Mariam Nihal
Saudi Gazette
JEDDAH — Tashkeil inaugurated Design Road: Jeddah Style, a four-day forum on Saturday evening.
Inspired by Silk Road, which is historically known as a network of interlinking trade routes, Design Road is open to the public and comprises experts and those interested in architect, fashion design, branding and marketing.
Design Road will be held from May 4 - 7 in Tashkeil’s new Creative Space under the Fashion theme, Jeddah style.
It offers five workshops with an introductory and closing seminar. Tashkeil’s “Fatha” division, which supports educational programs, enhances social practices and practical knowledge.
Tashkeilist Sofana Dahlan, welcomed all guests on Saturday evening. Samer Yamani introduced CD and launched Design Road.
Creative Dialogue Association (CDA), a non-profitable association based in Barcelona, partnered up with Tashkeil to allow entrepreneurs the information exchange forum, media coverage, access to viable outlets and membership benefits.
Tashkeil’s new initiative will allow entrepreneurs a platform to learn and engage themselves with the multifaceted seminar featuring Carmen Malvar for Retail Design, Jorge Rodriguez for Coolhunting, Laura Beckett for Window Design and Fred Butler for Accessorizing Fashion Stories.
Design Road was created in 2010, a platform for international designers and creative heads to engage and learn from other designers and innovators through a series of workshops, lectures and exhibitions conducted by international designers.
Design Road will also feature a traveling exhibition introducing Design Road in other cities. Over four years, more than 500 local designers contributed in these workshops and more than 1,000 participants have taken part in Design Road in Dubai, Casablanca, Doha, Amman, Tetouan, Manama, Bahrain and Damascus.
Tashkeil representatives said the event aims to promote dialogue amongst various creative disciplines related to this year’s fashion theme.
Design Road traditionally visits countries with a thriving design scene and enables participants to enhance their talents and increases their knowledge in those specific fields.
Seminars and discussions provide an open dialogue with designers and artists that help develop the local design culture.
Their next project aims to take selected designers abroad on an “inspirational trip” around Design Houses to develop their production capabilities and know-how.
The designers will then be allowed to create their chosen elements, which will be selected by a grand jury to be reproduced in one of the major Design Houses in Europe.
According to Tashkeil, local designers will have the opportunity to work on joint projects targeted at harnessing knowledge of local constraints, supporting capacity building and promoting local economic development through the Creative Industry.
Through these collaborations, local designers are exposed to the latest experiments in modern style in fields. These unique encounters between the professional, educational and private sectors are organized to encourage the sharpening of talent and increasing the skills needed to attain a higher level of creativity.
Tashkeil and CDA are working on expanding the Design Road map to other cities in KSA and GCC countries, alongside other projects related to the Creative Industry and National Capacity Building Programs.
Future Institute, Baraboux, Mochachino, Ahmed Fouad Photography, Purple Spoon, The British Council, Kingston University and UBT (The University of Business and Technology), Design Magazine, Destination Jeddah, Hia Magazine, Fustany and Oasis Magazine are sponsors of the event.
Previous collaborations between prestigious international design institutions and Design Road have been the Elisava Design School in Barcelona, Kingston University London, amongst others like Dubai Culture & Arts Authority, Ministry of Culture in Bahrain, VCUQatar and Ministry of Culture in Morocco.
The closing ceremony will include a keynote address by Christopher Palmer from BC along with honor certificate distribution.
