Modern East is a new initiative aimed at awakening Middle Eastern cultural values in a modern context.
I and those at branding consultancy Zaman are looking to the future and launching into the great adventure of Modern East. I’ve been in Dubai long enough to see the rapid changes the region has undergone, yet I’ve never felt so passionately about the potential of the context in which we are living.
Like many others in the region, we at Zaman are focused on highlighting and boosting the new cultural renaissance we see taking place in the Middle East today.
The idea of Modern East starts with design and all that touches it from lifestyle, socio-economic behaviour and aesthetics. We see Modern East resulting in wide ranging articulations of new ideas inspired by the conditions we are living in – the refinement of traditional concepts and creative expressions inspired by the Middle East.
In addition to this blog, Modern East will embrace exhibitions, workshops, seminars and other events and activities which promise to stimulate debate about subjects of importance to peoples’ lives in the region. Modern East aims to generate ongoing discussion among people in the worlds of business, design, aesthetics and public services in the Middle East. Please feel free to join the debate.
Some further reflections…
The Arabs left a strong impact on Europe’s learning and culture during the Renaissance and golden age. Conversely, today’s Middle Eastern economy reflects mainly Western values which do not necessarily relate to Arabic identities. We see fragments of Arab culture in the local dress, the way people eat, religion, calligraphy and architecture but many of these elements are slowly disappearing. On the other hand, Arabs are living new realities that will shape their cultures.
While rethinking the current climate with a view to preserving local traditions, what are we to project in Modern Arab Brands? While modern Arab companies are projecting their future should they consider ‘Arabness’ in their identities?
Grace Yacoub
Founder and CEO, Zaman branding consultancy
Modern East initiator
No comments:
Post a Comment