Reframe Saudi documentary chosen as official selection at 2018 World VR Forum

1 / 3
Following a successful preview tour at Cannes, Art Dubai, Tribeca Film Festival and others, Reframe Saudi will be shown in its entirety for the first time at the World VR Forum (WVRF). (Supplied: Reframe Saudi)
2 / 3
Following a successful preview tour at Cannes, Art Dubai, Tribeca Film Festival and others, Reframe Saudi will be shown in its entirety for the first time at the World VR Forum (WVRF). (Supplied: Reframe Saudi)
3 / 3
Following a successful preview tour at Cannes, Art Dubai, Tribeca Film Festival and others, Reframe Saudi will be shown in its entirety for the first time at the World VR Forum (WVRF). (Supplied: Reframe Saudi)
Updated 06 June 2018
Follow

Reframe Saudi documentary chosen as official selection at 2018 World VR Forum

  • Presented by the MiSK Art Institute, the virtual reality (VR) documentary Reframe Saudi has been chosen as an official selection of the WVRF
  • Directed by Italian filmmaker Matteo Lonardi, Reframe Saudi explores Saudi Arabia from the perspective of a new generation of contemporary artists

RIYADH: Following a successful preview tour at Cannes, Art Dubai, Tribeca Film Festival and others, Reframe Saudi will be shown in its entirety for the first time at the World VR Forum (WVRF).
Presented by the MiSK Art Institute, the virtual reality (VR) documentary Reframe Saudi has been chosen as an official selection of the WVRF, which is currently in its third year.
The experience is set to illustrate the continuing story of change in Saudi Arabia and will take place in a dedicated booth where it will be one of 13 films selected to take part in the competition.  
MiSK Art Institute, a new artist-centered cultural organization operating under the auspices of the Crown Prince Mohammed bin Salman’s MiSK Foundation, will launch the world premiere of the Reframe Saudi VR film, produced by CULTURUNNERS, together with a panel discussion on June 8th.
Directed by Italian filmmaker Matteo Lonardi, Reframe Saudi explores Saudi Arabia from the perspective of a new generation of contemporary artists. As the country enters a new phase socially and economically, the film transports viewers to the studios of artists between Jeddah, Abha and Riyadh. Each of them, through their work, reflects on a different aspect of this transformative historical time.
The panel conversation on June 8 will examine how VR can explore an artist’s practice in unprecedented ways, as seen in the film. Director Matteo Lonardi discusses with journalist Marisa Mazria Katz how he has used documentary VR to tell the story of artists around the world, and why the medium is set to unlock a whole new way to experience art.
Ahmed Mater, Director of the Misk Art Institute, said: “We are thrilled to present the film Reframe Saudi, in the World VR Forum. Collectively, the documentary and discussions around new communications technologies illustrate how art and the creative industries are an integral part of the change that is transforming Saudi Arabia.”
Mater added: “The Misk Art Institute, like the Misk Foundation more generally, works to empower the young Saudi population to unleash its talent. We do this at home, but vitally, by encouraging international cultural exchange and diplomacy, also abroad. It is essential at this time that Saudi artists engage with audiences around the world to help to tell the continuing story of change in Saudi Arabia.”


Saudi designer Njoud Alghamdi: ‘We want to sustain our cultural identity in a new form’ 

Updated 18 December 2025
Follow

Saudi designer Njoud Alghamdi: ‘We want to sustain our cultural identity in a new form’ 

  • The Saudi designer on revamping the date-serving experience with Muntj Studio 

DUBAI: Saudi product designer Njoud Alghamdi brought a culturally rooted product to last month’s Dubai Design Week with “Nawat” — showcased under the Designed in Saudi initiative by the Saudi Architecture and Design Commission. 

Alghamdi is the co-founder and lead product designer of Muntj Studio, which she describes as “a cultural design studio where we focus on sustaining our cultural identity.” 

But Alghamdi isn’t interested in simply reproducing products from the past. “I am passionate about cultural innovation,” she told Arab News.  

“Nawat” — which she describes as the studio’s “signature piece” — is a perfect example of that innovation. It was created to address an issue that occurs in gatherings across Saudi Arabia and the Gulf. 

“Nawat” is the studio’s “signature piece,” according to Njoud Alghamdi. (Supplied) 

 “As you know, dates hold a very special place for us,” she said. But Alghamdi and her team identified a common concern. “Usually when people eat dates, they are embarrassed dealing with the pits themselves,” she explained. “So usually, they hide it in their pockets or in a tissue.  

“We asked ourselves, ‘How we can solve this problem to make the experience easier for the users?’” she continued. The elegant result is “Nawat,” a rounded wooden vessel with openings designed to store date pits out of sight.  

Those openings were inspired by traditional Najdi architectural elements, with a particular focus on the motifs used in old Najdi doors. During the research phase, she and her team reviewed a range of patterns but chose not to use the sharper shapes found in older houses.  

“We didn’t want to use motifs like the triangle,” she said. “So, we found the perfect circular motif and used that. Najdi doors are also a symbol of welcoming.” 

This connection aligned naturally with the social role of dates in Khaleeji culture. “The date pit holds a very special place for us at every table,” she said. “We hope that reflects how friendly this object is.” 

The final product was crafted in Riyadh by local artisans, she explained. “They used natural wood with natural finishes as well.”  

The final product was crafted in Riyadh by local artisans. (Supplied) 

The studio is now developing an entire “Nawat” range, Alghamdi said, explaining that the collection will include different sizes and dimensions to fit a wider range of occasions.  

Alghamdi described the studio’s broader focus as creating contemporary objects that sustain cultural identity. “Most of our products reflect our Saudi identity in a new format,” she said. “We want to sustain our cultural identity in a new form that can share our story with the whole world.” 

Current projects include an incense burner inspired by the camel hump, intended to “support a more comfortable daily incense ritual.” She added that the studio is also working on “cultural games,” which she described as ways to express Saudi identity in an interactive way.  

“Playing a game is the perfect way to communicate,” she said. “We believe that by expressing our identities through these games, it will help us to spread our identity and culture to the whole world.” 

Dubai Design Week was a small step towards that goal.  

“Actually, this is one of my proudest moments, to be honest,” Alghamdi said. “Exhibiting with the Architecture and Design Commission is something really special to me. 

“We’re always grateful for all the support and empowerment that (the commission is) giving us,” she continued. “As a Saudi designer, they always ensure that we get the best (opportunities) to present our work. This is something that makes every Saudi designer super-excited to come up with the best designs, because (we have the chance to) reflect our identity and the (wider design) scene.”