Cover Stories

Richard Mofe-Damijo, Some Stories Outlive Us

Richard Mofe-Damijo, Some Stories Outlive Us By Jane Stevens For Richard Mofe-Damijo, cinema has never been solely about the characters an actor inhabits or the recognition that follows a memorable performance. It is an exploration of human nature, a means of examining the contradictions that define people, and an opportunity to tell stories that leave something meaningful behind. Across a career shaped by acting, writing and an expanding interest in film production, his perspective has increasingly turned towards a question that reaches beyond individual achievement: what can storytelling contribute to the world, and what remains when the performance ends? Richard’s relationship with acting began before his work in journalism, a distinction that offers an important insight into the way he approaches his craft. Journalism and writing did not replace his original creative ambitions; they complemented them, sharpening his awareness of the people and circumstances that inform a compelling narrative. Observing human behaviour, following events and making informed judgements are as relevant to understanding a character as they are to interpreting the world outside the screen. For an actor, the ability to notice what people say, what they conceal and how their circumstances influence their decisions can become an essential part of building a believable performance. This attention to human behaviour informs the characters Richard finds most compelling. Rather than approaching a role through the simplicity of good and evil, he is drawn to the psychological complexities that exist between them. No individual is entirely virtuous or wholly corrupt, and it is often within this uncertainty that the most revealing stories emerge. His understanding of character rests on the interplay between flaws and redemptive qualities, the opposing forces that can exist within a single person. Such a perspective resists the temptation to make characters predictable. A person capable of generosity may also be driven by selfishness; someone who has caused harm may still possess the capacity for remorse. These contradictions do not necessarily weaken a character. They make that character recognisable. The grey areas between light and darkness are where motivations become complicated, choices carry greater weight and audiences are invited to look beyond their first impressions. For Richard, this complexity is central to the work of interpreting a role. An actor must do more than reproduce dialogue or communicate an emotion convincingly. The task involves understanding the psychological landscape from which a character’s actions emerge, including the weaknesses, convictions and experiences that shape their decisions. The result, at its best, is a performance that encourages audiences to consider not only who a character is, but what has made them that way. His reflections on life have also reinforced the importance of approaching both work and personal growth with a sense of perspective. Not every turning point arrives as a dramatic event or an unmistakable change in direction. Sometimes, the experiences that alter one’s understanding of life are deeply personal: a birth, a death or a moment of recognising just how fragile human existence can be. Richard describes such experiences as occasions for reflection, prompting him to strive towards becoming a better person and to portray characters capable of inspiring others. There is a quiet significance in this distinction. Rather than treating personal transformation as a single defining moment, he recognises it as something that can emerge through repeated encounters with the realities of being human. These experiences influence how a person sees the world, what they value and the responsibilities they choose to embrace. For an actor, they can also deepen the emotional understanding brought to a role, allowing a performance to draw on something more substantial than technique alone. That sense of responsibility has become particularly relevant as Richard turns his attention towards producing. While acting allows him to explore stories through individual characters, producing offers a different kind of creative agency: the ability to help determine which stories reach an audience in the first place. He is increasingly interested in projects that might otherwise remain unrealised, particularly those with something important to communicate. The question is no longer only how to bring a character to life, but how to create the conditions in which a story can exist at all. It is a meaningful shift for an established performer. Experience within the industry can reveal not only the possibilities of cinema, but also the limitations that determine which projects receive attention, resources and support. Some stories may struggle to find a place within familiar commercial expectations, even when their cultural or social significance deserves consideration. Producing creates an opportunity to engage with that challenge directly, bringing creative vision and practical decision-making into the same process. For Richard, the motivation is closely connected to legacy. At this stage of his life and career, he is interested in working with younger people and nurturing a generation of committed creatives who recognise that art can contribute to social transformation. The emphasis is not simply on creating more films, but on encouraging a deeper understanding of why those films matter. Creative work, in this view, carries responsibilities beyond the completion of a project or the immediate response it receives. Mentorship becomes part of that vision. Every generation enters an industry shaped by the achievements, limitations and lessons of those who came before it. Experience can be valuable when it is shared, allowing emerging filmmakers to develop their own judgement while learning from the paths already travelled. Yet nurturing new talent also requires room for fresh perspectives, different methods and ideas that challenge established conventions. A meaningful legacy is not built by asking the next generation to reproduce the past, but by helping it develop the confidence and capability to create something of its own. This commitment to the future of filmmaking also informs Richard’s perspective on artificial intelligence. He recognises that AI is already expanding creative possibilities and may continue to do so in the hands of people who genuinely care about the craft. At the same time, he remains conscious of the potential for misuse and damage. His position acknowledges

Farhana Bodi, The Elegance of Ambition

Farhana Bodi, The Elegance of Ambition By Janhavi Gusani In a world where visibility is often mistaken for achievement, Farhana Bodi is looking towards something more enduring: a personal identity with purpose, a business built on meaningful connections, and a vision that extends beyond the image. Influence has become one of the most recognisable currencies of modern culture. Yet its true value lies not simply in the attention it commands, but in what that attention makes possible. For Farhana Bodi, fashion, media and entrepreneurship occupy a space where personal expression meets professional ambition, creating opportunities to build something that reaches beyond the individual. Known for her distinctive style and public presence, Farhana represents a generation of women navigating the intersection of identity, business and digital culture. Her approach to personal branding reflects an understanding that visibility may introduce a name to the world, but it is authenticity, consistency and the ability to connect with people that give it staying power. For Farhana, fashion has always been more than the clothes themselves. It is a language through which confidence, creativity and individuality find expression. Personal style, she believes, reflects not only who a woman is, but also who she is becoming. Trends may offer inspiration, but the decision to embrace them remains deeply personal. Experimentation matters, provided it does not come at the expense of authenticity. It is this distinction that makes personal style compelling: the ability to participate in a constantly evolving visual culture without surrendering one’s individuality to it. In Farhana’s view, confidence remains the most powerful element of any look, transcending labels and seasonal aesthetics. Fashion, at its most meaningful, becomes an extension of character rather than a substitute for it. That relationship between outward expression and inner identity also informs her understanding of personal branding. In an environment where digital visibility can be instantaneous and attention increasingly fragmented, creating a recognisable name requires more than a carefully curated image. Farhana sees the foundations of a lasting identity in the values that underpin it, the discipline behind the work and the way relationships are cultivated. Her ambition for the Farhana Bodi identity extends beyond fashion and social media. It encompasses entrepreneurship, resilience, femininity and the freedom to evolve. Reinvention, in this context, is not a rejection of what came before; it is the ability to recognise new possibilities without losing sight of the principles that remain constant. A personal brand becomes more substantial when it can grow alongside the person behind it. Dubai provides a particularly relevant setting for this outlook. A city shaped by international perspectives, ambitious enterprises and the continuous movement of people and ideas, it offers an environment in which professional identities are rarely confined to a single discipline. For Farhana, building a career here has encouraged a broader vision, one that considers opportunities across industries and beyond geographical boundaries. The city’s international character has reinforced the importance of understanding different audiences and recognising the potential of cross-cultural exchange. Ideas can originate in one market, find relevance in another and develop into something with global reach. The Middle East, in particular, has become an increasingly significant platform for conversations around fashion, entrepreneurship and contemporary influence. For those prepared to think beyond established categories, it presents opportunities to build connections that extend well beyond the region. Yet growth on this scale depends on more than ambition. It requires an understanding of people, an expertise Farhana considers fundamental to everything she does. Business, marketing, fashion and content may each demand different technical skills, but human connection remains the common thread. The ability to communicate clearly, understand what others value and establish relationships built on mutual understanding can determine whether an opportunity develops into a lasting collaboration. Adaptability is equally important. Industries change, audiences evolve and the expectations placed upon public figures continue to shift. Remaining relevant therefore requires a willingness to learn, reconsider established approaches and respond thoughtfully to new circumstances. For Farhana, evolution is not an occasional exercise reserved for moments of transition; it is an essential part of building a sustainable career. This perspective also shapes her work through I Woman of the World, a platform centred on women and the possibilities created when they support one another. At its heart is a principle that remains both simple and consequential: genuine solidarity can create opportunities that individual achievement alone cannot. Farhana advocates a form of support that moves beyond public expressions of encouragement. It is found in recommending another woman’s work, offering mentorship, making introductions and opening doors that might otherwise remain closed. These gestures can have a lasting effect because they transform goodwill into tangible opportunity. In professional spaces where competition is often treated as inevitable, this approach offers a different understanding of collective progress. Another woman’s success need not diminish one’s own. Instead, shared knowledge, meaningful introductions and collaborative ambition can strengthen an entire network. The result is a culture in which achievement becomes something that can be multiplied rather than guarded. For a woman whose professional identity is intertwined with public visibility, maintaining perspective has also been essential. Being in the public eye means navigating commentary on appearance, decisions and personal choices, much of it formed without the context of private experience. Farhana has learned to distinguish constructive criticism from the noise that accompanies visibility, becoming more deliberate about where she directs her attention. The lesson is not to disregard every outside opinion, but to develop the discernment to recognise which perspectives deserve consideration. Such clarity becomes increasingly valuable as a public identity expands. The capacity to remain receptive without allowing external judgement to dictate personal direction is a form of discipline in its own right. It also informs her broader view of success. Farhana questions the expectation that achievement must follow a predetermined timeline or conform to a particular appearance. Women are frequently measured against milestones that leave little room for individual circumstances, changing priorities or the possibility of beginning again. She sees this narrow definition as unnecessarily restrictive. Success,

Sara Mohannad, A Thread Between Fantasy and Possibility

Sara Mohannad, A Thread Between Fantasy and Possibility By Janhavi Gusani Between the immediacy of digital storytelling and the imaginative possibilities of cinema, Sara is building a creative identity shaped by performance, ambition and a desire to explore what lies beyond the screen. For her, acting is more than the ability to inhabit a character; it is an opportunity to create worlds, communicate emotions and connect with people through stories that stay with them long after the moment has passed. The desire to act began early, accompanied by a fascination with the world of Hollywood and the possibilities of storytelling on a larger scale. Yet, like many contemporary creatives, Sara found an accessible starting point in social media. What began as a space to share family stories, personal advice and everyday experiences gradually became a platform for experimenting with performance and discovering the possibilities of short-form acting. In 2021, she began creating scenes inspired by Disney, bringing familiar characters and imaginative situations into a format designed for digital audiences. These early experiments allowed her to explore expression, timing and characterisation while learning how to hold an audience’s attention in a matter of seconds. The medium was different from traditional cinema, but the underlying challenge remained familiar: making a story feel convincing enough for someone else to enter it. Digital platforms have transformed the relationship between performers and audiences. Creators can now develop an audience without waiting for traditional industry recognition, while viewers can encounter emerging talent directly through their screens. For Sara, this accessibility offers a valuable opportunity to experiment, build confidence and establish a connection with people who appreciate her work. However, she also recognises that digital visibility and professional acting are not interchangeable. Social media can open doors, but developing the discipline and range required for sustained performance demands continued growth beyond the platform itself. That distinction is important in an environment where popularity can easily become a measure of creative achievement. An engaging video may capture attention almost instantly, but the ability to sustain a character, interpret a complex script or contribute meaningfully to a larger production requires a different set of skills. Sara’s ambitions extend beyond the immediate rewards of online recognition. She sees her digital presence as a starting point from which she can continue exploring the wider possibilities of acting, particularly in film and television. At the heart of that ambition is the relationship between a performer and the audience. Social media makes this relationship unusually direct: reactions arrive quickly, opinions are visible and the boundary between public work and personal identity can become difficult to maintain. For creators, this proximity can be both encouraging and demanding. It offers immediate feedback while creating an environment in which every creative decision may be evaluated publicly. Sara approaches this reality by placing value on authenticity and maintaining a clear sense of her own direction. Criticism is an inevitable part of sharing work publicly, but it does not have to dictate the creative process. The ability to distinguish useful feedback from opinions that offer little room for growth becomes essential when the audience is large, diverse and constantly changing. Authenticity, in this context, is not simply about presenting an unfiltered version of oneself. It also involves understanding what to share, remaining consistent with one’s values and resisting the pressure to become a version of oneself designed entirely around audience expectations. For Sara, developing as a creator means allowing her work to evolve without losing the personal qualities that first made it meaningful. Her interests in fantasy and action offer another glimpse into the creative possibilities she hopes to pursue. These genres demand more than visual spectacle; they require performers to make extraordinary circumstances feel emotionally believable. Whether inhabiting an imagined world or responding to an intense physical situation, an actor must give the audience a reason to believe in what is unfolding. The appeal lies in that combination of imagination and discipline, where a performance can transport viewers somewhere unfamiliar while remaining grounded in recognisable human emotions. It is also where the limitations of short-form content become an invitation to think bigger. Brief scenes can introduce a character or communicate a single feeling, but longer narratives allow personalities to develop, relationships to change and conflicts to unfold with greater complexity. Film and television offer Sara the opportunity to explore these dimensions, challenging herself to move beyond the immediacy of social media and into stories with greater depth and scale. Hollywood remains part of that wider ambition, representing the possibility of working within an international entertainment industry and reaching audiences across cultures. Such aspirations require patience, preparation and the willingness to keep learning. Creative careers rarely follow a predictable route, particularly in an industry where opportunity depends on a combination of skill, timing, collaboration and persistence. The challenge is to remain open to possibilities while continuing to develop the abilities that make those possibilities achievable. Yet acting is not the only area in which Sara imagines a future. She is also interested in business and investment, particularly in Saudi Arabia, with the hope of expanding into Syria in the future. This interest reflects a broader understanding of ambition: creative expression and commercial thinking need not exist in separate worlds. Both involve recognising potential, making decisions under uncertainty and building something that can develop beyond its initial form. The business landscape across the region continues to attract entrepreneurs and investors looking for new opportunities, while cultural and creative industries are increasingly part of wider conversations about economic growth. For someone interested in both entertainment and business, this creates room to explore different forms of influence. A public platform can introduce a person’s work to an audience, but the ability to translate visibility into a meaningful long-term endeavour requires planning, sound judgement and a willingness to think beyond immediate attention. Sara’s interest in Saudi Arabia and Syria also points towards an ambition that extends beyond personal advancement. Building opportunities across different markets can create connections between people, ideas and

Greg Tanner, Inside the Changing Media

Greg Tanner, Inside the Changing Media By Michelle Clark Greg Tanner has spent enough time around the media to know that its most important changes are rarely technological. Platforms change, formats disappear, audiences move and new tools arrive, but the questions underneath remain remarkably familiar: What makes someone worth listening to? What makes a message believable? And when everyone has the ability to speak, what makes a person genuinely worth hearing? Those questions have become more complicated over the course of Tanner’s career. The media landscape he entered was structured around established gatekeepers, while today almost anyone can build an audience, publish an opinion or communicate directly with millions. His experience gives him an unusual vantage point from which to observe that shift. Rather than treating the changes as either progress or decline, he is interested in what they reveal about communication itself. One of the things Tanner returns to is the difference between visibility and credibility. Attention can be engineered. Successful formats can be copied, polished and repeated until they become familiar. But familiarity is not necessarily a connection. In his view, the strongest communicators are often those willing to sound like themselves rather than reproduce whatever happens to be working for somebody else. Originality comes with a risk: not everyone will respond to it. Yet that willingness to be distinctive is also what gives communication character. It is a principle that extends well beyond journalism. Leaders, entrepreneurs and public figures now operate in an environment where every interview, presentation or statement can become part of a much larger conversation. Tanner has seen that pressure increase over the years. During his time at Sky News, an awkward moment on air might have disappeared by the next hour. Today, a few seconds can be clipped, circulated and revisited indefinitely. That reality has changed the stakes, but Tanner does not believe it should change a person into a rehearsed version of themselves. Preparation matters, particularly for anyone representing an organisation or leading a public conversation, but too much preparation can strip away personality. His preference is to understand the essential points deeply enough that they can be expressed naturally The goal is not to memorise the perfect sentence. It is to know what you mean well enough to speak with clarity when the script is gone. That distinction says something about how Tanner approaches people as much as how he approaches the media. He sees preparation as something that should reveal a person’s knowledge and conviction rather than disguise their absence. Media training, in his view, can help unlock confidence, expertise and personality, but it cannot manufacture passion. If someone genuinely understands their subject and cares about it, the job is to give that quality room to come through. The same instinct informs his thinking about the growing number of ways organisations can communicate directly with the public. Corporate podcasts, editorial platforms and branded content have blurred the old boundaries between media and messaging. Tanner does not see that as inherently problematic. What matters is whether there is a genuine reason for the audience to pay attention. For him, communication begins with consideration for the person on the other side. Who are they? Why should they care? What are they receiving in exchange for their attention? An organisation does not necessarily lose credibility by having an agenda; pretending not to have one can be more damaging. The challenge is to offer something beyond the message an organisation wants to deliver. It is perhaps this focus on the audience that makes Tanner cautious about the rush toward constant content. The ability to publish has become almost effortless, but that does not mean every thought requires a platform. Good communication still demands judgement. There needs to be an idea, a reason, a point of view or something genuinely useful to say. Otherwise, publishing becomes another form of noise. His thoughts on artificial intelligence return to the same question of judgement. Tanner expects AI to absorb more routine forms of journalism, particularly work involving straightforward reports, numbers and information that can be processed efficiently. But he draws a line between processing information and discovering something meaningful within it. The latter still depends heavily on human instincts: a relationship with a source, a detail that feels inconsistent, a question that occurs in the moment, or the sense that there is a story underneath what everyone else is seeing. AI can assist with research, analysis, editing and condensing, but Tanner sees the instinct to pursue what has not yet been uncovered as one of journalism’s enduring human qualities. As routine content becomes easier to automate, curiosity may become more valuable rather than less. That emphasis on judgement also shapes his understanding of difficult moments. There is no universal formula for crisis communication, he believes. An apology may be appropriate in one situation and ineffective in another. The response has to account for the circumstances, the people involved, the seriousness of the issue and the relationship already established with the audience. What remains consistent is the importance of honesty. Tanner believes people can forgive mistakes more readily than they forgive being misled. Evasion, defensiveness and an assumption that the audience will not understand what is happening can damage trust further. The response has to fit the situation, but credibility begins with treating the audience as intelligent. Perhaps that is what experience has given Tanner most of all: an appreciation for what does not change. He is careful about predicting exactly what the media will look like ten years from now. AI will reshape production and distribution, traditional gatekeepers will continue to lose their exclusive control over attention, and leaders and organisations will have more opportunities to speak directly to their audiences. But greater access to communication does not automatically create greater trust. If anything, the abundance of voices makes trust more valuable. When content can be produced instantly, translated, personalised and distributed almost without friction, the qualities that take longer to build become harder to replace:

Nick Santonastasso, The Man Behind the Momentum

Nick Santonastasso, The Man Behind the Momentum By Lousie Gold There is a particular kind of pressure that comes with becoming known for resilience. Once people associate you with strength, determination and the ability to overcome, vulnerability can begin to feel almost contradictory. Nick Santonastasso understands that tension closely. Much of his public identity has been built around possibility, but the person behind that identity is increasingly interested in something less polished: uncertainty, self-trust and the freedom to keep redefining yourself. “I think the real answer is that I’m in the middle of defining myself right now,” Nick says. It is an unusually candid position for someone whose career has involved speaking to audiences around the world. Yet it reflects a shift in how he understands identity. Rather than allowing an audience to complete the picture for him, he is becoming more conscious of the difference between the person people recognise and the person he actually is. For years, Nick says, he played the role of the person who did not struggle. The perfectly composed speaker. The superhuman. The person who always had the right thing to say. It was an effective identity, but it was also incomplete. The more he performed certainty, the more difficult it became to create genuine connection. Today, he is more comfortable acknowledging the ordinary parts of himself: his fascination with psychology, his love of music and video games, his mistakes, his doubts and the fact that he does not have every answer. That shift has changed his understanding of communication. Different arenas have taught him different lessons. Bodybuilding taught him to continue when results were not immediately visible. Vine taught him attention and the mechanics of stopping someone mid-scroll. Speaking took him somewhere deeper. He learned that reaching an audience is not simply about having something to say; it requires understanding the person receiving it. For Nick, effective communication begins with curiosity. Rather than focusing entirely on what he wants people to hear, he thinks about what they might already be carrying: the problem they cannot articulate, the belief they formed years ago, or the reason they continue repeating a pattern they know is not serving them. His coach Sean Stevenson taught him to become so immersed in an audience’s problems that people could feel he was speaking directly to something they had not yet put into words. That distinction is particularly relevant in an age where inspiration is everywhere. Social platforms are filled with motivational statements, transformation videos and neatly packaged lessons about success. Nick has experienced that world from both sides. He knows how easily an inspirational message can capture attention, but he also knows that feeling inspired and actually changing are very different things. He describes the modern audience as often “knowledge rich and implementation poor.” People can consume endless information without necessarily turning any of it into experience. For Nick, meaningful change begins when an idea leaves the screen and enters someone’s actual life. Repetition, action and evidence matter because they provide something more durable than motivation: proof that a person can rely on themselves. That idea of evidence sits at the centre of his understanding of discipline. He does not see consistency simply as a matter of forcing yourself through a lack of willpower. Sometimes, he believes, inconsistency is protecting something deeper. Fear of being seen, fear of failure or an old belief about what might happen if someone attempts something and does not succeed can quietly shape behaviour. This is where Nick separates confidence from self-trust. Confidence can be projected outwardly. Self-trust is accumulated privately, through the promises a person makes and keeps when nobody else is watching. A ten-minute effort on a difficult day may appear insignificant from the outside, but to Nick it still counts because it creates another piece of evidence. The gym, in that sense, becomes less about physical performance and more about keeping a promise to himself when nobody else is watching. His perspective on disability similarly challenges the tendency to reduce people to the most visible part of their experience. Nick points out that physical limitations are only one part of the reality. The energy required for ordinary movement, the physical strain and practical logistics are often invisible to other people. So are the social consequences: startled reactions, assumptions and moments when another person’s response can make someone feel like an object rather than an individual. At the same time, he questions the assumption that kindness always means removing difficulty. Being supported, in his view, should not mean being deprived of independence. There is a difference between helping someone with something they genuinely cannot do and doing something for them simply because their disability makes other people uncomfortable watching them attempt it. His parents, he says, understood that distinction, challenging him to do what he could rather than building his life around what others could do for him. That perspective extends into how he thinks about accessibility. His experience in Dubai has given him an appreciation for the way language, policy and physical environments can shape how people experience a city. He points to the UAE’s use of the term “people of determination” and to changes in accessibility that he has witnessed as examples of a broader principle: changing how society understands people can also change the environments built around them. Yet perhaps the most interesting part of Nick’s current thinking has little to do with what he has already achieved. His curiosity is moving towards things that do not fit neatly into his established identity. Music is one possibility. He has loved it for years but has never seriously explored what it might become for him. There is also PODFest, his idea for a Dubai festival centred on people of determination, bringing together sport, esports, business, creators and shared experiences without reducing disability to a story of pity. Beneath both ambitions is a quieter question. After years of responding to expectations about what he should post, what he should represent

How Dubai Is Changing Luxury Marketing

How Dubai Is Changing Luxury Marketing By Niusha Sepasian There is something undeniably romantic about luxury as the world has traditionally understood it. A weekend in Paris, wandering past the windows of Avenue Montaigne. An afternoon in Venice, choosing a small, beautiful object from a craftsman whose knowledge has passed through generations. A private room in a historic hotel whose walls seem to carry their own memory. For centuries, luxury was closely tied to heritage, scarcity and the authority of places that had been desirable long before modern marketing existed. Dubai has entered that world from an entirely different direction. It does not possess the centuries of European fashion history associated with Paris, Milan or London, nor the Renaissance heritage that gives Florence or Venice their particular cultural authority. Instead, Dubai has built its luxury proposition around something much more contemporary: scale, internationalism, experience, personalisation and an extraordinary ability to turn attention into aspiration. That distinction is becoming increasingly important. Dubai welcomed 19.59 million international overnight visitors in 2025, continuing a pattern of record tourism growth and attracting travellers from a remarkably broad collection of markets. Western Europe, South Asia, the Gulf, the Middle East, Africa and Eastern Europe all contribute significantly to the city’s visitor economy, creating an audience that is culturally, economically and generationally diverse. Dubai’s population has also grown into one of the world’s most international urban communities, with residents from across the globe living and working within the same commercial environment. For luxury marketers, this creates a fascinating challenge. The customer may be an Emirati family shopping for a wedding, a European executive relocating to the Gulf, an affluent South Asian traveller, a young consumer discovering a designer through social media, or a returning resident who already knows exactly what they want. Each arrives with different cultural references, expectations and ideas about what luxury should feel like. Dubai’s response has increasingly been personalisation rather than uniformity. Global brands can retain their international identity while adapting the experience around the individual customer. Personal shoppers, private appointments, VIP lounges, concierge services, exclusive launches and bespoke retail experiences have become increasingly important parts of the city’s luxury vocabulary. The result is a subtle but important change in the meaning of luxury. It is no longer simply about owning an expensive object. Increasingly, it is about how individually that object, service or experience can be presented. The luxury customer wants recognition, convenience and a sense that the experience has been created with them in mind. In a city where people from so many different backgrounds intersect, the ability to make luxury feel personal has become a competitive advantage. Dubai has also understood something that is becoming increasingly important across the global luxury industry: consumers are no longer buying only products. They are buying experiences, emotions and access to worlds that feel distinctive. This is particularly visible among younger affluent consumers. Recent research into luxury consumption in the UAE has pointed towards a growing appetite for experiences, including fine dining, premium hospitality and highly personalised leisure. Among younger consumers, experiences increasingly form part of how prestige is understood and communicated. The traditional luxury purchase may still matter, but it now exists within a much larger ecosystem of travel, entertainment, hospitality, wellness, food, fashion and social connection. This is where Dubai’s physical environment becomes part of its marketing strategy. Shopping can become entertainment. Dining can become theatre. A hotel can become a destination in its own right. Architecture becomes a backdrop for photography and video. A launch becomes an event, and an event becomes a social media story before the guest has even left the venue. The city’s enormous retail and hospitality infrastructure has created an environment in which consumers are encouraged to move continuously between shopping, dining, entertainment and leisure. Luxury is therefore no longer presented as something static. It is something to enter and experience. That distinction is particularly relevant in an era dominated by social media. A luxury handbag can be photographed, but so can the restaurant where it is carried. A hotel suite can be photographed, but so can the breakfast, the view, the pool, the entrance and the journey towards it. A fashion launch can become content before it becomes conventional advertising. The experience surrounding the product increasingly becomes part of the product’s perceived value. Dubai’s extraordinary visual landscape makes this process even more powerful because the destination itself is constantly generating imagery. The city has effectively created an environment in which luxury marketing can move naturally between physical experience and digital storytelling. The influence of younger consumers has accelerated this transformation. Generation Z has grown up in a world where discovery, recommendation and identity are deeply connected to digital platforms. A consumer can discover a designer through a creator, encounter a hotel through a short video, research reviews, watch behind the scenes content and arrive at a boutique already familiar with the brand. Research into Gen Z consumers in the UAE has highlighted the importance of factors such as credibility, authenticity, engagement and relevance in influencer relationships, particularly when brands are attempting to build familiarity and encourage purchase consideration. This has changed the relationship between luxury brands and their audiences. Advertising can tell people what a brand wants them to believe, but creators can demonstrate what that brand looks like within an actual lifestyle. This is one reason influencer marketing has become such an important part of Dubai’s commercial environment. It would be too simplistic to describe influencers merely as people who post products for money. The creator economy has developed into a sophisticated ecosystem involving agencies, production companies, brand partnerships, hospitality collaborations and increasingly professionalised content strategies. Dubai is particularly suited to this model because the city itself provides an almost endless collection of settings in which lifestyle stories can be created. Restaurants, resorts, beaches, fashion districts, luxury cars, private clubs, desert landscapes, architectural landmarks and major cultural events all provide visual environments in which brands can be experienced rather than simply described. The

Her Excellency Reem Bint Ebrahim Al Hashimy, The Architecture of Connection

Her Excellency Reem Bint Ebrahim Al Hashimy, The Architecture of Connection By Editorial Desk How one Emirati woman’s journey reflects the UAE’s cultural confidence and global belief in the power of bringing the world together There are individuals whose influence is best understood not through titles alone, but through the worlds they help bring together. Their contribution exists at the meeting point of cultures, ideas, ambitions and human possibility. Her Excellency Reem bint Ebrahim Al Hashimy belongs to this distinctive generation of Emirati leadership, representing a modern spirit shaped by openness, connection and a belief in the power of people to create a shared future. Her journey reflects an important dimension of the UAE’s cultural story, that of a nation which has grown with remarkable speed while remaining conscious of its identity, welcoming the world while continuing to develop its own sense of heritage, belonging and cultural confidence. Her contribution is particularly meaningful because it reflects a form of leadership that is not centred on personal visibility. Instead, it can be understood through the creation of spaces where people, communities and ideas are able to meet. In an increasingly interconnected world, the ability to bring different perspectives together has become one of the most valuable forms of human influence. The UAE itself has increasingly become an expression of this philosophy. Across its cities, languages, cuisines and communities coexist within a society where cultural exchange is not simply an occasional experience, but part of everyday life. Millions of people from different parts of the world have made the country their home, creating a living environment in which traditions meet, evolve and find new forms of expression. Within this wider cultural landscape, Her Excellency Reem Al Hashimy’s journey reflects the UAE’s belief that progress becomes more meaningful when knowledge, creativity and experience are shared. Her work has been closely associated with platforms that encourage people to encounter one another, discover unfamiliar perspectives and recognise that the future cannot be created in isolation. This idea has become increasingly central to the cultural identity of the Emirates, particularly as the country has developed into a place where East and West, heritage and innovation, local identity and global experience exist alongside one another. Perhaps no chapter illustrates this philosophy more vividly than Expo 2020 Dubai. The event became one of the most significant cultural gatherings ever hosted in the region, bringing together 192 countries in an extraordinary celebration of architecture, creativity, innovation and human imagination. For months, Dubai became a meeting point for languages, traditions and ideas from almost every corner of the world. As Director General of Expo 2020 Dubai, alongside her wider responsibilities, Her Excellency Reem Al Hashimy played a central role in bringing this remarkable vision to life. The significance of Expo, however, extended far beyond its extraordinary buildings and national pavilions. Its deeper value was cultural. Visitors could move between representations of different countries and communities, discovering stories, traditions, music, food, technology and artistic expressions that might otherwise have remained distant. For the UAE, this represented something particularly powerful. A country positioned between continents became a stage upon which the world could encounter itself, not through the abstract language of globalisation, but through human experiences, conversations and cultural discovery. The theme, Connecting Minds, Creating the Future, captured an idea that has increasingly shaped the contemporary identity of the Emirates. Progress does not emerge solely from individual achievement. It is also born from exchange. An idea may begin in one part of the world, find new expression somewhere else and eventually become meaningful to people far beyond its original borders. This philosophy was visible throughout Expo, where architecture itself became a form of storytelling and each pavilion presented a different interpretation of identity, heritage and possibility. Ancient traditions stood alongside advanced technologies, indigenous knowledge appeared beside futuristic design, and art and science shared the same cultural landscape. For millions of visitors, the experience became an encounter with the diversity of human civilisation. Yet behind such a platform lies a deeper responsibility. Bringing the world together requires more than infrastructure and organisation. It requires an understanding of difference and a willingness to create an environment in which different identities can be expressed with dignity, curiosity and mutual respect. It is within this cultural dimension that the contribution of Her Excellency Reem Al Hashimy becomes particularly significant. Her work reflects an understanding that international engagement is ultimately human. Institutions may provide the framework and projects may provide the physical space, but genuine connection depends on people. It depends upon the ability to listen, to understand unfamiliar perspectives and to recognise that cultural diversity can become a source of creativity and strength. The UAE has increasingly developed its identity around this idea of encounter. In Dubai and across the Emirates, a visitor can experience an extraordinary mixture of cultures within a remarkably small geographical space. Conversations move between languages, traditions coexist within the same neighbourhoods and communities from Asia, Africa, Europe and the Americas contribute to the social and cultural rhythm of the country. The contemporary Emirati experience is therefore shaped not by isolation from the world, but by interaction with it. At the same time, the country’s cultural confidence has allowed it to approach this openness without losing sight of its own traditions. Emirati heritage remains present through hospitality, family, language, architecture, poetry and customs, while the wider world continues to influence the creative and social landscape around it. This balance between continuity and transformation has become one of the most fascinating aspects of the UAE’s cultural development. Women have also become increasingly visible within this evolving cultural landscape, contributing across education, entrepreneurship, science, the creative industries and many other areas of national life. Their presence represents an important part of the UAE’s modern story, particularly because the country’s development has created opportunities for women to participate directly in projects and initiatives with international relevance. Her Excellency Reem Al Hashimy represents one of the most prominent examples of this generation of Emirati women,

UAE Is More Than the Content You See From Salespeople and Influencers

UAE Is More Than the Content You See from Salespeople and Influencers By Rizwan Zulfiqar Bhutta A nation shaped by visionary Rulers, resilient people, and a shared ambition that unites Emiratis and expatriates alike. Spend just a few minutes scrolling through social media and you could easily believe that the United Arab Emirates is defined by luxury cars, iconic skyscrapers, glamorous lifestyles and promises of overnight success. Every day, influencers and salespeople present a carefully curated version of the UAE that often seems too perfect to be real. They showcase the rewards, but rarely the journey. They celebrate the destination, but seldom the years of perseverance required to reach it. There is nothing wrong with celebrating success. The problem is that these polished snapshots often overlook the true story of the UAE. The real United Arab Emirates was not built on viral videos or marketing campaigns. It was built on vision, resilience and extraordinary leadership. Every skyline that captures the world’s attention began as an ambitious idea. Every thriving business started with uncertainty, determination and countless hours of hard work. Behind every successful entrepreneur, executive, artist and professional are years of sacrifice, setbacks and unwavering commitment. The UAE has never promised an effortless path. Instead, it offers something far more valuable, an environment where talent, discipline and perseverance have the opportunity to thrive. The country’s remarkable success is rooted in the vision of its Rulers, whose long-term leadership transformed a young nation into one of the world’s most dynamic economies. Their commitment to stability, innovation and opportunity has created an environment where both citizens and expatriates can build meaningful futures. Alongside this leadership are laws and regulations that protect society, preserve order and foster confidence. While adapting to these systems may require adjustment, they are among the key reasons the UAE enjoys exceptional levels of safety, security and economic stability. These foundations have created a nation where businesses can grow with confidence, families can build secure lives and communities can flourish in an atmosphere of trust and opportunity. Perhaps the UAE’s greatest achievement is the balance it has maintained between preserving its national identity and embracing global diversity. Emiratis remain deeply connected to their heritage while welcoming people from every corner of the world to contribute to the country’s remarkable journey. Today, more than 200 nationalities live and work side by side, bringing different cultures, perspectives and ambitions. Despite these differences, there is a shared understanding that everyone is contributing to something greater than themselves. That collective purpose is what truly makes the UAE unique. Walk through any city across the Emirates and you will witness thousands of dreams unfolding every day. An entrepreneur is launching a new business. A teacher is shaping future generations. A healthcare professional is caring for patients. An engineer is designing tomorrow’s infrastructure. A delivery rider is working tirelessly to support loved ones thousands of miles away. A government employee is helping develop policies that will shape the country’s future. Their journeys may be different, but together they form the heartbeat of a nation that continues to grow through the collective efforts of its people. The UAE rewards those who approach life with purpose. It is far more than a place to earn an income—it is a place to create value. Those who arrive expecting shortcuts often discover that meaningful success cannot be purchased or borrowed. Those who embrace discipline, continuous learning and resilience frequently uncover opportunities beyond anything they imagined. Here, success belongs not only to the most talented, but to those who consistently demonstrate integrity, patience and determination. One characteristic appears time and again in every inspiring success story across the UAE: the courage to dream. Dreaming is often dismissed as wishful thinking, yet every great achievement begins with someone imagining a future that does not yet exist. The UAE has become home to countless individuals who arrived with little more than ambition and determination. Over time, many transformed modest beginnings into successful careers, small businesses into international enterprises and uncertain futures into inspiring achievements. Their accomplishments were not built on luck alone. They were built on vision supported by relentless action. Manifestation is frequently misunderstood as simply wishing for success. In reality, it is about creating a clear vision, committing to it every day and continuing to move forward even when progress seems slow. The UAE provides fertile ground for those willing to combine ambition with discipline. It opens doors, but it expects people to walk through them with courage, responsibility and hard work. Perhaps that is why those who truly succeed here often speak more about gratitude than glamour. They understand that lasting success is not measured solely by luxury or status. It is reflected in building a secure future, supporting family, creating opportunities for others and contributing positively to the society that welcomed them. The greatest achievements are often the quiet ones—the businesses built with integrity, the families raised with stability and the communities strengthened through kindness, collaboration and mutual respect. The story of the UAE continues to be written every day. It is written by Emirati citizens preserving the values that shaped this nation while embracing innovation and progress. It is written by expatriates who arrive carrying hope, determination and the courage to begin again. It is written by people who understand that meaningful accomplishment requires patience, resilience and unwavering belief in tomorrow. Beyond every polished photograph, luxury advertisement and perfectly edited social media reel lies a far richer reality. The UAE’s greatest wealth is found not only in its skyline, but in its people, its visionary Rulers, and the values that have guided its extraordinary journey. It is a nation where strong leadership provides direction, laws provide stability, diversity creates strength and resilience becomes the common language spoken by millions pursuing their aspirations while contributing to a shared future. The United Arab Emirates is far more than the content you see online. It is a country where dreams are not simply imagined—they are built, one determined step at

The Steward of Tomorrow Who Shapes the Horizons of Dubai, Khalfan Belhoul, CEO Dubai Future Foundation

The Steward of Tomorrow Who Shapes the Horizons of Dubai, Khalfan Belhoul CEO Dubai Future Foundation By Rizwan Zulfiqar Bhutta Indeed, in every great civilisation there arise figures whose purpose transcends the ordinary obligations of leadership and enters the realm of vision. Such individuals become custodians not merely of institutions but of aspirations, guiding societies towards futures not yet imagined by the multitude. In the United Arab Emirates, a nation whose remarkable ascent has become one of the defining stories of modern history, Khalfan Juma Belhoul stands amongst those entrusted with such a profound responsibility. As Chief Executive Officer of the Dubai Future Foundation, he occupies a position that lies at the very heart of Dubai’s ambition to remain one of the world’s most innovative, dynamic and forward looking cities. His stewardship reflects not only professional excellence but also an unwavering commitment to the vision established by the wise leadership of Dubai and the United Arab Emirates. The story of Dubai in the twenty first century cannot be separated from the pursuit of the future. Whilst many cities seek to adapt to change, Dubai has distinguished itself by striving to create it. This philosophy has become a defining characteristic of the emirate under the guidance of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the United Arab Emirates and Ruler of Dubai. It is within this environment of relentless innovation that Khalfan Belhoul has emerged as one of the principal architects helping to transform aspiration into practical reality. Since assuming the role of Chief Executive Officer of the Dubai Future Foundation in February 2018, he has played a central role in advancing initiatives that place Dubai at the forefront of technological development, future foresight and global dialogue. His leadership style reflects a distinctly Emirati approach to progress. Rather than viewing innovation solely through the lens of technology, he understands it as a comprehensive framework encompassing government excellence, economic competitiveness, social advancement and human development. This broader understanding has enabled the Dubai Future Foundation to become far more than an institution dedicated to emerging technologies. Under his guidance it has evolved into a platform through which governments, entrepreneurs, researchers, investors and visionaries can collaborate to address the opportunities and challenges of tomorrow. Those who observe Khalfan Belhoul’s work often remark upon his ability to bridge the worlds of policy and innovation. Such a quality is particularly significant in a city that seeks to transform ambitious ideas into tangible achievements. Innovation without execution remains merely an aspiration, whilst execution without vision risks stagnation. The success of Dubai’s future oriented initiatives has depended upon maintaining a delicate balance between these two forces. Belhoul’s leadership has demonstrated an acute understanding of this principle, ensuring that the Foundation serves as both a think tank and an action platform capable of delivering measurable outcomes. The Dubai Future Foundation itself occupies a unique position within the global innovation landscape. Established to envision, design and execute the future, it has become synonymous with some of Dubai’s most celebrated initiatives. Through programmes that explore artificial intelligence, advanced mobility, sustainability, digital transformation and emerging economic sectors, the Foundation seeks to prepare both government and society for the profound changes reshaping the world. At the centre of this endeavour stands Khalfan Belhoul, whose role extends beyond administration into strategic leadership and international engagement. One of the most compelling aspects of his tenure has been his emphasis on fostering a culture of future readiness. In a rapidly evolving global environment, nations increasingly recognise that competitiveness depends upon their ability to anticipate change rather than merely respond to it. Belhoul has consistently championed this philosophy, encouraging organisations to adopt long term thinking and embrace experimentation. Such an approach aligns seamlessly with Dubai’s broader ambition to become the world’s most future ready city. It also reflects a deeper understanding that sustainable success is achieved through preparation, adaptability and continuous learning. Beyond institutional leadership, Khalfan Belhoul has become an influential voice in international conversations surrounding innovation and foresight. Through engagements with global stakeholders, he has helped position Dubai as a meeting place for the world’s foremost thinkers and changemakers. This role carries particular significance at a time when societies face unprecedented transformations driven by technological advancement, demographic shifts and environmental challenges. By facilitating dialogue between diverse perspectives, he has strengthened Dubai’s reputation as a centre for constructive global cooperation. Perhaps nowhere is this commitment more visible than in the Dubai Future Forum, the annual gathering that has rapidly established itself as one of the world’s most significant platforms dedicated to futures thinking. Under Belhoul’s leadership, the Forum has attracted leading experts, academics, innovators and policymakers from across the globe. The event embodies Dubai’s belief that understanding the future requires collaboration across disciplines and cultures. Rather than focusing solely on predictions, the Forum encourages meaningful exploration of possibilities and practical solutions. Through this initiative, Dubai has reinforced its position as a city that not only discusses the future but actively seeks to shape it. The success of such platforms is rooted in a leadership philosophy that values curiosity as highly as expertise. Khalfan Belhoul frequently emphasises the importance of exploring emerging trends and understanding their potential implications for society. This perspective reflects the broader ethos of the Dubai Future Foundation, which seeks to transform uncertainty into opportunity. By fostering an environment where innovation can flourish, the Foundation contributes to the development of policies and strategies capable of addressing both present challenges and future aspirations. There is also a distinctly human dimension to Belhoul’s work. Whilst technological innovation often captures public attention, he consistently highlights the importance of people as the true drivers of progress. The future, in his view, is not defined solely by machines, algorithms or digital platforms but by the capacity of individuals to imagine, create and collaborate. This emphasis on human potential aligns closely with the leadership vision of the United Arab Emirates, which places investment in people at the centre of national development. Through programmes

Mudassir Sheikha, Co-Founder & CEO Careem, The Architecture of Ambition, The Quiet Reinvention of Mobility

Mudassir Sheikha, Co-Founder & CEO Careem, The Architecture of Ambition, The Quiet Reinvention of Mobility By Riz Z Bhutta Verily, every generation produces a handful of visionaries whose greatest innovation lies not in technology itself, but in recognising possibilities invisible to others. Mudassir Sheikha has become one of those defining figures, reshaping the landscape of mobility and digital commerce across the Middle East. As the co founder and Chief Executive Officer of Careem, he has become one of the Middle East’s most influential technology leaders, proving that innovation flourishes not only in Silicon Valley but wherever vision meets determination. Born and raised in Pakistan, Mudassir’s fascination with technology emerged long before entrepreneurship became fashionable across the region. Possessing a naturally analytical mind, he pursued engineering before continuing his academic journey in the United States, where he earned a degree in Computer Science from Stanford University. Immersed in one of the world’s most innovative environments, he gained first hand exposure to the culture of disruption that would later shape his own entrepreneurial philosophy. His professional career began in Silicon Valley with the technology startup Brience. Working in one of the world’s most competitive innovation ecosystems introduced him to the pace, creativity and relentless problem solving that define successful technology companies. Yet while Silicon Valley offered limitless opportunity, Mudassir recognised that many of the world’s greatest challenges remained unsolved elsewhere. Rather than pursuing a conventional American technology career, he made the unusual decision to return to Pakistan, believing that meaningful innovation could emerge far beyond established technology hubs. Back in Pakistan, he co founded DeviceAnywhere, a pioneering technology company that enabled developers to test software remotely on real mobile devices At a time when smartphones were beginning to reshape the digital landscape, the company’s technology addressed an increasingly important challenge for software developers. DeviceAnywhere rapidly gained international recognition, eventually attracting the attention of global technology firms. In 2008, the company was acquired by Keynote Systems, marking Mudassir’s first major entrepreneurial success and establishing him as a founder capable of building businesses with global relevance. Many entrepreneurs might have considered such an acquisition the culmination of their ambitions. For Mudassir, it represented only another stage in a much longer journey. Following the acquisition, he joined McKinsey & Company in Dubai, one of the world’s most respected management consulting firms. There, he advised governments and major corporations across the Middle East, gaining invaluable insight into regional economies, infrastructure and the operational challenges facing both public and private institutions. Those consulting years proved transformative. Travelling extensively throughout the Middle East exposed him to a common problem shared by millions of residents. Reliable transportation remained inconsistent, fragmented and often inaccessible. Booking a taxi could be unpredictable, while urban mobility lacked the technological sophistication that consumers elsewhere had begun to expect. Rather than accepting these inefficiencies as permanent, Mudassir saw an opportunity to build a platform capable of fundamentally changing how people moved through cities. That vision became reality in 2012 when he co founded Careem alongside Magnus Olsson. Beginning with a modest team operating from Dubai, the company set out not merely to create another ride hailing application but to solve regional transportation challenges through technology specifically designed for local markets. Careem quickly distinguished itself by understanding cultural nuances, adapting payment systems to regional preferences and building trust within communities that had previously relied upon traditional transport services. Under Mudassir’s leadership, Careem expanded at extraordinary speed. What began as a transportation platform evolved into one of the Middle East’s most significant technology companies, operating across numerous countries throughout the Middle East, North Africa and South Asia. Millions of customers embraced the service, while thousands of drivers found new economic opportunities through the platform. Careem became far more than a technology company. It became an engine of digital transformation across emerging markets. The defining moment in Careem’s history arrived in 2019 when Uber acquired the company in a landmark deal valued at approximately 3.1 billion US dollars. The acquisition became one of the largest technology transactions ever completed in the Middle East, demonstrating to investors around the world that globally significant technology companies could be created within the region. For countless aspiring entrepreneurs, the transaction served as proof that regional innovation could command international recognition on equal terms with businesses originating in more established technology ecosystems. Rather than viewing the acquisition as an ending, Mudassir regarded it as an opportunity for further evolution. Remaining at the helm of Careem, he guided the company beyond transportation into a broader digital ecosystem. Today, Careem offers food delivery, grocery services, digital payments, financial technology, bike sharing and a growing range of everyday consumer services. The company has transformed into what many describe as the region’s everyday super app, simplifying countless aspects of daily life through a single digital platform. Mudassir’s leadership style has earned widespread respect throughout the technology community. Unlike founders driven primarily by personal publicity, he has consistently maintained a measured and thoughtful public profile. His speeches frequently emphasise long term thinking, resilience, disciplined execution and the responsibility entrepreneurs carry towards the societies they serve. He often speaks of building institutions rather than simply companies, believing that lasting businesses should create opportunities for employees, customers and entire economies. Beyond Careem itself, Mudassir has become an influential advocate for entrepreneurship across the Middle East and Pakistan. He actively encourages young founders to pursue ambitious ideas while remaining grounded in solving genuine problems. His journey demonstrates that successful entrepreneurship is rarely the product of sudden inspiration alone. It is built through years of technical expertise, operational experience, strategic thinking and the willingness to embrace calculated risk. Today, Mudassir continues leading Careem as it expands its technology driven ecosystem across the region, investing in artificial intelligence, financial services and innovations designed to make urban living increasingly seamless. His focus remains firmly directed towards creating practical solutions that improve everyday experiences for millions of people while strengthening the digital economy of the Middle East. The story of Mudassir Sheikha is ultimately