In collaboration with cultural engineering and designer khalid shafar
This Ramadan, Level Shoes collaborated with Cultural Engineering and prevalent Emirati designer Khalid Shafar to create an enlightening Ramadan campaign rooted in the history ofThe Date Palms.
The theme, which is based on the heritage and importance of the Date Trees, comes to life using Khalid Shafar’s iconic pieces from his ‘The Palm’ collection throughout Level Shoes. From Shafar’s collection, the famous Little Palm stools, the iconic Fallen Palm bench, and the Palm coat stand, coffee table, and table lamp will be displayed. In addition, his uniqueTalli collection will make its debut as part of the store design. Shafar’s connection to the Date Palm Tree stems from his perception of the Palm Tree as a sacred species, from which he has found inspiration for years.
Speaking about the collaboration, Khalid Shafar said: "Ramadan is a spiritual month with special evenings and nights. The date fruit has a strong connection with this month, and it is the first thing Muslims break their fast with due to its great benefits. I’m proud to partner with Level Shoes during this holy month to highlight the importance of the Date Palm Tree."
The Date Palm has been embedded in Islamic culture and in the UAE for centuries, it is a symbol of longevity, unlike other trees, it’s leaves do not fall on the ground. In commemoration of the holy month of Ramadan, Level Shoes has dedicated its in-store theme to reflect the deep connection between the historic Date Palm Trees and the region.
Cultural Engineering designed a book, which entails six characteristics of the date palm, including: From, Fruit, Hydration, Metamorphosis, Shade and Shadow, and Gender. Each investigation draws on Emirati traditions and tacit knowledge to share a narrative that is infused with sensitivity, genuine curiosity and human inventiveness.
Level Shoes reached out to the regional community to share their thoughts and feelings on Ramadan in a short film, including recognized fashion designer Khulood Thani, Abdulla Al Mulla - Entrepreneur and Founder of Home Bakery, Aida Al Busaidy of MyDubai, and Mohamed Al Mayed - Pilot and Director of Operations for Civil Aviation.
