Lujain’s Project Play
It’s getting harder these days to make our children enjoy the outdoors. The days of running out in the backyard or heading over to the park seem less appealing to children when they can play on their iPad. Technology isn’t only affecting the relationship of children with physical play but here in Dubai it can also influence how kids learn a new language or interact with their own. Arabic is incredibly difficult for some people and for a language that can seem ancient and not particularly fun it’s getting increasingly difficult to find ways for children to enjoy it. That was definitely something Lujain Abulfaraj noticed. The co-founder and designer of Twothirds Design Studio based in Dubai, and co-founder and design director of WTD Magazine, Lujain has given the idea of play a lot of thought and came up with ProjectPlay.
“Project play is an ongoing explorative project that stemmed out of a personal passion of integrating the learning of the Arabic language with playtime,” Lujain told City Times, “the intention is to make the Arabic language more fun where the boundaries of play and education are non-existent.”
The multi-talented designer spoke to us about her inspiration, the design industry in Dubai and being her own boss.
Tell us about your Project Play.
The first product under #Projectplay is Dhadh which was done under Tashkeel’s program, Tanween. The shapes of the Arabic letters were simplified and deconstructed to 8 unique modules. With a total of 16 the modules the child is able to combine and recombine the modules to construct the entire 29 letters of the Arabic alphabets. The same modules can be used to create various play things such as sea-saw, slide or build a castle resulting in a new play-ground everyday. As cliche as it sounds I’m inspired by the environment, not only in the physical sense, but also in thoughts, experiences and people. As a designer I’m always looking for problems to solve. Project Play was inspired from personal problems that I wanted to solve with my kids which is making the Arabic language more fun to learn. I wanted them to love their language and provide tools that encouraged cognitive thinking and the use of motor skills (eliminating iPad time) yet was still fun and educational.
How would you describe the world of entrepreneurship or starting a small business here in Dubai?
I’ve been able to co-found WTD Magazine in 2012 with my colleagues and get funding to launch the publication. A year ago I was able to set up Twothirds Design Studio with my partner and dear friend Sara Al Arif with a license that allows us to set up our business from home. Today we are an L.L.C. establishment and continue to grow. Last but not least, Tashkeel offered immense support for my latest passion Project Play, not only in terms of financial support but also in terms of experience and mentorship. We’ve received guidance from local and international figures that helped aid refine and produce our envisioned project. There’s always support and opportunities in the UAE, and I am immensely thankful.
How would you describe the design industry here in Dubai?
I think we are on the right track in reaching an international level. We have a lot to work with in Dubai and I find the opportunity to combine our cultural and Arabic aesthetic with a modern international appeal then exporting it to the world extremely thrilling. Personally, when creating something new I think its important to design something that is relevant to our roots and its context yet can compete internationally; appealing to both local and international audience.
What advice would you give to someone who is thinking of starting up their own creative brand or business?
Plan ahead, set goals that align to your vision and constantly refining, adjusting and re-adjusting that plan as you learn along the way. You don’t need the best plan in the world, you just need to start, very quickly you’ll notice what works and what doesn’t and that’s part of the learning process.
What is the best and worst thing about being your own boss?
Being your own boss kind of feels like being a mother. Its much more personal than a “job” and far more dear to your heart. Its pretty difficult to take days off at the infancy stage, and it requires a lot of patience, time and attention.
Where can we find your designs for purchase?
Dhad can be bought from Tashkeel’s website (www.tashkeel.org)
WTD can be bought in Kinokuniya or online (wtdmagshop.com) And for design services find us at Twothirds.ae
As a designer I’m always looking for problems to solve.
Lujain Abulfaraj