IN CONVERSATION WITH TOUFIC KREIDIEH 16 <strong>March</strong> <strong>2024</strong> www.magzoid.com
COVER STORY What <strong>in</strong>spired Brands for Less to embark on an <strong>in</strong>itiative like CREATE 2.0 to support young artists and creators? Brands For Less is an <strong>in</strong>clusive brand that is committed to foster<strong>in</strong>g creativity and <strong>in</strong>novation, and <strong>the</strong> CREATE 2.0 <strong>in</strong>itiative embodies this dedication by provid<strong>in</strong>g a platform for both renowned and upcom<strong>in</strong>g artists. We recognize <strong>the</strong> immense talent and potential among <strong>the</strong>se creators, which is why we heavily collaborate with <strong>the</strong>se <strong>in</strong>dividuals. We believe <strong>in</strong> <strong>the</strong> power of creativity to <strong>in</strong>spire, connect, and transform lives, and we are honored to play a role <strong>in</strong> promot<strong>in</strong>g <strong>the</strong>se promis<strong>in</strong>g artists. Could you elaborate on how you envision this partnership contribut<strong>in</strong>g to <strong>the</strong> cultural growth of <strong>the</strong> UAE and enrich<strong>in</strong>g society with diverse forms of creativity? Through this collaboration, we envision creat<strong>in</strong>g a dynamic platform that not only showcases diversity and creativity but also amplifies voices from across cultures, arts, and society. We also aim to curate engag<strong>in</strong>g content, thought-provok<strong>in</strong>g discussions, and immersive experiences that <strong>in</strong>spire conversations, foster connections, and promote a much deeper understand<strong>in</strong>g of our rich culture. By host<strong>in</strong>g immersive exhibitions and <strong>in</strong>teractive workshops, our goal is to create <strong>in</strong>clusive spaces where diverse voices and perspectives can thrive toge<strong>the</strong>r. Through this, we want to aspire to transcend boundaries, ignite imag<strong>in</strong>ations, and create a sense of unity among diversity. Our efforts will also empower communities to embrace <strong>the</strong>ir unique cultural heritage while embrac<strong>in</strong>g <strong>the</strong> richness of o<strong>the</strong>rs. Advay Sureka’s artwork was selected to adorn <strong>the</strong> cover of <strong>Magzoid</strong>’s upcom<strong>in</strong>g edition. What qualities or <strong>the</strong>mes <strong>in</strong> his design particularly resonated with Brands for Less’ ethos and goals? Advay Sureka’s artwork features a captivat<strong>in</strong>g blend of creativity, <strong>in</strong>novation, and culture that resonates with Brands for Less’ ethos and goals. His design not only captures <strong>the</strong> vibrancy and diversity of our society but also br<strong>in</strong>gs <strong>in</strong> a sense of <strong>in</strong>spiration and empowerment that aligns with our mission. While all <strong>the</strong> talents showcased exceptional work, what dist<strong>in</strong>guishes Advay’s artwork apart is its ability to transcend boundaries and connect with audiences on a profound level. His <strong>in</strong>tricate details, and thought-out <strong>the</strong>mes reflects a commitment to excellence and a passion for storytell<strong>in</strong>g. Advay’s design embodies <strong>the</strong> spirit of <strong>in</strong>clusivity and celebration of <strong>in</strong>dividuality that lies at <strong>the</strong> heart of Brands for Less. By featur<strong>in</strong>g his artwork on <strong>the</strong> cover of <strong>Magzoid</strong>’s upcom<strong>in</strong>g edition, we not only showcase his talent but also celebrate <strong>the</strong> diverse perspectives and voices that make our community so beautiful and dynamic. We are honored to collaborate with such a talented artist and look forward to shar<strong>in</strong>g his vision with our audience. In what ways do you see collaborations like this one, impact<strong>in</strong>g <strong>the</strong> perception of Brands for Less with<strong>in</strong> <strong>the</strong> community and among your stakeholders? These collaborations demonstrate our commitment to support<strong>in</strong>g creativity and local talent. By partner<strong>in</strong>g with organizations and <strong>in</strong>dividuals who share our values, we showcase our dedication to mak<strong>in</strong>g mean<strong>in</strong>gful contributions beyond <strong>the</strong> realm of retail. This provides us with unique opportunities to engage with our community <strong>in</strong> au<strong>the</strong>ntic and <strong>in</strong>novative ways. This allows us to connect with our stakeholders on a deeper level, build<strong>in</strong>g stronger relationships built on shared <strong>in</strong>terests, morals, and goals. As a co-founder and group CEO, how important is it for you personally to support cultural <strong>in</strong>itiatives and community-based projects <strong>in</strong> <strong>the</strong> UAE? Support<strong>in</strong>g cultural <strong>in</strong>itiatives and community-based projects <strong>in</strong> <strong>the</strong> UAE holds immense personal significance to me. Beyond our bus<strong>in</strong>ess objectives, I believe <strong>in</strong> <strong>the</strong> impact it can have on society and <strong>the</strong> <strong>in</strong>dividuals with<strong>in</strong> it. The citizens and residents of <strong>the</strong> UAE love to celebrate <strong>the</strong> rich tapestry of cultures, it is what def<strong>in</strong>es this remarkable country, a diverse blend. Personally, support<strong>in</strong>g talented kids also aligns with my values, I love mak<strong>in</strong>g mean<strong>in</strong>gful differences <strong>in</strong> people’s lives, <strong>in</strong>spir<strong>in</strong>g hope, and creat<strong>in</strong>g opportunities for growth and self-expression, which is also why I started Brands For Less <strong>in</strong> <strong>the</strong> first place. Can you elaborate on Brands for Less’ broader commitment to promot<strong>in</strong>g art and culture with<strong>in</strong> <strong>the</strong> UAE beyond this specific collaboration with <strong>Magzoid</strong>? Our first BFL headquarters located <strong>in</strong> <strong>the</strong> UAE is where our organization grew and developed <strong>in</strong>to what it is today. Without <strong>the</strong> support of <strong>the</strong> people and government of this country, we wouldn’t be one of <strong>the</strong> lead<strong>in</strong>g off-price retailers we are today. Hence, we view ourselves as <strong>in</strong>tegral members of <strong>the</strong> UAE community. We uphold this commitment through various partnerships aimed at support<strong>in</strong>g young talents through collaborations and event sponsorships. We have <strong>in</strong>corporated elements of art <strong>in</strong>to our retail spaces and offices, transform<strong>in</strong>g <strong>the</strong>m <strong>in</strong>to hubs where customers can experience <strong>the</strong> vibrancy of both fashion and art. Additionally, we have partnered with artists from diverse backgrounds for key moments and campaigns. We believe <strong>in</strong> utiliz<strong>in</strong>g our platform and resources to support artistic expression, preserve culture, and engage with <strong>the</strong> community. www.magzoid.com <strong>March</strong> <strong>2024</strong> 17