A "3 for art" initiative to support art and artists in the Kingdom was announced at a reception in Jeddah jointly by Al Mohtaraf Design House, Sarawat Printing Press and Alwaal Company, agent for Fedrigoni paper.

Al Mohtaraf Director Kameel Hawa explained that the idea of the initiative was simple; the three parties with their respective specialization will produce an attractive exhibition brochure which, in turn, will represent a significant support for artists, especially during the early years of their careers. He pointed out that in the past brochures and pamphlets given out to visitors of art exhibitions were rarely of a satisfactory standard.

The reception was attended by artists, curators and journalists. Among those present was Lulwa Humood who flew in from Dubai where she, in partnership with Pioneer photographer Reem Alfaisal, established the Cube Arts Gallery.

Lulwa was the first Saudi artist to benefit from the initiative. Mohammad Bahrawi and Najla Flimban, curators of Jeddah Art Week, were also present.