Unveiled during Milan Design Week 2025 at the FROMM. showroom, the international design competition ‘Design for a Changing World: Bridging Cultures’ was officially launched by FROMM. CEO and Founder Alia Rachid.
The announcement followed an inspiring panel discussion moderated by Dan Thawley, featuring leading voices in design: Giulio Cappellini, Joseph Grima, and Fahad Al Obaidly, Acting Director of Design Doha. Together, they explored the transformative role of design as a cultural bridge in today’s dynamic world.
This global initiative calls on designers under the age of 35 to develop original pieces that reflect the richness of Arab heritage while engaging a contemporary, international audience. With an emphasis on blending tradition with innovation, the competition encourages submissions across categories such as seating, tables, storage, and lighting—each piece envisioned as a vessel for cultural storytelling and modern functionality.
The most outstanding designs will be developed by FROMM., culminating in a public debut at the Design Doha Biennale in April 2026.
Alia Rachid emphasized the competition’s mission, stating, ‘Design is a language of connection. This is an opportunity for young designers to redefine heritage for the future. Through mentorship and global visibility, FROMM. is fostering cultural dialogue and helping shape the next generation of design’.
Finalists will receive mentorship from a distinguished panel of design leaders including Giulio Cappellini (Founder and Art Director, Cappellini), Joseph Grima (Architect, Critic, Creative Director at Eindhoven Academy, and Co-founder of Space Caviar & Alcova), Fahad Al Obaidly (Acting Director of Design Doha Biennale), and FROMM.'s own team under the guidance of design professor Luca Fois (Politecnico di Milano).
Interested designers are encouraged to seize a remarkable opportunity to present their creative visions to a global audience. Selected works will be developed into prototypes, exhibited in Doha, and promoted internationally as part of a major design initiative, offering emerging talents an exceptional platform to shine on the world stage.
Young and passionate creatives are invited to participate alongside other promising talents at this prestigious event, which celebrates innovation and artistic excellence.
Applications are open until September 1, 2025, with the list of participating finalists to be revealed on September 15, 2025.
Participants are invited to submit designs that:
Explore narratives, craft techniques, materials, and symbolism rooted in the Arab world
Bridge heritage with contemporary design perspectives
Create functional, meaningful pieces that tell a compelling story
Competition Details
Designers under 35
Individual applicants or teams (up to 3 designers)
Open to all nationalities
Seating: chairs, stools, benches
Tables : coffee tables, side tables, accent tables, consoles
Storage: small cabinets, modular units, storage boxes
Lighting: floor lamps, table lamps
Open to all materials: innovative, sustainable, and culturally resonant materials are highly encouraged.
The chosen works will be showcased in April 2026 during the highly anticipated Design Doha Biennale.
Design Doha is a landmark biennale dedicated to creative innovation, to foster the design culture of the MENA region, and create a space of design excellence.
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