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The Irthi Contemporary Crafts Committee, an affiliate of the NAMA Women’s Promotion Agency, praised the perfume making tradition in the UAE and called for the preservation of this valuable knowledge to promote contemporary innovation in the field and introduce the story and heritage of perfume in the UAE to future generations.
In the group discussion titled, Build connections through culture, Irthi recently launched its new publication at the Women’s Pavilion at Expo 2020, The essence of the futureAnd discussed how the UAE’s iconic scent marks the UAE’s identity in the global perfume market. The meeting also explored how iconic perfume heritage documents including old formulas, blending techniques and ingredients will define the UAE’s narrative and lead to the economic sustainability of the UAE perfume market.
The group meeting “Cultural Connection” was held in a mixed format and consisted of four group members: Anijo Mathew, former dean of the Department of Art and Design at the American University of Sharjah, and current director, Illinois Institute of Technology (IIT) School of Design (ID) School of Design, Chicago, USA (ID) Associate Professor; Kiran Sajwani, Senior Design Strategist, Researcher and Adjunct Professor at the Australian School of Architecture ٬ School of Art and Design.
Representatives of the Australian student community are 22-year-old Emirati Meznah Khalid and design management student Hamda Hareb Al Falahi, who is part of Irthi’s culmination project to explore the perfume industry in the UAE.
Irthi worked closely with AUSto to document the perfume making process through its two courses in the Art and Design Department of the School of Architecture, Art and Design (CAAD). Each course is divided into several groups. Through a series of themed projects aimed at documenting and displaying craftsmanship in a holistic way, Irthi is letting students understand the cultural, social, technical and economic aspects of perfume craftsmanship. area.
roll out The essence of the future
Irthi is committed to archiving the cultural traditions of the UAE to inspire future creative output, launching The essence of the future, The bilingual publication at the event, outlines the ongoing multimedia and design-led projects implemented in collaboration with AUS under four different themes.
This English-Arabic book records the craft and trade of perfumes, as well as potential memories, identities and rituals related to perfume making in the UAE. The extensive research in the book also opened the door to new discoveries about the artistry behind the traditional perfume making process of the UAE, which relies on a series of imported sustainable raw materials and paved the way for the UAE to become a hub for perfumers from different fields. the way. background.
The project led by Irthi and AUS explored the connection between perfume craftsmanship and the identity of the UAE, the diversity of ingredients used, and the handcrafted traditions of perfumes. The team also investigated the meaning and value of perfume in daily rituals in UAE society, the various shapes of incense burners, and the sources of exotic ingredients.
The research enables different student teams to highlight current gaps and develop design concepts to address methods of protecting culture and identity. For example, five Australian design students from the TEEB team focused on Dukhoon’s craftsmanship. They completed a six-month internship in Irthi to further develop the product to ensure that it is suitable for the contemporary perfume market. With Irthi’s support, the final product will be launched on the market soon.
Commenting on the importance of courses and projects, Anijo Mathew said that diverse themes and design thinking methods enable students to better understand the challenges and opportunities of the real world. He said: “These projects introduce the UAE’s traditions to students in a beautiful and elegant way, with a refined and creative touch. For example, the students successfully transformed traditional recipes used by UAE society into vibrant modern products. The product still evokes the heritage and legacy of the art form.”
He said that perfume occupies a special place in UAE society. He added that while it is important to adhere to the latest trends and olfactory preferences of the new generation when creating perfumes, it is equally important to maintain and protect the traditions associated with craftsmanship. Promote such products and make them more competitive.
HamdaHareb Al Falahi, who participated in a design-led process to develop a strategy
Preserving perfume craftsmanship in the UAE, said: “Every aspect of our research also involves the exploration of the main ingredients that are essential to the perfume making process in the UAE. We understand that musk has an addictive fragrance and is known for its lasting power. It is the first choice of UAE society. Although not a luxury, musk is a precious and essential ingredient in the perfume culture of the UAE.”
Australian student Meznah Khalid said that as an artistic creation, handmade Emirati perfumes exude important memories in every family. “We are exploring how to integrate these traditional Emirati perfumes into a more modern environment in terms of composition and design to meet the preferences of the new generation, while continuing to maintain contact with the past.”
She added that although the path to creating the final product is challenging, it provides a lot of room for innovation. She added that the main purpose of the project is to introduce a unique UAE identity in a modern way.
When discussing the impact of the perfume industry on the economy, Kiran Sajwani emphasized the important role of educational entities in promoting the development of traditional industries to ensure their sustainability and the future of UAE perfume craftsmanship.
She added: “Academic research helps young people acquire knowledge and skills for the future. Advanced technology plays a key role in promoting the development of traditional crafts in the modern context to meet the needs of the contemporary market.”
Topics explored under the two courses led by Irthi include “The Craft of Perfume”, which explores the hard work involved in creating the iconic UAE scent and the range of ingredients used; and “The Perfume Trade”, which investigates how perfumes and fragrances are used in the UAE The trading of ingredients connects with other cultures and discusses the importance of perfume in the trade field.
“Identity and Perfume: Memories” provides an in-depth understanding of the importance of defining the UAE narrative around perfume and nostalgia; while “Identity and Perfume: Ceremony” focuses on the lifestyle of the UAE and the use of perfume in various celebrations and daily occasions. use.
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