Irthi and Apple spotlight Al Sadu craft at 1 Billion Followers Summit 2026

Positioning traditional Emirati craftsmanship within today’s digital culture, Irthi Contemporary Crafts Council showcased the craft of Al Sadu through a specialised workshop in collaboration with Apple during the 4th edition of the 1 Billion Followers Summit, organised by the UAE Government Media Office.

Hosted at the Museum of the Future, the workshop highlighted the textures, colours, and patterns of Al Sadu as creative assets for photographers and content creators. Participants explored how these elements can be translated into modern digital formats, enabling new forms of storytelling that balance cultural depth with current production techniques.

Irthi Council’s participation in the event, hosted by the United Arab Emirates over three days at Emirates Towers in Dubai, comes as part of the Council’s efforts to strengthen engagement with younger generations, influencers, and content creators. This was achieved by presenting traditional crafts as a contemporary visual experience that is suitable for storytelling and digital sharing, contributing to expanding their visual presence through authentic, creator-led content.

Commenting on the participation, Reem BinKaram, Director General of Irthi, said: “Irthi is committed to expanding opportunities for community engagement with Emirati crafts and presenting them through contemporary frameworks that reflect their cultural and aesthetic value. The event marks the council’s first experience of using Al Sadu as a medium for direct community interaction, following an immersive learning programme undertaken by its artisans in collaboration with Beit Al Sadu, strengthening the craft’s presence as an active cultural practice shaped through contemporary engagement.”

For its part, Apple hosted a dedicated workshop focused on iPhone photography, demonstrating how its camera capabilities can capture the fine details, textures, and human narratives embedded in Al Sadu craft, translating traditional craftsmanship into compelling, high-quality digital content.

The programme also included structured sessions to support the systematic documentation and photography of the Al Sadu-making process. These sessions ensured high-quality content production while allowing participants to interact directly with craftswomen and gain first-hand insight into the techniques and details of the craft.

 Irthi’s participation reflects the council’s ongoing efforts to strengthen the global presence of Emirati crafts at platforms that bring together content creators with a collective reach of more than one billion followers, opening new pathways that connect heritage with innovation and resonate with international digital audiences.