Irthi Launches Immersive, Interactive ‘Virtual Experience’ To Showcase Intangible Craft Heritage Of The UAE
Irthi Contemporary Crafts Council, an affiliate of NAMA Women Advancement Establishment, has announced the launch of the first phase of an interactive ‘Virtual Experience’ to globally showcase the intangible craft heritage of the UAE in an easily accessible immersive environment.
The 360-degree ‘Virtual Experience’ on Irthi’s website is dedicated to showcasing a curated selection of the Council’s latest craft developments and is set against the backdrop of Sharjah’s magnificent desert landscape to reflect the design scene from which these crafts have emerged.
All handcrafted pieces from the new and yet-to-be-released collections will be modelled three-dimensionally and set in a digitised environment inspired by Sharjah’s landscape. Here, against the picturesque backdrop of the golden sand dunes, towering mountains, and the evergreen ghaf, the audience candiscover the curated collection of collectible designs handcrafted by thewomen artisans.
In its first phase, Irthi’s digital platform will showcase the Council’s most recent craft productions, including craft products and bespoke designs from the Faroukha and Embroidery crafts collections, that have also inspired the sophisticated SS22 collection of iconic London-based fashion brand, Qasimi.
Al Faroukha is the traditional cotton or silk tassel handwoven by Bedouin women to decorate the neckline of Emirati men’s traditional attire, Kandura.
Reem BinKaram: Irthi is revolutionizing the way in which we experience the indigenous craft traditions of the UAE
Announcing the launch of the digital platform, Her Excellency Reem BinKaram, Director of NAMA, said: “With the launch of ‘Virtual Experience’, Irthi is revolutionizing the way in which we experience the indigenous craft traditions of the UAE through a full online display of the latest craft collection by Irthi’s artisans. Exhibiting the curated collection on a contemporary digital platform will enable Irthi to harness data on aspects related to customer engagement, impressions, and draw on behaviour analysis from its niche audience across global markets.”
The NAMA Director also reinforced the potential of developing and expanding the platform across six phases to showcase the repertoire of products and crafts created in future by the Council.
BinKaram added: “Irthi is committed to empowering women artisans by developing prominent regional crafts and decontextualizing them into the contemporary narrative. By creating interactive-virtual environments to showcase and exhibit the crafts, Irthi is working with 3D developers and artists to maintain its creative edge and take the online exhibition experience to the next level.”
Showcased collection
Selected pieces of Faroukha that will be showcased in the first phase of ‘Virtual Experience’ include Faroukha Al Dareesha, Faroukha Ain Moza, Faroukha Al Khaliya, Faroukha Al Mabroom, and Faroukha Al Qalaa. Selected pieces of Embroidery incorporated into the ‘Virtual Experience’ include Bait Al Sha’ar (Berber Tent), Handasiyat (Geometric), Sahra’a (Desert), Taj (Crown), and Copaih.
