‘New Codes of Luxury in Saudi Arabia’ shows concept of luxury is shifting

A new generation of Saudi consumers is dispelling stereotypes associated with luxury, moving away from outdated concepts of what ‘luxury’ entails. (Shutterstock)
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Updated 21 February 2024
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‘New Codes of Luxury in Saudi Arabia’ shows concept of luxury is shifting

LONDON: A new report from The Future Laboratory and Together Group not only demonstrates the emergence of the Kingdom of Saudi Arabia as a cultural epicenter for luxury consumers, but also showcases ways in which the people and businesses of the region are redefining traditional understandings of how and why such luxury is experienced.

“New Codes of Luxury in Saudi Arabia” presents a detailed analysis of key trends in the market, exploring how the notion of luxury is shifting with the emergence of a new generation of consumers – who are leaving behind outdated tropes and playing a vital, active role in defining new standards of luxury.

For one, a new generation of Saudi consumers is dispelling stereotypes associated with luxury, moving away from outdated concepts of what ‘luxury’ entails, and contributing to a far more nuanced landscape – where the very nature of luxury is determined by factors such as authenticity, locality, exclusivity, sustainability, innovation and accessibility.

Helping to define such a paradigm shift, the new report includes insights from a wide range of expert voices, who explain how the priorities of this new generation of high-net-worth Saudis have evolved in recent years – and how these evolving values look set to influence the luxury market in KSA in the future.

“Saudis expect something that looks like them, that acts like them, that relates to them, as opposed to something that is entirely imported,” says Rae Joseph, creative consultant and founder of fashion house 1954. This desire for culturally relevant luxury doesn’t mean that established, international brands no longer hold any appeal – but it does point to a more dynamic consumer landscape featuring luxury products and experiences that resonate with Saudis on a more personal level. 

And these modern Saudi consumers are interested in more than just high-value products from well-known brand names. In fact, the report details how the changing luxury landscape now includes a plethora of new sectors, from technology and wellbeing, to exciting advances in personalized experiences and ecotourism.

And it’s more than just a passive shift – the emerging skillsets of Saudi Arabia’s next generation sees them ideally placed to define and create these new concepts of luxury, paving the way for a new wave of technologically nimble, global creatives who also place great value in luxury experiences and products that are specific to Saudi Arabia itself.

The youthful population of KSA is another key factor in the country’s evolving concept of luxury. As outlined in “New Codes of Luxury in Saudi Arabia”, that young generation prioritizes luxury experiences, digital engagement and a blend of local and global cultural identity. Such demographic patterns influence how young Saudis want to spend their money – and also need to be keenly observed by those wanting to build exciting, regional brands that connect with these local audiences, as well as developing and growing on an international platform.

“Young Saudis want to respect their culture and live their culture, but they want to be global,” explains Skye Fisher, chief experience officer, Mohammed Bin Salman Nonprofit City, who is featured in the report. “They want to assimilate with the rest of the world.”

Appreciating the subtleties of this balance between local and global is key to understanding how this youthful generation is impacting on the luxury consumer landscape.

“These are Millennials and Gen Z with spending power,” Rachel Ingram (co-CEO of creative agency Folk) tells the report. “And they’re highly engaged on social media. That’s where they’re chatting to their friends. That’s where they’re browsing and that’s where they’re shopping.”

And these young, influential spenders place great value on supporting and championing Saudi businesses. As the report lays out, 95% of affluent 18-34-year-old Saudis regard it as important to support and engage with Saudi-first enterprises. While there remains a place for the existing, well-known brands familiar to many, KSA’s new generation also places value in localized offerings – products and services from names everybody knows, but tailored to a specific Saudi population which is well travelled, well educated, and proud of its history.

It makes for a fascinating landscape – KSA’s new generation wants more than just the same products from the same brands. Instead, this new notion of luxury has expanded to include more than just ‘things’, and now ascribes value to experiences and personalization. And brands – both new and existing – must connect with consumers on a deeper, more personal level in order to secure engagement with this young, affluent population. Because these consumers are not just responsible for defining what is understood by luxury today – they also look sure to play a key role in building what we understand by luxury tomorrow.


AlUla institution to select Saudi artist for residency in Paris

Updated 06 May 2025
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AlUla institution to select Saudi artist for residency in Paris

  • Initiative aims to bring France’s creative expertise to Saudi Arabia
  • Artist will also join Villa Hegra in AlUla for a residency organized by the institution’s cultural program

RIYADH: A cultural institution in AlUla plans to select a Saudi artist to host a residency in Paris in an effort to promote French artisanal traditions in the Kingdom.

The artist will be chosen by Basmah Felemban and Gael Charbau, artistic directors of AlUla’s Villa Hegra.

A collaboration with the Mobilier National, a French governmental body that produces and preserves artisanal furniture, the initiative aims to bring France’s creative expertise to Saudi Arabia.

The artist will also join Villa Hegra in AlUla for a residency organized by the institution’s cultural program.

Villa Hegra is a planned initiative that hosts a variety of artist residencies, creative spaces for cultural initiatives, an exhibition hall, a cinema and performance art studio.

The partnership between Villa Hegra and the Mobilier National will also involve displaying a selection of design pieces from the French organization’s collections at AlUla.

Herve Lemoine, the president of Manufactures Nationales, said: “This partnership continues the Mobilier National’s rich tradition of collaboration with cultural villas, bringing French artisanal excellence to creative spaces around the world.”

Feriel Fodil, the CEO of Villa Hegra, said: “This long-term collaboration also strengthens Villa Hegra’s primary mission: To promote artistic cooperation between Saudi Arabia and France, while celebrating their respective artisanal heritages.”

Villa Hegra was officially announced in an intergovernmental agreement signed on Dec. 4, 2021, by Saudi Arabia’s Minister of Culture Prince Badr bin Abdullah, and Jean-Yves Le Drian, then-French minister for foreign affairs.

One of Villa Hegra’s goals is to foster cultural dialogue between Saudi Arabia and France.

Fodil previously told Arab News’ French edition: “It is a state-to-state initiative that represents the willingness of two parties to collaborate at the cultural level.”


Deal signed to promote traditional arts in Saudi Arabia

Updated 06 May 2025
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Deal signed to promote traditional arts in Saudi Arabia

  • Royal Institute of Traditional Arts and Namaa Almunawara sign strategic MoU
  • Aim is to advance the creative economy and preserve national cultural heritage

RIYADH: The Royal Institute of Traditional Arts and Namaa Almunawara signed a strategic memorandum of understanding in Riyadh to foster collaboration in supporting traditional arts.

The aim is to advance the creative economy and preserve national cultural heritage, the Saudi Press Agency reported on Tuesday.

The MoU focuses on key areas: building human capacity through training programs and workshops, offering consulting services, and designing specialized initiatives.

It also aims to strengthen the handicrafts sector by launching entrepreneurial initiatives, enhancing craft products, and empowering emerging talents.

Additionally, it includes organizing local and international events and developing community-focused traditional arts initiatives.

The institute plays a key role in promoting Saudi traditional arts locally and internationally, supporting artisans, and encouraging the teaching and development of these crafts.

The Ministry of Culture has designated 2025 the Year of Handicrafts to celebrate cultural heritage and promote the creation, preservation, and modern relevance of handicrafts. It will host events, exhibitions, educational programs, and competitions throughout the year.


Gerard Butler to touch down in Riyadh for ‘How to Train Your Dragon’ premiere

Updated 06 May 2025
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Gerard Butler to touch down in Riyadh for ‘How to Train Your Dragon’ premiere

DUBAI: Riyadh will host the first stop of the international press tour for “How to Train Your Dragon,” the live-action adaptation of DreamWorks Animation’s film franchise, with actor Gerard Butler set to arrive in the Kingdom this May.

Butler returns as Stoick the Vast in the upcoming film, slated for release on June 12. 

Butler returns as Stoick the Vast in the upcoming film, slated for release on June 12. (Supplied)

“How to Train Your Dragon” is directed by three-time Oscar nominee Dean DeBlois, the filmmaker behind the original animated trilogy.

“On the rugged isle of Berk, where Vikings and dragons have been bitter enemies for generations, Hiccup (Mason Thames; The Black Phone, For All Mankind) stands apart. The inventive yet overlooked son of Chief Stoick the Vast (Gerard Butler, reprising his voice role from the animated franchise), Hiccup defies centuries of tradition when he befriends Toothless, a feared Night Fury dragon. Their unlikely bond reveals the true nature of dragons, challenging the very foundations of Viking societ,” the film’s logline reads. 

“As an ancient threat emerges, endangering both Vikings and dragons, Hiccup’s friendship with Toothless becomes the key to forging a new future. Together, they must navigate the delicate path toward peace, soaring beyond the boundaries of their worlds and redefining what it means to be a hero and a leader,” the logline adds. 
The film also stars Julian Dennison (Deadpool 2), Gabriel Howell (Bodies), Bronwyn James (Wicked), Harry Trevaldwyn (Smothered), Ruth Codd (The Midnight Club), BAFTA nominee Peter Serafinowicz (Guardians of the Galaxy) and Murray McArthur (Game of Thrones).


Works by renowned 20th-century Latin American artists presented in new exhibition in Doha

Updated 06 May 2025
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Works by renowned 20th-century Latin American artists presented in new exhibition in Doha

DOHA: One of revered Mexican artist Diego Rivera’s best-known paintings is now on display at the National Museum of Qatar. Titled “Baile en Tehuantepec” (“Dance in Tehuantepec”) and completed in 1920, it depicts a group of female Oaxacan dancers dressed in bright costumes poised to begin the Zandunga dance. The painting, like others by Riviera at the time, aimed to depict the social life of Mexico. With time, the work, exhibited a few years later at the Museum of Modern Art in New York, became one of the most expensive paintings in Latin American art.

Lam, Wilfredo, Omi Obini, ALTA. (Supplied)

Nearly a century after Riviera painted the work, it is on show in Doha in “LATINOAMERICANO,” a comprehensive exhibition running until July 19. Showcasing over 170 artworks, including paintings, sculptures, installation, video, photographs, films and archival documentation by over 100 artists from Argentina, Brazil, Chile, Colombia, Cuba, Paraguay, Mexico, Venezuela and Uruguay, the exhibition offers an in-depth look at Latin American art from 1900 to the present in what marks the first-ever show of its kind in West Asia and North Africa for the genre.

The exhibition, organized in partnership with Qatar Museums, is a pivotal aspect of the Qatar, Argentina and Chile 2025 Year of Culture. It presents modern and contemporary artworks from the collections of Museo de Arte Latinoamericano de Buenos Aires, Eduardo F. Costantini and Qatar Museums institutions like Mathaf: Arab Museum of Modern Art and the Future Art Mill Museum, among others.

Rivera, Diego, Baile en Tehuantepec, 1928, Colección Eduardo F. Costantini. (Supplied)

Curated by Issa Al-Shirawi, a Qatari curator, researcher and head of international exhibitions at Qatar Museums, and Maria Amalia Garcia, curator in chief at Malba, the show ambitiously strives to capture the diverse art and culture of an entire continent.

“The exhibition promotes an exchange of knowledge through art, continuing Qatar Museums’ emphasis on showing art histories from underrated and underappreciated art histories,” Al-Shirawi told Arab News, underlining how Latin American artists have consistently challenged narratives, readapted local traditions and influenced artistic movements across the world.

There are several pieces Al-Shirawi notes that highlight the artistic exchange between the Middle East and Latin America.

Candido Portinari. Festa de Sao Joao, 1936. (Supplied)

One is by Uruguayan-born artist Gonzalo Fonseca who traveled to the Middle East during the 1950s where he visited archaeological sites that made a lasting impact on his sculptural work, highly conceptual with great references to architectural forms.

Another is a vibrant painting by Lebanese-born artist Bibi Zogbe, who emigrated to Buenos Aires, Argentina and became known throughout South America as “la pintura de flores” (“the flower painter”).

These works are displayed alongside those of both globally renowned artists from the continent, like Colombian artist Fernando Botero, Cuban painter Wilfredo Lam, Belkis Ayon, also from Cuba, known for her work on African influences in the Caribbean island, and Mexican artist Frida Kahlo, among many others.

Candido Portinari. Festa de Sao Joao, 1936. (Supplied)

The exhibition’s in-depth thematic sections provide a first taste for those new to Latin American art.

“At first, we thought we would organize the show chronologically, but then we realized that it was crucial to show the connections between traditional art and various modern and contemporary movements and what influenced these,” Al-Shirawi aid. “How does the traditional translate back into the contemporary? And how does the contemporary go back to the traditional?

A poignant multisensory installation that demonstrates this and that, in Al-Shirawi’s opinion, serves as one of the “anchor” works for the exhibition is by Chilean artist Cecilia Vicuna. Titled “Quipu desparecido” (“Disappeared Quipu,” 2018), it refers to the Andean civilization’s quipus — knotted strings made of colored and spun or plied wood or llama hair — used to record information. The practice was crucial to societal organization across the ancient Incan Empire but was decimated by the Spanish colonization. Vicuna’s artwork pays homage to these important threads to reactivate the memory of the quipus, which she refers to as a “poem in space, a way to remember, involving the body and the cosmos at once.”


Kevin Hart brings laughs and life lessons to Abu Dhabi with ‘Acting My Age’

Updated 03 May 2025
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Kevin Hart brings laughs and life lessons to Abu Dhabi with ‘Acting My Age’

ABU DHABI: Kevin Hart returned to the stage at the Etihad Arena in Abu Dhabi on Friday with his signature energy and a new show, following his successful performance there in 2023.

“It’s good to be back,” Hart said, kicking off a night of relentless humor and heartfelt honesty.

As part of the Abu Dhabi comedy festival, Hart performed a classic American standup show mixed with a lot of self-deprecating humor. 

Titled “Acting my Age,” the show is themed around understanding old age and realizing that aging is about gaining experience and wisdom. 

With jokes about his endless injuries and health problems, Hart’s signature facial expressions and animated vocals brought the show to life, and left members of the audience in tears of laughter. 

The show was targeted at an older crowd, and Hart was able to capture their attention with his personal anecdotes. 

Crowd work and audience interactions were missing from his performance and some people yelled out to grab his attention, but he mostly ignored these callouts. 

As usual, his line delivery was on point and he was able to easily transition from one story to the next while maintaining running gags throughout the show, which lasted about an hour. 

Opening for Hart were a group of comedians who go by the name of “Plastic Cup Boyz.” The trio, consisting of Joey Wells, Will “Spank” Horton and Na’im Lynn, delivered an entertaining and captivating opener for the show. 

Hart ended his performance with heartfelt sentiment, saying: “The win in life is old age. Old age is not guaranteed.”