Dhahran, — The King Abdulaziz Center for World Culture (Ithra), an initiative of Saudi Aramco, is participating in Milan Design Week 2026, one of the world’s leading annual design events, taking place from April 20 to 26. Ithra’s participation reflects its ongoing commitment to advancing the role of design within the global cultural landscape.
As part of its presence, Ithra is highlighting Ithra Design Week (IDW), a flagship initiative announced last year that aims to support designers, foster collaboration, and elevate Arab creative content on the international stage.
A key feature of Ithra’s participation is the exhibition “Beyond the Ordinary,” presented ضمن Isola Design Festival. The exhibition serves as the first practical expression of Ithra Design Week, offering a platform for designers from the Middle East and North Africa to present their work and cultural narratives to a global audience while encouraging dialogue on the future of design.
Speaking on the occasion, Noura Al-Zamil, Head of Programs at Ithra, emphasized that participation in Milan Design Week aligns with Ithra’s mission to empower creative talent, promote cultural exchange, and contribute to the growth of the creative economy both regionally and globally.
The exhibition features works by eight designers from across the region and includes seven interactive installations. By incorporating artificial intelligence, the exhibition collects visitor interactions and translates them into a dynamic visualization of how cultural influences shape perception. This data will later be used to commission a new design piece reflecting the exhibition’s outcomes.
“Beyond the Ordinary” is the result of a four-year collaboration between Ithra and Isola Design, aimed at connecting and supporting creatives worldwide. The exhibition will later travel to Saudi Arabia, where it will be featured as part of Ithra Design Week scheduled for later this year.
The interactive installations include innovative concepts such as a collective sofa that evolves through visitor engagement, sensory experiences using traditional Saudi herbs and spices, and interactive musical and visual works that invite audience participation.
Through this participation, Ithra continues to position itself as a leading platform for creativity, innovation, and cross-cultural dialogue in the global design community.
