Sole DXB and Dubai Design District (d3) have announced a three-year deal, cementing their long-standing partnership that pledges to nurture the Middle East’s creative culture.

Offering a space for local creativity to thrive, Sole DXB sits regional talent on an equal platform to global artists. It is an ethos based on the quality of their work rather than simply their regional presence. For brands alike, the platform opens up the opportunity to expand their global activations and produce more cohesive and nuanced story-telling.

On the partnership, Rajat Malhotra, Sole DXB director said: “2016 will see the launch of our largest annual fair to date, and that's because this time, three years ago, d3 took a risk on us. The foundation of our partnership has always been a drive to create more of what we'd like to see in Dubai, and so we are pleased to announce that d3 will continue to be the home of Sole DXB for at least the next three years.

If the last three years have been about building our brand and establishing a global presence, the next three years will be about nurturing and fostering regional talent. We will serve as a platform to showcase our stories to the rest of the world and to connect our international visitors to the community here.

Working with d3 we are proud to show a less advertised, but also thriving angle to the Middle East. We hope that this partnership signals to the rest of the market how strongly we believe in its future and the direction it will take.”

Mohammad Saeed Al Shehhi, COO of Dubai Design District said: “Since our inception, we’ve been able to build a vibrant and diverse community which now truly reflects our vision – of creating a creative neighbourhood that supports emerging talent alongside established brands. Working with Sole DXB has in part been key to this success, and through signing a three-year partnership, we further cement this vision and we’re excited to see even more dynamic programming from the Sole DXB team.” - TradeArabia News Service