Let Live or Let Die

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THE GIVING MOVEMENT

HOMEAGE TO EARTH

Earth Day rolls around annually, but what is it and what does it mean to us individually and as a brand? How does it tap into our eco-friendly ethos and charitable purpose? How can we communicate it to the community to educate, teach, change and impact lives? How big can our impact be?

In its essence, Earth Day is synonymous for The Giving Movement, presenting these questions for us to explore as a team on a daily basis. What we're working towards involves everyone around us to succeed: education is key, and so is impact, being bold and going against the grain for something you believe in. 

For 2022, we want to put all of this into artistic expression of who we are and what we represent. We want to instill the same sense of passion in the hearts of the community – we are proud to be a part of a change, to better our world, the next generation’s world and that of the generations after. With this, every listener, dresser and member of the community is invited to be a part of this altruistic exploration and learning. We are a movement, we are The Giving Movement.

Month-long exhibition in partnership with Bayt Al Mamzar Art Gallery 

 Dubai, United Arab Emirates, 1st April 2022 – The region’s first sustainable athleisure brand born in the UAE, The Giving Movement & Nicole-Lilian Creative Director for The Giving Movement introduces “Let Live or Let Die” – a month-long exhibition across two phases, in partnership with Bayt Al Mamzar Art Gallery. The exhibition’s launch will take place in the gallery on 8th April, 2022 and end on 10th May, 2022. Through this exhibition, The Giving Movement pays homage to the globe, with Earth Day approaching on 22nd April, the brand puts its eco-vision of the world into an exhibition, standing for change. 

In its essence, Earth Day is synonymous with The Giving Movement, both tapping into the eco-friendly ethos and charitable purpose. Through the ‘Let Live or Let Die’ movement, the brand works towards involving everyone around itto succeed as education is key, and so is impact, being bold and going against the grain for something you believe in. 

NIcole-Lilian partners in collaboration with multiple homegrown talents, such as Gosha Flowers, Poet Salem Al Attas, Bayt Al Mamzar Art Gallery, Mariam A. Ismail, and the Mawaheb Art Studio dedicated to People of Determination, to bring this exhibition to life through two main phases: Phase One and Phase Two of “Let Live or Let Die.” 

 Phase one, taking place from 8th until 24th April, will focus on creating an impactful set. Floral arrangements will be the overpowering natural elements as a live 3D designed set. Its beauty is undeniable, its existence beloved and its smell fills the room – a metaphor for the reach we’re trying to accomplish. The colours will be bright and mixed with texture and clashing shades with the idea that the flowers will slowly degrade over time highlighting the key message of bringing the earth back – it’s a metaphor for the destruction we have created.  TV sets from the 70’s and 80’s will also be an element that stands out in this phase, showcasing green screens to display images, and short clips of world environmental damage. Subtle hints of the Palestinian & Ukrainian flag colours will be hidden throughout the set to continue our support for the countries. 

 Emirati poet Salem Al Attas is also collaborating with The Giving Movement to write and voice-over a poem made for the campaign. It’s aimed to describe the world we live in, its impact on humanity and the need to change, leading up to being a part of the movement.

Phase two, taking place from 26th April until 10th May, features interactive art installations consciously ensuring the brand is in line with sustainability by Bayt Al Mamzar Art Gallery. The students of Mawaheb studio will be a part of this project by exhibiting their drawings and paintings of flowers in the gallery as art hanging from the students whilst the time lapse is exhibited. The flowers will be donated to Bayt Al Mamzar and Mawaheb to collaborate on a workshop to work with the flowers in art form. It will serve as a symbol of the tangible impact we’re making and creating an collaborative art community together. The student’s work was also showcased on the invites of the exhibition.