Arabic calligraphy bags hog limelight at DSF event

Dubai / Emirates Business

At The Beach, an artist was at work producing bespoke calligraphy for limited-edition Patrizia Pepe bags designed specifically for Dubai Shopping Festival 2017.
The bags sold were at a special price for DSF shoppers and available only for the day.
The Abu Dhabi-born Narjes Noureddine was the in-store calligrapher at Patrizia Pepe. She worked on bags while customers asked questions. Shoppers at the event were also able to order customised calligraphy-adorned bags. Noureddine studied under calligraphy masters in Istanbul 10 years ago, and has held exhibitions in the UAE as well as in Germany and China.
The idea behind the bespoke calligraphy bags stems from its roots as a spiritual art form in the Islamic world and is a beautiful presentation of ideas and images.
Founded by Patrizia Bambi and Claudio Orrea in Florence in 1993, Patrizia Pepe is a contemporary fashion brand for men and women that combines minimalism with a passion for detail. With Patrizia Bambi’s creative spirit the brand has acquired a huge following in a short period of time.
The name “Pepe” is emblematic of the brand identity, unconventional and dynamic. Yesterday’s in-store demonstration was consistent with the brand as the calligrapher created original products that will be as recognisable and timeless as Patrizia Pepe.
Mina Al Sheikhly, with 260,000 followers on Instagram, is a well-known social media influencer who was at the event to share her tips on the bags she most adored.
Patrizia Bambi, co-owner of Patrizia Pepe, said: “We are delighted to have hosted this unique event and I am very grateful to everyone that attended. Being part of Dubai Shopping Festival 2017 offers fantastic advantages to independent stores. We strive to be different in everything we do and so this activation was a perfect fit. Activations such as this do really add value and complement our brand ethos.”