L’OCCITANE MENA AND CHALHOUB GROUP KICKSTART THEIR FIRST RETAIL-TECH ACCELERATOR PROGRAMME POWERED BY THE GREENHOUSE

Posted on February 8, 2023 by مشرف

L’Occitane MENA and Chalhoub Group kickstarted their first retail-tech Accelerator Programme, powered by The Greenhouse, Chalhoub Group’s space for innovation and entrepreneurship. The launch event took place at The Greenhouse in Dubai Design District, where the four selected tech start-ups were revealed. These start-ups will be offered the unique opportunity to work alongside L’Occitane MENA to develop a proof of concept over the next four months with the aim to enhance its omni-channel journey and personalised experiences, data-driven decision making and its regional brand relevance and Gen-Z attraction.Following the call for applications in August 2022, over 180 applications were received from the region and across the globe, which was narrowed down to its final four retail startups across the tech, beauty, and luxury sectors. The four selected retail-tech startups are Momenti from South Korea and New York, a next generation content platform that enables and creates multidimensional interactive content that users can touch and engage with; Confer With from the United Kingdom, which specializes in innovative one to one live video commerce solutions ; Emperia from the United Kingdom and United States, develops a virtual experience building and management platform for retailers; and Sleekflow from Hong Kong, which focuses on enabling brands to enhance their communications with customers across omnichannel platforms. Each of the four start-ups will come to Dubai and be allocated to a taskforce within the L’Occitane MENA and Greenhouse team, who will provide mentorship, business growth advice and resources throughout the entire process as they work together to implement new edge retail-tech solutions and develop a proof of concept for the regional market.Joaquin Mencia, Chief Innovation Officer at Chalhoub Group commented: “The Greenhouse is the Chalhoub Group’s space for innovation and entrepreneurship and is continuously committed to empowering the start-up ecosystem and implementing innovative solutions for our partners. The L’Occitane retail-tech accelerator programme is bringing the world’s most innovative minds as we work together to enhance the region’s ever-evolving and rapidly growing luxury retail sector.” Joseph Kedemos, Managing Director at L’Occitane MENA stated: “At L’Occitane MENA we are very excited to kickstart our first retail-tech accelerator programme in partnership with Chalhoub Group and The Greenhouse. Over the next four months, these start-ups will showcase tailor-made proof of concepts and implement their new age retail tech solutions with L’Occitane for the first time in the Middle East, with the aim to bring new opportunities, elevate the brand’s regional presence and customer experience.” Following the proof of concept development phase, an official demo day will take place in May 2023 to give each of the startups the opportunity to present their proof of concepts to key internal stakeholders across The Greenhouse, L’Occitane MENA and Chalhoub Group. The programme will also potentially offer the entrepreneurs the chance to sign long-term commercial agreements with L’Occitane MENA and other Chalhoub Group brands down the line.

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The Alfa Romeo Tonale Plug-In Hybrid Q4 tested by Formula 1 drivers Valtteri Bottas and Zhou Guanyu

Posted on February 8, 2023 by مشرف
The Alfa Romeo F1 Team’s annual preseason retreat once again took place at the Sauber Motorsport factory in Hinwil (CH) at the team’s headquarters. In an atmosphere of togetherness and concentration, the team met up to focus on their strategies and goals for the upcoming world championship. Last season the Alfa Romeo F1 team took sixth place, their highest placing in the last decade. In addition to the managerial team, this important meeting could not help but include Valtteri Bottas and Zhou Guanyu, the Alfa Romeo F1 Team drivers who soon will start single-seater tests for the 2023 season. The goal now is to transfer the team’s passion for their work to the track.Starring alongside the drivers in Hinwil, there was the new Tonale Plug-In Hybrid Q4, the highest-performing version of the range and the model which the Italian brand intends to base its paradigm of “Efficient Sportiness” on. Under the drivers’ scrutiny, the Tonale Plug-In Hybrid Q4 showcased Alfa Romeo’s trademark driving pleasure which stands out for its best-in-class agility, lightness, and driving dynamics. In this case the vehicle and drivers took part in a dynamic reactivity test on a track with a series of “doors” equipped with sensors which, with the passing of the vehicle, progressively turned on and determined its route. The Tonale Plug-In Hybrid Q4, the paradigm of “Efficient Sportiness” according to Alfa RomeoThe Tonale Plug-In Hybrid Q4, which will soon be available in all Alfa Romeo showrooms, completes the proposals of the Tonale, the first model with which the brand made its entry into the world of electrification. The new top-of-the-range version is the first step towards the sportiness of the future according to Alfa Romeo, which is radically changing and looking towards a new era of connectivity and electrification while remaining loyal to the brand’s DNA of noble Italian sportiness since 1910. An expression of the new paradigm of “Efficient Sportiness”, the Tonale Plug-In Hybrid Q4 is the most efficient Alfa Romeo ever with up to 26g/km of CO2 emissions which allow free access city centers, over 80 km of fuel mileage in full-electric mode for a superior daily range, and up to 600 km of total fuel mileage for long distance driving on motorways. The Tonale Plug-In Hybrid Q4 combines efficiency and sustainability with the most in sportiness. The 280 HP of total power places it at the top of its segment, with 0-100 km/h acceleration in just 6.2 seconds, and a maximum speed of 135 km/h in full electric mode, which can reach 206 km/h in hybrid mode. The sensation of power which can be reached in acceleration is amplified by the e-AWD system, as the instant torque of the electric engine makes the rear axle respond as soon as the accelerator gets pressed.

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Ghawali brings the Ultimate Fragrance Experience to Riyadh with New Flagship Store

Posted on January 26, 2023 by مشرف

Ghawali, a Chalhoub Group brand specialising in modern oriental niche scents, unveiled its new contemporary flagship store at Nakheel Mall, Riyadh. The opening represents a new era for the brand – which bridges the oriental niche scents with the contemporary culture.

Ghawali was created and launched in 2016 by Chalhoub Group to offer a contemporary twist to the premium oriental fragrance offer. The Riyadh flagship store symbolises an evolution for Ghawali, the brand is more deeply integrating and embracing its regional roots and identity, while also reflecting modernity, contemporary culture, and international influences. This is conveyed through the incorporation of regional scents and natural ingredients along with minimalist and elegant design elements. The brand has invested in collaborations with some of the region’s most creative minds to bring together Ghawali’s signature luxurious scents and fragrances.

With the relaunch of Ghawali brand and flagship store, Chalhoub Group is reiterating its commitment to fragrances category, a key pillar of beauty across the region. Worth more than US$800 million annually, this category represents more than half of the total GCC beauty market.

Forat Al Haider, Head of Beauty Innovation at Chalhoub Group commented: “The reimagining of the Ghawali brand and flagship store represent our commitment to celebrating the luxurious identity, rich heritage and love for our region. Ghawali pays tribute to the sophistication of the Saudi Arabian market when it comes to scents, and the Kingdom’s position as a major player and influencer of key trends in the beauty and fragrance sector, which is why we have chosen to launch our flagship store here in Riyadh. By bridging our strong heritage, cultural identity, and drive for innovation with international lifestyles we have created a concept perfectly suited for our younger generation in the region while inviting the global markets and consumers to take part of our culture via Ghawali.”

Niche fragrances and modern oriental fragrances represent around 20% of the fragrance category, with Niche leading the growth in this segment. Ghawali seeks to leverage this growth through its unique, high-end fragrances, leaving each customer with an unforgettable and customised experience that represents their individual tastes and preferences.

Following the Riyadh store opening, Ghawali is also set to launch its new collection of perfumes in February and April of this year. In addition, a unique scented tribute is planned for Saudi Arabia in the upcoming months – capturing the specific mood and identity of the Kingdom. The new Ghawali flagship store is now open at Nakheel Mall located on Al Mughrizat, Exit 9, Riyadh.

To visit other Ghawali stores across the Kingdom, visit: sa.ghawali.com/pages/store-locator

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The Saudi Architecture and Design Commission announces plans for second Saudi Design Festival to take place in January 2023

Posted on January 12, 2023 by مشرف

The Saudi Architecture and Design Commission, one of the 11 commissions under the Ministry of Culture, has announced plans to launch the second edition of the Saudi Design Festival (SDF) between January 12-23, 2023.

Organized by the creative cultural consultancy &bouqu, this year’s edition will be the biggest yet, unveiling a new vision and a new format for the festival, with a range of new events and activations that celebrate local and international design in its multiple forms.

Dr. Sumayah Al-Solaiman, CEO of the Saudi Architecture and Design Commission, said, “The Saudi Design Festival provides a platform for emerging and established designers, small and medium businesses, creatives, and industry players to exchange knowledge, enable collaborations, and find opportunities for growth and development. We’re excited to bring together designers from across the Kingdom and showcase their work. Together, we’re building a more advanced sector and making sure local talents are equipped with the tools and skills to succeed – that’s why the festival will be hosting discussions, workshops, masterclasses, and networking sessions.”

SDF 2023 commences with a Design Forum and opening weekend at the City Hub of the Mohammed bin Salman Non-profit City in Riyadh from January 13-14. It will feature leading local and international experts who will discuss a range of topics on design, such as the effects of urban landscapes on quality of life, exporting culture through design, and building better cities for the future. Workshops will touch on important industry trends such as sustainable design, creative entrepreneurship, and the power of typography in graphic design and communication. Alongside the on-stage discussions will be off-stage mentorship sessions, open call announcements, and exhibitions to explore.

The second edition of the Saudi Design Festival promises participants and audiences a comprehensive calendar of activities, transforming Riyadh into a creative hub with Design Destinations (Oud Square, The Boulevard Riyadh, and Gallery Design), alongside activations taking place in multiple venues across more than 40 locations in Riyadh. The festival will also roll out an online program, expanding its reach across the region and internationally.

Basma Bouzo, Co-founder and CEO of &bouqu and Director of the Saudi Design Festival, said, “Since we launched this festival, formerly known as Saudi Design Week, our aim has always been to give local designers and creatives a space where they can have constructive discussions and be heard across the region. As the sector evolves, the festival is changing too, enabling partners to contribute to the narrative and meet their ambition to grow the sector sustainably. Our mission this year is to show how design connects society and develop meaningful opportunities that last even after the event.”

&bouqu has organized major exhibitions, projects, and events in London, Milan, New York, Istanbul, Dubai, Abu Dhabi, Kuwait, and Bahrain. This year, the company is launching the sophomore edition of Saudi Design Festival, presented by the Architecture and Design Commission, to celebrate design and provide a platform for creative practitioners.

For more information on the festival and how to register, please visit www.saudidesignfestival.com

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beIN SPORTS to Broadcast FIFA World Cup Qatar 2022™ Final on Free-To-Air and YouTube

Posted on December 16, 2022 by مشرف

beIN MEDIA GROUP (“beIN”) has revealed its extensive broadcast plans for the upcoming final of the FIFA World Cup Qatar 2022™ – including live, exclusive, and multilingual coverage of 18 December’s finale between Argentina and France. The broadcast will be made available on beIN SPORTS’ free-to-air channel and, as part of its commitment to making the Arab World’s first World Cup accessible for viewers across the Middle East and North Africa (MENA), the match, as well as the entire day’s coverage, will be available to stream free of charge on beIN’s official YouTube channel.

As the official broadcaster in 24 countries across MENA, beIN has played a central role in showcasing Qatar and its ground-breaking tournament to the world this past month, with more than 5 billion accumulated views since the biggest sporting event on the planet kicked off on November 20. 

Sunday’s trophy match between an Argentina side looking to secure a third World Cup title and the regaining world champions, France promises to be one of the most-watched sports events in history. 

Mohammad Al-Subaie, CEO of beIN MENA said: “The final of the FIFA World Cup Qatar 2022™ this Sunday will be a historic occasion for football, for the Arab World, and for beIN. For this reason, we are determined to make sure it is available to as many people who want to watch it as possible. We started this tournament promising to provide an unrivalled viewing experience to football fans across the region and, with billions of people having tuned in so far, we can safely say we have succeeded in doing that. Now, with two games remaining, we are set to finish the tournament as we started, and cannot wait to witness – and broadcast – history as it is written.” 

Ahead of the 18:00 final match kick-off inside the iconic Lusail stadium, Arabic coverage will start at 08:00 MECCA on beIN SPORTS’ free-to-air channel, beIN SPORTS MAX 1, and beIN SPORTS’ YouTube channel,  with a series of shows and countdowns, before the in-studio build-up gets underway from 16:00 to 02:00 MECCA the following day. 

English live coverage starts at 11:00 MECCA on beIN SPORTS MAX 3 with the World Cup Daily, followed by a countdown show from 13:00 to 15:45 MECCA. The commentary on the final match will kick off at 16:00 until 21:45 and is available in both Spanish as well as English. 

French live coverage will begin at 10:00 MECCA on beIN SPORTS MAX 5, with the live pre-match show kicking off at 15:30 MECCA direct from Lusail Stadium. Final match commentary will proceed from 16:00 until 22:30, with Sunday’s coverage being completed with a post-match show.

beIN will have the best line up of regional and international talents anywhere in the world providing the best analysis and insight into the much-anticipated Final. Sunday’s studios will include:  Mohammed Aboutrika, Tarek Al Jamala, Kaka, Marcel Desailly, John Terry, Ruud Gullit, Omar Da Fonseca and Daniel Bravo. 

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COOL INC ANNOUNCES THE HOLDING’S FIRST VERTICAL, DESTINATION DINING & MEMBERS’ CLUBS INTRODUCING A WAVE OF OVER 20 INNNOVATIVE GLOBALLY ACCLAIMED CULINARY HOTSPOTS TO THE HEART OF SAUDI ARABIA

Posted on November 8, 2022 by مشرف

Cool Inc, the lifestyle game changer curating a unique version of what’s Cool in Saudi Arabia, officially unveils the first phase of their mission aimed at enriching the Kingdom’s cultural, creative and leisure lifestyle experiences. Selecting the best in the world of F&B, the holding is set to introduce over 20 globally acclaimed culinary concepts officially debuting in 2023. Set in Saudi Arabia’s most vibrant cities, Riyadh and Jeddah, Cool Inc brings a wide array of concepts including studded Michelin-starred celebrity hotspots, as well as street style dining destinations loved by tastemakers from around the globe.The announcement of Cool Inc’s Destination Dining & Member’s Clubs vertical is set to inject innovative hospitality into the culinary scene of the Kingdom connecting global industry experts with the visionaries and curators of tomorrow. Hand selected anchor brands form one of the many elements of the diverse portfolio of gastronomical spots to open including Spago by Wolfgang Puck, Cut by Wolfgang Puck, Scott’s, Sexy Fish, WAGYUMAFIA, Gymkhana and Madeo.Cool Inc’s mission is driven by original thinkers possessing an unwavering desire to exceed guests’ expectations, inviting them to discover a plethora of unique experiences curated for the Kingdom. Cool Inc’s diverse and hand selected offerings guarantee an option for every taste and requirement, adding a personalised elevation for every occasion from fine dining, upscale culinary venues, to more casual dining experiences.Motivated by unmatched quality, the leadership of Cool Inc garners and builds solid partnerships with global tastemakers, acclaimed brands and the masterminds creating them to bring new experiences to Saudi Arabia. Sinan Al Saady, Founder & Group CEO of Cool Inc expresses his thoughts on the launch of Cool Inc’s first vertical. ‘’In the pre-pandemic era, residents of the Kingdom spent roughly $22 billion a year in overseas travel for leisure, recreation, and tourism purposes. Keeping the current international climate and the welfare of Saudis at the forefront, we at Cool Inc believe in the success that these brands will bring by introducing favourite, globally acclaimed restaurants to both residents and visitors. The Launch of Cool Inc coupled with world-renowned F&B brands is set to transport the taste of the world to over 36 million residents across the Kingdom, and further fast-track the country’s status on the map for its innovative gastronomy’’ commented Al Saady. ‘’The spending on F&B restaurants and services in Saudi Arabia is set to see an increase of 6% per annum in this decade, with the hospitality industry contributing to the GDP of the Kingdom at an approximate of 10%, which is a substantial indicator of the significance and demand by residents and visitors for unique dining experiences. We believe in the success of these globally accredited brands that we are set to introduce, and in the fact that they will support the shift of the economy and lifestyle of the Kingdom’’- commented Olivier Flamant, CEO of the Destination Dining & Members’ Clubs vertical at Cool Inc. ‘With the launch of our first vertical, we are setting the tone for what Cool Inc will bring to the Kingdom. This is just the beginning of Cool Inc’s journey of bringing cool to the Kingdom’’, he added.On their partnership with Cool Inc, various partners express confidence in the leadership of the holding group. “A perfect fit for Riyadh’s discerning diners, Sexy Fish will be one of the most exciting, premium culinary spots to ever land in Saudi. We’re delighted to be partnering with Cool Inc and expanding our relationship through them, to the Saudi market.”, commented Richard Caring, British businessman, restaurateur, and the brain behind the Richard Caring Group.Chef and owner Hisato Hamada of WAGYUMAFIA, known for his varied portfolio of experiences, comments on his partnership with Cool Inc; “At WAGYUMAFIA, we pride ourselves on fostering a community of like-minded individuals who share the same passion of exploring unique, high quality, ingredient-driven culinary experiences. After our first successful experience in the Kingdom dating back to 2019, It is an honor to partner with Cool Inc, establish ourselves once again, and instill our belief within Saudi hospitality- that a memorable meal is a result of good food and good company.”As part of its journey, Cool Inc will be operating across integrated sectors forming an ecosystem of destination dining & members’ clubs, bespoke travel, luxury lodging and adventure experiences as its key verticals.Discover the selection of elected dining concepts that will be introduced by Cool Inc in the first phase HERE.

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Starbucks Celebrates the Launch of its Rewards Program Across Saudi Arabia

Posted on November 2, 2022 by مشرف
The Starbucks Rewards Program launched today and is available on the Apple and Android App Stores. The loyalty program awards customers with ‘stars’ and aims to expand its growing community by providing them with exciting experiences that uplift them every day and allows them to connect to the community. 
The Rewards Program is accessible through the Starbucks KSA Application and is designed to reward the most loyal customers by allowing them to unlock many benefits through personalization that goes beyond the traditional loyalty program offerings. Members of the Starbucks’ Rewards community have the chance to collect 4 stars for every 10 SAR spent on any beverage, food, coffee beans or merchandise product range at Starbucks Stores across the Kingdom. When they reach 250 stars, their Starbucks drink is free, and they will attain Gold Level once they reach 750 stars. Gold members can get a free drink on their birthday and enjoy exclusive tailored benefits and offers. 

Andy Holmes, President of Starbucks at Alshaya Group said: “We are thrilled to be launching our loyalty program in the Kingdom of Saudi Arabia. Customers in Saudi Arabia are not only tech-savvy and digitally driven, but they are also seeking personalized experiences that meet their evolving needs and delight them on a daily basis. This is what Starbucks’ Rewards Program aims to achieve. We are on a mission to grow our community and expand our offerings and value to our communities as we continue our digital transformation strategy”.  

To celebrate the launch of the rewards program, Starbucks organized a pop-up booth complete with an interactive experience. The experience allowed attendees to meet and interact with other Starbucks community members allowing them the chance to share their excitement about the Rewards Program. The attendees who downloaded the application had the chance to see their names appear on the large star-shaped screen at the pop-up. 
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ROKA Riyadh Marks its First Anniversary with a Celebratory Party Hosts an exclusive evening with live entertainment, innovative dishes, and signature ROKA charm

Posted on October 25, 2022 by مشرف

Renowned contemporary Japanese Robatayaki restaurant, ROKA, celebrated its first anniversary by hosting a specially curated evening on Wednesday 19th October 2022.

ROKA celebrated with its patrons who are establishing the country’s new narrative, from the Kingdom’s Royal families and visionaries to CEOs, influencers, and key opinion leaders.

An award-winning DJ from the MDL Beast lineup, a talented percussionist and an interactive painter set the mood for the evening, entertaining over a hundred guests in attendance.

The meticulously crafted menu for the evening included crispy prawn maki rolls and chicken karaage with tensuy mayonnaise along with ROKA’s elevated, Japanese-inspired mojitosand mocktails including pineapple shogun and okoku infused with mint, matcha and vanilla. All the guests in attendance received gifts from the celebrated brand, Rituals.

2022 has been a momentous year for ROKA Riyadh; receiving several accolades such as ‘Restaurant of the Year’ and ‘Best Japanese Restaurant’ in Riyadh by TimeOut Riyadh.

Located in midtown, ROKA Riyadh showcases a unique restaurant and terrace space with an urban design which features live edge wooden counters, antique timber, and Japanese rice paper walls. The outdoor dining area is a serene, landscaped oasis in the city.

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AVIAREPS Middle East Travel Caravan 2022 Sees Leading Tourism Brands Gather to Target UAE & Saudi Travellers

Posted on October 12, 2022 by مشرف

AVIAREPS, the global leader and expert in growing and developing outbound tourism, aviation and hospitality demand, with a portfolio of more than 100 airlines and 250 travel and tourism clients worldwide, successfully relaunched its in-person AVIAREPS Middle East Travel Caravan after a 2-year hiatus following the Covid pandemic. Over 110 key travel industry professionals, media and travel influencers attended the Dubai leg of the event which was held on October 11th, 2022 at the Shangri-la Dubai Hotel, with the same number of visitors expected for the Riyadh event on October 12th, 2022.

The travel roadshow sees key international travel brands and destinations gather under the one roof to meet with the UAE’s and Saudi Arabia’s key outbound travel agencies and meeting and conferencing professionals, to meet one to one to develop new travel packages, itineraries and events tailored for UAE and Saudi Arabia-based travellers.

A total of 27 key international partners joined the 2022 edition of the AVIAREPS Caravan including Qatar Tourism Board, The Investment and Development Agency of Latvia, Malta Tourism Authority, The Royal Commission for AlUla, Visit California, Mauritius Tourism Promotion Authority and a host of international hospitality brands, airlines and destination management companies. In addition to meeting leading travel agencies, partners also had the opportunity to meet with popular travel influencers from the region, as well as join an intimate panel discussion industry thought leaders, that included representatives from Emirates Holidays, ITL World and Al Rostamani Travel, where they were updated on the latest travel trends and consumer travel requirements from the region.

Glenn Johnston, Vice President Middle East & Global Public Affairs, AVIAREPS commented: “As we head towards a post pandemic world outbound international travel from the Gulf Countries continues to demonstrate a remarkably strong and quick return compared to all other major travel regions around the globe. Within this context it is extremely important and timely to hold such an event. By bringing the UAE and Saudi Arabia’s travel professionals directly in contact with such an exciting and eclectic mix of travel providers and destinations, I’m confident we will all see jointly crafted, attractive travel experiences and offerings to follow, that will no doubt create new travel trends for the coming months and 2023.”

Not only do travellers from the Gulf countries tend to travel more often than others, but they also tend to stay longer and have one of the world’s highest average-daily-spends while travelling. The luxury travel segment is particularly strong, as too is MICE travel, providing a multitude of opportunities for entities seeking to diversify their client mix.

Johnston added; “This year’s edition of the AVIAREPS Middle East Travel Caravancomes on the healsof Dubai EXPO 2020, which successfully concluded earlier this year. Many of this year’s caravan participants have decided to use this platform to continue the positive and productive momentum created during EXPO, and use it further strengthen their presence in the Middle East market. Personal networks and ongoing connections remain an essential ingredient for business success within our region. A key focus for us is to ensure that through our well-established industry networks both co-participants and our carefully selected Middle Eastern outbound partners see a return on their investment and a growth in their business. That is our commitment to these events.”

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The European Union Celebrates European Language Day in the Kingdom European and Saudi partners get together to promote multi-lingualism as an enabler of intercultural understanding and business opportunities

Posted on September 28, 2022 by مشرف

On 26 September, the European Union marks the European Language Day, an annual celebration of the continent’s linguistic and cultural richness. This year, the European Union is also celebrating this occasion in the Kingdom of Saudi Arabia with the aim of promoting further intercultural understanding and the learning of foreign languages.

As part of the festivities, the European Union Delegation to the Kingdom of Saudi Arabia is hosting a European Night of Languages, a get-together where more than 200 participants will gather to practice various European languages and interact with Ambassadors and staff from the EU Delegation and several Embassies of the EU Member States. Participants will also get a chance to learn some basic words and phrases in some less spoken European languages as well as engage in entertaining games and quizzes. The event is held in partnership with Riyadh Language Exchange, a Saudi non-profit organisation that aims to boost intercultural and multilingual exchange in the Kingdom. Supported by Alliance Française, Goethe Institut and Education First, the European Night of Languages will be hosted at the Hyatt Regency Riyadh Olaya Hotel in Riyadh on 28 September 2022 from 6.45-10.30PM. Participants are asked to register in advance, as places are limited. No prior foreign language knowledge is required to attend. To register, please go to https://www.eventbrite.com/e/european-language-day-tickets-419082215187

Speaking ahead of the event, the EU Ambassador to Saudi Arabia, H.E. Patrick Simonnet said: ‘’Europe is known for its cultural and linguistic diversity. On average, almost two-thirds of Europeans are able to converse in one or more foreign languages. Language is what connects us as people and enables us to communicate and better understand one-another. It is encouraging to see that also more and more Saudis are interested in learning languages. There has never been a better time to learn a new language and reap the socio-economic benefits that multi-lingualism has to offer, from global access to knowledge and education, to better job opportunities and greater cultural understanding.’’ 

Reiterating the importance of languages as a bridge-builder between cultures, Mohammed Matham, co-founder of Riyadh Language Exchange, added: “We at the Riyadh Language Exchange have dreamt about bringing world languages to Saudi Arabia and are pleased to see that dream coming true. Our efforts over the past four years to support the practice of languages and cultural exchange are bearing fruit. It is a great privilege to partner up with the European Union Delegation to organize such an exceptional event.”

The European Language Day will also be marked at various European schools in the Kingdom, including SEK International School Riyadh and the German International School in Riyadh, whereby students will participate in fun-filled activities focused on language learning. On the occasion of the European Language Day, Alliance Française and the Goethe-Institut will both offer also a free trial class for beginners on 26 September 2022, respectively in French and German.

The European Languages Day is an event celebrated annually on 26 September and jointly organised by the European Commission and the Council of Europe, aiming to promote linguistic diversity and cultural heritage, reinforce intercultural understanding as well as encourage people of all ages to learn languages.

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