Artist eL Seed collaborates with Sunglass Hut for Eid Al-Adha
Customers can get hold of the artist's signature scrawl on exclusive gift boxes, free with any purchase
Caligraffiti. It's basically graffiti-style text that's been given an Arabic-calligraphy-inspired flourish, and it marks the signature aesthetic of famous French-Tunisian artist eL Seed. The artwork now features on a sleek black box, free with any purchase from The Sunglass Hut leading up to Eid Al-Adha.
The artist has had a rather eventful past few weeks. In early July, he painted a black, white and blue mural on a building in Ajman (see below), before unveiling some of his work at an exhibition in Paris.
“I’m proud that a global brand such as Sunglass Hut selected me for this project," says eL Seed. “When Sunglass Hut approached me, I accepted as I found the box design quite interesting. I have used the quote I painted on my project 'Perception in Egypt', which translates to 'Anyone who wants to see the sunlight clearly needs to wipe his eyes first'." A fitting statement for a storage box for sunglasses, indeed.
Sunglass Hut has a track record of recruiting Middle East artists for regional collaborations. To celebrate UAE National Day in 2016, the multibrand store collaborated with Emirati graphic illustrator and designer Fatma Al Mulla to create cloth pouches for sunglasses, featuring her digital artwork.
The limited-edition eL Seed-designed eyewear boxes will be available across Sunglass Hut stores in the UAE and Saudi Arabia from August 24 to September 9.
Updated: August 15, 2017 11:56 AM