BRAND CREATIVE & NGC NAFEES PARTNER UP FOR DOWNTOWN DESIGN WEEK 2023

NGC Nafees and Brand Creative took the stage together this year for Dubai’s Downtown Design fair. Bringing forth an artistic installation, an ethereal underwater world, the objective was to captivate audiences with a thought-provoking concept that illuminated NGC Nafees in a new light.

Downtown Design is unlike any other fair as it presents an opportunity to showcase not only high-quality products but creative ability in the region’s contemporary arts. The teams’ mutual inner dialogue for this concept was “it has to be different.”

Inspiration brewed from organic conversations derived from the fluidity and drapability of fabric and wallcoverings that could be likened to flowing water.

With the desire to lure in and captivate an audience in a way that was all encompassing and beautiful all at once, “it had to be an underwater multi-sensory experience” states Carla Conte, Founder & Creative Director of Brand Creative.

Sensory elements such as sound and the projections of light were selected to evoke states of motion – allowing the space to come alive with highlighted bursts of colour and pattern enveloped by an overall canvas of soft tones.

Each product used within the installation are in fact products that NGC Nafees offers. NGC is moving into a broader offering for the interior design market with fabrics and flooring options, as well as traditional wall coverings from top design labels such as Missoni, Dolce & Gabbana and Armani Casa.

Bringing the art-of-design to Design Week, this subaquatic world invited visitors to explore an alternative dimension of thought-provoking creativity with the hope of inspiring viewers to interpret material in a new and profound way.