Home Centre, the Middle East’s leading home retailer, has initiated a groundbreaking venture with the launch of Home Centre Collective. This innovative live performance series marks a first of its kind in the region, transforming retail spaces into immersive stages that celebrate culture, creativity, and community across Saudi Arabia and the UAE.
At its core, Home Centre Collective embodies a burgeoning creative spirit that is sweeping through the Gulf Cooperation Council (GCC) region. Investments in arts, music, and cultural expression have been on the rise, particularly in Saudi Arabia and the UAE. This initiative emerges as a timely response to this evolving cultural landscape, offering a dedicated platform where authenticity, art, and community can converge in a tangible way within Home Centre stores.
“We are incredibly proud to be launching this from the UAE — a place that’s fast becoming a global hub for creativity and culture,” expressed Arja Taaveniku, CEO of Home Centre. She highlighted the significance of the initiative: “As a brand born and based here, this is deeply meaningful for us. By creating a platform that celebrates local talent, we’re helping shape a new narrative — one where we act not just as a retailer, but as a cultural enabler.” This perspective underscores Home Centre’s commitment to not merely selling products, but enriching the local cultural dialogue.
Importantly, Home Centre Collective is more than a temporary marketing activation; it marks the inception of a cultural movement rooted in emotional resonance, purposeful engagement, and brand significance. The choice of the term Collective is quite intentional, highlighting the platform’s nature as inclusive and expansive. It is designed to embrace multiple art forms rather than being limited to a single creative expression, thereby creating a vibrant tapestry of artistic offerings.
“Home Centre Collective is our way of stepping into an evolving subculture and becoming a part of something bigger than the sum of its parts,” stated Siddarth Sivaprakash, Head of Marketing & Brand. The initiative seeks to bridge the worlds of interior design and art, recognizing that spaces we inhabit reflect our identities. “Each artist has a say in how they would like their performance space styled, infusing more of their individuality and creativity into the entire experience,” he elaborated, signaling a commitment to co-creation.
The initiative has gained traction not just as a concept but as a vibrant experience. “In both UAE and KSA, we’ve made space for creativity and performance to live alongside product,” remarked Rishad Jadraliyev, Head of Retail. He expressed enthusiasm about witnessing stores transform into dynamic venues that resonate with the region’s burgeoning creative energy. This integration creates a unique shopping experience where art and commerce coexist harmoniously.
The rollout of Home Centre Collective is set to continue throughout the year, introducing fresh performances, partnerships with local artists, and diverse creative formats across both the UAE and Saudi Arabia. Each event aims to weave deeper cultural connections and foster community engagement, reinforcing the initiative’s foundational mission of bringing culture home.
Upcoming events are already on the horizon, with a performance scheduled for June 27th in Saudi Arabia, followed by another on July 4th in Dubai. These events promise to showcase local talent while captivating audiences with rich cultural experiences.
For artists interested in collaborations, submissions, or for any inquiries related to the Home Centre Collective, reach out via email at hc.collective@landmarkgroup.com. This initiative invites artistic voices to contribute to a burgeoning cultural landscape, marking a new chapter for Home Centre as a hub of creativity and expression.
