AlUla gets its very first global campaign, ‘Forever Revitalising’

AlUla gets its very first global campaign, ‘Forever Revitalising’
Elephant Rock, AlUla. (Supplied)
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Updated 01 March 2024
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AlUla gets its very first global campaign, ‘Forever Revitalising’

AlUla gets its very first global campaign, ‘Forever Revitalising’

DUBAI: Saudi Arabia’s ancient city of AlUla is launching its first-ever global marketing campaign.

Revealed on Feb. 29 with launch events in six major international cities — Dubai, London, New York, Paris, Shanghai and Mumbai — “Forever Revitalizing” is being described as a “data-driven endeavor” that aims to redefine tourism in the region.

Melanie D’Souza, executive director of destination marketing at The Royal Commission for AlUla, described the new brand campaign as a “transformative moment” for AlUla as it looks beyond the historic site’s travel potential to spotlight the programs and initiatives designed to “create a better future for all those who live, work and visit our ancient oasis.

“This initiative redefines AlUla as more than just a travel destination by emphasizing its profound heritage, breathtaking landscapes and rich cultural tapestry, presenting a holistic view that transcends the conventional,” she told Arab News in an email interview.

As AlUla’s first-ever global marketing campaign, “Forever Revitalizing” has been launched with the goal of transforming the city into a world-renowned heritage and cultural destination.

“At its core, ‘Forever Revitalising’ aims to drive visitor numbers and spur economic prosperity by showcasing AlUla’s comprehensive revitalization efforts. From ecological restoration projects within nature reserves to the rejuvenation of age-old crafts and traditions, and the advancement of local skills and cultural enrichment, the campaign positions AlUla as a pioneering figure in the creation of an experience-driven economy,” said D’Souza.




AlUla Old Town. (Supplied)

The new campaign coincides with a significant increase in visitor numbers to AlUla, rising from 185,000 in 2022 to 263,000 last year, she added.

Additionally, the share of international visitors increased from 25 percent to 35 percent, reflecting the destination’s growing global appeal.

“This aligns with AlUla’s strategic vision for ‘light touch tourism,’ aiming to attract 1.1 million visitors by 2030, while steadfastly maintaining its commitment to sustainability and preserving the destination’s integrity,” she said.




Hegra AlUla. (Supplied)

The campaign is specifically targeting four kinds of travelers: The luxe seeker, wanderlust nomad, intrepid voyager, and affluent and active retirees. This highlights AlUla’s amibition to remain a luxury destination.

“Modern tourists, increasingly disillusioned with overcrowded and inauthentic destinations, seek authentic, meaningful connections. They prefer destinations that offer a genuine sense of place, sustainability and social responsibility — qualities that AlUla has been promoting since opening its doors to the world three years ago,” said D’Souza.

The recently opened Dar Tantora The House Hotel in AlUla Old Town is a promising new addition to the area, D’Souza said.

The hotel was designed by Egyptian architect Shahira Fahmy.

Fahmy, who was selected by The Royal Commission for AlUla, and her team restored 30 buildings in the historical village. They turned multiple old two-story mud-brick buildings into the boutique hotel.  

The architect previously told Arab News that the early inhabitants in the city used the ground floor as a workplace and to meet with family and friends, while the first floor was for bedrooms and bathrooms.  

People who lived in the city 800 years ago whitewashed the interior walls and adorned them with red and blue murals, Fahmy said. Her team managed to preserve the existing designs in collaboration with the archaeological team. 




Banyan Tree Resort AlUla Canyon Pool. (Supplied)

“This boutique hotel revitalizes the ancient mud-brick structures of Old Town, which was continuously inhabited since the 12th century until the 1980s. It stands out for its commitment to cultural preservation, employing local artisans for restoration efforts and showcasing the area’s rich heritage through traditional decor, furniture and artistic treatments, complemented by storytelling elements that bring the intangible heritage of the area to life,” she added.

Looking ahead, three new luxury hotels are all set to open in AlUla.

“The Sharaan Resort by Jean Nouvel, inspired by ancient Nabataean architecture, promises to blend seamlessly with the Sharaan Nature Reserve’s landscape, embodying innovative design while respecting the environment,” said D’Souza.

“The Chedi Hegra is another milestone, positioned within Saudi Arabia’s first UNESCO World Heritage Site, Hegra. Opening in mid-2024, it will offer guests unparalleled access to the historic site, featuring guest rooms with views of Hegra’s monumental landscape, an International Summit Center, hospitality pavilions and private villas,” she added.

In 2027, AlUla will welcome the AZULIK AlUla Resort. “This project, a collaboration between AZULIK and Roth Architecture, will be located in the Nabatean Horizon District, integrating design elements that highlight ancient rock art, utilize natural waterways for irrigation and promote eco-friendly transport to minimize environmental impact,” said D’Souza.


Israeli artist shuts Venice Biennale exhibit until ‘ceasefire agreement happens’

Israeli artist shuts Venice Biennale exhibit until ‘ceasefire agreement happens’
Updated 16 April 2024
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Israeli artist shuts Venice Biennale exhibit until ‘ceasefire agreement happens’

Israeli artist shuts Venice Biennale exhibit until ‘ceasefire agreement happens’

DUBAI: Israeli artist Ruth Patir has shut down her national pavilion at the Venice Art Biennale, saying that she will only reopen it when a “ceasefire agreement happens” between Israel and Hamas.  

Patir said in a statement on Instagram: “I feel that the time for art is lost and I need to believe it will return. We (Tamar, Mira and I) have become the news, not the art. And so, if I am given such a remarkable stage, I want to make it count.

“I have therefore decided that the pavilion will only open when the release of hostages and ceasefire agreement happens,” she added. “This has been our decision and we stand by it. I am an artist and educator, I firmly object to cultural boycott, but since I feel there are answers, and I can only do what I can with the space I have, I prefer to raise my voice with those I stand with in their scream, ceasefire now, bring the people back from captivity. We can’t take it anymore.”

In February, thousands of people, including artists, curators and museum directors, signed an online appeal calling for Israel to be excluded from this year’s art fair and accusing the country of “genocide” in Gaza.

“Any official representation of Israel on the international cultural stage is an endorsement of its policies and of the genocide in Gaza,” said the online statement by the Art Not Genocide Alliance (ANGA) collective.

ANGA said the Venice Biennale had previously banned South Africa over its apartheid policy of white minority rule and excluded Russia after its 2022 invasion of Ukraine.

Italian Culture Minister Gennaro Sangiuliano said the appeal was an “unacceptable, as well as shameful ... diktat of those who believe they are the custodians of truth, and with arrogance and hatred, think they can threaten freedom of thought and creative expression.”

Dubbed the “Olympics of the art world,” the Biennale is one of the main events in the international arts calendar. This year’s edition, “Foreigners Everywhere,” is due to host pavilions from 90 countries between April 20 and Nov. 24.


Eiza Gonzalez stuns at premiere of Saudi-backed film ‘The Ministry of Ungentlemanly Warfare’

Eiza Gonzalez stuns at premiere of Saudi-backed film ‘The Ministry of Ungentlemanly Warfare’
Updated 16 April 2024
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Eiza Gonzalez stuns at premiere of Saudi-backed film ‘The Ministry of Ungentlemanly Warfare’

Eiza Gonzalez stuns at premiere of Saudi-backed film ‘The Ministry of Ungentlemanly Warfare’

DUBAI: Mexican actress and singer Eiza Gonzalez this week turned heads at the premiere of the Saudi-backed action movie “The Ministry of Ungentlemanly Warfare” in New York City. 

The star dazzled in a metallic gold strapless gown by New York-based label Jason Wu. The dress boasted intricate three-dimensional designs accentuating the waist and chest. 

Complementing the ensemble, she showed off matching gold heels from Maison Ernest and Cartier jewelry. Her brunette bob was styled in a voluminous blowout. 

Complementing the ensemble, she showed off matching gold heels from Maison Ernest and Cartier jewelry. (Getty)

She posed on the red carpet alongside her co-stars Henry Cavill, Henry Golding, Hero Fiennes Tiffin, Cary Elwes, Babs Olusanmokun, Henrique Zaga and producer Jerry Bruckheimer. 

The premiere was attended by Mohammed Al-Turki, film producer and CEO of Saudi Arabia’s Red Sea Film Foundation. 

The Saudi foundation, which backed the movie, took to Instagram to share pictures of the premiere captioning the post: “Live from New York, the premiere for ‘The Ministry of Ungentlemanly Warfare,’ Red Sea Film Foundation is proud to have supported through its Red Sea International Film Financing initiative.”

 

 

Based on recently declassified files of the British War Department and inspired by true events, the movie is an action-comedy that tells the story of the first-ever special forces organization formed during WWII by UK Prime Minister Winston Churchill and a small group of military officials, including James Bond author Ian Fleming. 

The top-secret combat unit, composed of a motley crew of rogues and mavericks, goes on a daring mission against the Nazis using entirely unconventional and utterly “ungentlemanly” fighting techniques. Ultimately, their audacious approach changed the course of the war and laid the foundation for the British SAS and modern Black Ops warfare.

The film is directed and co-written for the screen by Guy Ritchie (“Sherlock Holmes,” “The Gentlemen” and “Wrath of Man”) and produced by Jerry Bruckheimer (“Top Gun: Maverick,” “Pirates of the Caribbean” and “National Treasure”).

“The Ministry of Ungentlemanly Warfare” will be released in cinemas in the Middle East on April 18 and internationally on April 19.


Amir El-Masry, Pierce Brosnan to dramatize British Yemeni boxing legend’s story

Amir El-Masry, Pierce Brosnan to dramatize British Yemeni boxing legend’s story
Updated 16 April 2024
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Amir El-Masry, Pierce Brosnan to dramatize British Yemeni boxing legend’s story

Amir El-Masry, Pierce Brosnan to dramatize British Yemeni boxing legend’s story

DUBAI: British Egyptian actor Amir El-Masry will star alongside Pierce Brosnan in the sports drama “Giant,” based on the story of British Yemeni boxer Naseem “Naz” Hamed.

El-Masry will play Hamed, who competed from 1992 to 2002, and Brosnan is set to portray his Irish-born boxing trainer Brendan Ingle. The film will be written and directed by Rowan Athale (“The Rise,” “Gangs of London,” “Strange But True”) and Sylvester Stallone is on board to executive produce, alongside other Hollywood executives.

“Giant” tells the story of the boxer’s humble beginnings in a working class area of Sheffield and his discovery by Ingle. Hamed shot to fame amid rampant Islamophobia and racism in 1980s and 1990s Britain.

El-Masry won a Scottish BAFTA for his performance in the film “Limbo” in 2021 and was cast in the fifth season of Netflix’s historical drama “The Crown” as the young Egyptian billionaire Mohamed El-Fayed, among other acting credits.


Jessica Chastain flaunts Elie Saab look at Breakthrough awards in Los Angeles

Jessica Chastain flaunts Elie Saab look at Breakthrough awards in Los Angeles
Updated 14 April 2024
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Jessica Chastain flaunts Elie Saab look at Breakthrough awards in Los Angeles

Jessica Chastain flaunts Elie Saab look at Breakthrough awards in Los Angeles

DUBAI: US actress and producer Jessica Chastain sparkled in a purple jumpsuit by Lebanese designer Elie Saab at the Annual Breakthrough Prize Ceremony at the Academy Museum of Motion Pictures in Los Angeles.

Chastain — who has previously championed looks by Lebanon’s Zuhair Murad, among other Arab designers — hit the red carpet in the sequined number that boasted a plunging neckline and bootleg-style pants. Celebrity stylist Elizabeth Stewart finished off Chastain’s look with a statement necklace by Damiani jewelry.

US actress and producer Jessica Chastain sparkled in a purple jumpsuit by Lebanese designer Elie Saab. (Getty Images)

French Canadian scientist Michel Sadelain was awarded an "Oscars of Science" for his research into genetically modifying immune cells to fight cancer at the event, AFP reported.

The genetic engineer was awarded the Breakthrough Prize at a glitzy ceremony attended by tech giants such as Elon Musk and Bill Gates, and an array of celebrities including Chastain, Robert Downey Jr. and Bradley Cooper.

His work has led to the development of a new form of therapy called CAR-T that has shown exceptional efficacy against certain blood cancers.

"This prize is an extraordinary recognition," Sadelain told AFP on the red carpet at the Oscars Museum. "It's all the more of an honor because ... my scientific colleagues told me for a long time that it would never work.

Honorees Dr. Michel Sadelain, right, and Dr. Carl H. June accept awards onstage during the 10th Breakthrough Prize Ceremony. (Getty Images)

"The greatest pleasure, however, is to see patients... who no longer had a chance and who thank us, who are alive today thanks to CAR-T cells," added Sadelain.

Launched in 2010, the Breakthrough Prize awards "the world's most brilliant minds" in fields including life sciences, fundamental physics and mathematics, styling itself as the Silicon Valley-backed answer to the Nobels.

Dubbed the "Oscars for Science", founding sponsors include Sergey Brin, Priscilla Chan and Mark Zuckerberg.

Sadelain will split the $3 million prize money with American immunologist Carl June, who also led groundbreaking research into the field independently of his co-winner.

Sadelain studied medicine in Paris, then immunology in Canada, before taking up postdoctoral research at the Massachusetts Institute of Technology in 1989.

Other celebrity guests at the event includes actresses Zoe Saldana and Margot Robbie, director Olivia Wilde and Oscar-winner Michelle Yeoh, among others.


Saint Levant addresses Gaza war on stage at Coachella music festival

Saint Levant addresses Gaza war on stage at Coachella music festival
Updated 16 April 2024
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Saint Levant addresses Gaza war on stage at Coachella music festival

Saint Levant addresses Gaza war on stage at Coachella music festival

DUBAI: Saint Levant, a Palestinian French Algerian Serbian rapper, performed at the Coachella Valley Music and Arts Festival music festival in California on Saturday.

The musician used the opportunity to address the ongoing war in Gaza, saying: “Coachella, my name is Saint Levant and I was born in Jerusalem and raised in Gaza … as I hope all of you are aware, the people of Gaza have been undergoing a brutal, brutal genocide for the past six months. And the people of Palestine have been undergoing a brutal occupation for the past 75 years.”

Saint Levant performed a series of his hits, including “Nails,” “From Gaza, With Love” and a slowed-down version of “Very Few Friends.” The artist also performed “Deira” and “5am in Paris,” which was released last week.

“It’s about exile,” he said, describing the new song. “A feeling that us Palestinians know a bit too well.”

Born Marwan Abdelhamid in Jerusalem, the singer previously spoke to Arab News about his childhood.

“The actual cultural makeup is my mom is half-French and half-Algerian. My dad is Serbian, half-Palestinian. And they actually both grew up in Algeria. But they decided, in the early 90s, post the Oslo Accords, that Palestine was going to be free.

“So they went back, my dad went to live in Gaza in the early 1980s. And my dad actually built a hotel there and that’s where I grew up,” he said.

“For everyone, childhood is very meaningful. And for me, it was a juxtaposition because I remember the sound of the drones and the sounds of the bones. But more than anything, I remember the warmth, and the smell … and the taste of food and just the odd feeling of soil.”