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    Campaign design for Swalif exhibition. Swalif: Qatari art between memory and modernity
    Published:
Swalif is an Arabic word, particularly from the Gulf region. It suggests, sharing stories and friendly conversations. This was the underlying theme in this exhibition; artworks by Qatari artists that tell a story, from memory to modernity. Through these artworks you get to witness the progression of styles, themes and stories.

The idea of progression and change was reflected in the campaign, where we can see how iconic symbols of this culture might alternate, reform, join, split apart, and create new meanings.
The iconic Sadu pattern, a common sight in most Majlises; a private meeting venue within many Gulf homes, is a popular threaded weave design used to create tents and seating covers. The idea of stories and memories being the heart of Qatari art mimics the connections of the tangible threaded wool used in this living tradition.
Sadu combinations, versatility is key
 
Experimentation. Literal interpretations of 'between memory and modernity' in Qatar
 
Exhibition invitation. Geometric Origami