Ithra I-Event
Narrative & Set Design
Ithra I-Event is an annual initiative that celebrates the flourishing of creativity in Saudi Arabia, encompassing a wide range of artistic expressions including film, art, comics, and more. This event not only showcases a diverse selection of winners who have demonstrated exceptional talent but also serves as a tribute to the transformative progress within the Kingdom. The Ithra I-Event highlights the country's evolving cultural landscape, marking a pivotal moment of artistic innovation and recognition.
We were tasked with designing the stage experience, narrative design and programming of the event.
Project Overview
Client
Ithra
Role
Creative Director
Over the past decade, Saudi Arabia has undergone a period of significant transformation. Alongside these changes, the country has seen a surge in creative talent and artistic expression. Ithra supports this growth through an annual initiative that celebrates creativity and showcases a selection of outstanding winners.
Our task was to design the event set, craft a narrative that complements the theme of the celebration, and develop the programming.
The Brief
I was introduced to this project as creative to lead the narrative design of the experience, given my regional background, and support Tung Yi, creative director, on building a compelling set design for the event. I worked closely with the client and a local to build a narrative that maintain a local closeness.
My Role
The Narrative: “There is a story present inside each one of us.”
BLOCK 1 - The start of their life
Block 1 highlights the beginning of the creative’s life and their creative mind. We introduce here a young creative who is still at early stages of learning development, the stage at where they begin to become curious.
At this stage, they become intrigued by stories they are told by their parents and family and by lessons they are taught. They start to go to school which is where they are taught to read, learn, wander and be curious.
This block should include a genuine conversation between the creative and a family member, where a moving story is recited to the child, one that sits in the heart of every Saudi.
BLOCK 2 - Their curiosity fills the world
Block 2 begins to build on this child’s curiosity and now they are asking questions and looking for answers.
At this stage they begin to observe as well - observe society, observe their land and their heritage and they ask more questions about the stories they have heard.
How? And why? Why is the Earth the way it is and what is beyond the universe? What is beyond Saudi Arabia? Why is that when someone shakes their coffee cup it means they don’t need any more? The child also goes curious about why everyone speaks a different dialect and wears different clothes.
BLOCK 3 - Centre of the world
Block 3 highlights the child wanting to take on the possibility of exploring their history and heritage through arts and storytelling. They realise they are in the center of the Islamic and Arab world and they want to use that power to drive them towards some sort of medium to tell their story.
This is the part where the creative stops finding the answers.
This is driven by the lack of resources and framework that was not available to them back in their time.
BLOCK 4 - Where do I go from here?
Block 4 the child grows into a teenager. They become lost and confused. They ask themselves questions - why do I not have the power to translate the stories I have heard into art? Why can’t I tell MY story through art?
The creative keeps a diary of their thoughts and ideas. They document the stories they feel touched by, things their mothers and fathers did that inspired them or even stories of their time spent with friends or alone in their dreamy thoughts.
The creative has lost their confidence and stops seeking for answers. They no longer have the inspiration to take initiative.
BLOCK 5 - The Transformation years
Block 5 focuses on narrating the 10 years of transformation where we watch before us the changes that occur in Saudi Arabia.
BLOCK 6 - The inspiration grows fonder
Block 6 focuses on the adult version of the creative 10 years down the line. They now live in a new world, with a new family and a new objective.
There are now new mediums and resources available and the creative starts to gain inspiration again by watching the work of others. They begin to form a society of likeminded people - of storytellers.
The creative revisits their diary and reading back at their stories… they begin to question whether now is the time to begin turning these stories into art. The resources are there, now it’s all about building the confidence and through connecting with other creatives, the creative begins their journey.
BLOCK 7 - On a roll
Block 7 - we highlight the process of the creative turning their stories into art, into any sort of medium.
We watch them grow confident and begin to involve their family and the younger generation into their storytelling process to help inspire the next generation.
They have now created their first piece of work.
BLOCK 8 - This creative is all of you
Block 8 is where the celebration of achievement begins.
At this stage, we begin to point back at the audience to help them understand that this creative is all of you, a storyteller and an inspirational creative who have paved the way for the next generations.
Set Design: Inspiration Phase
Overall Inspiration reference images
Seating References
Inspired by angular lines and geometric shapes, we explored podium-style seating to ensure maximum visibility to the stage from all angles of the hall.
Stage/screen References
To achieve a holistic environment, the stage/screen designs continue to draw upon angular lines for an impactful visual display.
Light References
To ensure cohesiveness with the rest of the design, ambient lighting will act as props and set the tone of the environment while maintaining the Ithra marketing guidelines.
Final Stage Proposal
The Results
