Fashion Weekend

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Team TMN chat with Zahirah Variawa, Managing Director of Think Liquorice, to discuss this week’s Fashion Weekend event at Souk Madinat Jumeirah…

Tell us a bit about Fashion Weekend?
Fashion Weekend is a concept created by Souk Madinat Jumeirah to celebrate fashion in Dubai against the backdrop of the Souk and showcase what the venue has to offer.

Tell us about the concept behind Fashion Weekend …
Souk Madinat Jumeirah has historically been viewed as a destination to visit by tourists or guests from out of town. By working with the management team we were looking for a way to change that perception and showcase the establishment’s many other offerings to not just tourists but with a focus on residents as well. Fashion Weekend is only one of the initiatives that will allow people to see the diverse range of shopping and dining available. We also hope to grow this concept each year alongside the retail spread of the Souk. Fashion Weekend, along with other projects planned for the upcoming months, will open up the Souk to residents through collaborations and events to allow Dubai’s community to rediscover what is on offer. 

What makes this event unique?
Unlike traditional fashion shows, Fashion Weekend takes place in the walkways of the Souk, as opposed to a catwalk. There will be interesting elements that bring the show to life and emphasise key components of the Souk Madinat Jumeirah brand.

Models will be interacting with the live entertainment and the guests as well. The show’s format is designed to make the clothing, as well as the event, a pop up feature during the day. Our focus is not to repeat the standard fashion show format, but rather offer a snapshot show that is fun, interactive and enjoyable without taking away from the other activities you may have planned at the Souk or in the city over the weekend.

How will Fashion Weekend be marketed differently from previous events at Souk Madinat Jumeirah?
The event marketing is focused primarily online. Thursday’s showing is aimed at press, bloggers and invited guests, but still open to the public. Souk Madinat Jumeirah receives great interaction globally across it’s social media pages and we wanted to use these events to build on that. Live feeds, video content and interactive posts before, during and after the event will be the key drivers. Souk Madinat Jumeirah is a lifestyle brand, and with that we want the events to be inclusive and enjoyable for all ages and nationalities.

It’s difficult to compare the marketing of Fashion Weekend to the marketing of previous events as it’s the first time the Souk brand is branching out and hosting events like this under it’s own banner. 

Do you think it’s more difficult marketing Souk Madinat Jumeirah to UAE residents than it is to tourists and, if so, how?
I don’t believe it’s more difficult, it is just different. Tourists generally go looking for iconic locations ­–  everything from the Arabesque architecture, style and traditional stores as well as the retail offerings within the souk. Residents are familiar with the Madinat but, given the many other choices available across the UAE market for shopping and dining, we need to work at reminding them of what’s on offer; and look to create unique experiences such as Fashion Weekend.

Can anyone attend Fashion Weekend?
Yes, it’s an informal ‘pop-up’ show in the walkway outside Costa.

How can media companies get involved in Fashion Weekend?
Easily! We love collaborating and are always open to ideas and partnerships to help build on this concept and others. To get involved, even in next week’s event, just drop the team an email at info@thinkliquorice.com

Could you tell us more about who/what we can expect to see at Fashion Weekend?
Interactive runway shows with warm and friendly models working the walkways, live entertainment with a DJ and sax player as well as a free-to-attend fashion workshop with Kelly Lundberg talking about this season’s trends and how to travel smart while looking fabulous. 

Are you planning to make this an annual event?
Yes. We’re starting small and intend to build on the concept each year.

What can media visitors expect to gain from Fashion Weekend?
Fashion Weekend will allow media and influencers to rediscover the Souk through the medium of fashion. They will not only get a good overview of the retail offering on the models and the runway, but by traveling through the walkways of the food, fashion, gift and signature stores. Through exercises like these we want to open up the souk to the media and remind them that it still is one of the most beautiful shoot locations, event locations and able to offer a unique mix of culture, shopping, dining, entertaining and more. It’s one of the only theatres in the city and the entire team are keen to welcome the media to consider and utilise these spaces. Coupled with the showcase of fashion, it will make for a short and sweet but enjoyable Thursday afternoon out of the office! The media show takes place at 12pm on the Thursday, May 19. 

How do you think Fashion Weekend can/will be developed in the future?
As an agency we always strive to build on everything we do. A concept like Fashion Weekend has endless possibilities for growth, extending into and including the food and beverage sectors, as well as expanding the fashion workshop into an exhibition, panel discussion or series of events – the sky is really the limit. The concept is very malleable at this stage and as we work through the first few seasons I hope it will develop into a calendar highlight and take on a personality of its own.

Tom Paye goes freelance

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Tom Paye has made the move to freelance journalism from his role as e-Content Specialist at Hilti Middle East, Turkey and Africa. Tom brings over six years of experience with him and has worked for companies such as ITP Publishing, CPI Media Group and White Fox Media on publications such as Arabian Computer News, Network Middle East and Computer News Middle East. He will continue to work on covering the IT industry in the Middle East for various clients, as well as taking on projects that involve covering the luxury lifestyle sector and motor industry. 

“I think it’s every journalist’s dream job – to go freelance, to work on your own time, on the projects you really want to do,” says Tom. “I’ve been lucky in that a few things have fallen into place and now I’ve got an opportunity to make it work. I’m really looking forward to taking on the challenge and hopefully I’ll be building great relationships with great titles for years to come.”

Lekha Menon promoted at Masala! Magazine

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Masala! magazine, part of ITP Publishing, has promoted Lekha Menon to the role of Editor. Having worked with Masala! for the past five years as Deputy Editor, Lekha has over 15 years of experience in journalism and has previously worked in India on publications such as The Times of India, Marwar and DNA. As Editor, she will now be responsible for overseeing the production of the weekly Bollywood, fashion and lifestyle magazine, sourcing exclusive content and interviewing Asian celebrities for features. Lekha will also be assisting in events, building relationships with prominent personalities and representing the Masala! brand at high-profile events.

Facebook welcomes Shant Oknayan

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Facebook has appointed Shant Oknayan to the role of Head of e-Commerce, Retail and Online Services at Facebook in the Middle East, North Africa and Pakistan. Shant has over 15 years of experience in leading business development, with subject-matter expertise in digital and investment strategies for governments and corporations, having most recently headed up Google’s market development for small & medium businesses in the Middle East and North Africa. In his new role, he will lead efforts to enable e-commerce, retail and online services businesses in the region to scale growth and engage with consumers on Facebook.

“This is a very exciting time to be in the online industry in MENA,” says Shant. “Facebook’s 120 million users in the region are not only active on mobile, but they are looking at innovative products while evaluating services and transacting online. This creates opportunities for established businesses, particularly in the e-Commerce and retail space, as well for the vibrant start-up community here. At Facebook we want to partner in their growth, leveraging the power of technology, to help build the region’s economy.”

Time Out welcomes new Digital Editor

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Time Out, part of ITP Publishing, has welcomed Alex Dunham to the role of Digital Editor. An experienced Journalist and Videographer, Alex has over eight years of international experience with media companies in Spain, Italy, the UK and South Africa, where he most recently worked as a freelance Video Journalist. In his new role, he will work on digital content for the Time Out brand. 

In The Hot Seat – Eamon Sallam

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Eamon Sallam, Co-Founder and Chief Operating Officer at Elevision Media tells TMN about successful management and creativity in Middle East media…

Name: Eamon Sallam

Age: 40              

From: Canada

Current Job Title: Co-Founder and Chief Operating Officer 

When did you first arrive in Dubai?|
2010

Where did you work prior?
NorthStudio360 in Vancouver, Canada. NorthStudio360 was a video production company specialising in 360 video. I worked primarily in business development, but was also involved in video production and editing. After the release of a number of innovative videos in 2009 and 2010, two of which went viral, NorthStudio360 was acquired by a larger global production house.

What were your first impressions of the media industry in the Middle East?
I found it to be very informal and relationship based, which has its advantages and disadvantages to a newcomer. I also thought that it already had a high number of skilled creative people, but not as much effort or resources going into the creative process to produce innovative campaigns. 

Has your opinion changed much?
Definitely. We’ve seen campaigns take on a variety of new and progressive forms. Agencies and brands are much more willing to try new and different platforms and technologies. There seems to be a more focused effort on producing something new and groundbreaking.

Tell us about your current role…
My day to day efforts are spent primarily on managing the functions of the current network while continuing to drive network expansion into new buildings, districts and regions. This involves a lot time spent with my IT and content teams, as well as a consistent effort outside the office to meet with and develop strong partnerships throughout the various building developments across the region. 

What’s the most rewarding part of your job?
It’s always very satisfying after a large scale installation is complete and a new circuit comes online. This includes projects like DIFC and JBR here in Dubai and more recently Marina Square on Reem Island in Abu Dhabi. I’m always happy when I meet someone new and they’re familiar with Elevision because they live or work in one of our buildings. 

What do you think is the secret to successful leadership?
I’m a big believer in an empowered staff with plenty of autonomy. Everyone at Elevision is perfectly clear on their role and what’s expected of them. I want to hire people that once provided with the necessary resources, are able to execute their function efficiently and at a high level without management sticking their nose into everything. If I have to micromanage my staff, then I’ve done a poor job in hiring and training them.

What advice would you offer to someone looking to start a career in media in the UAE?
Develop strong technical skills, whether it’s on the tech side in programming and development, the creative design side; or even in sales and business development. Whatever it is, have a strong foundation of knowledge. Never stop learning and be prepared to develop new skills on the fly. 

In your opinion, what makes an advertising campaign successful?
There’s the obvious metrics of reach and impressions, but without engaging content that resonates with the audience, all the exposure in the world is of no use.

Would you rather be contacted by phone or email?
I’m probably in the minority on this one, but I usually prefer a quick phone call. I’ve always found we can share the same info in a 3-minute phone call that would often take 5 emails going back and forth over 5 days.

Work calls via landline, mobile or both?
I prefer a call on my mobile. I like the caller id visibility, as well as the ability to follow up with a quick sms when necessary. I’ll tell you what I don’t like – doing business via Whatsapp! I’ve always felt that kind of messaging is best kept to friends and family I feel it is not an appropriate platform for formal business communications.

If you weren’t in your current role, what would you be doing?
I would be a ski bum in Canada, chasing the snow through the mountains of BC.

If you could have one work wish granted, what would it be?
To never have to process another employee visa, ever. I would give anything for a magical visa fairy.

What is your favourite form of media (i.e; TV, radio, print)?
For my personal consumption, I’m a big fan of quality podcasts (especially in the car). From an advertising perspective… Digital-out-of-Home obviously!

Jumeirah appoints Senior PR and Communications Executive

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The Jumeirah Zabeel Saray has welcomed Kimberly Lobo to the role of Senior Public Relations and Communications Executive. Previously a PR Account Executive at Ketchum Raad, where she worked across corporate clients such as CNN and Airbus, Kimberly brings over six years of experience in journalism and PR to her new role. As Public Relations and Communications Executive, she will be responsible for assisting in the management of PR and media relations across the resort, ensuring media coverage in local, regional and international media markets. Kimberly will produce written material for media purposes such as editorials, newsletters, biographies, fact-files and Q&A’s and develop PR strategies for the property as well as provide support with awards and research.

“I always believe in working hard and that it does pay off, because in the end you’re always rewarded,” says Kimberly. “I’m grateful to Jumeirah Zabeel Saray for offering me the position and seeing my potential as a Senior Public Relations and Communications Executive at the resort.”