JEDDAH: The King Abdulaziz Center for World Culture, known as Ithra, will launch the fourth Tanween creativity season with a plethora of cultural events for curious minds.

Held under the theme “Tools: Crafting Creativity,” the event features high-profile speakers and a series of targeted workshops and masterclasses until Nov. 13, and is designed to celebrate, explore and inspire the creative process.

Underscoring Ithra’s goal of supporting and developing the region’s creative industries, a key highlight will be the unveiling of one of the most comprehensive studies mapping the cultural and creative landscape of the Middle East and North Africa, including rare insights into the Saudi cultural pulse.

“Since its inception, Ithra has positively disrupted the scene in culture, art, knowledge, creativity and community. Through the annual creativity season, Tanween, a cultural catalyst and global gateway, Ithra has succeeded in creating an unprecedented ecosystem that embodies its five pillars, while offering unique experiences to the public and to creative professionals,” said Ashraf Fagih, head of programs at Ithra.

Miznah Alzamil, head of innovation and creativity at Ithra, explained that like previous editions, titled “Disruption,” “Play,” and “The New Next,” this edition of Tanween will explore an aspect of the creative process and tap into how cultural and creative industries continue to innovate and steer the future of the creative economy — highlighting the tools at their disposal.

“Tanween 2021 empowers the creative industries through exploring the innovative use of tools and identifying new opportunities presented by adopting and developing new toolsets,” she said.

“From the first stone hammer to modern-day technology, tools enable our creativity to shape our world. From hand and head tools to digital and physical tools, and abstract and real toolsets, Tanween 2021 explores the role tools have in our creative process and industries, and shaping our creativity for the future.”

From its launch in 2018, Tanween has connected change-making creatives and innovators with global subject matter experts in an inspiration-fueled environment to nurture creative potential, share ideas and redefine what creativity means in a changing world. It offers a platform for them to connect with curious learners, aspiring creatives, and professionals to unlock creative potential across all levels and industries.

This year’s headline speakers include former Adidas Senior Design Director Chris Law, founding director of the Khatt Foundation Dr. Huda Smitshuijzen AbiFares, international contemporary artist and researcher Sougwen Chung, and Arthur Mamou-Mani, founder of the award-winning Mamou-Mani Architecture practice.

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