Calling +971: The New Book Profiling The Region's 50 Coolest Creatives
There were many moments that led to the conception of this project, but one of the most defining came during the Covid pandemic. Amidst the chaos and fear, the creative community came together – we moved online, determined to continue our work and support of one another. It was heartwarming, endearing and hopeful. In that same spirit, the Ministry of Culture, then led by Her Excellency Noura Al Kaabi, launched the National Grants Programme to support creatives. Of all the pressing issues the country faced, it chose to prioritise the creative sector. I remember being deeply moved by this gesture, as were many others. The UAE – my home – was the first country to take this step.
I've always believed in the creative community's power to document history. Their truth is one I seek out, one I believe in. So, when a government steps in to protect and elevate that truth, I can only bow in appreciation and respect. We are a young nation, but we have countless stories waiting to be told. That confluence – of our stories, our solidarity and our pride – became the foundation for this book.
The idea began to take shape in 2020, when we were celebrating the UAE's 50th anniversary. That milestone was the initial inspiration behind featuring 50 creatives. But even then, I knew this would never be a one-off book. It was always meant to be the first in a series – an evolving chronicle of the UAE's cultural growth. As we started listing names, it became clear: this is a dynamic, expanding sector. The more we uncovered, the more certain I became that we were only scratching the surface.
Finding the right publishing partner was key. I reached out to a few, and we chose Rizzoli – not just for its global reputation, but for its enthusiasm. That matters. I had already thought of the title: +971: 50 Emirati Creatives Shaping the UAE. It's contemporary and cool, but more than that, it's symbolic – it's the UAE's international calling code, a metaphor for dialling into the creative pulse of the nation.
I also spent time researching what defines a creative economy. After segmenting the sector, we compiled exhaustive lists. Even after two decades in the field, I was stunned by the breadth of talent here. I knew the community was large – but not this large. It was awe-inspiring.
We formed informal advisory bodies for each creative discipline – groups of respected specialists who voted on who would be featured. One of the most challenging parts was establishing the selection criteria. I insisted on dialogue, so the process was collaborative, with lots of back and forth. Those conversations were deeply enriching.
Then came the actual making of the book – commissioning texts, planning photoshoots, sourcing images, copyediting… At one point, it all existed as a massive, colour-coded Google doc that looked more like an eye chart than a manuscript. It was an honour to have Her Highness Sheikha Latifa Bint Mohammed Bin Rashid Al Maktoum author the foreword. She is an unwavering supporter of the arts and a voice to be reckoned with.
I am indebted to everyone who worked on +971 and extend my deepest respect to the 50 creatives featured. They reflect the heart of our nation and the rhythm of its cultural scene. I am equally grateful to the supporters who saw the book's potential from the very beginning: the Meem Foundation, Cartier and Dubai Holding – joined by our generous patrons Abdelmonem Alserkal, Olivier de Mestelan, Salma Shaheem, Barbara Farahnick-Mathonet and all those who wish to remain anonymous. Their belief and support made this vision possible.
The book will be released globally in September, and I'm genuinely thrilled – and ready for more. The UAE is my home. I've witnessed its extraordinary growth over the past 40 years, and I know this is only the beginning.
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