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Create was an exhibition and competition, born out of Alf Khair’s 10KSA initiative, and was a call to action for young Saudi creative talent by Alf Khair and the Saudi Design Week team. Abcd curated the exhibition of ‘Wings of Hope’, and throughout 2015 and 2016 approached some of the world’s most talented designers and artists requesting that they donate works. The call out was successful: contributions came from Stephen Sagmeister, Christopher Bailey of Burberry, Gladys Perint-Palmer, Rupert Sanderson, Nicholas Kirkwood, Osman and others. For Create, abcd was responsible for the brand identity creation, art direction, design, project management, concept development, pavilion curation and collateral production, as well as the ongoing marketing of the campaign.

Some of the world’s most talented designers and artists donated works to the exhibition ‘Wings of Hope’ curated by abcd at Saudi Design Week 2016.