For Alashwali, artistic expression has always been deeply personal, rooted in childhood memories of drawing and writing as a natural extension of her identity.

From the age of four, she found comfort and meaning in visual storytelling, preserving early sketches that now symbolize a lifelong connection to art.

Her academic journey at Dar Al-Hekma University gave formal shape to this instinct, equipping her with the tools of graphic design and visual communication.

Graphic design, she believes, is not simply about aesthetics but about conveying ideas, emotions, and lived experiences through imagery.

As her work shifted from traditional mediums to digital platforms, her storytelling voice became more defined and intentional.

A defining chapter in her creative life emerged in 2023, following the passing of her mother, when art became a means of emotional survival.

Drawing and writing turned into a private ritual, allowing her to process grief without the pressure of public interpretation.

These intimate reflections slowly evolved into Deema and the Old Letters, her debut graphic novel rooted in memory, loss, and healing.

Initially never meant for publication, the project remained a personal archive until an unexpected opportunity appeared.

In early 2024, Alashwali discovered the Authors’ Incubator Program launched by the Ministry of Culture’s Literature, Publishing and Translation Commission.

The inclusion of graphic novels among supported genres encouraged her to submit her work, marking a turning point in her creative journey.

Acceptance into the program provided mentorship, structure, and validation that transformed her private work into a public cultural contribution.

Over six months, she worked closely with academic and creative mentors who helped refine her narrative while preserving its emotional depth.

The experience culminated in a publishing agreement, allowing her story to reach readers across Saudi Arabia.

For Alashwali, institutional support offered more than professional growth; it affirmed that deeply personal stories have a place in national culture.

She describes this recognition as transformative, strengthening her confidence and sense of belonging within the creative community.

Her graphic novel explores themes of depression and self-discovery, using symbolic imagery and visual poetry to express inner states.

The warmth of Jeddah’s landscapes contrasts with emotional darkness, reflecting the city’s role as a place of authenticity and comfort.

Choosing to publish in Arabic was a conscious decision to enrich local storytelling and connect with Saudi readers directly.

At the same time, she remains open to sharing her work with international audiences through future translations.

Beyond publishing, the incubator introduced her to artists from different regions of the Kingdom, fostering collaboration and shared inspiration.

These connections reflect a broader shift in Saudi Arabia’s arts scene, where creators are increasingly supported, connected, and heard.

Alashwali has since participated in workshops, book fairs, and cultural programs, engaging audiences of all ages.

Her approach emphasizes emotional honesty over technical perfection, encouraging participants to express feelings through visual narratives.

She believes that storytelling becomes powerful when people feel safe enough to open their hearts creatively.

Her upcoming project draws inspiration from conversations with her young daughter, exploring imagination through sensory metaphors.

This idea reflects her belief that creativity and innocence can offer new ways of understanding the world.

Looking ahead, Alashwali hopes to dedicate more time to her art, viewing continued creation as success in itself.

She approaches new ideas with gratitude and responsibility, seeing them as meaningful opportunities rather than fleeting inspiration.

Her journey illustrates how personal grief, when supported by cultural institutions, can evolve into collective expression.

Noura Alashwali’s story mirrors a wider cultural transformation where vulnerability, creativity, and identity are embraced.

Through her work, she continues to shape a space where Saudi stories are told with honesty, care, and creative freedom.

The three-day event concluded at the King Abdullah Financial District under the theme “Red in Progress,” highlighting design innovation and cultural exchange.

The exhibition was inaugurated by senior cultural officials in the Kingdom, reflecting the importance placed on expanding the national design ecosystem.

Attendees included high-profile cultural leaders, representatives from Italy, and designers from both nations who emphasized collaboration and shared creative ambition.

Saudi officials noted that hosting one of the world’s leading design platforms in Riyadh marks a significant milestone for the Kingdom’s expanding creative sector.

They highlighted that the partnership aims to build a long-term design ecosystem grounded in innovation, cultural identity, and global collaboration.

Organizers from Italy emphasized that meaningful design emerges from dialogue and mutual respect between cultures with rich creative histories.

They described the growing Saudi design scene as energetic, forward-thinking, and increasingly influential on the global stage.

Participants stressed that the demand for design in Saudi Arabia is shifting toward deeper and more meaningful concepts that reflect local identity while embracing international innovation.

They said the combination of traditional elements with modern approaches is shaping a new creative language within the Kingdom.

Young designers were encouraged to study their cultural heritage, understand traditional craftsmanship, and use these foundations to create unique contributions to global design.

Speakers advised them not to imitate existing trends but to present new ideas rooted in authenticity and originality.

Sustainability emerged as a central theme throughout the event, with organizers stating that environmental responsibility is now a critical element of modern design.

Industry leaders said sustainability is no longer an optional feature but a core driver shaping the future of architecture, interiors, and product development.

The exhibition featured 38 Italian brands showcasing a wide range of furniture, interiors, materials, lighting solutions, and product innovations.

Visitors were able to explore new design concepts, technical approaches, and creative solutions presented by some of Italy’s leading design houses.

The Architecture and Design Commission introduced its national initiative, “Designed in Saudi,” which highlights emerging Saudi product designers and supports the growth of local talent.

This section of the exhibition showcased new works that combine cultural traditions with contemporary design principles.

A dedicated handicrafts pavilion curated by the Ministry of Culture highlighted the role of traditional artisans in shaping modern creative identity.

The pavilion featured “Nasaj,” an artistic piece incorporating five traditional crafts, produced in collaboration with the Royal Institute for Traditional Arts.

The cultural program accompanying the event included 13 talks and masterclasses led by international and local experts.

The sessions covered topics such as sustainable architecture, urban design, the impact of artificial intelligence on creative industries, and the preservation of traditional craftsmanship.

The opening keynote, titled “Shaping the Future of Design: Milan Meets Riyadh,” brought together Saudi and Italian leaders to discuss the evolving relationship between the two design communities.

Speakers highlighted the importance of cultural dialogue, innovation, and investment in talent as essential pillars for future progress.

With strong participation from both countries, the event concluded with optimism about long-term cooperation between Italy and Saudi Arabia.

Organizers confirmed plans for a follow-up edition, emphasizing that the global design community is increasingly attentive to emerging voices from the Kingdom.