The initiative invites local artists to showcase their talents through re-imagining TRYANO’s iconic nutcracker and be featured in the brand’s festive season campaign.
Abu Dhabi, UAE, September 5, 2017: TRYANO, Abu Dhabi’s homegrown premium department store, is inviting artists to join Bespoke Abu Dhabi – an initiative that supports arts and creativity in the local community.
In partnership with 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 storewide campaign, unveiling on November 8th in conjunction with Abu Dhabi Art.
Finalists will be chosen by a judging panel consisting of Ali Khadra, Publisher and Editor in Chief of Canvas Magazine, 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 the 8th of November in conjunction with Abu Dhabi Art.
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.
Mubarak Al Nuaimi, Director of promotion and overseas offices, TCA Abu Dhabi, said: “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.
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.”
Hamdi Kulahcioglu, TRYANO’s General Manager, commented: “As a homegrown concept born in the UAE, TRYANO is keen to give back to the community it is a part of. Bespoke Abu Dhabi will utilize 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.”
Participating artists must download a sketch template from www.tryano.com/bespokeabudhabi and submit their designs by email to: firstname.lastname@example.org with the subject: Bespoke Abu Dhabi. The deadline for the sketch submission is Saturday September 9th.
The 10 winning submissions will be announced on September 13th, after which the artists will receive their nutcrackers to produce their sketches. The final nutcrackers will be collected from the artists on the 12th of October. The campaign will kick off on the 8th of November in store.