Registration, Immersive Tour, & Workshop

Time

8:30

Welcome Address from Fast Company Middle East & Msheireb Properties

Time

9:30

The Language of Identity

Language is never neutral; it carries culture, history, and power. It defines who belongs, who is excluded, how communities are seen and how they see themselves. Working across more than one language, and by extension more than one culture, becomes an act of curating what travels between worlds in order to tell stories that matter. In this movement, language itself becomes a bridge, shaping identity and connecting worlds.

Speaker:

Samar Maakaroun, Partner at Pentagram

Time

09:35

Panel Discussion: Multidimensional Journeys: Designing for Real Human Experience

In today’s world of multidimensional design, relying on static personas just doesn’t cut it. Join our panel to learn how brands can break free from unidimensional views and create engaging human-centered experiences. Our experts will explore innovative strategies for empathy mapping, discuss the balance between personalization and scalability, and share insights on fostering deep emotional connections through design.

Panelists:

Abdulaziz AlHumaidhi, Principal, AlHumaidhi Architects

Meike Papenfuß, Co-founder, BUDDE

Aya Tarek, Multidisciplinary Artist

Eng. Fatima Mohamed Fawzy, Senior Manager - Education & Sustainability, Doha Design District

Moderator:

Jennifer George, Correspondent, Fast Company Middle East

Time

09:55

Fireside Chat: Design at the Edges: Where Disciplines Meet

Innovation often emerges where disciplines intersect. This session explores how design breaks out of traditional silos, drawing on architecture, filmmaking, and material experimentation to create work that challenges conventions, inspires new thinking, and reshapes experiences.

Speakers:

Maysaa Al-Mumin, Director, Architects Independent

Thomas Modeen, Director, Architects Independent

Moderator:

Karrishma Modhy, Managing Editor, Fast Company Middle East

Time

10:25

Spaces That Speak: Designer Spotlight - Abdulrahman AlMuftah

Abdulrahman AlMuftah’s work explores the intersection of craft, culture, and environment, creating designs that are both functional and poetic. His projects respond to place and purpose, blending materiality, tradition, and innovation to tell compelling stories. Highlighted by The Bird Cluster in Doha’s Design District, AlMuftah transforms locally sourced Wawa wood into a living sanctuary for native Bulbul birds, demonstrating how design can engage with nature, architecture, and community in unexpected ways.

Speaker:

Abdulrahman Al Muftah, Designer

Moderator:

Myriam Mikhael, Correspondent, Fast Company Middle East

Time

10:45

Designing for an Uncertain World

In a time of rapid technological change and global challenges, does design hold the power to shape a brighter future? This panel explores how leaders and innovators are shifting from mere creation to purposeful action—using design to heal, sustain, and drive positive impact. Discover how reimagined design principles can tackle pressing issues, transforming uncertainty into opportunity.

Panelists:

Tariq Khayyat, Co-Founder and Managing Director, tkdp

Jean Paul Sebuhayi Uwase, Principal, MASS Design Group

Talia Cotton, Founder & Creative Director, Cotton Design

Moderator:

Rachel Dawson, Senior Correspondent, Fast Company Middle East

Time

11:05

Building the Nervous System of the AI Age

As AI workloads surge and the cyber pandemic exposes growing vulnerabilities, the traditional datacenter model is no longer viable. Power demands have jumped from 15 kW to over 200 kW per rack, rendering conventional cooling and infrastructure obsolete. This session explores why data centers must evolve from static real estate into high-performance, integrated systems that deliver compute, storage, and security for the AI era.

Speaker:

Joshua Johnson, Co-Founder at Liquid Hectare

Time

11:35

Creative break

Time

11:55

From Newsroom to Boardroom: Designing Stories That Shape Change

This session explores how storytelling has moved beyond the newsroom to become a leadership tool that shapes brand strategy, builds trust, and drives transformation. We look at how stories can be designed to resonate across audiences, align organizations, and turn insight into action, making narrative a powerful catalyst for change in business and society.

Speaker:

Homara Choudhary, CEO and Founder of Homara Media

Time

12:15

Panel Discussion: Connecting Worlds: Design as Cultural Exchange

Design has the power to connect people, cultures, and ideas. This panel explores how cultural exchange and heritage-led innovation can create a truly global design ecosystem. Through mentorship, collaboration across borders, and a commitment to authenticity, design becomes more than problem-solving, it becomes a medium of dialogue and shared understanding.

Panelists:

Dana Said, Head of FROMM.Lab

Jamie Bowler, Design Expert

Maryam Al Suwaidi, Designer

Moderator:

Jennifer George, Correspondent, Fast Company Middle East

Time

12:25

How is Design Saving the World?

Design is no longer just about aesthetics—it's about action. In the face of global crises, design plays a critical role in reshaping our world. From sustainable architecture to human-centered technologies, designers are finding innovative solutions to some of humanity’s biggest challenges. This session will explore the groundbreaking ways design drives change, improves lives, and paves the way for a more resilient and equitable future.

Speaker:

Melanie Fessel, Principal of TerreformX Europe and Professor at the RheinMain University of Applied Sciences

Time

12:55

Fireside chat: Reimagining Travel and Care: Solving Real-World Challenges Through Innovation

Innovation often fails because it lacks connection, either to the brand, to culture, or to the real human problems it aims to solve. This fireside chat explores how Saudia, in collaboration with Landor, reimagined both travel and care by designing the Coolest Ihram, a pioneering brand-led innovation that balances tradition with technology. The conversation will unpack what it takes to innovate with ownability, speed, and cultural sensitivity, while showing how AI can accelerate the journey from insight to launch.

Speakers:

Essam Akhonbay, Vice President of Marketing, Saudia Airlines

Sofiene El Kebir, Strategy Director, Landor

Moderator:

Karrishma Modhy, Managing Editor, Fast Company Middle East

Time

13:15

Beyond the Screen: The Rise of Immersive Media in the Digital Age

The digital landscape is evolving beyond traditional content formats, giving rise to immersive media that blends art, technology, and interactivity in unprecedented ways. From NFTs to AI-generated environments, creators are redefining digital expression, transforming audience engagement, and reshaping the way we experience storytelling, art, and entertainment. This session explores how immersive media is pushing the boundaries of creativity, ownership, and monetization in the digital era.

Speaker:

Kristel Bechara, Contemporary and NFT Artist

Moderator:

Jennifer George, Correspondent, Fast Company Middle East

Time

13:35

The New Language of Creativity: Insights from Cannes

Each year Cannes Lions reveals how creativity is evolving to meet the challenges of business and society. In this session we unpack the emerging ideas and cultural shifts defining this new language of creativity, showing how brands can design work that resonates more deeply, drives change, and redefines the role of creativity in shaping the future.

Speaker:

Tarek Miknas, CEO, FP7McCann Middle East, North Africa & Turkey

Time

13:55

Panel Discussion: Crafting Brand Identities: Creative Voices, Visuals, and Strategies

Building a brand that truly connects requires vision, creativity, and an understanding of the vibrant ecosystems in which brands operate. This panel brings together leading creatives and strategists to explore how authentic, memorable brand identities are shaped. From visual storytelling and typography to collaborative processes and culturally informed strategies, the discussion offers insights into what it takes to make a brand stand out in today’s fast-moving market.

Panelists:

Moustapha Mikaty, Managing Director, FP7McCann Qatar

Mohamed Kabbani, Director – Campaigns & Creative Studio, Ooredoo

Shahïn Ammane, Director, Advocacy and Community Development, WISE

Moderator:

Myriam Mikhael, Correspondent, Fast Company Middle East

Time

14:20

Fireside Chat: Storytelling That Works: Designing for Impact in a Distracted World

Attention is the most valuable currency and the hardest to earn. In a world where every scroll, swipe, and skip counts, storytelling needs to be designed for speed, emotion, and relevance. This session explores how media and creative leaders are using design thinking to break through the noise and build stories that actually stick.

Speakers:

Yusra Youssif, Content Creator & Entrepreneur

Manal Marvelous, Content Creator & Entrepreneur

Thair Khaled Al Anani, Director of Business Development, Media City Qatar

Moderator:

Rachel Dawson, Senior Correspondent, Fast Company Middle East

Time

14:50

Creative Break

Time

15:20

Designing for Harmony: Rethinking Architecture Through Balance and Innovation

In this session, we explore how architecture can transcend traditional boundaries by integrating core principles that balance form, function, and sustainability. We’ll discuss how design can move beyond surface-level trends to create spaces that are not only aesthetically striking but also environmentally responsive, efficient, and meaningful. By fostering a deeper understanding of the connections between design, human experience, and the natural world, we explore how innovative architectural practices can harmonize all these elements for a smarter, more resilient future.

Speaker:

Waleed Arafa, Founder & Principal, Dar Arafa Architecture

Time

16:00

How do financial services use design principles to be inclusive, efficient, and successful?

Imagine a future where financial services break barriers through cutting-edge design that prioritizes inclusivity and efficiency. This session explores how intuitive interfaces and thoughtful design can empower users, demystify financial concepts, and foster trust. Discover how integrating design as a core principle can redefine the financial landscape, creating accessible and equitable experiences that resonate with diverse communities and drive lasting success for all.

Speakers:

Abhishek Purohit, Head of Product & Growth, Madad Fintech

Rashid Al-Derham, Co-Founder & CEO, Madad Fintech

Time

16:30

When Art Meets Algorithm

This session showcases high-tech artworks that challenge traditional ideas of creativity, authorship, and luxury. Through immersive examples, the audience will explore how technology and design converge to create disruptive, unbound experiences that redefine the future of artistic expression and innovation.

Speaker:

Jeroen van der Most, Lead Artist at Atelier MOST

Time

16:50

Closing remarks

Time

17:05