Image – Courtesy of Azaïdé x Sofitel Dubai The Palm
Renowned artist Azaïdé recently joined forces with Sofitel Dubai The Palm to create exclusive artwork, in honour of Sofitel Hotels & Resorts Diamond Jubilee. A recent recipient of the Emerging Artist Grand Prize at World Art Dubai, Azaïdé is known for her unique style of embroidery art that combines the past and the present with various elements and textures with black and white photographs. Drawing inspiration from her own multicultural background, hip hop, graffiti art, and vintage clothing, her art is truly unique and timeless.
The Luxe Scoop caught up with Azaïdé over all things art, her partnership with Sofitel Hotels and Resorts, and her advice to young women aspiring to enter the art world.
Congratulations on your new partnership. What do you hope that guests take away from the artwork?
I aim to interact with people through my art, speaking to them without words. I seek to open an intercultural dialogue using a combination of vintage and vogue, tradition and innovation, and to highlight the beauty of cultural diversity.
How did your experience working as a fashion designer shape your artistic vision in the present day?
I used to be a fashion designer, particularly during my time in China, before relocating to Dubai in 2015. This period of my life has had a profound impact on my work as an artist. My love for patterns, ornaments, and couture techniques is something I thoroughly enjoy incorporating into my art
Embroidery art is your primary medium. What drew you to it initially?
Embroidery holds immense cultural value, passed down through generations in many cultures, giving it a significant cultural dimension. Initially, I was drawn to stitching because it allowed me to focus for long hours without distraction, serving as an antidote to stress. The technique of embroidery has always fascinated me; its therapeutic qualities not only alleviate stress but also nurture a sense of grounding and balance within me, allowing my creativity to flourish.
Were you always drawn to art as a child? What kind of artists or works inspired you at a young age?
I have been exposed to art from an early age. Growing up, I had the opportunity to travel around the world, living in places like Madagascar, Eastern Europe, and Asia, which naturally exposed me to diverse forms of art. When I was around six years old, I would create collages from magazines and draw fashion sketches. Living abroad provided me with a rich visual background. Artists such as Keith Haring, Jean-Michel Basquiat, JR, and fashion designer Christian Lacroix have been significant sources of inspiration for me.
Image – Courtesy of Azaïdé x Sofitel Dubai The Palm
Does nostalgia influence your work a lot?
Nostalgia allows me to connect my past and my roots with my present. Looking back helps me understand how to move forward. I want to stay connected with my heritage and family roots, as they provide a key to my creative process. My work is about creating a bridge between the past and the present. It is important to remember one’s heritage while embracing modernity and looking towards the future.
Do you think that your experiences as a third culture kid have influenced your artistic vision and world view?
Absolutely! I see the world through the lens of this legacy and aim to reflect this culture in my art, leaving my own footprint. Inspired by my Algerian roots and my experiences growing up in Europe and abroad, I incorporate diverse cultural perspectives to create something new that appeals to both sides.
Texture is a big part of your artistic universe, how do you source and curate different textures for your work? What is the process of that like?
Threads allow me to redefine traditional Eastern aesthetics while preserving heritage, becoming an essential part of my art and identity as an artist. I source materials from various places, both in the UAE and when I travel back to Europe. The process always starts with selecting materials, colours, and textures that inspire me to create a piece.
Your work features a lot of embroidery that connects the past and the present through art. What kind of experiences influence the types of themes and concepts that you weave together in your work?
My main influence is my multicultural background, which I believe translates into my work centred on cultural diversity. I am influenced by street culture, hip-hop music, graffiti, and break dancing. Additionally, I have a passion for vintage clothes and objects. By mixing these elements, I create unique, timeless artworks.
Powerful women are a regular feature in your work. Do you draw inspiration from powerful women that are part of your life while coming up with such inspiring female figures in your work?
Azaïdé is my middle name, given to me by my grandmother. Originally from Algeria, she travelled to Iran in the 1980s and fell in love with the name ‘Azadeh,’ a Persian word meaning free-minded. She added her own touch and made it Azaïdé. My grandmother was a powerful woman that I look up to, a woman of character. She is the main inspiration behind this collection.
What advice do you have for young women entering the art world?
You don’t have to choose between a career and building a family. As long as you are passionate about what you do, you should pursue your dreams. Society often tries to put us in boxes, defining us as either a mother or a career woman, but you can do both; trust yourself. Being a woman and an artist is not easy in a male-dominated field. We still face inequalities and are often undervalued and underrepresented. However, I am optimistic because things are changing quickly. It’s not about competition between male and female artists but about finding balance in the art world.
How does collaborating with Sofitel Dubai The Palm align with your artistic ethos?
My collaboration with Sofitel Dubai The Palm is deeply rooted in our shared French heritage. France boasts a rich artistic legacy spanning centuries, making it an essential hub for contemporary art. Being granted my first art residency at Sofitel Dubai The Palm is a tremendous honour. The Sofitel brand is renowned in the hospitality industry, providing an exceptional platform for my art. It serves as a link of connection, welcoming visitors from around the globe to experience my work. Immersed in the inspiring environment of Sofitel Dubai The Palm, I am crafting a unique piece that will be unveiled during their 60th Anniversary celebration.
What unique opportunities does this collaboration present for you in terms of sharing your work and engaging with a wider audience?
This collaboration offers a remarkable opportunity to connect with Sofitel’s expansive audience, which comprises individuals from all corners of the globe. Sofitel provides a platform for me to introduce my art to a diverse range of people. What makes this collaboration particularly unique is that I will be the first artist-in-residence, enhancing the significance of this opportunity.
Can you tell us more about the exclusive artwork you will be creating during your residency at Sofitel Dubai The Palm?
The artwork I will create during my residency at Sofitel Dubai The Palm aligns with my signature style, showcasing vibrant and expressive pieces that blend vintage and modern codes into authentic traditional wear. The women I will be representing will exude fashion-forwardness, challenging norms and revolutionising the worlds of fashion and music. The result will be an eternal image and captivating visual narrative.
How will the resort’s unique setting and the Diamond Jubilee of Sofitel Hotels & Resorts influence this new piece?
Nature has always deeply inspired me, especially palm trees with their ornate patterns symbolising the earth’s life-giving force. Sofitel’s enchanting and exotic setting effortlessly blends luxury with nature, offering an ideal canvas for creativity. In my upcoming piece, I’ll infuse diamond sequins as a tribute to Sofitel’s Diamond Jubilee anniversary. The artwork will exude a nostalgic Parisian ambience, inviting viewers on a captivating journey. Stay tuned for this exciting unveiling.
