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Khaleej Times

Home Centre launches new cultural platform that celebrates homegrown talent

Home Centre, the Middle East's leading home retailer, has officially launched Home Centre Collective — a region-first live performance series that reimagines its retail spaces as immersive stages for culture, creativity, and community across Saudi Arabia and UAE. The platform reflects a growing creative energy across the GCC — particularly in Saudi Arabia and the UAE, where investment in arts, music, and cultural expression is on the rise. Home Centre Collective was born from this cultural moment, designed to be an ongoing space where authenticity, art, and community can meet and live, in-store. 'We are incredibly proud to be launching this from the UAE — a place that's fast becoming a global hub for creativity and culture,' said Arja Taaveniku, CEO, Home Centre. 'As a brand born and based here, this is deeply meaningful for us. By creating a platform that celebrates local talent, we're helping shape a new narrative — one where we act not just as a retailer, but as a cultural enabler.' 'Home Centre Collective is our way of stepping into an evolving subculture and becoming a part of something bigger than the sum of its parts,' said Siddarth Sivaprakash, Head of Marketing & Brand. 'We've always believed that interior spaces are a form of self-expression — just like art. Collaborating with local artists brings those worlds together. Each artist has a say in how they would like their performance space styled, infusing more of their individuality and creativity into the entire experience.' 'In both UAE and KSA, we've made space for creativity and performance to live alongside product,' said Rishad Jadraliyev, Head of Retail. 'What excites me most is seeing our stores come alive in a way that speaks directly to the region's rising creative energy.' Home Centre Collective will continue rolling out across the UAE and Saudi Arabia, with new performances, artist collaborations, and creative formats planned throughout the year — all designed to bring culture home.