life. The Season will offer visitors an unrivalled authentic experience that combines arts and culture, live performance, and experiential experiences to showcase nearly six hundred years of history and heritage in a compelling and entertaining way.

Diriyah Season aims to entertain visitors’ cultural curiosity by curating a calendar of events offering something for everyone including the return of ‘Layali Diriyah’, immersive art installations and exhibitions, stellar culinary

experiences, and outdoor activities such as horseback riding, camping, and stargazing.

This year’s theme honours Diriyah’s origin story and celebrates Al Awja, indicative of the people of the bend (Wadi Hanifah) and a rallying call for all Saudis to come together and celebrate their shared culture and identity. Diriyah is a place of history

and heritage, as well as being a vital source of cultural identity and national pride. The birthplace of the Kingdom stands at the forefront of Saudi Arabia’s plans for its future as a unique cultural capital.

Founded in 2023, Diriyah Company is a dynamic mixed-use developer that is redefining urban planning to transform

Saudi Arabia’s historic birthplace into a vibrant new capital of culture, entertainment, education, and the arts. With the UNESCO World Heritage site of At-Turaif at its core, Diriyah links the Kingdom’s past, present and future. Also known as “The City of Earth”, it introduces visitors to the charm and generosity of Najdi culture as well as a

symbol of inspiration for generations of creatives, innovators, entrepreneurs, and educators to come.

The Diriyah E-Prix race weekend is part of Saudi Arabia’s investment in sport, which aims to inspire its people to enjoy active and healthy lives as part of the country’s Vision 2030 cultural transformation.

From its investments in grass roots infrastructure through to hosting international events – including motorsport, football, tennis and boxing – the country’s Ministry of Sport has helped inspire a 48% increase in weekly sports participation among the local population. The number of Saudi-based sports federations is also up from 32 in 2015 to 97 today.

NAVIGATING RETAIL’S FUTURE: SAUDI RETAIL FORUM 2023 SETS THE STAGE FOR KSA’S VISION 2030

The Saudi Retail Forum (SRF) 2023, hosted by IMAGES RetailME, concluded its inaugural edition in Riyadh, Saudi Arabia, marking a milestone in unraveling the future of the GCC region’s retail industry. SRF 2023 served as a platform to honor and recognize key contributors to the retail industry, applauding their innovative initiatives.

The culmination of the SRF in Riyadh brought together entrepreneurs, leaders, innovators, and global retail giants, echoing the

legacy of the Middle East Retail Forum (MRF) initiated 12 years ago in the UAE. Through the SRF, IMAGES RetailME aimed to foster discussions around the retail sector and cultivate a fertile ground for impactful conversations that chart the future of retail in the Middle East and beyond.

Research says the KSA retail industry is poised for robust growth over the next five years, driven by factors such as increasing consumer spending, a growing population, and the KSA government’s initiatives

to boost the non-oil sector. Forecasts indicate a compound annual growth rate (CAGR) of 7.2% from 2023 to 2028, reaching a market value of $142 billion by the end of this period. E-commerce is anticipated to play a pivotal role, with a projected CAGR of 15%, reflecting the evolving consumer preferences and digital transformation in the Saudi retail landscape.

The SRF navigated a diverse array of topics, unlocking the treasure chest of retail opportunities that lie ahead for Saudi Arabia. From

Retail Tech Vision 2030 to the future-forward landscape of shopping centres, the forum explored the pulse of evolving consumer behaviour and the transformative power of technology, particularly in AI-driven marketing. Also, the culinary playbook unfolded a flavourful journey, while a spotlight on Saudi fashion and lifestyle revealed a market poised for revolutionary trends. With a keen focus on homegrown initiatives ready to make a global impact, the forum explored the dynamics of e-commerce in the KSA.

The CEO’s Agenda took center stage as the key session during the forum, drawing key CXOs to root into the immense potential of the Saudi Retail Market.

Speaking at the panel, Shehim Muhammed, Director of LuLu Saudi Hypermarkets shed light on the dynamic shift in the KSA retail landscape. “A $125 billion journey represents the shift of KSA retail brands from a 20% organized retail sector in 2010 to 80% by 2030. Despite inflation challenges, the tugof-war between affordability and sustainability is evident, with the rising influence of female consumers, projecting 85% discretionary spending by 2030. Further, we believe in collaborative AI implementation to make online commerce profitable, recognizing its current secret of the retail market expansion.”

Neeraj Teckchandani, Group CEO of Apparel Group, highlights key trends in the fashion industry, said “As seen in brands like Lululemon, customization, exemplified by Crocs, contributes to the retail industry significantly. Additionally, sustainability practices are surging, with consumers willing to pay 3040% more. Recognizing the shift, we at Apparel Group launched five global initiatives and we understand the necessity of long-term sustainability, essential for the evolving preferences of Gen Z and Gen Alpha.”

Mohammed Naji Al-Assaf, CEO of Majid Al Futtaim Retail in Saudi Arabia, emphasizes the need for a joint effort in sustainability among retailers, producers, customers, and the Government. He challenged the misconception of the grocery business as masculine, highlighting the increasing presence of female leaders. Further, Al-Assaf sees the coexistence of physical and digital channels as crucial in the grocery industry, stressing the irreplaceable human touch in customer interactions.

As the Founding Partner and CEO of Brands for Less, Toufic Kreidieh said, “KSA consumers are willing to pay extra for sustainability, with 20% open to an 11-20% price increase.” Addressing the challenge of promoting local brands, he urges retail groups to champion initiatives that integrate them into portfolios. Kreidieh added,

“Digital transformation should not be considered as a competition but a tool to enhance the omnichannel experience. Embracing technology, including artificial intelligence, is essential for business progress, ensuring a favorable wind in the storm of change. The future holds limitless possibilities for customer service, even envisioning AI-enabled robots in retail stores.”

Emphasizing the transformative power of the younger generation in the Middle East, Tawhid Abdulla Founder and CEO of Jawhara Jewellery expressed his expertise in the Jewellery industry said, “showcasing young individuals’ creativity in overcoming challenges in the jewellery industry.” Addressing a gap in retail, Abdulla urges the establishment of institutes to groom local talents, fostering entrepreneurship and career development has been critical in KSA, and recognizing the evolving independence of Arab women, he underscores their influential role in shaping retail demands.

The CIO’s Conclave: Retail Tech Vision 2030 session added value to the main panel at the SRF and focused on the future of retail technology in the KSA. The session brought together CIOs from various companies to discuss and explore the vision for retail technology in the year 2030. Topics covered include the use of AI, technology trends, digital transformation, and

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innovative solutions in the retail industry. The session provided insights and strategies for CIOs to navigate the evolving technological landscape and strategically use the technology to drive growth and enhance customer experiences.

List of awardees:

The IMAGES RetailME Awards KSA, following the SRF, commended outstanding retailers in Saudi Arabia across diverse categories such as fashion, food, grocery, leisure, entertainment, online retail, and store design. Emphasizing both global and home-grown retail concepts,

Most Admired Retailer Of The Year: Beauty & Wellness

Charlotte Tilbury

Most Admired Retailer Of The Year: Food & Grocery

Lulu Hypermarket

Most Admired Retailer Of The Year: Children’s Wear Baby Fitaihi

Most Admired Retailer Of The Year: Footwear & Accessories Skechers

Most Admired Retailer Of The Year: Pharmacy & Healthcare

Nahdi Medical Company

Most Admired Leisure & Entertainment Retailer Of The Year Monopoly Lifesized Riyadh

Most Admired Responsible Retailer Of The Year

Lulu Hypermarket

Most Admired E-commerce Retailer Of The Year

Ikea

Most Admired Retailer Of The Year: Home & Houseware

Nice

Most Admired Value Retailer: Fashion Brands For Less

Most Admired Value Retailer: Food & Grocery

Panda Retail Company

Most Admired Transformation Of The Year In The Food Service Sector

Kudu

Most Admired Customer Service Initiative Of The Year

Redtag

Most Admired Customer Service Initiative Of The Year

Giordano

this year witnessed a remarkable moment as a total of 28 brands were honored during the gala ceremony.

The IMAGES RetailME Awards KSA was a culmination of a rigorous review by a qualified jury, celebrated excellence in the retail landscape with a prestigious gathering.

Most Admired Emerging Tech Adopter Of The Year

Panda Retail Company

Most Admired Retail Transformation Of The Year

Steve Madden

Most Admired Retail Launch Of The Year

Asics

Most Admired Experiential Retailer Of The Year

Cold Stone Creamery

Most Admired Store Design Of The Year: Fashion & Lifestyle Dream

Most Admired Store Design Of The Year: Food Service Starbucks

Most Admired Store Design Of The Year: Leisure & Entertainment

Cocomelon Playdate Riyadh

Most Admired Store Design Of The Year: Food & Grocery

Manuel Supermarket

Most Admired Store Design Of The Year: Pharmacy & Healthcare

Nahdi Medical Company

Most Admired Brand Campaign Of The Year: Home & Houseware

Ikea

Most Admired Brand Campaign Of The Year: Food Service

Tim Hortons

Most Admired Brand Campaign Of The Year: Fashion & Lifestyle

Nayomi

Most Admired Responsible Retailer Of The Year

Al Hokair Group

Most Admired Responsible Retailer Of The Year

Toms

A SWEET TALE OF LOVE AND SHARING

THE LUXURY NETWORK HOSTS OPULENT

GALA DINNER IN ALULA, SAUDI ARABIA

The Luxury Network, hosted a dazzling Gala Dinner at the heart of Alula, Saudi Arabia. The event, a celebration of luxury, sophistication, and cultural elegance, took place on January 18th, 2024, and drew together an illustrious array of guests from royalty, CEOs, VIPs, and renowned public figures.

Event Highlights:

- Platinum Sponsor: Bank Aljazira, a distinguished private banking and wealth management institution, acted as the Platinum Sponsor, adding to the events grandeur.

They offer a variety of personalized services, including investment

management, wealth planning, and exclusive banking solutions, as well as dedicated office services for highnet-worth clients. With a team of dedicated relationship managers and wealth advisors, Aljazira Bank ensures exceptional service and satisfaction.

For more information on their extensive range of services, visit their private banking website https://www. bankaljazira.com/ar-sa/

- Golden Sponsor:

El Gouna, the fully integrated town by Orascom Development by the Red Sea in Egypt.

El Gouna, one of Orascom Development’s fully integrated towns, has been the most prominent destination nestled on the Red Sea in an area of 36.9 million square meters for more than 30 years. The town encompasses 9,200 delivered residential units, 18 hotels providing 2,800 rooms, schools offering various interna-

tional curricula, including Swiss and British certifications, an international hospital, a startup workspace facility, four marinas, two world-class golf courses, an Egyptian Premier League football club, a culture and conference center, and an array of services.

Each of El Gouna’s hotels is characterized by unique architectural charm. From the Upper Nubian flair of Steigenberger to the Asian-inspired design of The Chedi, which

is part of The Leading Hotels of the World portfolio, and Casa Cook’s down-to-earth yet stylish aesthetic, there’s a hotel for every taste. The interior design across these hotels is sleek and understated, prioritizing maximum comfort. Dining in El Gouna is a culinary delight, with impeccable options featuring flavors from locally sourced ingredients, including supplies from ElGouna & own farm.

The town also offers a curated selection of spas, blending oriental and

Far Eastern treatments for a holistic relaxation experience.

With a population of more than 25,000 residents of 50+ nationalities, El Gouna is only 30 minutes from Hurghada International Airport, which has direct flights to the Middle East (1 hour), the UK (5 hours), and many European cities (4 hours). For more details please visit: https:// www.elgouna.com/

- Supporters and Members: The event received generous support from renowned entities, including Audi, Patchi, Shaden Resort, Project 32, Qanatti, Mermaid, Arsann, and Foulard.

- Entertainment:

The enchanting atmosphere was complemented by the mesmerizing tunes of the Amadeus band, ensuring an unforgettable night of celebration.

- Seated Dinner: Guests indulged in a delightful fourcourse menu, experiencing culinary excellence amid the luxurious ambiance.

- Fashion Show:

Lojain Omran’s new fashion line took center stage in a captivating fashion show, showcasing elegance and style.

- Attendees:

The gala welcomed esteemed attendees, including Royal Highness, CEOs, VIPs, and notable public figures such as Lojain Omran, Bayan Linjawi, Alsharifa Aisha, Keenaz Hakeem, Paola Elsitt, and Sofia Saidi.

- Art Display:

A dome at the entrance showcased the artistry of Saudi talent Abdulrahman Hamdi, featuring captivating art pieces.

Abdulrahman Hamdi, a world-renowned artist, has established himself as a prominent figure in the art world. Currently based in the United States, Hamdi has captured the attention of audiences worldwide with his exceptional paintings, which have been exhibited in prestigious galleries across Saudi Arabia, Italy, and the USA. His unique artistic style and visionary approach have garnered recognition from renowned publications such as VOGUE Arabia and Harper’s Bazaar, solidifying his influence on a global scale.

Notably, Hamdi’s participation in The Gala Dinner organized by The Luxury Network at AlUla further showcased his immense talent. There, he unveiled a unique painting inspired by the traditional, majestic, and serene landscape of AlUla Mountains. Hamdi skillfully and creatively captured the beauty of this landscape on canvas, demonstrating not only his artistic prowess but also his ability to embody the essence of Saudi culture and heritage.

Alongside his noteworthy achievements, Hamdi has received nominations for esteemed awards, including the Singular Art Award in 2023, the Culture Award for Fine Art in 2022, and a nomination for Forbes’; 30 under 30 in the art and style category, further confirming his exceptional and influential status as an artist.

- Luxury Brands: Qanatti, a distinguished luxury brand, showcased its exquisite watches, adding a touch of sophistication to the event.

- Gifts to Attendees: Audi, El Gouna, Patchi, Foulard, and The Luxury Network KSA Magazine presented luxurious gifts to the esteemed attendees.

The Luxury Network Gala Dinner in Alula was a resounding success, epitomizing the pinnacle of luxury and elegance. The event not only celebrated opulence but also showcased the collaborative spirit of esteemed sponsors, supporters, and contributors in making the evening a memorable affair.

Brands Directory

Abdul Samad Al Qurashi sa.abdulsamadalqurashi.com

APOA apoa.com

Aston Martin astonmartin.com

Atlantis The Royal atlantis.com

Audemars Piguet audemarspiguet.com

Audi audi.com Boutique Group boutiquegroup.com

Diriyah diriyah.sa

Dr. Dina Al Nahdy instagram.com/dinaalnahdy

Dr. Faisal Zagzoog instagram.com/faisalzagzoog

Dr. Majed Garoub instagram.com/majedgaroub

Emerald Maldives Resort & Spa emerald-maldives.com

Emirates emirates.com

Formula 1 formula1.com

Histoire De Style histoiredestyle.com

Honayda honayda.com

Jet Luxe jetluxe.com

Jumeirah jumeirah.com

Lama Alakeel instagram.com/lama.alakeel

Leem KSA leem.com

Marriott International marriott.com

Mercedes-benz mercedes-benz.com Neom neom.com

One&Only Resorts oneandonlyresorts.com

Paola El Sitt instagram.com/paola.elsitt

Parmigiani Fleurier parmigiani.com

Patchi patchi.com

Porsche porsche.com

Red Sea Authority redsea.gov.sa

Riyadh Air riyadhair.com

Rolex rolex.com

Rolls-Royce rolls-roycemotorcars.com

Royal Commission for AlUla rcu.gov.sa

Samah Zidan instagram.com/samah_zidan

Saudi Retail Forum saudiretailforum.com

Saudi Tourism visitsaudi.com

Shangri La shangri-la.com

Soraka Saria Al-K hatib linkedin.com/in/soraqa

St Regis Hotels st-regis.marriott.com

Tamara Ralph tamararalph.com

The 7132 Hotel 7132.com

The Rig therig.sa

The Ritz Carlton ritzcarlton.com

TLN Academy tln.academy Tudor tudorwatch.com

Ultima Courchevel Belvédère ultimacollection.com

Live Exquisite, Live Riyadh

Live Exquisite, Live Riyadh

The St. Regis Riyadh: A pinnacle of luxury in Saudi Arabia's capital, offering exquisite decor, impeccable service, and a regal experience for discerning travelers.

The St. Regis Riyadh: A pinnacle of luxury in Saudi Arabia's capital, offering exquisite decor, impeccable service, and a regal experience for discerning travelers.

To get in touch with our reservation team please use the below contacts:

To get in touch with our reservation team please use the below contacts:

Email: Stregis.riyadh@stregis.com

Email: Stregis.riyadh@stregis.com

T: +966115089555

T: +966115089555

2941 Makkah Al Mukarramah Rd, Al Hada District, Postal Code 12912 Riyadh, Saudi Arabia

2941 Makkah Al Mukarramah Rd, Al Hada District, Postal Code 12912 Riyadh, Saudi Arabia