ZAL Folio

Reem is a strong individual in the field of design, driven by an identity based approach to constantly display the Saudi cultural and historic values.

Reem gained her BA degree in Architecture from Kingston University London, United Kingdom, focusing on conceptual means of expression of creative design, that is always appreciating and communicating with the context around.

After her studies, she began her journey within the production and filming industry, gaining intense experience on site to facilitate the filming and production of the Saudi Version of AlHosn TV show. Reem was the project designer for Seasons One & Two, she micro learned the cultural details of the thirteen regions of Saudi Arabia to reflect them in the designs of the filming set and give an enriching value to the TV show.

Furthermore, she played an immersive role with the design team in managing the city-wide masterplan of Noor Riyadh ’22 Festival along with the design and on-site execution of the visitors’ journey and experience.

Her most recent project was the design & build of an equestrian village venue to host the Endurance Cup event and Richard Mille Desert Polo tournament, where she was the architect and design manager. The conceptual design approach was to celebrate the Arabian horse and narrate the authenticity, heritage and cultural identity of AlUla.

ARCHITECT & DESIGNER

ZAL -arabic- [verb]; to abstract; dissolving the boundaries between the past and the future.

ZAL’s vision is to be a leading house of cultural beauty and luxury locally in Saudi Arabia and Internationally around the world, excelling in innovation and storytelling.

VISION

ZAL’s mission is to focus on rendering the essence of the Saudi culture into art pieces; by abstracting the authentic heritage into contemporary items. ZAL aims to design and produce pieces of elegance and timelessness, raising awareness for local of their cultural resources and historical values.

MISSION

CORE VALUES

-photoshoot prep

-hair & make up

-lighting

-pose & click

-don’t move!

-she moved..

-filtering

-second round photoshoot

-beauty shots

-music

-montage & editing

-storybook

-magazine

-revealing moment

-couldn’t be prouder :)

-three designs

-abstract

-literature

-compose

-save file

-precision & detail

-color palette

-looks beautiful!

-save file

-trying to save

-panic!

-mental breakdown

-finally exported!!

research DESIGN production post-production [packaging]

-region

-three locations

-heritage & culture

-untold stories

METHODOLOGY

-design package

-printing dilemma

-assembling

-product

-tissue paper & sticker

-design story & series card

-ribbon

-local production:

-fabric hunting

-quality matters

-we like this one!

-test print

-secure fa… its out of stock!

-keep looking JED-RUH-DMM

-waiting…

-it’s taking too long

-let’s test print on another fabric

-not happy with quality

-few months later…

-fabric back in stock, limited quantity

-we’ll take it!

-printing

-love at first sight

-tailoring

-product is ready… happy dance!

vs.

-international production:

-order swatches

-quality matters

-we like this one!

-test print

-approved!

-place order

-waiting…

-prints arrived!

-customs

-love at first sight

-tailoring

-product is ready… happy dance!

ZAL’s objective is to piece together the hidden gems found in the 13 regions of Saudi Arabia under a single umbrella through different lines of products, to embrace the Saudi heritage and shed light on the fascinating finds and meanings within the kingdom in an artistic approach.

BRAND ROADMAP

ALULA shawls represent three distinct Kingdoms and Civilizations; DADAN & LIHYAN, THE NABATAEN and THE ISLAMIC ERA. Having existed in varied time zones, each of them is displayed in a unique and precise way to reflect their authentic essence and complex characteristics.

ALULA SHAWLS COLLECTION

[600 C. BCE - 3 C. BCE]

The design tells the story of DADAN & LIHYAN’S Ancient Kingdom where they used engravings and inscriptions as a way of preserving their presence.The graphics reflect the surrounding textures and topography being edgy represented by sharp lines and dusky colors.

[1200 1980’S]

The composition displays the figure ground of AL ULA’S OLD TOWN in different scales depicting the labyrinth of remnants once built by pilgrims, travelers and settlers during the Islamic period. Being the closest era to modern times, the design reflects a modernized expression of a coherent yet complex aerial view configuration.

volume two [.]

ALULA SHAWL

EASTERN PROVINCE scarves focus on showcasing the grandeur and glamour of the most iconic tales and treasures of the Eastern Province, starting with the dreamy tale of ALQARAH MOUNTAIN, moving on to THAJ KINGDOM and its hidden treasures, ending in the harmonious scenery of ALASFAR LAKE.

EASTERN PROVINCE SCARVES COLLECTION

[25 MILLION YEARS AGO]

The illustration also displays the unique formation of the mountains , which were sculpted by the harmonious movement of sea water between stones, and its layering of red hued sedimentary rocks, which is expressed by using warm monochromatic tones to resemble the gradient of different layers.

The perspective of the design is made to trigger the feeling of being surrounded by the mountains, unfolding the story in an immersive picturesque depiction using overlapping layers and microscopic details. Located in the middle of the desert within a green oasis, the palm trees were added to crown the frame and complete the narrative.

[THE

HIDDEN TREASURE]

The artwork showcases the princess of Thaj personal belongings, from the golden mask and gloves to her necklaces, rings and bracelets in a classical composition tied together with her braided golden necklace chain. The expression of particular details and tactile textures gives the scarf a sophisticated sense of luxury and delight, equivalent in value to the her 18 kilograms of golden treasure.

The color palette is mainly focused on representing the extravagant golden shine and reflecting the natural tones of gemstones from her jewelry, to portray a traditional elegance.

[WINTER WHITES & SUMMER HUES]

The canvas paints an interesting segment of Alasfar lake in a parallactic composition where it can be viewed from all sides and angles. Since the lake has the most uncommon natural features in one spot such as lush green trees, soft golden sands, and fresh waters, the layout reveals the different elements in different layers throughout design elements and hues.

Withal, the frame presents the various types of plantations as well as the diversity of animals and the different kinds of resident and migratory birds within the lake, displaying a serene and harmonious scenery.

ALASFAR SCARF

the

JEDDAH pareos sheds light on the sensational open-air sculptures that once resided along the west coast of Jeddah city, as they were the city’s conceptual showcase of contemporary, traditional and modern artworks of local and international artists; created within the expansive program of beautifying the city during late 70’s and 80’s.

SUNRISE illustrates an open weave sculpture made by Mustafa Senbel; which was present along the coastline of Jeddah city during the 80’s. The sculpture depicts a sailboat meeting the verge of daybreak in this spherical world of sea, as it is riding the waves so gracefully under the sharp rays of sunshine. The artwork is composed of diverse magnitudes, the endeavors of the sailboat along with the dense rays of sunlight are well concentrated within the central ring. While the backdrop is more diluted; making the central force comparably radiant and captivating.

SUNRISE PAREO

BEACH THEMES renders an open weave sculpture made by Mustafa Senbel; which was present along the coastline of Jeddah city during the 80’s . It pictures a glyphic sunburst within a calm charming sea shore setting, capturing a flock of s eagulls gliding into the skyline. The artwork features different elements within different layers and frames that collide together effortlessly. The focal attention revolves around the off-centered sun and its vibrations; where it’s spreading its fine lines of warm natural light across the canvas.

BEACH THEMES PAREO

DIALOGUE displays an open weave sculpture made by Mustafa Senbel; which was present along the coastline of Jeddah city during the 80’s . The artwork narrates the story of a complex interchange of a visual heart-to-heart conversation within a whimsical swirling fantasy, reflecting an advanced state of process and complexity. Through mythically asymmetrical proportions and wiggly lines , the two main fish characters hold most of the attention as they are outlined in a thick indistinct purple stroke, which continues to form the outer ring of the artwork.

DIALOGUE PAREO

ZAL’s line is currently focused on hight-end fashion accessories such as scarves, shawls and pareos. Ultimately expanding to home decor, furniture, sculptures and art installations, to explore and voyage through anything that falls under the statues of DESIGN

PROJECTIONS

[JANUARY 2022]

We are proud and honored to be among the six participants who were selected to receive the prestigious ALULA DESIGN AWARD on it’s 1st Edition. We thank THE ROYAL COMMISSION OF ALULA firstly for showing appreciation to our work, and secondly for creating the space for designers and creative minds to be able to flourish in thinking and invention. With Alula being a rich source of inspiration, we believe that this opportunity will unveil outstanding talents within our creative community in Saudi Arabia and invite global artists and expertise to cherish the historic and cultural treasures found in Alula.

[769] REGISTERED USERS[437] SUBMISSIONS[262] SHORTLISTED[18] FINALISTS[6] WINNERS