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Ithra Saudi Design Festival
Location
Riyadh
Date
Jan 2021
Project type
Wall Installation and Concept Development
ITHRA
SAUDI DESIGN
FESTIVAL
faseela seeds
Inspired by Ithra’s Faseela (Palm Tree Pavilion), this installation uses mirrored silhouettes and light-play to symbolize growth—from seeds to mature palms, reflecting the journey from beginners to experts. Negative space forms drawn from Ithra’s logo create a dialogue between the indoor space and the surrounding landscape, embodying the continuous evolution of self. Guided by the slogan Saudi by heart, multicultural by nature, the design celebrates cross-cultural exchange and Ithra’s vision.
The installation plays with light and shadow throughout the day, exploring positive and negative forms created by sunlight. Incorporating Ithra’s slogan, Saudi by heart, multicultural by nature, it fosters a cross-cultural dialogue between the indoor space and its surroundings. The palm-inspired seed shapes symbolize continuous personal evolution, linking the aesthetic to the Faseela Pavilion’s interplay of a fully grown palm tree.
