Chalhoub Group’s Abu Dhabi-based premium home-grown department store TRYANO is inviting artists to join ‘Bespoke Abu Dhabi’, an initiative that supports arts and creativity in the local community.
In partnership with the Abu Dhabi Tourism & Cultural Authority (TCA Abu Dhabi), the initiative will allow local emerging artists to showcase their talents through re-imagining the iconic TRYANO nutcracker – the centerpiece of TRYANO’s festive campaign, in his/her own vision.
Artists can submit their ideas using a sketch template available on TRYANO’s website. Selected pieces from 10 finalists will be showcased in TRYANO as part of the brand’s store-wide campaign, unveiling on November 8 in conjunction with Abu Dhabi Art.
Finalists will be chosen by a judging panel including Linton Crockford-Moore, creative director of Chalhoub Group and Kathryn O’Reilly, head of marketing at TRYANO. The selected finalists will receive the nutcrackers to execute their visions, which will in turn be unveiled during a VIP event on November 8.
Capping off the initiative, the nutcrackers will be part of a silent auction with proceeds going to a local charity that will be unveiled at a later stage.
“As well as providing a high-profile platform to showcase and celebrate their own talent, creativity and artistic inspiration, this competition team-up with TRYANO also aligns with TCA Abu Dhabi’s aim to support and promote the arts in the emirate, which will ultimately add to Abu Dhabi’s cultural richness,” says Mubarak Al Nuaimi, director of promotion and overseas offices, TCA Abu Dhabi. “As such, we are looking to hear from all local artists across the UAE, Emiratis and residents alike, for this festive competition, especially as it coincides with Abu Dhabi Art, one of our most exciting and important annual events.”
“As a home-grown concept born in the UAE, TRYANO is keen to give back to the community it is a part of. Bespoke Abu Dhabi will utilise the store’s captivating window scheme and in-store design to give artists a platform to showcase and celebrate their art. As such, we are proud to partner with Abu Dhabi Tourism & Cultural Authority to promote the variety Abu Dhabi has to offer, aligning with one of the city’s most important cultural events of the year: Abu Dhabi Art,” adds Hamdi Kulahcioglu, TRYANO’s general manager.
The 10 winning submissions will be announced on September 13, after which the artists will receive their nutcrackers to produce their sketches. The final nutcrackers will be collected from the artists on October 12. The campaign will kick off on November 8 in store.
Words by Farimah Moeini, Snapchat Head of Industry – Retail and Travel TheJuly 5, 2021 | By RetailME Bureau
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