The year 2023 was declared the “Year of Arabic Poetry” in KSA. For the occasion, the Ministry of Culture activated an initiative under the name of “The Path of Arabic Poetry” which explores the lives of prominent Arabic poets and celebrates their poetry.
Hwadi Company Ltd. was commissioned by the client to organize the festivals falling under this initiative. They included a diverse array of cultural events, like a children’s corner, a poet’s exhibition, a visual documentation corner, musical performances, a poet’s theater, a cultural market and a theatrical play.
The Path of Arabic Poetry included three separate festivals: Imru’ Al Qais – The Poet of Ghazal was held in Riyadh from the 4th to the 12th of October 2023, Tarafa Ibn Al-Abd festival was held in Al-Ahsa from the 15th to the 24th of November, 2023 and the play “Rosoom w Talal” which was performed in Riyadh from the 20th of 27th of December 2023.
We handled all creative aspects of the project, in both the proposal and live phases, in our capacity as Creative Directors in the executing agency at that time. We were in charge of developing the themes and visual identities of the festivals, reflecting them on the 3D designs of all zones of the events, screen content, venue and digital branding, visitor experience and documentation.
Executing Agency – Hwadi Company Ltd., Client & Copyright – MOC Saudi
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