Written BY WEJDAN ISMAIL
OASIS MAGAZINE Interviews Kashida Design Founders Elie Abou Jamra & Mirna Hamady
While on Riyadh’s Eastern Ring Road recently, I noticed that some of the road signs were written only in Arabic. I was surprised: how was it possible that some of the signs we see day to day – even in Saudi Arabia - weren’t in English? It dawned on me that we have reached a point where not only do we expect Arab people to be bilingual, but we have, it seems, the same expectation of our cities. Exposure to Arabic in its written form has diminished dramatically – in some cases Latin letters displace their Arabic counterparts completely – despite the popularity of Arabic television and media, and recent initiatives emphasising the importance of the language, such as the Arabic Calligraphy Exhibition in Dubai in February of this year.
In steps Kashida, a Lebanese product design and furniture line co-founded by Elie Abou Jamra and Mirna Hamady, which fuses Arabic typography with home furnishings. Educated in design at the American University of Beirut, Abou Jamra and Hamady’s shared passion for Arabic script inspired them to try something new and experimental with the language. Discovering ways to “bring [Arabic] letters into people’s homes seemed extremely exciting to us, so we began sketching out concepts based on large 3D letters, and then matched the forms with potential ergonomic functions.” A primary aim was to spread their passion for the language, which the concept of mixing calligraphy with familiar products – lounge chairs, mirrors, coasters – helped them do. By crafting beautiful, innovative and fully functional pieces, they could take Arabic calligraphy from the exclusive world of designers, calligraphers and typographers and into the intimate space of the home and office, and in so doing expose people to the allure of the Arabic language.
“It was not until we [experienced] calligraphy and design in the field that we really fell in love with the discipline. Our graphic design background instilled in us the importance of detail: to excel at typography is to be fully knowledgeable about the anatomy of each letterform. Focusing on the shape of the letter is the essence of our brand.”
The name of the brand, Kashida, is meaningful in numerous ways; a typographic term, it refers to the glyph which bridges one Arabic letter to the next. It is also representative of the philosophy of fusion which is present in every aspect of their work: that between Arabic script and product design; between the world of design and the everyday. The interest in Kashida also bridges between East and West, extending much further than the Arab region. Launching first as an online portal showcasing their stylish home designs, Kashida was instantly greeted with a wave of positive feedback. Today, they receive product orders from all corners of the world, and provide an exclusive customisation service: “Each request is challenging, since not every letter will suit the client’s request.”
The founders’ transition from the two-dimensional realm of graphic design into bricks and mortar product design was cobbled with hard work and self-education. Having emerged as finalists in two entrepreneurship competitions, they were encouraged to leave their jobs and pursue Kashida full-time – but business acumen can only get you so far. Their advice to budding entrepreneurs? “Ask lots of questions and read. Any craftsman we meet is showered with questions and fortunately their answers fill in the gaps.”
And their education continues. “We developed an Arabic typography library early on, adding ‘treasures’ gathered along the way… taking photos of street art which inspire us, for instance, or stone engravings on a mosque’s façade”. Integrating Arabic script at a grassroots level is another aspiration of theirs. “When we were six years old, we were taught to write naskh Arabic, but why not introduce [other] styles, perhaps in electives, or art classes?”
Taking their inspiration from “individuals and companies, regardless of discipline, who bring something innovative and of value to the world, creating a market” where before there was none, Abou Jamra and Hamady have accomplished just that. With Kashida Design paving the way, we’re one step closer to bringing Arabic calligraphy out into the open.
Read the full interview in the latest issue of Oasis (in stores and online)
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