Designers to showcase Kingdom’s culture through Adhlal, Saudia program

In partnership with Saudi Airlines, Adhlal, the research-based consultancy that aims to equip future generations of Saudi designers, on Monday launched the new “SAUDIA Design Program” initiative in Jeddah. (Supplied)

Khaled Tash, Saudia Group chief marketing officer. (Supplied)

Princess Nourah Al-Faisal, Adhlal’s Founder and CEO. (Supplied)

Members of Jeddah design community posing with Princess Nourah and Khalid Tash. (Supplied)

• The program aims to create new opportunities for the Saudi design community and nurture the talent of the next generation of designers
• The Adhlal Majlis, which was hosted by Shada hotel, hosted a forum for discussion among designers, who gathered and shared knowledge

JEDDAH: Budding Saudi designers will showcase the Kingdom’s culture throughout the travel and tourism industry as part of a new scheme launched on Monday.
The Saudia Design Program was launched by Saudia, the Kingdom’s flag carrier, and research-based consultancy Adhlal.
The program aims to create new opportunities for the Saudi design community and nurture the talent of the next generation of designers by providing creative solutions to industry challenges.
The Adhlal Majlis, which was hosted by Shada hotel, hosted a forum for discussion among designers, who gathered and shared knowledge.
Discussing the role of Adhlal, founder and CEO Princess Nourah Al-Faisal told Arab News: “The main target benefiting from Adhlal initiatives within the Kingdom is the young generation, university students, graduate students and startups.
“Adhlal helps designers in any step of the design process and within any of its fields, such as jewelry design, decoration, graphics and many others.”
She added that Adhlal aims to equip future generations of Saudi designers with the tools they need to succeed, building on the ambitions of the Kingdom’s Vision 2030.
Committed to delivering the best to designers, manufacturers, government and professional bodies, Adhlal teamed up with Saudia for the project.
Princess Nourah said: “The main reason behind this particular series of majlis is to co-create with local design community and Saudia.
“The new Saudia Design Program is an annual award which will help co-create and support the development of the ecosystem as well as provide a platform for Saudi designers to come up with their creative designs for Saudia products.”
After presenting the objectives and guidelines of the program to designers, Jeroen Frumau, design program director and expert consultant at Adhlal, told Arab News: “Adhlal is partnering with Saudia to create for the Saudi design community and since Saudia committed to be the ambassador of the Saudi design community and the Saudi design industry, we are helping them to create a program where they can take ownership in that role.”
He added that the Saudia Design Program will bridge the gap between designers, the industry and the Jeddah design community.
Addressing the audience and highlighting the importance of design and its contribution to the future of the Kingdom, Khaled Tash, Saudia Group chief marketing officer, said: “The Saudia design program in partnership with Adhlal reflects our strong commitment to enriching the guest travel experience and proudly showcasing our Saudi culture, and we aim to establish a sustainable and impactful partnership with the design community.”
Tash said that the program was in line with Vision 2030, which focuses on economic growth, creativity and innovation, adding: “Design can be an economic driver, job creation engine, and it also can take a business for organizations from one scale to another.”
He said: “Designers, we at Saudia are in need of your creative ideas to make our flight experience to our customers better, faster, easier, more enriching and most importantly, reflecting the Saudi identity, culture and heritage.”