Arabic Calligraphy demo creates bespoke Patrizia Pepe bags at special DSF Event

At THE BEACH yesterday, 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.”

For full details of the calendar of events at DSF 2017, visit: http://www.visitdubai.com/en/dsf

About Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism)

With the ultimate vision of positioning Dubai as the world’s leading tourism destination and commercial hub, Dubai Tourism’s mission is to increase the awareness of Dubai among global audiences and to attract tourists and inward investment into the emirate.

Dubai Tourism is the principal authority for the planning, supervision, development and marketing of Dubai’s tourism sector. It markets and promotes the Emirate’s commerce sector, and is responsible for the licensing and classification of all tourism services, including hotels, tour operators and travel agents. Brands and departments within the Dubai Tourism portfolio include Dubai Convention and Events Bureau, Dubai Calendar, and Dubai Festivals and Retail Establishment (formerly known as Dubai Events and Promotions Establishment). In addition to its headquarters in Dubai, Dubai Tourism operates 20 offices worldwide.