2011 Winners & Shortlists

Brief Explanation

Tradition meets contemporary. The challenge was to merge contemporary with traditional art and to create a marriage of 2 different worlds and in doing so create a splendid yet calming atmosphere at the mall matching the identity of the shopping destination.

The Brief

The brief was to brand the mall inside out and to create a modern Islamic artistic atmosphere and ambience at the mall during the holy month of Ramadan.

How the final design was conceived

Arabic calligraphy done in a contemporary way was the way to go, in order to achieve a balance between tradition and modernity. A unique design was created and applied at strategic locations inside the mall.

Indication of how successful the outcome was in the market

The atmosphere in the Mall was unique from all the others in Kuwait and helped increase footfall during the month of Ramadan. The modern art was very well received by the shoppers and received very good response.