russian international creative session october 2025
Last week in St. Petersburg, we had the privilege of representing Duette Studio at the Russian International Creative Session (RICS 2025) a gathering of creatives, policymakers, and cultural thinkers from across the world exploring the future of creative economies.
Our journey started with a talk titled “Designing Cultural IP: From Short-Lived Installations to Lasting Creative Economies.”
We shared how creative projects can evolve beyond temporary campaigns to become long-term cultural assets, systems that repeat, adapt, and build value over time.
“When creativity stops being decoration, it becomes infrastructure, a platform for identity, innovation, and growth.”
We also joined two expert panels:
• Expanding the Culture Agenda: From Local Initiatives to International Platforms: how regional ideas can grow into shared global ecosystems.
• Fashion with a Voice: From Local to Global through Cultural Code: on the role of storytelling, design, and identity in shaping contemporary culture.
What stood out most at RICS was a shared belief among everyone there, that collaboration today is not about visibility, but about shared authorship.
We returned to Dubai inspired, proud to represent our region, and more certain than ever that the creative economies of the Middle East have a powerful global story to tell.
Fashion's Sustainable Shift Through XR Tech
Chalhoub Group's latest endeavor, The Visitor campaign, has unveiled its groundbreaking campaign shoot, using Extended Reality (XR) Film technology.
At the helm of creative and art direction for this venture is Duette Studio, collaborating closely with Emirati filmmaker and educator from the Sharjah Performing Arts Academy, Aiham Al Subaihi, who led the entire campaign. The challenge arose when "The Visitor," a luxury shopping experience situated in the King Abdulaziz International Terminal at Jeddah Airport, approached us to capture the essence of their brand within a very tight timeframe.
As a creative lab, we crafted a unique solution—shooting the entire campaign within an Extended Reality (XR) studio. XR seamlessly merges the physical world with digital elements, enabling interactive and immersive experiences. Our choice of this approach stemmed from the store's airport location, requiring us to showcase both the airport environment and the store itself. Building two physical sets would have incurred significant costs, consumed time, and generated material waste. By opting for XR technology, we not only saved resources but also upheld our commitment to environmental sustainability, a fundamental principle guiding our design philosophy at Duette Studio.
Chalhoub Group shares our dedication to sustainability. Patrick Chalhoub, the President of Chalhoub Group, emphasized their proactive response to environment & sustainability goal 2022. They aligned their greenhouse gas reduction targets with the IPCC's guidelines.
We were introduced to Pixojam through Pixel House the proprietors of the XR studio, and their skilled team, we successfully constructed the required environments for the campaign within just five days. Our behind-the-scenes video offers a glimpse into the meticulous live editing and removal of specific elements from the visual space.
A noteworthy aspect of this story is the background of Duette Studio's Co-founder, Fuad Ali, who boasts a rich history with Chalhoub Group. After dedicating over a decade to the group, he co-founded Duette, an independent, multidisciplinary creative lab based in Dubai. Joining forces with his wife, Rahat Kunakunova, also an alumna of Kering Group and LVMH, they collectively bring more than 18 years of experience in luxury brand management, creative direction, and visual merchandising.
We take immense pride in our work, and you can delve into the behind-the-scenes process of the campaign shoot below. Stay tuned as we prepare to unveil the actual campaign soon. (or head to The Visitor's page).
In the context of sustainability, it's worth highlighting the significant efforts undertaken by the UAE government, particularly in this year dedicated to sustainability. Their initiatives and commitments align seamlessly with our collective responsibility to safeguard and preserve our environment.