RIYADH — In a proud first, the LuLu Group in the Kingdom of Saudi Arabia will be the first retailer to support the Ministry of Culture’s unique efforts to preserve, promote and celebrate the history and aesthetics of Arabic calligraphy in the Year of Arabic Calligraphy 2021.

The 22 LuLu Hypermarkets in Saudi Arabia will soon start using distinctive Arabic calligraphic artwork on all point-of-sale materials, such as paper bags, shopping bags, and reusable bags.

Launching the Year of Arabic Calligraphy in 2020 and extending it to 2021, the ministry aims at turning the spotlight on the beauty of Arabic calligraphy which reflects the historic heritage and richness of the Arabic culture, as well as positioning the Kingdom as its incubator, sponsor and supporter, unifying efforts that seek to preserve and protect it from its extinction.

LuLu’s use of the calligraphic art in its shopping packaging interface will lend a contemporary touch to the art form and show its adaptability and practical utilitarian beauty.

LuLu’s initiative to support the ministry comes as part of the group’s commitment to promote local culture and community initiatives.

“LuLu is honored to support such a cause that promotes the beauty and inspiring cultural heritage of the Arab world,” said Shehim Mohammed, director of LuLu Hypermarkets Saudi Arabia.

“During the year of Arabic Calligraphy 2021, we pledge to work closely with the Ministry of Culture and bring alive the wonder of Arabic calligraphy especially in a modern context for the younger generation.” — SG