Vertu phones now sport art of Arabic calligraphy

May 16, 2016 6:10 pm

Vertu Signature Touch with Arabic calligraphy. (Image: Alamy)

The world’s oldest luxury technology producer, Vertu, celebrated the ancient art of Arabic calligraphy through a unique collaboration with Iraqi calligrapher Wissam Shawkat.


The unique, limited-edition collection includes the brand’s Signature Touch models, on which the Arabic calligraphy celebrates the theme of “love.”


This move comes in parallel with the arrival of the Holy Month of Ramadan, during which Orient-themed products are especially highlighted, every year.


“This collaboration with Wissam is the ultimate expression of our bespoke offering, whereby customers can own more than just a unique Vertu, but truly a work of art. This exemplifies how Vertu is innovating with new and previously unheard of levels of personalisation on the mobile phone,” said Hutch Hutchinson, head of Design at Vertu.


The calligraphy-ornamented collection will only be available at Vertu boutiques across the Middle East region, in the United Arab Emirates, Saudi Arabia, Qatar, Kuwait and Lebanon.


Taking it up a notch, Vertu clients will be able to commission Shawkat to create bespoke, one-off models for them, in select stores across the region.


“The brand [Vertu] has changed the definition of what a mobile phone can be, from something very practical to an innovative, extremely personal object,” Shawkat said, commenting on the collaboration.


“I aim to elevate the art of Arabic calligraphy. While maintaining the heritage of the traditional Arabic art form, I aim to advance the aesthetic to something contemporary and modern,” he added.


The collaboration with Shawkat is part of a global programme through which the brand showcases its appreciation and link to the world of art and design. Last year, Vertu collaborated with English-Lebanese artist Hania Farrell in Beirut and the brand also has ongoing installations with many others as part of the Salone de Mobile in Milan.


Participating Vertu boutiques in the calligraphy collaboration, which is set to roll out on June 1, 2016, are: The Dubai Mall and Mall of the Emirates in Dubai, Kingdom Mall in the Saudi capital of Riyadh, Stars Avenue in Jeddah, Salhiya Mall in Kuwait, Villaggio Mall in Doha and Souk Beirut in the Lebanese capital.


AMEinfo Staff
By AMEinfo Staff
AMEinfo staff members report business news and views from across the Middle East and North Africa region, and analyse global events impacting the region today.