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Zwara Program: Diversity in Focus

Maha Al Sulaiti tells us about the fourth edition of the Zwara Program that takes its cues from the Masterpieces of Furniture Design, a recent exhibition showcased in M7 in partnership with Qatar Museums and the Vitra Design Museum in Germany. Four designers from Qatar who were selected through a whetting process underwent an exclusive mentoring session at the Vitra Design Museum and the final work of these designers will be displayed in an exhibition, in September at M7 in Msheireb Downtown Doha.

Maha Al Sulaiti is candid when she says that there is more that can be done to infuse the entrepreneurial market in Qatar. That she is at the helm of M7, Qatar’s epicentre for innovation and entrepreneurship in design, fashion and tech, helps her get a bird’s eye view of the entrepreneurial environment in Qatar. But the steps are being taken as Maha explains to us the Zwara Program which is now running in its fourth year, inspiring and mentoring new entrepreneurs in the field of furniture design.

Established by Qatar Museums under the leadership of Her Excellency Sheikha Al-Mayassa, M7 responds to the demands of Qatar’s growing fashion and design industries and is dedicated to empowering designers to explore, collaborate, and develop successful businesses. Zwara is one of the programmes that M7 caters to drive the entrepreneurial market in design in the country.

Maha Al Sulaiti, the force behind M7.

This year, the Zwara Program, under M7, focuses on design as an offshoot from the Masterpieces of Furniture Design, a recent exhibition showcased in M7 in partnership with Qatar Museums and the Vitra Design Museum in Germany exploring the evolution of more than 200 years of design through 52 iconic pieces of modern furniture from the museum’s renowned collection.

Maha tells us about Zwara, which in English means “to visit,” while here in context, it is an insightful educational tour to foster connections within Qatar’s diverse community by engaging with industry leaders and experts through collaborative initiatives.

Four Years of Zwara Program

“Zwara is one of the first programmes we launched even before the M7 building was officially launched,” explains Maha, “In its first edition in 2021, M7 in collaboration with Mathaf: Arab Museum of Modern Art, invited eight emerging and established designers to create kaftans inspired by the work of Huguette Caland. The reimagined work was displayed at the first Zwara Program’s pop-up.”

Huguette Caland was a Lebanese painter, sculptor, and fashion designer known for her abstract paintings and body landscapes and her exhibition was being shown at Mathaf.

Zwara Program 3 on show.

“The exhibition was distinct and evocative, and the designers met with the curator for an indepth and insightful visit which gave them an impetus to create pieces inspired by Coland’s works,” says Maha and thus began Zwara, which created opportunities from exhibitions that paved way for inspired works by the designers based in Qatar.

Images from Zwara Program 3, inspired by the Forever Valentino exhibition which resulted in Focus on Forever Valentino Exhibition with the works of 13 designers showcased.

“Inspired by M7’s current exhibitions, the programme is delivered in collaboration with other Qatar Museum entities and external organizations. Its primary goal is to provide the designers behind-the-scenes access to their creative process and inspiration,” says Maha.

The second programme of Zwara Program was Doha Dreams inspired by Christian Dior: Designer of Dreams exhibition in 2022.

“The Zwara Program 2022 was an open call to 60 designers from fashion, jewellery, art and design to apply for the programme, of which seven designers were chosen by M7 members to participate in ‘Doha Dreams’. The selected local designers later showcased their works,” says Maha.

The third Zwara Program in 2023 was inspired by the Forever Valentino exhibition which resulted in Focus on Forever Valentino Exhibition with the works of 13 designers showcased.

“Drawing on the legacy of the Forever Valentino exhibition, the unique display exemplified the influence of Maison Valentino and its values,” says Maha.

But the results of this endeavour is much beyond exhibitions, and it happens when the designers take their work beyond, leading to further growth opportunities and collaborations.

Zwara Program 3 puts the focus on designers from Qatar.

“Yasmin Mansour participated in the first edition, which propelled her career and subsequently led to her selection as one of the Fashion Trust Arabia finalists. Mashael Al-Naimi gained recognition for her sustainable fabric and design through the programme, resulting in her designs being worn by Her Highness Sheikha Moza bint Nasser. Aliya Al-Obaidly, another Zwara Program participant, leveraged her experience to create and produce an opening performance for Qatar Fashion United in 2022 shown during the World Cup events,” recounts Maha.

Focus on Design Through Collaborations

The Zwara Program exhibition is getting set and this year it will have a section of miniature furniture done by interior design students part of a collaboration with the VCU-Q Interior Design Department

“The students of VCUArts Qatar are tasked with responding to specific design prompts, and select student works will also be featured in the exhibition,” says Maha, explaining how educational institutions are involved in the preparation of a conducive business environment in the country.

“Our aim is to cultivate talents through tailored mentorship, provide industry opportunities and connect them with influential creatives worldwide.  We benefit seeing the growth of the creative community and how it inspires other people to pursuing careers in design. We also have been very fortunate to work with our industry partners who share the same vision as M7.

“For this edition, we worked closely with our cultural partner the Vitra Design Musuem who were the curators of the ‘Masterpieces of Furniture Design’ exhibition. The designers had the opportunity to travel to the Vitra Design Museum in Germany, where they received tailored mentorship and consultation from their team,” says Maha

One of M7’s resident partners FROMM is closely involved throughout the designers’ design and production process, offering one-on-one consultation to the designers in producing their prototype and pieces.

The Fourth Year of Zwara

This year, with a strong design theme, Zwara Program is getting ready for its final exhibition and Maha feels that it will be one of their best.

“We have a diverse line-up of designers from different design background and nationality for this programme,” she says.

The four designers are: Galiyah Mohannadi, Qatari interior and furniture designer, Hammam Al Abdulla another Qatari interior designer, Abdul Basit an Interdisciplinary designer from Pakistan and Stephen Amoyo, a multidisciplinary designer from the Philippines.

Through an Open Call, M7 received applications from designers in the fields of product design, architecture, furniture and interior design.

“Applicants were asked to submit a proposal focusing on a single piece of furniture from the ‘Masterpieces of Furniture Design Exhibition’ and were asked to re-imagine it through a contemporary lens. We invited a committee of design experts to evaluate the proposals and concluded on four designers,” says Maha.

The four designers are: Galiyah Mohannadi, Qatari interior and furniture designer, Hammam Al Abdulla another Qatari interior designer, Abdul Basit an Interdisciplinary designer from Pakistan and Stephen Amoyo, a multidisciplinary designer from the Philippines.

Learnings beyond design at the Vitra Design Museum, Germany.

The designers went through nine months of this programme where they spent time at the Vitra Design Museum in Germany, connecting with the expertise there and then came back and with the grant that they receive, they started work on their prototype.

The three designers in front of the Frank Genry-designed Vitra Design Museum.

“We had a smaller number of designers this time as it was a longer programme with a lot of work spent on mentoring,” she says.

“Thinking outside the box of their brand and rethinking their initial basic designs to create clear masterpieces were the outcome of this Zwara Program, the results of which will be for all to see at the exhibition; which will clearly be one of the best of Zwara’s,” says Maha confidently.

“We have a local curator, a local exhibition designer and VCUArts Qatar interior designers will also be involved in designing with their designs also being showcased. The process of design is also on showcased at this exhibition,” she says.

Mentorship from designers at Vitra Design Museum.

“We believe it’s crucial for new designers to seize every opportunity available for growth. The team supports the designers throughout the whole process from tackling design prompts, access to industry and thought leaders behind our world-class exhibitions, receiving tailored mentorship and guidance throughout their production process. Exposure at our exhibitions further showcases their work to a broader audience, giving them more visibility,” adds Maha.

The programme also emphasises collaborations between designers where they learn how to unify their vision and work on delivering their final pieces.

“For example, we collaborate with young exhibition designers to help design and deliver the exhibition and local photographers to work on the marketing campaign. This approach not only provides mentorship but also offers practical experiences under the team’s guidance,” she says.

Five Years in Mentoring

Maha joined M7 in 2019 armed with a degree and career in finance, and a great love for design and fashion.

“I was known as the artist while in college but I wanted to study something more specific and chose finance and regulations as my subject for my degree. Initially starting at Reach Out to Asia, where I managed projects in Indonesia. It was here that I developed skills on social entrepreneurship and then later moved to Enterprise Qatar where the idea of fashion incubation grew. From there I went on to take my Masters in Innovation Management and came back to take the helm at M7,” explains Maha of her career path.

“We will encourage our designers to keep an outward approach, focus on regions outside Qatar and find markets that will align with their products. Qatar is but a small market and we need to keep the larger picture in mind to grow,” says Maha Al Sulaiti.

“At M7, we work hard in connecting the dots, bringing designers together, fostering a community space, linking the right people together and essentially providing a safe space for designers,” says Maha.

While all efforts are exerted, the number of designers who are actually producing work in Qatar is but a small number. Will the community grow, we wonder.

“It will take time,” agrees Maha, “But it will grow. You just have to think of Fire Station Museum and its Artists Residencies programme that started with few artists and how it helped the community of artist thrive over the years.”

“We will encourage our designers to keep an outward approach, focus on regions outside Qatar and find markets that will align with their products. Qatar is but a small market and we need to keep the larger picture in mind to grow. With the Design Doha Biennale, we are creating a hub for designers in the region and that will definitely help the community of designers in the region.”

Images Courtesy M7.