Ithra to showcase Saudi and MENA ingenuity during Milan Design Week

Ithra is leveraging the power of partnership to showcase two prominent, co-curated works focused on sustainability and innovation from Ithra’s Tanween, the largest creativity conference in the Kingdom of Saudi Arabia designed to celebrate, explore and inspire the creative process, during Milan Design Week taking place in Milan, Italy April 16 – 21. 

Headlining the showcase is Routes to Roots a co-curated exhibition created by Ithra and Italian design platform Isola, the first all-in-one curated digital platform offering visibility to emerging designers, design studios, and independent designers around the world. First revealed during Tanween in November 2023 at Ithra, Routes to Roots provides a journey through designs that preserve heritage and the Earth. The exhibition draws inspiration and expertise from ancestral culture pairing it with cutting-edge craftsmanship, in a demonstration of how emerging talents can breathe fresh life into the design landscape, bridging the gap between tradition and innovation. 

Routes to Roots will be exhibited as part of the 8^th edition of Isola’s Design Festival which hosts exhibitions and installations, lively events, workshops, live demonstrations, and design talks, involving international designers, design studios, creators, and manufacturers during Milan Design Week. 

The second installation, Iwan, was the winning pavilion from Tanween’s foldable pavilion challenge designed in collaboration with knowledge partner Mamou Mani Studio, an architectural practice specializing in digitally designed and fabricated architecture, custom products and interfaces and production partner ABYAT, a leading GCC company that provides a variety of finishing and furnishing materials. Designed by emerging Saudi architects Abdulqader Alsuwaidan, Nawaf Alghamdi, Hayat Almousa and Lama Dardas, “Iwan” draws its design inspiration from the Islamic Iwan and abstracted shapes of the Muqarnas. This innovative structure combines traditional Islamic design elements with a contemporary approach. 

A 3-D printed version of the original Iwan installation (which was constructed entirely from aluminum sheets) will be showcased along with Routes to Roots in the Milan Galleria Giovanni Bonelli which is located in the heart of Isola quarter, next to Porta Garibaldi train station in Milan. 

Both Iwan and Routes to Roots highlight an eco-conscious approach to design integrating biomaterials, natural resources, household and industrial waste and seamlessly blend traditional methods with innovation to craft modern design pieces. 

“Ithra is thrilled to showcase Tanween design outcomes as part of Isola Design Festival and Milan Design Week, shedding the light on circular design and MENA region designers,” said Noura Alzamil, Head of Programs at Ithra. “Tanween has become a crucible for partnerships that ignite creative expression while expanding the reach and building the reputation of Saudi ingenuity in design. That trend is sure to continue later this year at Tanween 2024. 

“Our goal in the upcoming years is to establish ourselves as the leading platform for independent design globally, with a special attention to the Middle East. That’s why the partnership with Ithra is a source of pride and an extraordinary opportunity for Isola,” said Gabriele Cavallaro, CEO and co-founder of Isola Design Group. “Our collaboration began last year, and it became evident from the start that we both share the same vision: to nurture talent and promote conscious design. We are excited to present this collaboration at the upcoming Milan Design Week by showcasing projects from the MENA region in Europe.” 

Held annually, Milan Design Week has been a significant event in the design industry for over five decades, showcasing the latest innovations and trends in furniture, lighting, textiles, and decorative items – and attracting design lovers, curators and sector insiders from all over the globe. Over 370,000 professional visitors attend the fair each year, just under 70% of them from 188 other countries, along with more than 5,000 national and international journalists and around 27,500 members of the public at the weekend. 

Ithra’s Idea Lab is home to a creative community dedicated to inspiring and activating innovation within the Kingdom and responsible for overseeing the successful implementation of programs including Tanween, Creative Solutions Residency Program and many others.