A creative collaboration between Kalimat Foundation and internationally acclaimed French-Tunisian artist eL Seed is bringing together art, Arabic calligraphy, family engagement and children’s literacy at Tryano, Yas Mall, Abu Dhabi.
Running from 30 July to 30 August 2026, the Kalimat Foundation x eL Seed pop-up features an exclusive collection of fashion, stationery and lifestyle products inspired by eL Seed’s distinctive “calligraffiti” style. The collection combines traditional Arabic calligraphy with contemporary street art while highlighting themes of identity, belonging, unity and cultural connection.
Importantly, the initiative goes beyond art and retail. Proceeds support Kalimat Foundation’s Pledge a Library initiative, helping provide Arabic books and educational resources to children, particularly in underserved communities in Tunisia.
An afternoon centred on the joy of reading
The collaboration recently brought 25 children and their families together at Tryano for an afternoon of storytelling, creativity and giving.
The programme began with author and storyteller Samya Ayesh, who spoke about the importance of encouraging children to read in Arabic. Families then participated in an interactive reading of the children’s book Aashat Al-Sheen.
Children were also able to take part in live personalisation of selected products from the eL Seed collection, turning the activation into an opportunity for creative expression and family participation.
One of the most meaningful elements of the event was “Jars of Joy”, an activity designed to demonstrate how individual acts of giving can create a wider social impact.
Turning purchases into books for children
A portable Kalimat Foundation library was placed at the activation, initially empty. As families purchased products from the collaboration, each purchase symbolically sponsored a book for a child in need.
Participating children received a book, a craft kit, and a specially designed bookmark featuring a miniature hanging jar. They decorated the bookmarks and wrote personal messages for another child before placing their notes inside the miniature jars.
The messages were then attached to donated books and placed inside the portable library.
By the end of the afternoon, the empty library had been transformed into a collection of books carrying personal messages from one child to another. The completed library will subsequently be donated to one of Kalimat Foundation’s beneficiary communities.
Art supporting access to Arabic literature
The initiative reflects the shared objectives of Kalimat Foundation and eL Seed: using creativity and cultural expression to strengthen connections and expand access to knowledge.
Amna Al Mazmi, Director of Kalimat Foundation, said the partnership brings together art, Arabic language, literacy and giving, while the collaboration with Tryano provides a platform for families and visitors to participate directly in the cause.
Kalimat Foundation works to expand access to books and knowledge, promote Arabic reading and create inclusive reading opportunities for children and communities with limited access to literature.
Through initiatives such as Pledge a Library and Ara, the foundation supports underserved communities and children who require accessible reading formats.
A partnership with a wider purpose
The Kalimat Foundation x eL Seed collaboration was initially unveiled in November 2025 in the presence of Her Highness Sheikha Bodour bint Sultan Al Qasimi, Founder and Chairperson of Kalimat Foundation.
The collection’s proceeds are dedicated to the Pledge a Library initiative, with a particular focus on improving children’s access to Arabic stories, books and learning resources in Tunisia.
The current Yas Mall activation extends that mission into a family-focused retail environment, allowing visitors to experience eL Seed’s work while contributing to a wider literacy initiative.
Visit the pop-up
The Kalimat Foundation x eL Seed pop-up continues at Tryano, Yas Mall, Abu Dhabi, until 30 August 2026. The collection is also available through the Kalimat Foundation’s online channels.
For visitors, the initiative offers more than an opportunity to purchase creatively designed products. It demonstrates how art, commerce and community participation can be connected to a tangible social cause, helping put books, knowledge and the joy of reading into the hands of children who need them most.