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2015 Repor T 2015 Report 2015 REPORT 2015 REPORT CONTENTS CHAPTER PAGE FOREWORD Dr Amina Al Rustamani 2 Nez Gebreel 3 Mohammed Al Shehhi 4 DELOITTE 5 ACKNOWLEDGEMENTS 6 EXECUTIVE SUMMARY 8 METHODOLOGY 15 Part 1: Design Industries Classification 18 Part 2: MENA Design in a Global Context 32 Part 3: MENA Design Segments - Today and Outlook 54 Architecture 55 Visual Arts 66 Interior Design 79 Communication Design 87 Product Design 96 Fashion Design 112 Emerging Design 125 Part 4: International Design Hubs 128 INDEX 150 FOREWORD Dubai Design & Fashion Council Dr Amina Al Rustamani Chairman of Dubai Design & Fashion Council Group CEO of TECOM Group I am delighted to introduce to you the MENA Design was launched as the region’s only purpose-built creative Outlook report, which offers us a comprehensive analysis of community to foster growth of the design industry and the Middle East’s design industry. cater to its industry-specific needs. This report is part of our efforts to support Dubai’s ambitious The unique MENA Design Outlook report offers us vision to become the capital of design at a global level detailed insights to the design landscape and the ongoing showcasing regional talent and to drive innovation-led evolvement of the industry in the region. Findings of the economy. report will allow us to highlight pillars to the development of design and outline its growth potential. The report Over the past few years, Dubai has launched a number also emphasises the vital role the design industry plays of key initiatives aimed at the development of the design in economic development in the region and highlights industry, both locally and regionally. Today, we are living the the fact that the growth of the MENA Design market results of the government’s dedicated efforts reflected in outperforms the global rate. the establishment of a vibrant design community in Dubai, where we are able to celebrate established designers and We are pleased with the performance of the design market empower young talents to emerge and flourish. in Dubai, and proud to report that its contribution to the emirate’s GDP is amongst the highest in the region. Dubai is taking major steps towards becoming the preferred destination for creative talents across the world. This is I would like to thank everyone who was involved in due to the Government’s holistic approach to developing developing this valuable report, and I hope that all an attractive environment for all segments of the design members of the design industry are able to enjoy it and community. The Dubai Design & Fashion Council (DDFC) utilise its unique and pioneering content to further develop was established to provide the legislative framework for this design in the region. fast-growing industry and platforms to nurture and support emerging local talent, and also, Dubai Design District (d3) www.tecomgroup.com FOREWORD Dubai Design & Fashion Council Nez Gebreel Dubai Design & Fashion Council CEO Dubai stands on the brink of an exciting new age. The emirate’s Across all fields of design, from architecture to furniture onward journey of advancement continues unabated and design, graphic design, interiors, fashion, lighting design, design sits at the heart of Dubai’s development - at once marine design and the visual arts, MENA’s design industry celebrating the city’s cultural heritage, while also leading the is a fast-growing market, gradually transitioning from path toward innovative progress. importer and consumer of design to creator and exporter of design-driven products and services. Thus, it is by There is a myriad of opportunities for design and design investing in MENA Design Outlook, and in future industry businesses ahead. Expo 2020 Dubai will shine the world’s research, that DDFC is able to identify the opportunities spotlight on the city, and ambitious Government strategies and challenges ahead. will transform the emirate into one of the world’s most innovative cities. At the same time, the UAE Vision 2021 The DDFC was created under Royal Decree with the purpose aspires to establish the United Arab Emirates as one of of establishing Dubai as the emerging design capital of the the best countries in the world. It’s therefore clear that world. The city’s vibrant design community is a gateway design and the duality of its role in reflecting our heritage to the wider the region and research, such as this report, and leading innovation is more important than ever. is important to help us understand where we have been and where the design industry is now as we invigorate a With this in mind the Dubai Design & Fashion Council (DDFC) sustainable, world-class design community and shape an is proud to publish MENA Design Outlook. This ground- exciting path to wider global opportunity. breaking research for the first time investigates and analyses the Middle East’s design industry, benchmarking the state of design businesses today and identifying emerging trends. www.dubaidesignandfashioncouncil.ae 3 FOREWORD Dubai Design District Mohammed Al Shehhi, Chief Operating Officer at d3 At Dubai Design District, d3, we are developing a dedicated about bringing the industry together in one place, where ecosystem with the ambition of inspiring, engaging and emerging talent and international brands can coexist side enabling creativity and innovation. To achieve this, we have by side. It is about mixing cultures, sparking ideas and a responsibility to listen to the experts from within the design encouraging unlikely collaboration. community, better understand their needs, and to continually work towards enhancing and evolving d3, ensuring that the We already have a wealth of design talent in the UAE exciting talent it supports – both emerging and established – and wider region. The next critical step is harnessing this can reach their full creative potential. This pioneering MENA community of talent, and giving it the right environment, Design Outlook helps us to do exactly that. culture, facilities and support required to grow and thrive, not just in the Arab world but on the international stage. We are passionate about our role in driving the design industry forward, and d3 will be providing world class facilities As this report shows, the MENA design industry has an and cutting edge smart solutions to underpin our offer to exciting future. We are delighted to be playing an important the region’s creative thinkers. However, fostering a genuine part in that journey. design community that is recognised as a global centre of design, is about a lot more than just the best facilities: it is www.dubaidesigndistrict.com FOREWORD Deloitte and The Future Laboratory Santino Saguto Partner - Technology, Media & Telecommunications Leader for the Middle East Deloitte & Touche (M.E.) Martin Raymond Editor In Chief - LS:N The Future Laboratory We are pleased and honoured to have contributed to the very insight consultancy. Based on their previous research first edition of the MENA Design Outlook, which is planned and design expertise, they identified and analyzed the to be a regular publication providing detailed analysis of the key themes that will influence the development of d3. global and regional Design sector and its evolution. Through a series of interviews with global design experts, The Future Laboratory were able to provide insight into The MENA Design Outlook 2014-2019 is meant to build the infrastructure, strategy and key success factors of a bridge between global markets and organizations and emerging design hubs and the potential of MENA in the local design and opportunities. All the relevant Design global design landscape. segments are analyzed in detail to this extent with a mix of local data and research as well as international Throughout the MENA Design Outlook report we have benchmarking. The development of the regional Design analyzed the MENA region and creative hubs such as Dubai industry is undeniably in line with the strategy of countries and Beirut in comparison with global industry trends and and governments to transition towards ‘knowledge specifically with international design hubs. In the MENA based economies’ where creativity and innovation are region the design industry is on the rise and has grown over incentivized. The Design sector is also an important the past few years at twice the rate of the global industry. source of job creation and entrepreneurship for the large A similar growth pattern is expected over the next years. regional youth community. Despite the historic and predicted growth pattern, Design in MENA still presents a number of challenges hence The regional geographic scope of this publication is opportunities when compared to other hubs. Part 4 of this MENA with focus on five major countries, which are key report is focused on this analysis across four main Design contributors to the MENA design sector. The report related themes: National Strategy and Policies, Public and includes the definition and analysis of six design industry Private sector initiatives, Districts and Clusters, Education segments, consolidating information available globally and Workforce planning. We trust that this detailed analysis on design industry classifications: Architecture, Visual will create specific opportunities for new initiatives for the Arts, Interior Design, Communication Design, Product development of the overall industry in the region. Design and Fashion Design. We have leveraged available data sources, although limited as related to the region, We would like to express our sincere gratitude to everyone complemented by more than 70 industry and expert who has contributed to the research and analysis that interviews regionally and globally. enabled the preparation of this report. We are proud to have supported the Dubai Design District and the To understand the global macro trends that will shape the Dubai Design and Fashion Council and thank them for MENA design industry we have been working alongside the opportunity to work on this project as well as their The Future Laboratory, a globally renowned trends and commitment and support.
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