Irthi, Apple highlight Al Sadu craft at 1 Billion Summit

The workshop introduced photographers and content creators to the textures, colours and geometric patterns of Al Sadu, presenting them as creative visual assets that can be translated into modern digital formats. Participants explored ways to integrate traditional craftsmanship into contemporary storytelling, balancing cultural authenticity with contemporary production techniques and digital platforms.

Engaging new generations with heritage

Irthi’s participation is part of its wider strategy to engage younger audiences, influencers and digital creators by reframing Emirati crafts as dynamic, shareable visual experiences. The initiative builds on an immersive learning programme undertaken by Irthi artisans in collaboration with Beit Al Sadu, reinforcing Al Sadu’s presence as a living cultural practice.

Leadership perspective

Her Excellency Reem BinKaram, Director General of Irthi, said the council is committed to expanding community engagement with Emirati crafts through contemporary frameworks that reflect their cultural and aesthetic value. She noted that the workshop marked Irthi’s first use of Al Sadu as a medium for direct community interaction on a major digital platform.

Technology meets tradition

Apple hosted a dedicated iPhone photography session, demonstrating how advanced camera capabilities can capture the fine details and human narratives of Al Sadu. Additional sessions focused on documenting the craft-making process, enabling high-quality content creation and direct interaction with craftswomen.