KHADIJA AL BASTAKI, SVP OF d3, BECAUSE LUXURY IS AN EXPERIENCE

Khadija Al Bastaki, Senior Vice President of Dubai Design District (d3), part of TECOM Group PJSC, gave part of her precious time to speak to Communicate about all issues pertaining to luxury from her vantage point.

Al Bastaki, while defining luxury today goes “Luxury today is an experience.” She goes on detaling: “It’s no longer just about the exclusivity or expense of a product or service, but the culture around it – the quality of service, the identity it fosters, the ideas and craftsmanship, and the emotion and inspiration it brings out. People want more than a tangible item. They want to invest in a story and be part of a community.”

Since Dubai Design District – d3 for short - has positioned itself a hub for everything from architecture, to fashion, to design… Do you feel that these can be considered as luxury or perhaps more like basic rights for everyone, one wonders? Al Bastaki is very clear about her position: “Creativity is fundamental to the human experience, which is ultimately the heart of design and that of d3 itself.”

Stopping to collect her thoughts, she goes on in detail: “Disciplines such as art, architecture, fashion and furniture should be accessible to all as they bring different perspectives and solutions to our lives. The level of the design naturally adds layers that elevate these sectors from fundamental rights to luxuries.”

Not stopping there, she explains even further saying that “at d3, we believe that design is not just an outcome but a way of thinking, living and shaping the world, today and for generations to come.” Thankfully, the proof is in the pudding as they say because she details very specific examples: “Events like Dubai Design Week, which is open to all, demonstrate the inclusivity of design and the luxury of great design – from bespoke interior design products at Downtown Design to installations using upcycled plastic waste to construct sustainable, modular homes for underprivileged individuals.“

As Gen Z enters the chat, stress is more on experiences rather than possessions, is this the way forward? And again, d3 is also a place to spend a day and enjoy food – so all this becomes “experiential” in many ways. Al Bastaki seems to agree on our idea, “demand is increasing for experiences that inspire – ones that are bespoke and reflect identity and a story. Luxury brands and products are seemingly more pervasive now than ever, democratising what was once a highly exclusive sector.” It was not lost on her that this breeds competition “amongst luxury brands who must set themselves apart creatively, particularly as the experience economy impacts consumer preferences and spending habits. Collaboration in the luxury field is key.”

Practically, she goes back to her own fief laying her strategic thought, “while d3 provides physical spaces for creative companies and professionals to operate, it is in spirit a dynamic ecosystem where creative minds can connect, engage, learn, enjoy and inspire.” And again, thankfully, there are too many examples she can draw on, such as “the retail and F&B offerings and events calendar, which includes Dubai Design Week, Dubai Fashion Week (DFW), Downtown Design, d3 Architecture Exhibition, and Sole DXB, certainly enhance the unique experience of visiting or being a member of our community, that transcends the tangible district. “

Al Bastaki however knows that d3 is breaking strides and there is no reason to hide behind one’s finger. “The UAE, particularly Dubai, is setting new standards when it comes to creativity and design. Initiatives such as the Dubai Economic Agenda ‘D33’ and Design Sector Strategy 2030 are fostering exciting growth and opportunities in the creative economy, attracting foreign investments, businesses and talent while empowering local and regional creatives to reach new heights.” But the strength of d3 falls back on “the diversity and multicultural spirit we see here is unparalleled, and you see it in action during DFW and Dubai Design Week, as well as daily at d3.”

In the end the place is more, much more than the sum of its parts: “People are curious and innovative. They blend cultural influences and craftsmanship to create fresh design perspectives and experiences. They explore unique solutions to global challenges like sustainability and rapid urban development. Our region is witnessing a creative renaissance, putting the UAE on the international creative radar. “

Yet, one needs to be realistic. In the end, public artworks need funding and major philanthropy. How realistic and feasible is trying to connect people to art at large, all while maintaining economic viability? Al Bastaki is adamant: “Enabling the public to engage more with art and design is an opportunity to expand creative dialogues and inspiration, especially as the creative sector increases its economic contributions.” Detailing her thoughts she goes on: “Many events hosted at d3 provide free access to anyone curious about art. During Dubai Design Week, our entire district becomes an outdoor gallery where visitors can see breathtaking installations and learn about regional creative figures. The d3 Architecture Exhibition and Design Next, which is an exhibition on circular design, are hosted in our building atriums, where anyone can explore.” Apparently d3 does not do things by halves, indeed the place is “also home to public murals by the iconic Shepard Fairey that people can take pictures with. We bring these substantial programmes to life through strategic partnerships, ensuring more people can encounter different design disciplines, sustainable solutions and multicultural perspectives.”

Yet, truth be told, many people still feel that art-design-architecture is not for them and they feel intimidated by what they think is “higher than their understanding”. Of course, one wonders what d3 is doing in that perspective to get people to integrate those aspects in their lives. Al Bastaki goes realistic, “over the last decade, considerable progress has been made in bringing the broader public into the creative fold with incredible art, design and architecture experiences across the UAE.”

She knows that it was a long row to hoe, but “expanding awareness and education beyond our district remains a priority for us. People must realise that design is not just about aesthetics, but helping shape a sustainable, resilient, inclusive world.” She goes even a little Bauhaus in her thoughts: “It’s about solving problems and sharing diverse, creative perspectives. Our landmark events are part of our effort to open the dialogue to more people, as are the many talks, workshops and community events we host throughout the year. These educational platforms are not just for creative professionals, but also for the public to learn about the industry from brilliant thought leaders