Latest news with #Khaleeji
CairoScene
16-07-2025
- Entertainment
- CairoScene
How a Casual Feed Turned Meshary AlNassar Into a Studio Founder
How a Casual Feed Turned Meshary AlNassar Into a Studio Founder Meshary AlNassar is part of a new generation of Gulf designers reshaping regional narratives through architecture, interiors, and objects that prioritise emotion over ego. When you open the gate to The Jewel, one of Studio Meshary AlNassar's (SMN) residential projects in Dubai, the first thing you notice isn't the architecture, it's the space between things. The rough stone underfoot. The soft crunch of gravel. The narrow passage, that opens into a courtyard framed by two clean volumes and a soaring cylindrical tower of stacked glass blocks. At the centre, a long table sits under a canopy of string lights. It feels both intentional and entirely unforced, like the house grew around the life it now holds. This balance of structure and softness, of geometry and ease, is where designer Meshary AlNassar does his best work. Born and raised in Kuwait's scaffolding of ambition, AlNassar's childhood unfolded amidst the dust and dreams of construction sites. His family's world was all concrete and enterprise, yet young AlNassar sensed a deeper pull. 'I loved the alchemy,' he recalls. "I loved the thought of turning an idea into something people could experience.' This instinct was nurtured within walls built by his grandfather- a man who understood architecture as legacy. A home where each family claimed a floor, balconies embraced a shared courtyard, and windows framed intimate narratives. Here, AlNassar learned to read the linguistics of space; how light sculpted mood, how a hallway pulls you in, how movement became poetry. It was his first cinema. His destiny, almost. Years honed that instinct. Dubai's architecture schools provided theory, but his true studio bloomed online. As a student, he transformed Instagram into a second studio- sharing designs, musings, life. Unpolished posts became unexpected cornerstones. 'That transparency built trust,' AlNassar tells SceneHome. 'Many of those followers became my first clients once I graduated.' In 2018, he opened SMN Studio with no strategy decks. Just a rented space and a vision. It filled fast. 'There's a certain superpower in manifesting your vision and watching it come to life.' This became his crucible for challenging traditions: redefining Arab masculinity in design, proving profitability could walk hand-in-hand with artistry in the region. 'I began to challenge traditional notions, especially what it means to be a male designer from the Arab world, and what it means to run a profitable design business in the region,' AlNassar says. AlNassar's approach is storytelling steeped in ancestral memory. The shared courtyard of his youth - a stage for domestic theatre - imbues his work with emotional architecture. Whether crafting a sanctuary for an Arab art collector or reimagining tradition for a Khaleeji couple, AlNassar begins by listening. His international arrival came with the 410 Collection, a personal homage wrapped in poetic detail. Three stone light sculptures, carved with monastic restraint, overflowing with heritage. Their forms echo trees from his grandfather's garden; the number, his grandfather's first license plate. Mere nostalgia, claiming architecture as inheritance. 'It told a story,' AlNassar says. 'This collection was my way to tell a story, but to prove my point that Middle Eastern and Arab designers are able to compete on the international stage - and I think I've made my point very clear.' Flash holds no allure. AlNassar's power lies in the quiet resonance. 'Opulence, to me, isn't about gold finishes or grand gestures. It's about curation, storytelling, and soul.' Even a sterile clinic, bound by antiseptic surfaces and harsh regulations, became sacred under his touch. 'We managed to beautify a clinic in a way that feels so much like an intimate home.' Today, SMN Studio is a living ecosystem - part design atelier, part product lab, part sandbox of possibility. Alongside collaborator Mishari AlAwadhi, AlNassar crafts 'layers for a space,' answering a yearning for pieces untouched by trends or mass production. His process is a deliberate ritual: silence first, allowing the space itself to speak. Sketches emerge on floor plans. Reality checks spark conversation. Creation begins. 'There's a yearning for good quality products that aren't following a trend or are mass produced.' His process starts in silence. No rushing. No assumptions. 'I take my time being in the space to allow the imagination to flow. Then I sketch on the floor plan. Then I get the reality check from the team. And that's when the real conversations start.'
CairoScene
04-07-2025
- Business
- CairoScene
London's Hottest New Cafés Have a Saudi Accent
Saudi coffee shops are reshaping London's café scene. These aren't just places to sip - they're stylish social hubs bringing Gulf energy to the city's most caffeinated corners. Jul 04, 2025 London is getting a royal refresh from the Kingdom. A wave of Saudi-owned destinations are reshaping where people go to eat, linger, and be seen - spaces where sleek interiors, rose-scented pastries, and playlists that bounce between Khaleeji pop and UK grime set the tone. These aren't spin-offs of traditional Arab restaurants - they're full-on expressions of modern Gulf identity, where design, flavour, and mood all move in sync. Think saffron lattes served in sculptural mugs, perfume counters tucked beside dessert displays, and staff who know your name and your angles. In a city full of copy-paste chains and quiet laptop cafés, these Saudi spots offer something far more social. Here's your guide to where Londoners are showing up, dressing up, and staying long after the last bite. 1/2 Million – Baker Street Founded in 2018, the homegrown coffee chain blends warmth and minimalism. The brand started from the idea of celebrating tradition with a modern touch. Think of it as the Apple Store of Saudi cafés, efficient but friendly and luxurious. Hijazi Corner - Old Marylebone Rd. Europe's first Saudi restaurant serves up Mandi, Mutabbaq, and Masoob with a side of heat, comfort, and sweet nostalgia. Somewhere Cafe - Harrods With locations across Saudi Arabia and the UAE, Somewhere's first UK outpost brings a Saudi-rooted, travel-shaped menu to London - pairing Wagyu bao, kunafa shrimp, and kale tabbouleh with interiors that feel like a soft escape. Even the desserts drift far from the familiar: think French coffee baklava and a Cerelac-laced Um Ali. Qahwah London While not a typical coffee shop, this mobile experience delivers Saudi-infused luxury through freshly brewed Qahwah, intricate baklava, and showstopping setups. It stands as the UK's first dedicated luxury Qahwah station.
Campaign ME
26-06-2025
- Business
- Campaign ME
The new sound of the GCC: Where heritage meets modernity in sonic branding
Across the GCC, a new wave of branding is making noise, quite literally. From government campaigns to cutting-edge startups, brands are no longer asking just how they should look or speak but how they should sound. And what's emerging is a powerful fusion: sonic identities that blend traditional Arabic sound elements with contemporary production and global branding strategies. This isn't just a creative trend it's a cultural and strategic shift that reflects the identity of a region in motion. Sonic branding in the Gulf is evolving to be just like its people: deeply rooted in heritage, yet boldly modern. The rise of sound as a strategic brand asset in the GCC Until recently, many brands in the region treated sound as an afterthought using generic music tracks or sound effects that felt polished, but impersonal. Sonic branding, if it was used at all, rarely reflected the brand's cultural identity or values. Today, that's changing. With a renewed regional focus on national identity, creative excellence, and digital innovation, sound is becoming central to brand strategy in the GCC. It's no longer about filling silence it's about crafting an intentional audio experience that connects emotionally and culturally. Brands are now asking: How do we sound like ourselves? And even more importantly: How do we sound like where we come from? Heritage meets high production The answer lies in a growing movement to incorporate regional sonic elements such as Arabic scales, Khaleeji rhythms, and traditional instruments like the oud, ney, and rebaba, into modern audio branding systems. But this isn't about being nostalgic or folkloric. It's about honoring heritage while shaping a modern identity. We're seeing sonic logos that blend the microtonal inflections of traditional music with futuristic synths and digital textures. UX sound design in apps and platforms is incorporating subtle percussive cues inspired by regional sounds. Even brand anthems once generic orchestral pieces are being rewritten with local musical DNA embedded in every note. This hybrid approach creates a sense of authenticity, familiarity, and differentiation. It's instantly recognisable to regional audiences, while still feeling current and forward-looking on the global stage. Sound as cultural storytelling in the GCC Sonic branding isn't just about recognition it's about resonance. And few things resonate more deeply than culture. By integrating heritage into sonic identities, brands are telling a story about who they are, where they come from, and what they stand for. Just as visual design might use calligraphy or regional patterns, audio branding can evoke the sounds of the desert, the souk, the sea, or the celebration. This is especially powerful in government and nation branding. Across Saudi Arabia, the UAE, Qatar, and beyond, national initiatives are investing in sonic branding that feels distinctly regional. It's not about mimicking Western cues of prestige or innovation it's about defining a regional sound that reflects pride, progress, and authenticity. Youth, innovation, and the sound of now Much of this movement is being driven by a young, creative generation. Local producers, composers, and sound designers are experimenting with new formats combining trap beats with Khaleeji percussion, cinematic soundscapes with traditional melodies, and building audio experiences that feel both fresh and rooted. A sonic identity that feels too foreign or generic won't connect. Today's audience is savvy; they crave realness, not just polish. This has led to a demand for culturally-informed sonic branding identities that are not just technically excellent but emotionally and culturally intelligent. Importantly, this isn't limited to advertising. Sonic branding now extends to a brand's entire ecosystem: • App and product interface sounds • Notification and transaction tones • Branded music for events and environments • Podcast intros, voice assistants, and smart devices • Even on-hold music and call center tones A consistent sonic identity across all these moments builds recognition, emotion, and trust. And when that identity carries cultural significance not just style it creates a deeper emotional connection with the audience. The competitive advantage of signature sound in the GCC As brands across the Gulf compete for attention in saturated digital environments, sonic branding offers a clear differentiator. Visual branding is expected. Great copy is common. But a sound that people recognise, remember, and feel something from? That's rare and extremely powerful. Especially in markets where many players share similar visual aesthetics or offer nearly identical services, audio becomes a brand's emotional fingerprint. It's how they stay with the audience not just during the campaign, but long after it ends. Brands that lead this movement will not only stand out they'll define the sound of the region's future. The GCC is experiencing a sonic renaissance. one where cultural pride meets creative innovation. Brands that embrace this fusion of tradition and modernity in their sonic branding aren't just following a trend they're shaping a new identity for the region. The question for every brand today is no longer just: What do we look like? It's: What do we sound like and does that sound belong to us? By Roudny Nahed, Partnership Manager at MusicGrid.
Campaign ME
25-06-2025
- Entertainment
- Campaign ME
Why podcasting is gaining ground in MENA marketing
For years, brands in MENA have spoken at audiences; through TV, digital, outdoor, and with the right message, the right timing, and the right data. But what happens when people stop trusting the voice of the brand and start craving something real? Something unfiltered? That's where audio enters the chat. Something about this lo-fi medium seems to spark authenticity…something about stripping away the layers of overly scripted content, and returning back to the most base of human activities, the lost art of conversation, seems to bring with it that much sought after relatability and emotion – something real. We're in an era of algorithm fatigue. Consumers are exhausted by relentless performance marketing and endless short-form content optimised for clicks, not connection. In contrast, podcasts feel like an antidote: slower, more intimate, and deeply human. They let brands build trust over time, not impressions overnight. You can see this even when it comes to podcasting analytics and metrics, they're not yet at the stage where there's a million metrics to choose from. Your success is measured almost entirely in how many people listened to you. Podcasting is honest, and honestly is refreshing. Think: a founder telling the origin story in their own words, patchworking together an audio journey through out-loud musings, candid conversations, city soundscapes and subway thoughts, like Alex Blumberg did when he captivated a massive audience with Start-Up – a very meta podcast about the creation of his podcasting network, Gimlet Media. For me and many others, we were absolutely on this journey with Alex. Going with him to meetings with venture capitalists, practicing his pitches with him, feeling the pains of rejection and frantically celebrating the joys of success. And that for me, was one of those real turning points in how I understand the power of content – as both a creator and a consumer. Podcasting in MENA is not just growing, it's maturing. We're seeing a distinct shift from expat-led shows and repurposed Western formats to locally-rooted narratives told in Arabic, Khaleeji, and regional dialects. And that's not just a creative evolution … It's an opportunity. Local listeners gravitate toward voices that sound like them, talk like them, and reflect their reality. What works? Relatability. Relevance. Respect for nuance. The tone doesn't need to be overly slick, it needs to be honest. A host navigating topics like ambition, identity, or even mental health with empathy and zero artifice, but with a deeply resonating cultural tone that makes the listeners of our region feel themselves in turn, heard. These are the shows that drive repeat listens, cult followings, and long-term brand loyalty, so we could maybe have our own regional success story like Gimlet Media that eventually sells to Spotify too. For brands looking to enter the space, the playbook is evolving. It's no longer about shoehorning a 30-second audio ad into a podcast's intro. It's about integration and alignment. Co-creating branded content that audiences actually want to spend time with. Think series sponsorships where brand and theme align naturally, or even white-label podcast productions that don't scream 'ad' but whisper 'we get you'. What makes podcasting special is the sacredness of the format. You're not fighting for 1.5 seconds of attention. You're being invited into someone's commute, kitchen, or evening walk. That's a privilege. And with that comes responsibility. If you're a brand, ask yourself: Are we adding value to the conversation? Are we bringing new perspectives, new voices, or new utility to this audience? Or are we just trying to talk louder? Have we earned our space in this busy person's life? The best podcast partnerships are built on shared values, not vanity metrics. Listen-through rates, completion stats, and episode drop-offs are all useful, but don't discount the less measurable impacts: brand warmth, cultural relevance, and becoming part of a weekly ritual. As podcasting continues to evolve in MENA, the real opportunity lies in leaning into what makes audio so compelling: voice, vulnerability, and the ability to sit with an idea, and not just scroll past it. Audio listeners have a longer breath, they can listen to you, truly listen to you, if you captivate them. If brands are willing to relinquish a bit of control, to speak with people instead of at them, they may find something surprising: an audience that not only listens, but believes. Because in a world of noise, the most powerful thing a brand can do is not just sound like a human, but to fully lean into their humanity, their values, and strengthen their connection with their audience by reviving the humble and undervalued art of conversation. By Tala Mukaddam, Business Lead, Brand & Podcasts, Create.
Campaign ME
20-06-2025
- Business
- Campaign ME
LEGO reimagines Father's Day with 'Build It With Him' campaign
This Father's Day, the LEGO Group is inspiring families across the UAE to rethink gifting traditions with its regionally tailored 'Build It With Him' campaign – a creative call to action that invites parents and children to connect through the joy of LEGO® play. Ula Bieganska, Head of Marketing, LEGO Group MEA says, 'The creative vision was inspired by the idea that Father's Day isn't really about celebration it's about connection. Our campaign for the LEGO Group set out to reframe the occasion not as a moment for grand gestures, but as a chance to be present and playful. The campaign was a collaboration between Publicis Middle East and MSL Middle East, with MSL handling the strategy and insights and earned amplification and PME leading on creative. Insight-led storytelling To shape the campaign, the team conducted extensive local research to better understand Father's Day in the UAE The strategy was rooted in a deep understanding of Father's Day in the UAE, an occasion that is officially acknowledged but often culturally overlooked. Bieganska says, 'We carried out primary research to understand mindsets and habits around Father's Day, among the country's diverse expat population, alongside the influence of Khaleeji family dynamics, and the last-minute nature of gifting behaviour in this market. Rather than importing a global idea, we built a regional-first narrative that played into human truths, social behaviours, and localised gifting patterns.' She adds, 'A combination of local research and cultural insight revealed a disconnect between how Father's Day is recognised and how it is actually experienced in the UAE. A YouGov study showed that 75 per cent of UAE dads had received the same gift more than once, with cliché and predictable gifts like mugs, wallets and shirts topping the list,' 'Yet, when asked about their most meaningful gifts, a quarter of dads said it was something handmade by their child. Our focus groups echoed this sentiment, as dads spoke not about being celebrated, but about wanting to spend more time with their kids. This emotional truth became the anchor for the campaign,' reveals Bieganska. Transforming tradition through play The campaign's primary goal was to build brand affinity by positioning LEGO bricks as a meaningful Father's Day gifting solution. Rather than focusing on conversion, it was designed to resonate emotionally with families and boost top-of-mind awareness during a typically under-leveraged seasonal moment in the region. 'While this wasn't a conversion-led campaign, it was designed to drive customer loyalty through emotional resonance and cultural relevance,' says Bieganska. 'Build It With Him' The campaign ran across owned the LEGO Group social channels, earned media, and in-store with an activation at the LEGO Store at Mall of The Emirates. Creative assets included static visuals, with playful LEGO brick-built reinterpretations of traditional Father's Day gifts, all created for digital-first consumption. Aside from this, influencer marketing also took place. Influencers known for parenting and lifestyle content were chosen for their alignment with LEGO's values of imagination and quality. Their content focused on sharing the experience of building LEGO gifts with their children and reflecting on Father's Day meaningfully, enhancing engagement and authenticity. The 'Build It With Him' campaign specifically spoke to two core audience segments in the UAE. Expat mums (aged 28–45) – the key gift buyers in the household, often time-poor but looking for thoughtful and meaningful gifting options that reflect shared family values. Older expat kids (aged 16–25) – trend-aware gift-givers who want to move beyond the generic and find gifts that feel personal, creative and social-media-worthy. A celebration of connection beyond the occasion More than a seasonal campaign, 'Build It With Him' champions the enduring value of creativity and cross-generational bonding – turning a traditionally quiet holiday into a playful opportunity for family connection. 'The key brand message is simple but powerful: the best gifts aren't bought, they're built. Through this lens, LEGO bricks becomes more than a product, it becomes a tool for cross-generational connection and shared memory-making,' Bieganska concludes. By tapping into regional behaviours and emotional truths, the LEGO Group campaign transforms a token holiday into a creative opportunity for connection. 'Build It With Him' not only refreshes the Father's Day conversation in the UAE, but also reinforces the LEGO Group's role as a brand that champions shared experiences and the enduring value of play across generations. The campaign launched ahead of Father's Day on June 21, coinciding with World Play Day on June 11, and continues across key channels in the UAE. Credits: Client: The LEGO Group Creative Agency: Publicis Middle East Tuki Ghiassi – Executive Creative Director Pablo Tesio – Associate Creative Director Juan Sebastian Portilla – Associate Creative Director Oussama El Founi – Associate Creative Director Abdulla Samir – Art Director Rimma Krasavina – Senior Art Louis Borniche – Motion Designer PR Agency: MSL Middle East
