In March 2023, Yango, a well-known international ride-hailing app, partnered with KAMEH, a collectible design brand, to create a totem that would mark the pick-up point at the entrance of Art Dubai Digital. Art Dubai Digital is a dedicated new media section for the art fair held from 1 to 5 March 2023, at Madinat Jumierah in Dubai. The collaboration focused on the concept of visual landmarks and spatial navigation, drawing inspiration from the idea of an object serving as a wayfinding ‘token’. The aim was to create a unique wayfinding tool that would be not only functional but also artistic and eye-catching.
KAMEH is known for its signature minimalist forms and imperfect, weathered textures, and the brand used these design elements to create a totem in the shape of the letter ‘Y’. The white block was textured, with the letter ‘Y’ carved into it. The collaboration resulted in a design object that served as both a work of art and a functional wayfinding tool. It was a perfect blend of art and design, showcasing the power of collaboration between creative individuals and companies from different fields.
Both Yango and KAMEH shared similar values, focusing on quality, clarity, and delivering premium products and experiences. KAMEH’s design philosophy is rooted in the belief that technologies, designs, and art are intertwined and inseparable. By partnering with creative talents and firms from diverse fields, KAMEH believes that they can bring about new and more meaningful projects. Yango, on the other hand, is known for its commitment to providing a premium ride-hailing experience to its customers. The collaboration was a testament to their shared values and their commitment to delivering premium products and experiences to their customers.
The project aimed to showcase the power of collaboration between creative individuals and companies from different fields, highlighting how the appreciation of art, design, and luxury can bring about projects to inspire and captivate audiences. The totem was not just a functional wayfinding tool but also a work of art that captured visitors’ attention to the art fair. The collaboration was a success, and both Yango and KAMEH received positive feedback from visitors to the art fair. It was a perfect example of how two companies with different areas of expertise could come together to create something unique and meaningful
