@nike created care packages rooted in nourishment, wellbeing and recovery for its community.
Each one brought together products from homegrown businesses, chosen to support rest, reset, and small, everyday moments of care.
Thoughtful, useful, and made to feel like something you’d reach for when you need to slow down.
A quiet expression of support for local, and a reminder that what matters is how we show up for one another.
Celebrating the launch of @her_o_bjects by @noufmusallam The space was shaped using elements of the brand’s identity and shared by a group of remarkable women.
Scope: Creative concept & event execution
My home is your home. 🏡🍽️🤝🎞️🕯️💖✨
A @nike majlis built on storytelling and community with a curated exhibition by @middleastarchive
The dining experience came to life as a cultural moment, food by @bait.maryam , conversations that mattered, and a space designed to ground, connect, and bring people together.
Scope: set design and production.
Creative Direction: @da.o.ud@sarraalayyan
My home is your home.
An experience brought to life for @nike creatively directed by @da.o.ud@sarraalayyan
Set design & production by yours truly, @mutual_cc 🪄💖✨
A diverse mix of female founders, athletes, wellness experts, and business leaders joined @dubaifuture Designing Her Future(s) panel talk sparking meaningful conversations around the future of women’s health and wellness 🌐💜🧬🔮
Scope: Community engagement, guestlist curation and strategic outreach.
@dubaifuture introduces Our Future(s) bringing new ways to experience wellbeing 🔮💜
Come hang with us this weekend and explore the interactive stations, track your stats, and recharge at the hydration bar as you discover how play and technology are reshaping the future of fitness. 🌐🏀🧬🤖
📍Behind Feels, Kite Beach
The bird charm by @maysalmoosawi for Jimmy Choo traces back to one of her earlier paintings, where the bird first appeared as a recurring symbol of freedom and connection. In her studio, she often kept the window open in the 31°C heat, and the sound of birds became her daily muse. That moment of calm inspired the painting that later evolved into the charm’s design.
What began as a quiet routine became a piece of storytelling, connecting Mays’ artistic world with Jimmy Choo’s craftsmanship.
Created in collaboration with MUTUAL for the @jimmychoo Dubai Mall flagship opening.
MUTUAL curated a collaboration between @jimmychoo and artist @maysalmoosawi (represented by @emergeast ) for the Dubai Mall Flagship store opening, merging luxury craftsmanship with storytelling.
Mays designed two exclusive bag charms that reimagine her symbols of freedom and imperfection, transforming them into collectible pieces celebrating artistry, emotion, and individuality. 💜🪄✨🩶
Guests were invited to interact with the charm bar and style their bags in their own unique way.
Scope: Artist collaboration, concepting, creative direction, and charm production.
Mutual Curates: Apotheca Venus Supper Club ♥️🌹🪞🕊️🦪 @apotheca_beauty
A throwback to an immersive experience where beauty and design meet community inspired by the myth of Venus, the goddess of love and beauty. ✨
Hosted in February, MUTUAL led the full journey from creative direction to tablescape, custom illustrations, dinner setup, guest list, and chef collaboration with every detail crafted to spark conversation, connection, and discovery.
