Roundtable: Interdisciplinary Design Education

How do we cultivate the next generation of designers? In an era where access to knowledge has become easier, and learning approaches varied– we explore the ways educational institutions are ensuring that their pedagogy remains relevant. Likewise, beyond the classroom, what role does the community play in the holistic development of emerging creatives?


Speakers: Dominique Sciamma and Dr. Ahmed Kassab
Moderator: Brandie Janow

Saturday, January 14 from 7:40 to 8:20 pm


Portfolio Review: Graphic Design (Day 2)

Shaddah Studio

Saturday January 14 from 3 to 4 pm

Main Stage

Masterclass: Street Poets Collection 02 (Typography Design & Screen Printing Session)

Dynamic and experiential, Shaddah studio’s interest in street art has started at 2021 Saudi Design Festival. By visiting street art we redefine a modern poetic approach to street poets and the lives they touch. We take you behind the process of making and curating your collection of street art to cultivate your own approach and design thats tells a story.

Research then sketch:
Breaking down the inspiration, execution and concept of each member by engaging in the process of each individuals approach.

Storytelling & Designing:
Teaching the use of typography to reinforce bold messages in creating a well designed layout with the right choice of visuals, colors and space.

Reviewing your work and the work of your colleagues to understand how different point of views perceive design. Teaching yourself to engage with like minded people to learn, discuss and find solutions to existing design problems.

What we’ll do next:
Leave it to us. We’ll take your design and create your next designed piece to love. We will call you once its ready for pick up.

By Shaddah Studio

Saturday, January 14 from 3 to 6 pm

Workshop Room A

Please bring a laptop with you to the session.

Presentation: Effat Student Design Project by Adhlal

Following signing an MOU during Saudi Design Festival 2022, Effat University’s Faculty of Architecture and Design and ADHLAL are excited to present the Effat Student Design Project, a joint initiative that aims to provide design students with the skills, confidence, and career opportunities they need to succeed as Saudi designers.


In collaboration with Shada Hotels, this project will give student teams the chance to act as design consultants, conducting research on customer experiences in the hospitality industry and working to develop design solutions for identified challenges. During this presentation, we will share insights and experiences from the project’s launch to the students’ design research and client iterations. We will also hear from Effat students and Shada Hotel about their firsthand experiences, as well as insights from those facilitating the program.


Join us to learn more about the Effat Student Design Project and how it is benefitting a maturing design eco-system. For Students, Education, Industry and the Community at large.


Effat Student Design Project, by Adhlal

Friday, January 13 from 7 to 7:40 pm

Main Stage

Masterclass: The Intersection of Design, Thought, the Written Word – How to Profoundly Amplify Your Creative Practice With a Deeper Understanding of Subtext

In this masterclass, we will explore how storytelling is inherently design, and how a deeper understanding of subtext amplifies our creative practices. We will extract the subtexts of stories by renowned writers, learn how to create their relevant textual mood boards, and consequently be presented with art and design artifacts that were derived from those same stories. We will listen to music, watch film scenes, dissect product designs, and much more, with the ultimate aim of finding the deeper narrative behind each artifact, alchemizing that narrative with your creative process, and amplifying your creative practice with a deeper understanding of subtext. The masterclass will conclude with a one-minute pitching exercise for a work that isn’t your own. This masterclass is suitable for designers, artists, storytellers, and writers alike.


Layan Abdulshakoor

Friday January 13 from 3 to 6 pm

Networking Lounge

Talk: Big Dreams, Small World – Design Diplomacy

The Role of Design in Cultural Diplomacy: In recent years, institutions and international organizations alike have started to recognize how the roles of design, cultural diplomacy, and soft power are becoming more interlinked. There is a shift in outlook, a turn towards industry leaders and players playing a more “global” ambassadorial role in promoting the power of design as a major instrument of change across industrialized and emerging world powers.


In design, pressing challenges breed fostered, creative, and collaborative solutions— the designer is not a passive spectator but a necessary participant. It is here that people across continents find common ground, designing a shared future and collectively investing in the same desired outcome.


Conversation between Hicham Lahlou, WDO Envoy to Middle East & Brandie Janow, Design Consultant, AIGA Mentor

Friday, January 13 from 8:30 to 9:10pm

Main Stage