Global: Jumeirah has partnered with creative studio Soursop to launch a new global cultural platform that reframes luxury through the lens of contemporary Arab creativity. The initiative brings together leading voices across art, film and literature, positioning culture as a core pillar of Jumeirah’s evolving brand identity.
Conceived and creatively led by Soursop for Jumeirah, the platform takes shape through a major art book titled Where Worlds Meet and a cinematic work, Our Flame. Drawing inspiration from the majlis—the Arab tradition of convening poets, thinkers and guests—the project translates this cultural practice into a contemporary, globally scaled framework for artistic collaboration.
The platform unites an international roster of creatives including acclaimed filmmaker Emmanuel Adjei, contemporary artist Farah Al Qasimi, Emirati poet Shamma Al Bastaki, and London’s Young Poet Laureate Theresa Lola. Together, their contributions explore identity, place and cultural exchange across disciplines.
Within Where Worlds Meet, Lamya Gargash’s Majlis series (2008–2009) reframes domestic interiors as cultural archives, while Farah Al Qasimi—whose work has been exhibited at institutions such as the Guggenheim and Tate Modern—represents a generation shaping Gulf visual language within the international canon. Arabic typography and calligraphy play a central role, with contributions from Mooni Studio, Egyptian designer Fares Waleed, and Iraqi master calligrapher Majid Al-Yousef, grounding the project in a living tradition of Arabic script.
The cultural dialogue extends beyond the region. At Capri Palace Jumeirah, works by Giorgio de Chirico and Mario Schifano form part of Jumeirah’s permanent collection, situating Arabian hospitality within a broader global art historical continuum.
Complementing the book, Our Flame translates the platform’s ideas into motion. Directed by Emmanuel Adjei and written by Shamma Al Bastaki, the film follows a single flame carried across Dubai, London, Capri, Bali, Mallorca and the open sea, symbolising warmth, continuity and cultural exchange across geographies. Agency production was handled by Whale Amsterdam, with production by 100%.
Across both book and film, contemporary Arab culture is positioned at an institutional scale, shaping a new global identity for Jumeirah. For Soursop, the project reflects a broader ambition to build brand universes that function as cultural platforms. For Jumeirah, it marks a decisive step toward a future defined by artistic collaboration and cultural leadership.
