download - What's UP Jeddah

ISSUE 14
ISSUE 13
MAR-APR JUL-AUG 2009

Diesel . Firetrap . G-star . Dondup . Met Jeans . Freesoul . dryKorn . 7 for all mankind

Revolutionarily Chic
Jeddah: Badriya Towers, Red Sea Mall
Riyadh: Localizer Mall, Tahlia St.
Khobar: Al-Rashid Mall

6
10,000 Ways to Build Success
Editor's Note www.WhatsUpKsa.net
It is quite fascinating to watch a baby learn how to
walk. If you analyze how the whole process works
apart from the cuteness of it all, you will notice
that a human infant goes through many attempts,
failing so many times before getting the first successful
step. ( Just look at that adorable smile on
their faces once they get it right).
Now think about that for a second; if a baby were
to stop its attempts to walk or at least take a correct
step, he would never enjoy the walk. We are all
success stories, just by learning a simple thing like
walking or even reading and writing. We tend to
take these things for granted, yet it took a lot of effort
and hard work to learn such simple tasks.
Life as we live it is all about that, before you get a
full success story you will hear of many failures;
we shouldn’t focus on failing, we should focus on
the number of attempts we took to get the right
move mastered. I cherish a great inspiring quote
by the extraordinary inventor Thomas Edison “I
have not failed. I've just found 10,000 ways that
won't work.”
Get innovative and be open to new ideas; one of the
great encouraging things is how our beloved country
is shifting in a direction to support that, with
the upcoming Social Development Forum that will
shed light on such success stories around the Kingdom,
providing us with great workshops that will
help any new start-up to grow and flourish.
So if you have been experiencing failure, think of
Edison’s quote and how you can change everything
to success. Now I want you to pick yourself up, dust
that failure off, go in there and try again, and again
till you succeed. That’s what life is all about. Just
look at the bright side of things, you won’t make the
same mistakes again.
PS. While I was writing this note, I met a person
who became a new friend, we talked about random
stuff (you know how it is when you meet someone
new) all of a sudden the whole conversation was
about success, he told me that his father had once
given him a piece of wisdom, that I found so fascinating
that I asked his permission to share it with
you.
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Or Contact Sultan @
Tel: 02 667 8503
Fax: 0 26678503 EXT. 108
Ghaith Al Abdali
ghaith@whatsupksa.net
Tel: 02 6678503
Fax: 0 26678503 EXT. 108
“If you want to succeed in life you need three
things, don’t look at what happened yesterday -
just learn from it, live today and enjoy it, and plan
for tomorrow, but don’t do more than plan. You
have to understand my son that this is too fragile
to carry around, you need to encapsulate all this
with knowledge.”
Mazen Al-Angary
Editor in Chief
Editor@WhatsUpKSA.net
Presented By:

Where You Can Find What's Up:
7L Spa, Al-Corniche
Al-Aqeeq , Ana Special Mall
Al-Bedayah Center , P.Sultan St.
Al-Crystal Resort, Ubhur
Al-Mohra, Ana Special Mall
Al-Remal Resort, Ubhur
Arabian Homes Compound, Al-Zahra Dist.
Balsamico 1&2, Tahlia St. & King’s Road
British Council, Al-Farsi Building
Café Blanc, Al-Corniche
Camper, Red Sea Mall
Casper & Gambini's, Al-Andalus Road
CBA-Females, Sari St.
Coffee Bean & Tea Leaf, Dar Alhekma
Coffee Bean & Tea Leaf, Gold Moor
Coffee Bean & Tea Leaf, Al-Khaldia
Coffee Bean & Tea Leaf , Effat University
Crepe Café, Roshana Mall
Cugini, Al-Rawdah St.
Dar Al-Hekmah College, Al-Jama’a Dist.
Dentalia Clinic, Bin Humran Building
Diesel, Red Sea Mall
Diesel, Al-Badryah Towers
Diesel, Hira'a Center
Diesel, La Promonade
Dkny, Al-Khayat Center
Dkny, Al-Tahlia St
Dkny Jeans, Al-Badryah Towers
Effat University, Khuzam St.
Ellite 1 Compound, Al-Slama
Ellite 2 Compound, Al-Slama
Escape Men, Al-Tahlia St.
Escape Shoe, Al-Khayat Center
Eye 2 Eye, Tahlia Boutique
Eye 2 Eye, Iceland
Eye 2 Eye, Jeddah Mall
Eye 2 Eye, Al-Sawari
Fitness Time, King’s Road & Al-Muhamdia Branch
Gold's Gym, Batarji St.
Harley Café, Al-Tahlia St
Hilton Hotel, Al-Corniche
Holiday Inn, Kilo 2
I Love Hishma, Ana Special Mall
Il Gusto, Palestine St.
Il Villagio, Al-Andlus Road
Jade Jewelry, Arfat St. – Roshana Mall
Jasmine Box, Al-Rawdah St
Java Lounge, Palestine Center
Jcci, Hail St.
Jeddah Race Way, Palestine St. , Ubhur
Jeddah Veterinary Clinic , Al Faisaliyah Dist.
Jungle Blue, Hira’a
Kai Gym, Serafi Mall
La Promonade, Al-Tahlia St
Life, Al-RAwdah St
Lo Spazio, L'etoile Mall-King's Road
Loutis Compound, Al-Salama Dist.
Mayass, Ana Special Mall
Mena Center, Al-Khaldyah
Munch Bakery, Arafat St.
My Libarary, Al-Rawdah St
Nawal Al-Maimani, Al-Rawdah St
Net Jet, Middle East
No. 77, Arfat St.
Oriana Spa, Atallah Center
Oxford English Academy, P. Sultan St.
Park Hayat Hotel, Jeddah Corniche
Paul Frank, Stars Avenue
Pearls Dental Clinic, Hira’a St
Polaris, Batarji St.
Power Inn Gym, Tujar Jeddah – Al-Tahlia St.
Q, Al-Rawdah ST.
Qaser Alsharq, Al-Corniche
Rosewood Hotel, Al-Corniche
Rubayat Men, Al-Khayat Center
Rubayat Women, Al-Khayat Center
Sabb Premier Bank, Al-Tahlia St.
Samba Bank, Al-Andlus Road
Samba Bank (Ladies Branch), King’s Road
Shamell Gym, Arfat St.
Sid, Roshan Mall
Soleil D'or Spa, Tahlia St
Starbucks, All Branchs
Suite 966, Red Sea Mall
Suite 966, Al-Badryah Towers
Tara Jarmon, Stars Avenue
Venue, Tujar Jeddah
Vip Lounge, Airport
The Team:
Turki bin Abdullah Al Saud
Founder, Finance & Communication Director
Ghaith Abdulmajeed Al-Abdali
Founder, Marketing & Accounting Director
Ghassan Abdulmajeed Al Abdali
Founder, Director of Photography
Mazen Al-Angary
Editor in chief
Ahmed Al-Bar
Food & Restaurant Editor
Ali Al-Sayed
Art Director
Fahad Ayyad
Photographer
Sultan Al-Katheri
Customer Relation
Truff Team:
Ahsan Kamal
Web Developer
Umair Khan
Senior Graphic designer
Contributers:
Modi Batterjee
Ghaith Beshri
Rula Abdelrazek
7

8 CONTENT
18
SWATCH
Splashes of Innovation for this Season
22
Debenhams
Two Centuries of Fashion
42
Urban Living
An Influential Modern Way to Live
48
Swing Rocking Bed
Rock Yourself to Sleep
ISSUE 14
JUL-AUG 2009
20
Jungle Blue
Where Every Woman is Beautiful
27-35
Fashion Workshop
What's Up fashion collection for Summer 2009
44
Salone internazinale del mobile Milano 2009
What’s Up goes back for More
50
Zaha Hadid Faucet
Expressing the fluidity of Water

58
Faisal Almalki
The World Through The Eyes of a Phenomenon
64
Hazar Bogary
A Graphics Designer that Sees Things
in A Different Way
74
The New MINI Cabrio
Out in the open
84
Fahad Al Qadi
The Cutting-Edge of Business
90
A Baby Boom of Activities
Spend Quality Time With Your Baby
94
Park Hyatt Jeddah - Marina, Club and Spa
An Oasis of Luxury in the Heart of Jeddah
60
Tuhami
A Bet on Innovation
66
Nokia N86 & N97
Hands on Preview
76
Al-Faisal Racing Team
A Ride on the Fast Lane
88
Prince Sultan College
Paving Your Path to the Future
92
The Social Development Forum
Shedding Light on Landmarks
96
Papaya:
A Journey into the Tropical Rainforest
9

Now open at Ana Special Mall
Prince Sultan Street, Tel: 02 6649188

Arafat Street, Mossadia District, Hamra Area, Tel: 02-6688960 | Roshana Mall, Tahlia Street, Tel: 02-2635070

Fashion Starts Here
maje . sandro . paul & joe sister . april may . circus & co . iro . v.de.vinster raasta
one season . diabless . pilar ruiz . j & company jeans . votivo
erika pena . scooter . raquel moreno . les nereides . zoe & morgan
alia ohana
Al-Hayat Plaza, Al Rawdah St. Tel: +966 2 661 2099 - Fax: + 966 2 2661 4722
info@cugini.com.sa - www.cugini.com.sa

18 FASHION
Manish Arora joins Swatch for signature collection
in Spring Summer 2009
Press Release www.Swatch.com
Indian fashion designer Manish Arora combines
high-contrast colours and intriguing shapes with
Bollywood sparkle, pop culture, humour and
sheer joie de vivre to create an exuberant collection
of fashionable accessories for the wrist - all
in the spirit of Swatch!
GIANT SHIMMER
There’s a wonderful Swatch sense of humour
shining right through this spectacular Irony
THE Chrono.
Taking up the romantic theme of the Collection,
the designer presents giant shiny hearts in re-
lief on the massive links of the bracelet, which is
fashioned in stainless steel 316L and coated with
gold PVD. The impressively massive stainless
steel 316L case and bezel likewise feature polished
gold PVD surfaces. The bezel is set with
a ring of 36 white crystals, and a parallel ring of
smaller white crystals adorns the golden surface
surrounding the textured red tone-on-tone dial.
A giant silver dollar sign with a textured decorative
surface dominates the dial.
The chrono and continuous seconds counters
have all but disappeared: only the golden hands
remain, offset by the subtly textured pattern of
the dial. The pattern presents a delicate variation
of the Collection’s hearts and flowers theme, enhancing
the continuity and coherence of the
overall design.
Golden hour and minute hands with white highlights
serve to mark the time and are complemented
by a delicate golden chrono seconds
hand.
The Manish Arora Collection
The Manish Arora Collection includes Swatch
Irony, Skin, Puzzle Motion and Original Gent
models.

20 FASHION
Jungle Blue:
Where Every Woman is Beautiful
Interview www.JundleBlue.com
Extremely vibrant, and dynamically fresh
is how we can describe Shaima Tayeb, who
opened our eyes to a bright and colorful world
of beauty and style. Spreading her simple philosophy
with her free spirit.
This breath of freshness is what the market really
needs right now, authentic, alluring, and
enchanting.
Shaima Tayeb: I had never traveled on my own before.
Don’t get me wrong, I have traveled to Europe
and the UK with my family, but never alone on such
an adventure. I picked Asia to start with, then I fell in
love with nature there.
How long did you stay there?
On my first trip to Asia I stayed for a month wander-
ing south and north, forests, fields, jungles mountains,
lakes and sea , by the end of it I found myself
on a small island with a carry-on bag that had all my
belongings. On that island I found beauty and harmony.
When I finally returned from that trip, I told
my father that I needed to go back there again. So to
make the most out of my stay, I enrolled in a yoga
course. I spent six months on the second trip. I re-

member having to cross to Burma every month to
renew my visa, and you can’t even begin to imagine
how people are treated there as if we were cattle;
they would cramp us in a pickup truck, take
us on a three hour drive, offload us and shove everyone
in a boat that would transport us over the
borders to Burma, then re-stamp our passports
with a new Visa, and to frame this whole picture
for you, envision what happens when they see me
standing there, in line, holding my Saudi passport!
But hey... Loved it, it was a liberating experience,
expansion of awareness,i felt equal with the
whole world and independent at he same time, I
felt that i can do and bare anything under any circumstance
and that anything is possible, and that
the world have many splendor angles and views.
Beyond our imagination or our cultural stored
memory
Sounds like you really got hooked to even
bother going through all this in order to stay
in Asia.
I got so excited about this journey of exploration,
that I traveled to Laos, and Cambodia too. On the
second trip to Asia, I started island hopping, bewitched
by the true beauty of nature.
What made you venture into such a journey?
We don’t like to stereotype people, but
in most cases Saudi females would shy away
from such adventure-packed trips.
That’s true, but I wanted to explore and learn
more about our beautiful Earth, and that got me
really hooked on such adventure travels. Usually
you would find people traveling to known places,
where they would gather information from
their friends or relatives who have been to such
destinations; I wanted something different and
new. To me, it is all about the experience. I loved
how simple life turned out to be there, I learned
that we are all the same as human beings, no one
is trying to show off since there isn’t much to brag
about. I learned a lot about life, and how beautiful
it is when it is simple. Nature has a great influence
on people, you won’t believe it till you see
how people glow when they travel there. When I
returned home I discovered that beauty and harmony
are not only outside in the jungle; it is here
inside of me .. and it is only a matter of accepting
and loving no matter what the outcome might be
How did all that reflect on your new shop.
Living there for a while, being solitary made
me understand that beauty reflects from you
to the world, if you feel beautiful inside, everything
around you will become beautiful. You
simply reflect what is inside you to the world
outside of you, imagine waking on the wrong
side of bed one day, everything will look awful
to you, you’ll start treating everyone around
you in a certain way that will gather negative
feelings towards you, and you will end up
with an even worse day than what you’d started
with.
On the other hand, you can take beauty with
you no matter where you are or where you live,
everything will become fascinating and attractive.
When I was on one of the islands, I found
great stuff like fabrics and fashion items made
by the local islanders, so I filled my bag with
as much as I could carry, brought it back to see
how they would sell over here. I had a friend
who owned a store called “Tribe Called Earth”,
so we agreed that we would start selling the
items I brought in the shop, and to my surprise
people loved it; I sold them like hot cakes, and
I was in business. I traveled again handpicking
and collecting more garment and fashion
pieces. After a while my friend decided to close
up the store and offered that I would take over
and run the business, and that is how I thought
of revamping everything from scratch and rebrand
the whole concept of the store, and that
is how Jungle Blue came about.
Why Jungle Blue?
Jungle Blue is a reflection of the sea and sky on
the jungle, where it adds beauty and color to
the jungle and that name describes the whole
idea behind the store and the collection we offer.
reflections of beauty and colors I want
to spread that to women and show them how
comfortable they should be with their real inner
beauty and how that will add a beauty and
colors to their fashion and life choices. Therefore,
a Jungle Blue woman wakes up in the
morning, feels the beauty inside out, covers
herself up in divine variety of colorful textile
garments that ref lects the wisdom underneath.
Jungle Blue offers different styles with differ-
ent garments and collections like, Authentic,
Zen, Elegant Doll dresses, Gypsy, Funky, Batik,
Hand Picked Vintage items, swim wear,
and a full-f ledge Hijab Attire line, plus handmade
and ready to wear accessories
When I first started, I used to offer handpicked
fast fashion and ready to wear products. Over
time I started to merchandize and design some
of my collection, and in the future I will have
a new fresh collection for every season. Of
course I still offer the fast fashion and ready to
wear garments. My philosophy is to pick every
item myself, I take my time doing that because
I really enjoy it.
Sounds like you spend your time smelling
daisies, while picking the ones you like. Do
you think the market is ready to understand
such an approach to fashion, that of being
authentic and unique?
I think many people have that taste for a bold
statement, where they want to express their
own style and taste, and we offer them just that
- where they can mix and match depending
on their own likings and unique style. Simply
put, Jungle Blue is the place which attracts the
unique, urban, stylish woman
How do you see the future of Jungle Blue? I
know it is too early at this stage, but what
are your plans?
Well I can’t give you much at this stage since
I am still working on the plans, but since the
store is officially open, I am working on two
new lines, which will be designed by a group of
young Saudi female designers, hopefully it will
be launched by next year or maybe next season
What is the message you would like to pass
on through Jungle Blue?
That every woman is beautiful. And true beauty
is an inner beauty that reflects on the outside
world. Another message I would like to
send out to all my sisters and brother out there.
Be open to experience… Specially the unknown
for it is the ladder to find beauty in everything,
and mainly to find WHO YOU ARE
and what you want to be.
All the love eternal.
21

22 FASHION
Debenhams:
Two Centuries of Fashion
Fashion Review Mall of Arabia

Debenhams has been opened here in Jeddah
for a little over six years and the famous
British department store offers shoppers many
brands under one roof. When What’s Up heard
about the new store they opened at The Mall
of Arabia, we decided to pay it a visit and see
what the hype was all about.
If like us, you would expect a three level
store similar to the Debenhams store we
have in Tahlia Street, then think again as you
will be looking for the escalator long before
discovering that the entire department store
is laid out over a massive 5,000 sq meters.
Furthermore, what really impressed us was
the way they managed to showcase all their
famous brands on one level, segregating
each department and making it easy for you
and your family to walk around and browse
looking for the latest trends that might attract
you. Creating and maintaining a high level of
standards isn’t easy, especially when building
on such a solid brand name in the fashion
industry with 230 years of experience and
success.
This new Debenhams store offers a ladieswear
department with designers labels such as Star
by Julien Macdonald, Rocha. John Rocha,
Debut and Betty Jackson.Black. Another
section is designated to Menswear which
includes Red Herring, J by Jasper Conran,
Mantaray and Maine. The up to 16 years
childrenswear also has its share with a section
that caters to young design and fashion. But
it doesn’t stop there, as you explore the store
further you will find huge section displaying
home products, lingerie, men’s & women’s
accessories, plus a full cosmetics department
offering both fragrance and skin-care products
from major fashion houses like Chanel, Dior,
Lancome, Calvin Klein and YSL (Yves Saint
Laurent).
Debenhams is a company with a long and
wealthy history, owning 153 stores in the UK
and the Republic of Ireland, plus spreading
their franchise over 17 countries around
the world. What is really interesting is that
the company opened its first international
franchise store in Bahrain in 1997 by Alshaya
Trading Company. Following that, Alshaya
Company started to spread Debenhams
department stores all over Kuwait, Qatar,
Bahrain, UAE, Saudi Arabia, Jordan, and
Turkey.
We recommend a visit to the all-new
Debenhams at The Mall of Arabia. You will
be amazed at the varieties and selection of
fashion collections available there all set in
a relaxed comforting surroundings which
will guarantee you a pleasurable shopping
experience.
23

24 FASHION
Porsche Design
Bounce S
Unlike traditional shoes that drain your energy
with thick, dense foam, the new Porsche Design
Bounce S has its upper part made-up of a
light purist mesh fabric, while the sole sports Adidas’
new metal lever arms and suspension system
which is designed to return most of the energy for
a smooth, stable ride, while increasing your propulsion.
These premium running shoes comes in two colors
black/titanium, black/light scarlet.
■ www.Porsche-Design.com
Vanity Cabinet
This is one of those things you would simply go
gaga over, just look at how beautiful it looks. Now
you can carry most of your makeup, in a stylish
vintage storage suitcase.
Etsy has just came out with this innovative Vanity
Cabinet. Once you open it you will find it
equipped with pull switch lights and cute mini
drawers, making it great if you need to get ready
for practically anything at anytime, especially
while traveling.
Surf to Etsy’s site and search for Vanity Cabinet,
where you will find it sold for about $300
■ www.Etsy.com

get back of what you spend
50%

26 FASHION

Fashion Workshop
Fashion Collection Summer 2009 www.WhatsUpKSA.net

28 FASHION

SUITE 966
Men:
Belt - G-Star
Jeans - Dondup
T-Shirt - Custo Barcelona
Shoes - Nanny State
Women:
Dress - Bag - Wallet - Shoes By Patrizia Pepe
29

30 FASHION
Life
Men:
T-Shirt - Sixpack France
Shorts - Franklin Marshal
Wallet - Juicy Couture
Cap - Kidrobot
Women:
Dress - Taka
Bag - Juicy Couture
Accessories - Juicy Couture

32 FASHION
Escape Men
Shoes - DKNY
Jeans - Citizen Of Humanity
T-Shirt - Belstaff
Jacket - Belstaff
Bag - DKNY

DKNY
Dress - Johnny Was
Shoes - DKNY
Accessories - Pellini
33

34 FASHION
Cugini
Dress - American Petro
Bag - Sous Les Paves
Earrings - Muse

Eye 2 Eye
(From Left to Right)
Tag Heuer
D&G
Ray Ban
Fred
Salvatore Ferragamo
35

38 HEALTH
Secrets Of Working Under Stress
By Mazen Al-Angary
Life Hacks

For various reasons this issue you hold in hand
was done under a lot of pressure, to make it on
time.
So we thought of sharing some of the secrets that
would help you when you find yourself working
under a tight deadline, flying back and forth
between cities trying to finalize that deal, or
simply working under a lot of stress.
Secret 1:
Headphones are Your Best Friend
You will be amazed at how headphones would
help block all the surrounding noise, and by
doing that you get a chance to focus and get
into the zone you want to be productive and
get things done. If music doesn’t work for you
consider using white noise or nature sounds.
Secret 2:
Take Regular Breaks
You might not even notice it till it’s too late
but working on a laptop, desktop, or even on a
blackberry is exhausting, what you need to do
is take a break at least every hour. Stand up and
take a short walk around, better yet you can
stretch out. If you’re stuck on a plane you can
stand up and take a walk up and down the aisle.
Secret 3:
Take a Deep Breath
Taking deep breaths will help you calm down
and relax, people who meditate know that fact,
but what is so great about deep breaths is that it
will supply you with oxygen to fuel your brain,
while cutting the stress levels to a minimum, try
it the next time you’re working hard on a project
and remember that it doesn’t take more then
seconds.
Secret 4:
Eliminate any Distractions You Do Control
One of the main distractions is your cellphone,
turning it off or at least setting it on silent mode
while working won’t harm, it will keep your
mind focused on the task you’re working on.
Another main distraction that you can control
is your instant messaging client, and email. So
consider turning your internet connection off all
together to get that nagging job done.
Secret 5:
Break the Task to Manageable Chunks
Looking at the project or task from an overview
would sometimes discourage you from finishing
it, especially when you have a complicated
entangled project to finish, a great way to finish
it is breaking it down to small manageable tasks,
this way you will get a sense of accomplishment
every time you finish a small task, and it will
show you how far you have been progressing
through your project. Furthermore you won’t
have to dedicate long periods of time to finish
everything at once.
Secret 6:
Turn that TV Off!
Personally I am one of those people who gets
distracted by flashing media, such as TV sets,
and since we have Televisions almost in every
room, you run a high risk of getting distracted
from the job at hand. If you can’t turn the
TV off, you can at least use your headphones
(buddies) and sit with your back to the TV to
eliminate those little visual cues.
Secret 7:
Don’t Get Everything Done
Once you remove that idea off your mind you
will find yourself pushing full charge to finish
it all, since thinking that you “have to” finish
everything at once will add a level of unwanted
and unneeded stress to your work-flow.
At times you will find yourself working in a
different environment other then the one you
are used to, so relax and try to finish the most
important stuff, and you will find other time to
finish the rest with out stressing yourself.
Secret 8:
Plan B (Break The Glass in Case of an
Emergency)
These things happen, you get many distractions
every now and then, things that can’t really be
even predicted, so what to do?
Well have a Plan B ready, that could be shutting
every communication down for a period of time,
if you have internet at work, consider going
offline for a while. Also keep a quite and cozy
cafe in mind.
A bonus secret I would like to share, is try to
regulate your caffeine intake, drinking too much
coffee or power-drinks won’t help you focus, it
will add a lot of unwanted stress. This article has
been written under a lot of stress to meet What’s
Up deadline for the next issue, and things went
smooth… As a matter of fact I have finished
more content that should cover even the next
issue.
39

40 HEALTH
For one year or more…
By Dr. Modi Batterjee, IBCLC, DHA
Health Column www.albidayah.com
International research studies confirm that breastfeeding
most likely leads to a slight reduction in
a woman’s chance of getting breast cancer, if the
total length of time she breastfeeds is one year
or more. This one year can be for one child or
more than one child. For example, breastfeeding
two children for six months each would give the
same degree of protection against breast cancer as
breastfeeding one child for one year. The longer a
woman breastfeeds in general, the greater the decrease
in her risk of breast cancer. This is because
breastfeeding changes the balance of hormones
that a woman has in her body which includes the
female sex hormones, such as estrogen. Most research
studies have found that estrogen levels are
lower in women who are breastfeeding because
breastfeeding delays the re-starting of a woman’s
menstrual periods after childbirth. This may help
to reduce the chance of developing breast cancer.
Breast cancer is unfortunately a common disease
and the number one killer of Saudi women. It is
important to recognize that more women than
ever before in the western nations are surviving
breast cancer due to better awareness, screening,
and improved treatments. There this is helping
women detect cancer in earlier and more treatable
stages.
What can make a difference in Saudi women developing
breast cancer in the first place?
Breast cancer is thought to be caused by complex
interactions between our genes, lifestyle and environment.
Risk factors are things that may alter the
chances of getting the disease. Having one or more
risk factor does not necessarily mean that you will
get breast cancer – it means that the chances of
you developing the disease are greater or smaller.
Often there is not a clear cut-off point when it
comes to having or not having many of the established
risk factors: there is often a gradual increase
or decrease in risk.
Health professionals think that you should decide
for yourself whether to breastfeed your baby
or not. Your decision should take into account the
benefits for both you and your child and the practical
issues associated with breastfeeding. These
include how easy and convenient you find it to
breastfeed. Your lactation consultant will be able to
provide you with more information about breastfeeding.
The research studies show that the risk of breast
cancer is slightly lower among women who have
breastfed their babies for a year or more in total.
You might feel, therefore, that if or when you have
children, this is an important factor in deciding
about breastfeeding.
There are many important benefits from breastfeeding
for both mother and child. International
Health Organizations recommend that women
breastfeed for the first six months of an infant's life
as it provides all the nutrients a baby needs as well
as antibodies to help fight illness and infection.

42 HOME
Urban Living:
An Influential Modern Way to Live
Interview
A breath of freshness to interior design and architecture
in Saudi Arabia is what we felt once
we walked into Urban Living’s office.
We met Jumana Shawli the founder and managing
director of the company to talk about their
new take on our habitat, by living in a contemporary,
modern, healthy surroundings.
What made you get into interior design and
architecture in the first place?
I have always had a passion for art and design,
so when time came to pick a major in college
I chose to study interior architecture in
New England School of Art and Design, Boston
(U.S.A). After graduating I returned to
Saudi Arabia, and worked in a company that
www. urbanliving.com
was starting a new interior design division, and
they put me in charge of handling that task, so I
went through the entire process. Since I was assigned
with a budget, and all the power I needed
to hire and create teams, I had to handle the
whole project from A to Z. After I was done, I
managed to secure a good deal, creating a department
that had its own project. I thought,

“I can do that on my own, since I have already
done it.” Basically I thought of the whole experience
as a sandbox experiment to explore my
capabilities. I wanted to have my own firm so I
resigned to give birth to Urban Living.
Did starting your own firm feel the same?
I started at home as a freelancer, after finishing
my first three projects I earned enough to open
an office and go full fledge by hiring my own
employees. When I was at home, I was working
alone, I didn’t have any employees, but when
I moved to this office, I hired two more people
an interior designer, and an administrator.
Now we have teams and more employees working
under Urban Living.
Why did you pick the name Urban Living for
your company?
Urban, is a word that gives the impression of
urbanism and modern cities, metropolitans if
you will, and it is something I picked up from
living in London, New York, and Boston, where
all these cities are urban metropolitans, everything
is polished and solid. On the other hand
you want some greenery, some landscapes, you
need something living, so the name Urban Living
is a way of combining the two when we design
for clients by giving them a polished contemporary
space that they can comfortably
live in. Our philosophy is to build modern skyscrapers,
without forgetting Earth, and that is
what the colors in our logo stands for; the gray
for Urban, and the green for Living.
What Type of projects do you handle?
We generally handle mid to large scale projects,
both residential and commercial. Yet
these days we have been noticing more focus
on the commercial projects, like offices, retail
spaces, showrooms, and stores. Recently
we noticed a shift in people’s way of looking
at their living areas, people are thinking more
about practicality, the old fashion approach
to decorating is moving out and we are seeing
a new trend where people want to utilize every
space available, taking advantage of every
room to the fullest potential possible. Our job
is to make this happen, and bring it to a tangible
reality.
When you handle an interior design project,
you get an open space that you have to bring
to life - how do you know that the client will
like the final setting?
We prefer handling projects from scratch, starting
from the architectural stage, where we have
more freedom to get extremely creative ideas
that could cut on cost and save energy giving our
clients more flexible options, but in some cases
we do get projects where the building is in existence,
and we need to work on the interior.
We have to take under consideration the occupant's
age, lifestyle, habits, and number of occupants.
After that we start to build the interior of
the home around them. For example if you have
young children we will have to make the home
safer for them, where if we have a handicapped
person occupying the space then we'll have to
take all necessary measures to make the house
accessible. If it is a newlywed couple, we focus on
making the home cozy and welcoming.
What about color schemes?
Some clients come with a certain color in mind,
while in some cases we have to ask them if they
like modern clean cut designs or classical elements.
If a client says “I want my house to look
like a loft in Manhattan,” we know what he needs
and wants, and what range of colors to use.
If a client comes with nothing in mind at all,
how do you handle that?
In that case we ask about their favorite restaurant,
or hotel. We can ask about where he or she
likes to travel the most, what are their favorite
colors, which will give us a sense of what they
need. If all that fails we will have to use plan B.
(Laughs)
What’s plan B?
We show them images from a wide variety of design
magazines which we get on monthly bases,
as well as images of previous projects, so they
can decide on a preferred style or color scheme.
However our clients often come to us with something
in mind, and our job is to materialize it and
bring it to reality.
I know from personal experience that many
companies try to cramp as many employees
as possible in the smallest space, or even use
cubicles; how would you persuade a client to
allocate more space to their employees?
First of all designing an office space doesn’t necessarily
mean you will end up with wasted space,
in most cases through good organization and
creative space planning you could fit the same
amount of employees you want, and still manage
to keep a comfortable setting with good circulation.
We focus on ventilation, greenery, sunlight,
and temperature to create that environment for
employees to work and be productive, most of
our corporate clients come with high awareness
about the benefits of using interior design since
the employees will enjoy coming to work every
morning, that way you’re creating a healthy, productive
environment for them. I heard the rumor
that the What’s Up head office has a secret
spa, is it true?
No comments (winks)… Is it part of the job to
research where you can buy furnishing items?
Of course this is a very important part of the job,
and not only from the local market, but we have
to research and look for the latest trends in interior
design and all its components such as furniture,
textiles, tiles and stones, lighting...etc; we
have to compare between what the local market
has, and what the international market offers,
and depending on the client’s taste and budget
we pick the right pieces.
What are your future plans?
I always like to lay a five year plan, so we have
reached this level in two years so far, we are trying
within the next three years to expand to Riyadh.
I am also thinking of expanding to Lebanon,
since we have already done some projects
there. We will have a showroom where people
can walk in or lounge and get inspired by ways
and ideas to decorate their own homes. Another
important thing I have in mind is giving females
in Saudi Arabia more options and opportunities
to be an active part of beautifying our surroundings,
we need to hire more as we grow, since we
have two active divisions both residential and
commercial, we are currently developing a hospitality
division. I personally think that the Middle
East needs a new fresh approach to interior design
and how we live our lives.
43

44 HOME
Salone internazinale del mobile Milano 2009
By Ghaith Beshri
Event Coverage www.beshri.me
Isalone del Mobile, the premier furniture and
accessories exhibition has just completed its
48th edition at the Milan Fairgrounds in Rho
recently. It is an annual international furniture
exhibition that takes place in Milan, Italy.
It is considered to be, without comparison,
the most celebrated design exhibition in
the world.
It was indeed a great experience for me to be a
part of this grand exhibition. Being a passionate
collector of innovative furniture, it was an awesome
experience to witness such artistic designs
and novel creations.
Furniture were displayed according to category,
resulting in clusters of royal classic piec-
es in buildings 1 to 4, minimal modern pieces
in buildings 5 to 8, as for innovative designer
pieces, it occupied six buildings of the fairgrounds.
Shiny woods with deep colors made a
strong statement in modern furniture and the
main design approach was multifunctional furniture
pieces. As for designer innovations, glass
was the main tool in which designers experi-

mented with transparency, layering, reflection,
and visual illusions with bold curves and minimal
joints.
The engines driving the great Saloni were all
up and running, fired up by the huge success of
the previous edition. Great projects, great displays
and great crowds provided the basic ingredient
for what was universally regarded as
the key event par excellence at global level in
the home furnishing sector. The eagerly-awaited
International Lighting Exhibition had also
set a benchmark with its wide range and broad
spectrum of goods that made up a unique lighting
sector scenario – from light sources to domestic
lighting, from technical illumination
to urban illumination - embracing both technological
and formal innovation. It was a special
pedigree mapping out the origins of Made
in Italy.
The show had three varied categories of Modern
variety, Classico approach and Design
trends. All the three categories were decorated
with elements of innovation and carried a
central theme. The most important aspect that
really inspired me was the designs of stands.
Those were simply amazing with one of my favorites
being Kartell which was designed using
visual illusions and 3D techniques. The other
items displayed were of wooden and steel that
reflected high quality and design precision.
The most common colors were lime green and
black in addition to the wooden texture.
Classico was a very luxurious selection of furniture
specially made from genuine leather and
fancy crystals. In this category, the most distinguished
exhibitors were FENDI casa and
IPE cavalla. The design section was adorned by
simplicity. The notable feature was its “Make
Your Own Furniture”. It attracted large numbers
of potential buyers as the idea facilitated
that you select your own size, color and finish
that will be produced in collaboration with designers,
architects and specialized manufacturers.
The section also attracted the “Rising of an
Egyptian Design Identity” theme that kept my
eyes glued. The concept was to present Egyptian
furniture designs with a modern touch. It
presented an evolutionary process of a nation
living with an important past and yet willing to
develop a new Egyptian design identity.
The second segment of the exhibition was considered
the biggest lighting fair in the world.
It was the largest part of the exhibition spread
over six halls. The most distinguished exhibitors
were Philips and Flos. Most exhibitors
were focusing on saving energy and environment-friendly
innovations.
The third segment was Salone Satellite, a gathering
of young creative designers to show their
creations spread over two halls. There were
also many workshops on design. A very inter-
esting side of the exhibition was a space provided
to a design competition displaying the work
of 570 young designers coming from 22 international
design schools with 220 students who
presented ideas and projects inspired by creativity,
ecology and sustainability, and needless
to say diversity.
A huge number of specialist operators had
flocked to the Saloni, making for a total of
278,000. The widely-hailed internationality
of the Saloni had been confirmed again this
year by an even greater influx of visitors from
abroad: 153,456 visitors from 152 different
countries, the majority from Russia, Germany
and France. The 124,544 Italian operators
who also attended the Saloni were testament to
the fact that the sector is holding on fast after
the last few difficult years and despite the current
financial crisis in particular.
Another 30,000 people converged at the Saloni
on Sunday, the only day the Fair was thrown
open to those who are not operating in the sector.
There was also an impressive press presence,
with 5,385 journalists from all five continents.
All in all, therefore, visitors, members
of the public and the press accounted for a massive
total of 313,385.
The events proved to be of great interest and
really pulled in the crowds: these were the
large ''Magnificence and Project'' Exhibition,
which will run until 21st June 2009 on the piano
nobile of the Palazzo Reale in Milan, featuring
important and extremely valuable
pieces of classical furniture alongside twentieth-century
design pieces. The installation devoted
to light and its scenic qualities, entitled
I=N=V=O=C=A=T=I=O=N, signed by the
British artist Cerith Wyn Evans will remain
on exhibit in the Triennale Garden, which has
been given as a free loan to the prestigious Milanese
institution by Cosmit.
All in all, it was an exhibition worthy of the
time invested in it. It developed fresh ideas and
gave a thorough insight to new furnishing décor
and design. The trend has been set and I am
all geared up to anticipate the call next year.
45

46 HOME
5 Tips for Choosing the Right
Lamps & Light
Home Decoration
1- What Type of Light
Light bulbs offer different types of light and
color bands. Halogen, fluorescent, and LED
bulbs all have their own benefits and degree
of warmth, it is important to determine which
type of light is right for your specific need. You
can use f luorescents to fill in shadows with
that missing ambient and reduce contrast, or
even give a brighter feel once used on vertical
surfaces.
2- The Color of Light
Light fixtures will dramatically affect the look of
your environment, your room will have a slight
tint of warmth if you pick an off white fixture
or even a bolder red. You can also get the same
effect by choose specific bulb colors which can
be added to any existing fixture that can add an
inviting feel to the room.
3- The Right Fixture
The market is f looded with many options,
making it important to focus on fixture size
in comparison with available space and style
of decoration, you don’t want to install a large
fixture in a tight room, you have to also consider
the viewing angles. So grab a seat and take a
closer look at the room surrounding you, and
what fits, use a little imagination there.
4- Emphasize on Specific Elements
You can use light as a cost effective way to
change the mood of any room in your home,
playing with light and shadows will bring out
certain features while hiding other unwanted
ones. You can focus light on a great piece of art,
while dimming other areas to lead the viewers
eyes around the room.
5- Tight Budget
While shopping for lighting and bulbs, don’t
get intimidated by what’s new in the market,
look for what fits your needs and budget, it is all
about good taste, since it is also important to
compare prices and be willing to be flexible with
name brands. Browsing through the market is
a great way to shop and compare prices as well
as look for deals on clearance items. You may
even consider simply changing the shade on an
existing lamp to give it a fresh new look.

INTERIOR DESIGN
ARCHITECTURE
PROJECT MANAGEMENT
SPACE PLANNING
Let Us Bring Our Love
Of Elegance & Design
To Your Space
T: +966 2 6076970 F: +966 2 6076970 E: info@jurbanliving.com P.O.Box: 51240 Jeddah 21543 Sausi Arabia

48 HOME
Jigsaw Cookie Cutter
Want to get your little loved ones to help you in
the kitchen? Well, there is nothing cuter then
this metal jigsaw cookie cutter, which provides
you and your children with endless fun.
Imagine how you could stimulate their brains
trying to fit the pieces together in a warm sweet
way. You can even teach them how to spell their
names using pieces that have sugar letters written
on them.
The Jigsaw Cookie Cutter costs £4.00, surf to
Cox & Cox site, and search for Jigsaw.
■ www.CoxandCox.co.uk
Swing Rocking Bed
by Stern
Imagine yourself napping while gently rocking
this dreamy cosy outdoor rocking bed while
the sun sets. The swing bed is built with a sturdy
aluminum frame, with a mocha wicker finish
giving it a smart, natural-looking appeal.
The Swing Bed has a sensible sun-top and comfortable
mattress that comes with the outdoor
swing bed. The cover is made from a hard-wearing
fabric called Sunbrella, which is perfect to
keep off the sun or a light shower. To move the
bed around it comes equipped with wheels to
give you the ease and comfort of repositioning
it around your garden.
And to make this picture even more perfect you
can also get the Side Table Swing, to accompany
this amazing bed.
■ www.Stern-Moebel.de

HEADACHE / STIFF NECK:
Tension in the nick muscles
is often aggravated by a
poor sleeping posture, which
can cause headaches.
FIBROSITIES:
Poor bed posture often
causes tension in back and
shoulder muscles.
BACK PAIN:
Pain and stiffness are often
aggravated if the mattress
forces the spine into an
unnatural position.
PAINFUL HIP JOINTS:
A hard mattress can worsen
painful hips and lead to
discomfort and
inflammation of the joints.
ACHING KNEES:
Pressure and touch can
make aching knee joints
even more sensitive and
vulnerable.
CIRCULATORY PROBLEMS:
Swollen feet and calves can
benefit from a mattress,
which relives pressure.
Exclusive to Softdreams Sari Street
Next to Nahdi pharmacy T: +966 2 6831546 www.pirellibedding.com
Where Comfort and Body Support Come Together
The quality of Pirelli mattresses, pillows and supports is
attended in every aspect; from the choice of the best raw
materials to the use of excellent technological solutions. The
Pasteur Institute in Paris has certified the bactericide,
germicide and fungicide properties of the latex used by
Softdreams Bedding in the production of Pirelli mattresses
and pillows.

50 HOME
The Guitar Hanger:
The next logical step in
storing your guitar
Whether you’re a beginner or a professional musician,
The Guitar Hanger gives you quick and easy access
to your instrument while also protecting it from
potential harm. The Guitar Hanger allows you to
store your guitar anywhere with a closet rod or hook
by utilizing the non-mechanical locking yoke, The
Guitar Hanger securely holds your guitar in place. It
is the next step in easily storing and accessing your
guitar. The Guitar Hanger will allow for instant and
easy access while freeing up floor space and keeping
it safe from the flow of traffic around your room. It
makes storing your guitar as easy as hanging up your
T-shirt. The hanger is made of durable stainless steel
and nylon/fiber accommodating international requirements
and is ready to ship immediately.
Cost about $31, you can find more info by visiting
their website.
■ www.TheGuitarHanger.com
Zaha Hadid Faucet by
Triflow Concepts
Inspired by the fluidity of water itself, the Zaha
Hadid faucet from Triflow Concepts is a silky polished
flowing faucet that stands out as a piece of
art. Making it suitable for either your bathroom or
kitchen.
Triflow Concepts is a British manufacturer that
produces luxury bathroom products, is collaborating
with the well renowned designer Zaha Hadid
to create a brand new stylish Triflow sculptural
spout, body and a tucked away handle that control
the hot and cold water. You can also find an electric
button with Triflow’s logo to give you drinking
water if available. The faucet features a unique
ceramic core representing the best of Triflow’s innovative
approach to design and technology.
The Zaha Hadid Triflow has two main lines, a
kitchen and a bathroom line, prices range from
£4,760 to £5,340 depending on the line and finish
which is available in Chrome, Nickel, and Pewter.
■ www.TriflowConcepts.com

Latex
Bodyzones
Balanced
Because the body weight is not evenly distributed,
our latex has zones of different densities
Full length
multi-alveolated base
Firm
Bodyzones 3D, the result of a combination of 3 active principles
3 zones of different densities horizontally
3 zones of latex offering different degrees of support vertically
7 precision zones obtained using different sizes of honeycombing
The essential source of well-being
Balanced
3D
More flexible latex
Soft comfort

52 HOME
Glamour Classic Style
by Fir Italia
A luxurious way to add a little glamor to your
bathrooms and kitchens, Fir Italia is introducing
their new glamor collection of faucets
rendered in precious metal finishes such as
chrome, nickel, silver nickel, bronze, gold, gold
glam, if that’s not enough to feed your elegant
need, then you should know that the iconic collection
also adds a touch of magnetism by adding
brilliant Swarovski Crystals to the faucet’s
knobs.
Fir Italia offers prestigious solutions for bathrooms
and kitchens to be furnished with elegance
and freshness peculiar to a modern, exclusive
and young lifestyle. Dedicated and
designed to those wishing to distinguish themselves.
■ www.Fir-Italia.it
Glass Bathroom Faucet
Flower
We simply fell in love with this innovative idea
from Hego Waterdesign which incorporates the
concept of a vase into the faucet itself, how it
works is quite simple water gushes to fill the vase,
and then cascades down the wide spout, creating
a reviving waterfall effect as the water leaves the
stainless steel channel.
Designed by David Vercelli, the Glass Bathroom
Faucet Flower will keep your bathroom smelling
as fresh as flowers, so the next time you wash your
hands, you can lean forward to smell the fresh-cut
flowers.
To order or check for the prices you can contact
Hego Waterdesign on export@fir-italia.it, or visit
their site for more details.
■ www.HegoWaterDesign.it

We are specialized spec lize in desig designing, igning, execut executing ting & mai maintaining ninng
priva private i
e and
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and out outdoor outdo plan plants, especi especially y palm trees trees.
T +966 (2) 6658939 - 6656171 F +966 (2) 6658149 E info@alnargis.com www.alnargis.com

54 ART
New Wave of Saudi Contemporary Art Goes To Venice
05/06/09 - 02/08/09 - Palazzo Contarini Dal Zaffo (Next To Accademia Vaporetto Stop) Venice, Italy
Event
For the first time Saudi artists present their work
during the most world's most important visual arts
event ... The 53rd venice biennale in Italy.
Edge Of Arabia in Venice features the work of 9 pioneering
Saudi contemporary artists, male and female,
whose work combines photography, instal-
lation, performance and a variety of other media
with a multi-disciplinary approach to artistic practice.
The artists, most of whom will be travelling from
Saudi Arabia for the event, will be joined by curators
and experts in the field of Arab culture and
www.edgeofarabia.com
art. The event will be a chance for international
journalists, curators and gallerists to engage with
this pioneering exhibition and explore the artists’
individual stories.
Edge of Arabia launched in London’s SOAS Brunei
Gallery in October 2008 with a dynamic web-

site, a visual arts book, and an exhibition that attracted
record numbers of visitors and helped
raise the profile of Saudi contemporary art in the
UK.
As a direct result participating artists have been
invited to exhibit internationally and, for the first
time, significant numbers of works by Saudi artists
are being included in prestigious museum collections,
publications and high profile auctions.
This exhibition in Venice is the latest development
in the emerging story of contemporary art
from the Kingdom.
Edge of Arabia Artists: Faisal Samra (Bahrain),
Ahmed Mater Aseeri (Abha), Shadia & Raja Alem
(Jeddah/Paris), Mahdi Al Jeraibi (Maccah),
Ayman Yossri Daydban (Jeddah), Manal Al
Dowayan (Dhahran), Abdulnasser Gharem
(Khamis Mashet) & Maha Malluh (Riyadh)
We are extremely proud to support these Saudi
contemporary artists to exhibit in Venice for
the first time. The presence of Edge of Arabia
during the 53rd Venice Biennale will create a
powerful platform for promoting Saudi artists on
an international stage. Fadi Jameel, Abdul Latif
Jameel Company Ltd.
Sponsors: Abdul Latif Jameel Company Ltd.
(Jeddah), Jadwa Investment (Riyadh), The Park
Gallery (London), Canvas Magazine (Dubai),
What’s Up Jeddah (Media Partner)
Partners: Saudi Arabian Ministry of Culture &
Information (Riyadh), City of Venice (Venice),
Arab British Center (London), Lightbox Communications
(Venice), JA Clark Charitable Trust
(UK)
5 June–2 August 2009
Open: Tuesday – Sunday 10.00–18.00,
Closed: Monday
Admission Free
Exhibition Office: 1 Gough Square, London
EC4A 3DE
Direct line: +44 (0)20 7832 1332
Mail: info@offsc
55

56 ART
Faisal Almalki
The World Through The Eyes of a Phenomenon
Interview
www.Exactish.com
Faisal Almalki is one of those gifted people who we
have been monitoring for some time now, watching
how fast and steady he has been climbing the
ladder of success as a world class renowned photographer.
We had this chat done over VOIP " Voice Over Internet
Protocol " with Faisal about his passion that
we call photography.
Alright, hold on let me test the recording
here…Say something… just to test.
Should the legendary “Testing 1…2…3” do the
job?
Great that should do…Okay now we are ready,
so I am looking at your site right now, I like
the picture on your ‘About Me’ page, where was
that, London?
You know this is the least page update on the whole
site**, I would rather focus on pictures than on myself,
and yes it was taken in London by a photographer
who is also a friend of mine.
So take us to the beginning, how did a phenomenon
like you start?
I hope this is not going to make it to print (laughs).
This is awkward, I think on some level, I have always
enjoyed photography, but I never knew back
then that it would turn into a serious hobby or even
an interest. Since I was a kid, I have always had a
camera with me, just shooting randomly, nothing
artistic by any means. I remember when I was
in school, I used to have a new hobby every year
or so, I used to write to Majed magazine, I collected
stamps, I wanted to write poetry, I tried many
things. I have always wanted to do something related
to art or media, something creative. I even wanted
to become an actor, or a director or a singer, but
you can tell by my voice that that didn’t go far.
(Laughing) sorry about that but you have an
engaging way of putting things in perspective.
Beside all that I have always wanted to do something
artistic, I always thought that doing something
creative is never a career, it should be something
on the side. I ended up studying marketing at
university, since I loved how interesting advertising
is I thought why not combine business with creativity
and I finally discovered that I could make a
living by being creative!

I think that ‘advertising and marketing’ is one
of those great careers, since it takes more to
communicate a message.
Absolutely! In 2001, I started working with Saatchi
& Saatchi, then I moved to JWT, then Grey and
now I am working as a marketing manager in an Investment
Bank. Throughout that time, I got many
opportunities to travel abroad, whether on holidays
or on the job shooting commercials. I had always
felt guilt whenever I saw beauty around the world
and not shared it with my family, and that is when I
bought my first digital camera.
In 2005, I took a look at all the pictures I had collected,
and I discovered that I had always tried to
shoot things in a creative way; I discovered that this
is how I look at things, looking beyond the picture,
seeing what is really behind it. I found that some of
my pictures had an artistic touch to them. By the
end of 2005, I started researching photography for
the very first time and found an American/Canadian
forum that deals with photography; I joined and
started to share my images to see how these photographers
would react to my images, and that is how
it all started.
That’s very interesting especially the part where
you opened up to others in order to judge your
work while you’re still unsure about it.
Luckily they liked my work. They helped me with
pointers on taking better pictures, but overall they
gave me the support I needed to feel comfortable
about photography. Now when I look back at those
pictures, I see their weakness, but back then those
photographers helped me when I was still starting
up and encouraged me. I think they saw the potential.
On the first day of 2006, I bought my very first
semi-professional camera; since then I’ve become a
serious photographer.
I am browsing over your site again, I like the
way you categorized your work, and I can see
you’re covering many styles and genres, but
what type of photography do you mostly like
to do?
Well as you can see on my site, about 70% of my
work falls under the abstract, and architectural
genre, since I find myself to be a very urban person,
I love cities, buildings, windows, and patterns. Other
photographers call me the abstract person. I do
shoot other genres, but I still find the passion in abstracts
and architecture photography.
How many exhibitions have you taken part in
so far?
I joined many exhibitions all around the world, but
in most cases they were the contest based galleries.
My work was shown in a few galleries in New York,
in the National Geographic & PDN contest, World
In Focus in 2007 2008, The Lucie Awards - which
is considered ‘the Oscars’ of photography - in 2007
and 2008. I was also in the PX3 in Paris, now after
winning the Masters Cup, I get to tour the whole
world to feature my work, not sure where exactly
right now, but I have been showcasing my work in
LA, Qatar, Istanbul, Luxembourg, Austria, to name
but a few. »
57

58 ART
Do you consider yourself as a professional
photographer, in terms of selling your work,
or even getting job requests?
I think I am fortunate enough to treat photography
as a passion, I am not a professional photographer,
and when I enter any competition I
always participate in the non-professional section
since I don’t make a living out of photography.
I really can’t see myself as someone who
would shoot typical commercial photography.
The other way of becoming a pro-photographer
is selling pictures as fine art photographs.
I only got one assignment to do a "commercial
assignment" when I worked with SAGIA (Saudi
Arabian General Investment Authority), we
had an interesting chemistry. I wanted to shoot
their building, while they wanted me to shoot
it, and that is how they asked me to do the job.
I really enjoyed doing it. I think it is very rare
to work on such a level of understanding in the
Middle East, but if I do get a chance like the
one I got with SAGIA, I will definitely be interested.
I remember interviewing a Saudi photographer
in our Riyadh edition of What’s Up,
who told me about how hard it is to shoot in
public places, since some people don’t mix
well with photography. Do you face some issues
while photographing here?
I would love nothing more than to go out and
shoot whether here in Riyadh or Jeddah, or
anywhere around the Kingdom, but that is very
difficult, and that is because of two main reasons,
the first is that we as Saudis are private
people, we don’t like to be on the record or exposed,
this is something deeply rooted in our
own culture. The second reason is because,
officially, photography wasn’t allowed in the
past.
Two years ago things changed, we got a permit
from the Ministry of Interior and the Saudi
Commission for Tourism & Antiquities, allowing
anyone to take photos of any public places
unless stated otherwise with a clear “No Photography”
sign. Now the real problem is convincing
the officer on the street that such a
permit does exist; I even walk around with a
printout that any photographer can get from
the Commission for Tourism’s site (www.scta.
gov.sa), since they want to spread this. But till
now, police on the street won’t believe me even
when I show them the paper.
I really find it painful not to photograph here
in my country, I see all this beauty around me
yet my hands are bound not to use a camera in
public. I would love to photograph Al Haram in
Makkah for example.
Since I started photography, two things
changed in my life, I first started to see Riyadh
as an interesting city, when in the past I used
to think it was boring and the second is that
I used to think that there is nothing much to
show the world right here, now I think that our
country is a gold mine, where we have so many
stories and sites we can show the whole world.
Do you travel to photograph?
Ever since I started photography, any destination I
travel to is for the sake of taking shots there; so now
I travel to shoot. Henri Cartier-Bresson a photographer
who I respect once said that photography isn’t
a hobby or a passion, it is a way of life. I started to
feel that in the past couple of years, where even if I
didn’t have a camera with me, I still saw things in a
different way. It could get annoying at times when
you’re in a business meeting or a family gathering
and all you can think about is framing pictures, but
as I said you start to live it. For now I shoot photographs
like no one is watching, I enjoy doing that.

60 ART
Tuhami:
A Bet on Innovation
Exposure Contact@WhatUpKsa.net
Tuhami Arabi, is a young innovative fashion
designer, who had his start way back when people
started to notice a rumble in the Saudi street
fashion.
“I worked in designing clothes, garments, logos,
and ads. I ended up focusing on clothes,” said
Tuhami
Tuhami finally created his brand here in Saudi
Arabia a little over a year ago. He then started
to spread over to neighboring countries like
Kuwait and the UAE.
But what really gave Tuhami the advantage
is the eye for detail and quality, focusing on
mixing the Saudi or Arabian culture with a hip
trendy street style.
“The young generation likes this, plus it makes it
easier for the outside world to click and adapt to
it, making it reach them and blend with their own
trends,” added the designer.
As a fashion designer Tuhami presents two main
lines. The first, Tuhami, focuses on dresses for
ladies, suits, and shirts for gents, with a definitive
touch of elegance and an eye for style in every detail.
The other line, Tuhami Jeans features expressive
street style jeans, T-shirts, and accessories. Tuhami
sets itself from any other brand out there because of
its high quality production and limited number of
pieces for any new line.
When asked about how exclusive his pieces are,
Tuhami replied, “I like to keep a limited production
for every line, nothing more than 30 pieces max for
any product, so that keeps the quality at the highest
level possible, plus it makes my brand kind of
unique. I produce everything here in Saudi Arabia,
so you can ‘honestly’ say it is made in Saudi Arabia.”
As for the fabrics and production quality, Tuhami
believes that when his clients use his garments for
some time, feeling the comfort, and softness, while
experiencing the quality over years, they come back
not only wanting more but also recommending you
to those around them – this philosophy has been his
from the onset of his career and has contributed in
what his lines stand for today.
“When you open your wardrobe and find a Tuhami
T-shirt or jeans that are still as new as the day you
bought them, you will go looking for more, because
you know that this is the type of quality you’re
getting,” he says.
Now Tuhami is working on new ideas to spread his
brand even further, incorporating his brand name
under other leading Saudi fashion companies that
will show case a custom-made limited editions of
his products. And the scoop we got is that a new
Tuhami eyewear design is set to hit the market soon.
Tuhami and Tuhami Jeans launch their collections
twice a year; as for Tuhami accessory line, new
products are launched every three months to keep
things fresh and up to date with what’s happening
on the streets.

62 ART
Get to Know
the Artist
What's Up Gallery www.SaudAlSaud.com
Name: Saud Al Saud
Today’s artist is a self-taught freelance photographer,
who was inspired by photographer Fahad
Ayyad in the beginning of his career. Saud
started pursuing his passion and acquiring
more tips and tricks from photographer Saeed
Salem.
Over time he developed his own style, honing
his artistic touch, and getting the eye for fine
details, to discover beauty around him.
Saud focuses on two main styles; Portraits, and
Seascapes where he senses the mysterious affection
between the wind and the sea.

64 ART
Award Winner Hazar Bogary
A Graphics Designer that Sees Things in A Different Way
Interview Contact@WhatUpKsa.net

Hazar Bogary is one of the most influential graphics
designers. Her professional journey has taken
her through many aspects of creativity throughout
her life reaching a time when she has become a renowned
graphics designer due to her mastery of
her skills working for Grey Group – a multinational
corporation - creating advertisements that perfectly
sync with the Saudi society.
How would you define graphic design?
(Laughing) well this might sound mad, but I personally
think it is a little bit of craziness within logic
and a bit of logic within craziness!
When I saw your work, the first question that
came to mind was how do you get the concepts?
Could you take us through the steps of
creating an ad?
Well I first receive the brief, I prefer meeting with
the client and listen to him or her so I can really
feel their need, unfortunately this is not always
the case.
Then I start researching, researching, researching...
and researching until I find the hook that clicks
both the idea and the client’s requirements. After
that the whole team gathers together to brainstorm
and filter all the ideas. Then we choose the best
concepts. This makes it easy to divide the work and
start developing the idea, toning it from here and
there until it is beyond perfect. The final step is to
put all our work and efforts together to present it to
the client; then to execute the whole project.
You have such a massive portfolio, how long
have you been working as a graphics designer?
I joined Grey Jeddah as a graphic designer one
month after my graduation from the United States
in June 2006 and I am now a junior art director.
So how old were you when you first started getting
interested in graphics?
I got interested in this exciting field during my 12th
grade. That’s when it all came together since I got
interested in graphics design, photography, and
painting. Since then I’ve never missed visiting art
exhibits whenever I get a chance, even when I travel
on vacations.
What inspires you, what really gets you in the
mood, or the zone?
Anything could inspire me. I believe that graphics
designers have the sense of seeing everything from
another aspect if you will. But usually I love working
in an extremely loud and busy environment, I can’t
explain why that is, yet it gets me in the right mood.
Do you think that you have an advantage being
a Saudi female, when it comes to creating advertisement
concepts that can fuse with the Saudi
society?
(Laughs) BIG TIME!
Sometimes it is hard to get or even understand
things in any given culture if you’re not part of it; especially
if it is as conservative as culture as the one
we have here in Saudi Arabia.
You have won Al- Jadeedah Weekly Magazine
award for the short story competition
for the youth; what was the story about, and
how was it inspired?
(Laughs) During my 12th grade I remember
being a very good writer, I still write but not as
much. The story was about how people overlook
the trees and their importance. Back then
I thought that writing was the thing I wanted
to do for the rest of my life, I even was a journalist
for such a short period of time then all of
that passion went into graphic design, art and
concerts.
You have also won a silver OMNI award,
what was it about?
I joined the poster competition under the topic
of drug consumption. In fact in this design
I played around the double meaning of the
word 'cool' since it can mean both ‘not hot’ and
‘WOW’ or ‘hip’.
If you had time to spare, what would you
like to do next to graphic design?
I would love to be involved in more youth organizations
to enrich our youth power with more
educational training and activities.
If you never turned out to become a graphic
designer, what would the next best thing
be?
I would want to be a doctor to keep a persistent
smile on patients’ faces.
65

66 GADGETS
Nokia N86 & N97:
Hands on Preview
N86 (WU Rating):
Design
User Interface
Screen
Over All
Product Review www.Nokia.com
with the N86 you have both in one sleek package.
Once holding the device in hand it gives you a great
solid feel, since the body is made out of full-metal
with a metal rim surrounding the scratch resistant
hardened glass front face that covers the gorgeous
bright OLED screen.
We got a chance to lay our hands on two exciting What really sets the new N86 from any other camera The Nokia N86 offers aGPS, Nokia Maps 3.0, Wifi,
new devices from Nokia, the N86 and the N97. So phone out there is the true 8MP it offers, since the Bluetooth stereo audio support, 8GB internal mem-
without further ado, let’s get down to business. device sports a Carl Zeiss Tessar optics with a 1.75
micron pixels image sensor, which means in human
ory, and the world-class N-Gage gaming capabilities.
First we will start with the N86, Nokia is introduc- language, that the outcome is a true 8 mega pixel pic- With all that we like the way the device feels in hand,
ing a solid built new 8MP camera phone that packs ture, plus the device offers a mechanical shutter. So and the smooth way the device slides to reveal the
a lot more then meets the eye.
instead of carrying a real camera and a mobile phone, numerical keypad.

N97 (WU Rating):
Design
User Interface
Screen
Over All
Now let’s move on to the real star of the show;
Nokia’s flagship phone the N97, off the bat, I
would like to say that it is obvious that Nokia
is heavily betting on this one, since you can
see clearly that they are getting it right this
time around, the Nokia N97 has a unique
mixture of a duel personality offering users
an engaging responsive touch screen, with a
fancy tactile full QWERTY thumb-keyboard.
On the 3.5 inch screen you get a quick
glimpse of info snippets, since the device offers
software widgets like weather, stocks,
time, news, or even connect to your favorite
social networking sites such as Facebook.
Giving you instant on the f ly updates any
where and at any time. Plus this will open the
doors for developers to create their own widgets
for you to download through Nokia’s Ovi
service.
The N97 can play high-quality videos or
even Flash movies on the internet thanks to
its 16:9 widescreen ratio, and its support for
Flash Lite 3.0, the device also offers a 3.5 mm
jack so you can plugin your favorite headphones
and enjoy movies and music on the
move.
On the technical side, the Nokia N97 sports
aGPS, Carl Zeiss Tessar 5MP camera, Wifi,
Bluetooth stereo audio support, and ready for
this... A Whopping 32GB on board memory
which you can extend up to 48 GB by adding
a 16GB microSD card.
The Nokia N97 feels great in hand, with its
smooth soft sliding keyboard. From our opinion
Nokia is spot on with these two new devices,
it would be interesting to see how the
market will react to these new Nokia shock
waves.
Both the N86 & N97 come in two color options
stealth black which gives both devices a
professional corporate look, and alpine snow
white, that gives them a trendy smart touch.
Mark your calendars for June when the new
phones will be available in the Saudi market.
No price tags have been confirmed yet.
67

68 GADGETS
TOSHIBA NB200 Mini
Notebook
In the past technology companies fought over who
would give you larger screen sizes, more hard disk
space, more graphic capabilities, or even the thinest
notebook out there. Nowadays there is a new
battle brewing between all the companies over
who can give you more battery juice.
Toshiba have just came out with a new highly stylish
10.1” widescreen notebook called NB200 Mini
Notebook, the device features a TruBrite LED
backlight display, 160GB hard drive, VGA integrated
webcam, Wi-Fi, Bluetooth. But what really
makes this device special is its whopping 9 hour
run time. So if you are looking for a true mobile
laptop, this could be it... For now at least, let’s see
what other companies will have to offer next. The
Toshiba NB200 Mini Notebook sells for about
$450.
■ www.Toshiba-Europe.com
Sharp Mebius NJ70A
We have been hearing some rumors that Apple
might come out with a MacBook that would feature
an LCD trackpad, something like the iPhone
if you will. Well guess what, as this rumor went on
someone at Sharp’s R&D decided to take the lead
and create the worlds first LCD trackpad touchscreen.
Sharp Mebius NJ70A netbook comes with a
1.6GHz Atom CPU, 1GB of RAM, 160GB hard
disk, WiFi, a multicard reader, plus the 854 x 480
resolution LCD trackpad.
The netbook (not notebook) is priced at $999 and
will be shipping by June.
■ www.Dynamism.com

EXILIM Pro: EX-FH20
CASIO has recently announced the release of its
newest camera, the high speed EXILIM EX-FH20.
This remarkable new camera is capable of ultra highspeed
burst shooting at 40 fps (frames per second)
and can record high speed movies at up to 1000 fps.
Such speeds would put the EX-FH20 in a class of its
own. Casio expects the revolutionary unique capabilities
of this new camera would generate entirely
new applications for digital photography.
Here is a quick rundown on the main features:
- 9.1 effective megapixels with a wide angle zoom
lens.
- High speed movie recording at up to 1,000 fps.
- High Speed Anti-Shake function.
- High Speed Night Scene setting
- HD Movie recording function.
CASIO EXILIM Pro EX-FH20 can be found at Abbar
stores around the Kingdom.
Sony: World’s Smallest
Full HD Camcorder
Once on a vacation, the last thing you want is
dragging a large bulky camcorder around with
you, Sony thought of that and came up with a
smart solution. The new Sony HDR-TG5V high
definition camcorder features a built-in GPS receiver
and a 10x optical zoom in your pocket so
that you can geotag all your videos and images to
share with everyone, while knowing where you
shot them.
The Sony HDR-TG5V is the world’s smallest
full-featured 1920x1080 HD camcorder using a
Carl Zeiss Vario-Tessar lens, giving you a 6 hour
full HD recording on 16GB of built-in storage
with the option to expand memory using Sony
Memory Sticks, it has a superb image stabilizer,
120x digital zoom over its 10x optical zoom. And
with the built-in GPS you will never forget where
you captured footage, since it automatically geotags
everything.
The Sony HDR-TG5V doubles as a capable
4-megapixel still digital camera with a beautiful,
sleek , light, and ultra-compact design with
a tough titanium body.
Estimated price is $1000. This camcorder
might be released in the Middle East under either
the product name HDR-TG5V or HDR-
TG7VE, so check with Sony dealer for more details.
■ www.Sony-mea.com
69

70 GADGETS
Chairman
By Ulysee Nardin
This is one of the most elegant phones we laid
eyes on recently, the famous 150 year old Swiss
watchmakers Ulysse Nardin is venturing into
a new territory with the world’s first mechanical
mobile phone called Chairman, what really
sets this device apart from anything you
have ever seen so far is its visible, fully-functional
kinetic rotor that will assist in providing
the device’s battery with power, just like you
might find in Ulysse Nardin mechanical wristwatchs,
a company known for their fine marine
chronometers.
Ulysse Nardin Chairman innovative hybrid
smart phone embodies Ulysse Nardin’s core
values of expert craftsmanship, heritage and
timeless style, while incorporating the world’s
most technologically advanced applications.
Chairman features a 2.8" multi-touch screen,
fingerprint reader for owner identification and
phone lock, numeric keys with high quality
tactile response, 5 megapixel camera, Wifi, Email
and Internet application, Sapphire glass,
Kinetic rotor system, and an 18k rose gold (on
some models).
It comes limited to 1,846 pieces, with options
like Rose Gold, Rose Gold & Blue, Rose Gold
& Steel, Stealth Black, Steal & Blue, among
other exciting color schemes to be announce
soon, the device will be available for purchase
on the fourth quarter of 2009, price will depend
on the color.
■ www.uncells.com

Viliv S5 Premium:
Not Just Another UMPC
Let me get the basics out of the way, if you’re
not familiar with the acronym UMPC, it
means Ultra Mobile Personal Computer.
Now back to this amazing new product called
Viliv S5 Premium which sold out its initial production
of 1000 units on the same day it came
out.
This ultra mobile high quality built unit boots
up into Windows XP from sleep in under five
seconds. The Viliv S5 features a superfine
4.8" WSVGA display, 60GB hard disk, an Intel
Atom 1.33GHz processor, 1GB of R AM.
All that with a 6-hours of use battery life, 200hour
standby time, supports 720p HD video
playback, and features integrated Wifi, Bluetooth,
GPS, and 3G connectivity.
Viliv S5 Premium has its own impressive Cube
UI that enables you of accessing applications
and documents with a click on one of 36 bubbles
sorted into 5 categories offering a total of
180 programs. The device offers what is known
as a Haptic on screen keyboard, giving you a
welcoming feedback, it also allows you to use
an external keyboard and mouse if you prefer
through a USB port.
What makes this tiny device amazing is its 3G
capabilities, where you can slide your SIM card
to get internet access on the fly. Another great
feature is its built-in GPS receiver that allows
you to use Garmin software, Google Earth, or
even Microsoft Streets & Trips.
The user can choose their favorite operating
system from Windows Vesta, XP, or Linux OS.
The Viliv S5 Premium sells for $599.
■ www.Dynamism.com
LG GC900 Viewty Smart
LG has been teasing everyone monitoring the
mobile phone market with their long awaited
Viewty Smart, after the great success they enjoyed
with their high-end line so far, LG is taking
everything to the next level, the company
improved every feature over the original Viewty.
The new Viewty Smart sports an 8 megapixel
camera with ISO 1600 sensitivity, DVDquality
video recording, 7.2Mbps HSDPA
connection, integrated WiFi, aGPS, and 1.5GB
onboard memory with a microSD expansion
up to 32GB. All these great features inclosed
in a slick 12.4mm thick phone making the LG
Viewty Smart a highly desirable non-smartphone
on the planet.
The new LG Viewty Smart will be hitting the
market soon, so keep an eye open for its release.
www.LGmobilephones.com
71

72 GADGETS
Aqua Sounders:
Summer Jam Anyone?
It is almost summer time, and we thought we
should give you some heads up on this exciting device.
Grace Digital Audio have just came out with
a new groovy Aqua Sounders floating wireless
speakers that you can literally toss in the pool. It
gets even better since the Aqua Sounders are fitted
with a pair of Ultra Bright LED mood lights integrated
for nighttime fun, so the party never ends.
The kit includes a transmitter that can send the
music from an iPod or any other audio source (offering
a 3.5mm jack) over a range of 46 meters,
while the speaker’s battery can last you for about 6
hours, just enough time till lunch is served, everyone
needs a recharge, right?
If you have a huge party, you can throw in up to 10
speakers that can be controlled by one transmitter,
imagine how funky that would be like... Wild is the
word I have in mind.
The kit which includes 1 transmitter and 1 waterproof
submersible speaker that will cost you
about $150, you can add more speakers to your
cart while you’re shopping on Grace Digital Audio
website.
■ www.GraceDigitalAudio.com
Sony Ericsson’s MS500:
Take Your Bluetooth
Bluetoo
Outside utside
Almost every cellphone has Bluetooth capabilities
these days, some devices have what is known as Bluetooth
A2DP, which is an add-on stack over Bluetooth
2.0 to enable any device to stream music.
Now Sony Ericsson have came up with this fun cool
idea of providing you with a Bluetooth portable
speaker so that you can enjoy your music while doing
outdoor activities with friends, family, or even alone.
The Sony Ericsson’s MS500 works with any device
from any brand as long as it has the Bluetooth A2DP
capability, with a range of about 10 meters. It comes
attached to a lanyard or a carbine hook allowing you
to clip it to your belt or bag keeping it within easy
reach. The MS500 has its own set of play and volume
controls incase you wanted to pump it up a bit.
Adding a set of AA batteries will give you up to 6
hours of music time. You can enjoy your time at the
beach knowing that the MS500’s shell is splash-proof.
Two color options are available, black and orange or
white and pink, it is expected to be out soon.
■ www.SonyEricsson.com

Parrot By Starck
This new classy minimalistic wireless speakers by
Phillipe Starck are truly a work of art. With the
collaboration between Parrot and super designer
Phillipe Starck, we get this set of 2.5 feet tall speakers
that use Bluetooth to communicate with each
other. Broadcasting sound in 360°, the speakers
uses an extra-flat membrane to create small-scale
vibrations across the speakers' entire surface, making
the air vibrate.
Keeping convenance in mind, all you need to do is
dock your iPhone, iPod (touch, nano, or classic)
and enjoy all your music library, flipping through
with a wireless remote.
So if you appreciate the combination between
high art and electronics, you can buy these speakers
around Spring of 2009 for the suggested retail
price of $1,500.
■ www.Parrot.com
Sony iPod/iPhone Dock
Sony is preparing to release a high-end, stylish micro
dock component system for the iPod & iPhone
called the CMT-Z100iR. This dock is made for
people who want a unique and different dock that
can fit in any space no matter how small, with an
additional wall-mounting capabilities.
The CMT-Z100iR features Audio In, CD playback
capability, and a USB port so you can connect
your USB-equipped portable music player for
additional playback and recording options. The
speakers output at 20Wx2, which is more powerful
than any average small dock. But what you will
love about this device is the attractive touch panel
control.
Sony is throwing in a S-MASTER digital amplifier,
which sounds fantastic. Two way Bass reflex and
treble adjustments (-4/+4) with additional bass
boost that ensures finding the preferred sound.
FM/AM is also integrated, plus a small remote
control to make life even a little sweeter.
73

74 AUTOS
The New MINI Cabrio:
Out in the open
Car Review www.MINI.com
Eagerly awaited by many fans, the brand new Mini
Cooper Cabrio has hit our roads and is now on the
loose - unleashed for its special 50th birthday to
take you on a refreshing open ride.
We can see that the new Mini Cabrio radiates
with the very best in performance, design, quality,
handling, safety, and versatility. Remaining top
of its class, the new Mini delivers efficiency and
functionality to ensure being its class leader with all
the advanced automotive technologies ever to be
introduced on a Mini Cooper.
The Exterior:
Whenever you set your sight on the Mini Cooper,
you can’t help but smile, and the new Mini Cabrio
adds a level of freedom and excitement to that smile,
since the Mini Cabrio possesses its own joyful spirit
that will never die away.
From the exterior you will definitely notice the
astonishing elegant British characteristics, hiding
all the precise German technology under the hood,
creating a delightful mixture of authenticity and
practicality.
The 2009 Mini Cooper Cabrio has been completely
redesigned, since it’s now based on the same all-new
Mini hatchback body-style introduced two years
ago. Lucky new owners have the luxury of choosing
one of twelve exclusive body paintwork colors, with
3 well thought-out shades for the soft top roof –
take your pick between Carbon Black, Classic Hot
Chocolate Brown, or Denim Blue.
Thanks to the all-new easy load system, you can
find easy access to the trunk from the back of the
Mini Cabrio. It also provides larger access to the
luggage compartment, and to top it all, you can
individually fold the rear seat’s backrest to the sides
to get more room.
The Interior:
Let’s step into this awesome groovy car, but before
we do that, don’t be fooled by the impression that
the Mini Cooper Cabrio won’t fit you if you’re
a tall dude! In fact, think again! This baby can
comfortably seat tall drivers in its hip interior.

The new Mini Cooper Cabrio shares its hatchback
brother’s (or sister for that matter) high quality
cabin, and the comfortable seating and interior
controls, striking a great balance between
functional and cute. An example for functional
is how the stereo controls are integrated into the
center stack, while the cute side is the Mini Cooper
Cabrio’s new gauge called ‘Openometer’, which
keeps track of how much time you spend with
the top down... If you’re like me scratching your
head asking why would anyone need such a gauge,
the simple answer would be because it is a Mini
Cooper Cabrio, and it is that cocktail of style and
grooviness that makes the 2009 Cabrio special and
fun to ride.
In addition to all of that, the interior is spacious
enough for the front passengers, but sadly not so
for the unfortunate backseat passengers who will be
cramped in the back - but hey it takes two to tango.
Many options can be added such as a premium 10speaker
stereo system, a navigation system, or even
a USB iPod interface.
An important thing we should mention before
moving on is that the new soft top can be opened
automatically in under 15 seconds while driving at
speeds of up to 30 km/h.
Performance & Driving Experience:
The Mini’s engines are perfectly suited to its
mission, providing excellent all-around response
and performance throughout the operating range.
If you think you’re taking the Mini Cooper Cabrio
on a ride, think again, since it will be the one taking
you on an adrenaline power ride, taking corners
with razor-sharp reflexes; yet if you shuffle your
iPod to some chill out music, and lower the Mini
Cabrio top, you can enjoy cruising in comfort
around the city.
The Mini Cooper Cabrio is available in two 1.6 liter
4 cylinder engine variants:
The Mini Cooper S Cabrio which comes with
a twin turbo charged direct fuel injection petrol
engine producing a maximum output of 175 hp at
5,500 RPM with a top speed of 217 km/h.
While the Mini Cooper Cabrio produces 120
hp at 6,000 RPM with a top speed of 191 km/h,
offering a go-kart feeling with convincing
economy at all times.
Safety:
All 2009 Mini Cooper Cabrios come standard
with reinforced body structure, four standard
airbags, including larger front side airbags that
extend to head height, pop-up rollover bars, and
antilock front and back disc brakes with break
assist, dynamic stability control as standard on all
Mini Cabrio models.
What’s Up Verdict
The 2009 Mini Cooper Convertible blends many
aspects such as athleticism, quality, comfort, joy,
and efficiency in a way matched by few vehicles
produced today.
The new Cabrio offers outstanding everyday
driving qualities and improved updates to the car,
by embracing the Minimalism approach, with its
outstanding fuel economy, low CO2 emissions,
presenting high performance among its class, yet
maintaining low running costs and a reduction
in the Mini Cabrio’s environmental carbon
footprint, making it a positive drive experience
every time.
The new 2009 Mini Cabrio is now available at
Mohamed Yousuf Naghi Motors.
75

76 SPORTS

Al Faisal Racing Team:
It Takes More Then Speed to Win
Interview
Al Faisal racing team is a Saudi team that has
been joining international and national racing
events since 2006. What's Up got the opportunity
to ride on the fast lane with two of its
members, both his highness prince Khalid bin
Sultan Al Faisal, and his highness prince Abdullaziz
bin Turki Al Faisal to get a firsthand
scope on how such athletes live their lives and
how they see the future of motor racing in Saudi
Arabia.
What’s Up: So how did the whole concept of
the team come about?
Prince Khalid bin Sultan Al Faisal: Before creating
the team in 2006, each one of us used to
race individually, and then I thought why not
www.alFaisalRacing.com
collect all those great Saudi racers into one
team, joining our forces and bringing proper attention
to what Saudi Arabia has to offer.
So what type of vehicles do you focus on?
Prince Abdullaziz bin Turki Al Faisal: Well
it all depends on which type of race we are
getting involved in, and this is why we made
Al Faisal team, to gather racers who can specialize
in one or two types of auto races.
Prince Khaled: After creating the team, we got
a better chance in competing in more events,
like autocross races here in Jeddah and Riyadh,
we joined rally races in the Middle East, we
raced in Bahrain’s formula BMW races, among
many other races all around the world. »
77

78 SPORTS
How can someone know if he is cut to become
a racer?
Prince Abdullaziz: Carting is the preliminary level
of all types of auto racing, since you get to truly
experience wheel to wheel racing, where you
get about 40 to 50 young cart racers competing
against each other, and it is also from there where
you can spot talented drivers.
How would someone take it beyond carting, to
the next level?
Prince Abdullaziz: The young racer can either
move on to formula Ford, or formula BMW, these
are called single-seater, and it is there where you
start to get the formula sensation.
Prince Khaled: Think of a ball, you get the ba-
sic round ball but you can customize it to be used
with soccer, volleyball, basketball, or even tennis.
It all depends on the round sphere’s size and physics.
Car racing depends on engines and wheels,
now it would depend on whether it is circuit, rally,
formula, or drag. Each has its own strategy, engines,
and car type.
Since we live in this region, most people brag
about having what it takes to drive through
desert land, and sand dunes. Is that all it
takes to be a rally driver?
Prince Khaled: You need to start with talent, then
you have to learn how to control that talent and direct
it properly. You see driving a car on a track is
totally different than in an open terrain where you
are free to do whatever you need to keep on moving.
Driving on a racing track isn’t the same as
driving on the streets.
Prince Abdullaziz: The first thing they teach you
on a racing track is what is called the racing line;
that is the fastest line around the track. So if you
move away from that line you get slower then the
other racers and loose time. Last week I joined the
Porsche support race F1 and qualified last, I was
2.9 seconds slower then the leader. On that race
we were 14 drivers. So you get 14 cars flashing
through the finish line within 2.9 seconds, that’s
how intense this sport is.
Prince Khaled: Every driver has a different line,
and a different technic or way of driving, if a line
works great for Abdullaziz, I won’t be doing great
on it, and vise versa. So a driver would pick a line
that is better for him, and his skills.
Does your instructor tell you about it before a
race?
Prince Abdullaziz: Wish it was that easy, you see
you have to watch videos about previous events
that took place on that circuit, you have to get the
plans of the track and start studying it, and in the
end you have to test it yourself with a car to see
how you can go about it and find that short line
that can give you precious milliseconds.
Prince Khaled: Another important part is learning
breaking points. On the streets you’re psychologically
used to certain points where you break to
take turns, on a race it is another world all together,
street physics don’t apply there. A racing car is
built to go late on breaking and to take corner better
then any car on the street. Keep in mind that
every type of racing has its own set of rules, so a
street car won’t have the same maneuvers of a formula
BMW.
So how would any one adapt from one type of
race to the other?
Prince Abdullaziz: This is the part where you need
talents, a talented driver would push all the boundaries
and become faster then the others in a shorter
period of time.
Many people get in the race thinking they know
what they are doing, then they crash, and that is
when a brick wall of reality hits them hard and
they come to the full understanding of what is going
on around them.

Prince Khaled: I personally think that the best way is
to increase your speed gradually, some drivers go so
fast at the beginning of their career, without understanding
their full level of control skills, and that is a
very important part of the race.
Saudi Arabia has always been proud of big Saudi
racers like BaKhashab, and Mamdooh Khayat,
but since we don’t have too many Saudi racers,
isn’t it hard to get proper training?
Prince Abdullaziz: In modern day racing cars, we
have what is called data-log, which records everything
you do in the car like breaking, speed, throttle,
steering, plus everything else that is happening
around you in the car, think of it as a car’s black-box.
After going through a full lap, you return to check
on all the readings coming out of that data-log on
the computer, so you get to see everything you did,
you get to see all your mistakes, where you had been
slow, or even fast.
That way you get to improve yourself to be better
over time, till you reach a point where you’re competing
for tenth of a second on every corner, and that
requires a lot of practice.
Prince Khaled: I think the reason we didn’t have
more drivers showing up in the past is very simple,
you need the whole culture of racing to develop
properly, you need local low-budget races, where you
get a chance to find and discover good talented drivers,
in the past we never had such a thing. Another
part was approaching sponsors, no one really knew
how it worked and how to attract them. All these fac-
tors hindered Saudi racers from shining. In 2003 Abdullah
BaKhashab started to organize auto-crosses,
and this is how things really started to move and
evolve to have our own rally races.
Prince Abdullaziz: That was the first step, the second
was when Bahrain opened its F1 International Circuit,
that step did help put the whole region on the
world map, and spread the awareness beyond dedicated
fans to everyone living in the region.
Do you think that one day we will see a formula
one racing circuit arena here in Saudi Arabia?
Prince Abdullaziz: From a financial point of view,
Saudi Arabia can do it easily, but it is a matter of having
the racing culture, and building the whole environment
that can host and support it.
From my perspective I think we are on the right
path, since we didn’t start with a big arena then try all
we can to weave it into the culture, we are building it
from the ground up, getting people interested in the
sport, creating groups, hunting for talented drivers,
and in the end we will have the racing circuit we all
dream about, only then will it be a natural transition.
Prince Khaled: You see you have to build the culture
first, and in the end you will naturally reach formula
one. Then you will find drivers available, you can
find potential teams, most importantly, you will find
fans who love the sport. I think that the Saudi youth
are very talented, they need someone to direct them
on the right path.
Does driving racing cars affect your normal
street driving? I have always wondered about
that when I see how fast F1 racers drive.
Prince Abdullaziz: It made me go slower on the
street.
Slower!
Prince Abdullaziz: Yeah, you see you don’t really hit
high-speeds a lot on the track you average on 270
km/h, but what really matters is the carrying speeds,
which you take the corners with, and that should
be fast depending on the car and downforce, and of
course the drivers ability to handle G-force.
Let me give you an example, on the race track in Riyadh,
I drove an enzo which had 660hp, the time I
got on it was 1.30, after that I tested a radical - a racing
GT car with 250hp - on that I scored 1.15, that’s
15 seconds faster then the enzo ferrari. A car race
isn’t about gaining distance, it is about gaining time.»
79

80 SPORTS
I would really love to take a look at how you
see things through your eyes when you’re in the
race, it seems like everything is in a hyper state
of slow motion.
Prince Abdullaziz: You have to be in the zone.
Prince Khaled: Plus you have to think about many
things at the same time, think of how you would feel
at the first corner of the race, where along with another
19 cars who want to take that same corner at
once. You have to be super sharp and very alert to
everything. That said you must be calm and relaxed
to handle the situation and keep everything under
full control.
Is there something special you eat before any
race?
Prince Khaled: It really depends on the type of
race, but generally you have to be an athlete, you
need a fit body, you need to focus on water, since
you lose a lot during a race. Plus you need to carbload
before any race, so a lot of carbohydrates.
Prince Abdullaziz: In the BMW race, they would
rig you up with a heart monitor to check on how
and when your heart is reacting to the race, so that
you can monitor everything against your data log,
to train yourself on being calm, and keeping things
under control.
Let’s focus on Al Faisal racing team, what was
the idea behind creating it?
Prince Khaled: I started racing back in 2002, and
by 2006 I thought that I should take things to the
next level and create a team, and luckily I found
the guys who loved cars and racing to become
our team members, while focusing each one of
us on a certain type of motor sport so that Al
Faisal Auto team can join most of the auto races
out there.
Who are the team members and what is their
focus?
Prince Khaled: We have Majed Al Ghamdi who
is into autocross and rally, there’s Said Al Moori
who is in autocross, Ahmed Al Tayib is into drag
racing, Prince Abdullaziz is into track racing, I
am personally into track, rally, and autocross.
And our newest member is Prince Khaled bin Al
Waleed, he has recently joined the team.

In 2007 and 2008 we got sponsored by Mobily
telecom, since getting sponsors was a great step
for the team as an approval of the support of the
public, it also shows that people really love this
sport here in Saudi Arabia.
We have a huge plan for the future of the team,
we got all the gears set in place, and it is a matter
of getting things in motion really soon.
Will we see Al Faisal F1 team any time soon?
Prince Abdullaziz: If you would fork-off 300
million Euros, you might (laughs). But seriously
you might in the future.
Prince Khaled: Right now we are preparing for
the 2010 season, so far in January this year we
did the Dubai endurance race, we did the Lam-
borghini Superleggera championship. Prince
Abdullaziz did the Porsche super cup, while I
got involved in the Chevrolet Super cup as well
as the Mini cup challenge, we did some training
in Germany for some up coming races, so I can
fairly say we are very active and preparing for
more events to take part in the future.
That sounds like a busy schedule?
Prince Abdullaziz: The Porsche race by itself
has about 16 races in 8 weekends scattered all
over the region, and that is why we take this as a
profession, this is our day jobs.
Prince Khaled: Now that the whole team are
designated professional drivers, our schedule is
full for the next two seasons at least. Right now
we did some training at the Nürburgring* ring
in Germany to get ready to compete against European
drivers in endurance races. As a team
our objective is to be Saudi Arabia’s ambassadors
on the racing arena to make every Saudi
proud, we would like to spread the awareness
about the sport, and to get more people to enjoy
it.
*Nürburgring Ring: Is simply known as “The
Ring” by enthusiasts, it's a 28.265 kilometers
racing track located in in Nürburg, Germany.
The ring is a little over 5 times bigger then Bahrain’s
International Circuit. Car companies test
their vehicles there before even producing them
for the market.
81

82 SPORTS
3 Saudi Students, including 1 Girl Participated:
Red Bull Paper Wings World Finals 2009 in Austria.. Sore Arms and Wide Smiles!
Event
www.RedBull.com

01
02
01. Ziad Al-Khelewi, Adul Elah Ismaeel and Dowa Mufti
02. Dowa Mufti
03. The three winners
03
Saturday night saw the culmination of the Paper
Plane World Championships as the Red Bull Paper
Wings World Finals 2009 reached their climax
in Salzburg, Austria. After two days of intense
competition in the categories Longest Distance,
Longest Airtime and Aerobatics it was Brazil, Japan
and Croatia celebrating the podium.
A total of 253 athletes from 83 nations pushed the
limits of physics with nothing more than a sheet of
standard A4 paper this weekend as Red Bull Paper
Wings returned after its successful debut in 2006.
Participants included from the Middle East, such as
Saudi Arabia, UAE, Yemen, Kuwait, Lebanon, Iran
and others.
The path to the World Finals in Salzburg was long
and difficult, with the 253 pilots representing their
countries in Austria having to prove themselves
against an incredible 37,017 competitors taking
part in 613 qualifying tournaments across the
globe.
In the Longest Airtime category it was Leonard
Ang (BRA) who used the official Paper Plane
World Championship paper (80g/m2) to best
effect as his plane touched down after a flight
lasting 11.66 seconds.
Japan’s Takeshige Kishlura Kisshii took first place
in the Aerobatics category ahead of Poland’s
Tomasz Chodyra. “Flying here to the World
Championships was my first ever time in a real
plane! Now I’m off back home as champion!
Nobody will believe me when I get back to Japan,”
laughed a delighted Kisshii after claiming victory.
Jovica Kozlica (CRO) was the only champion
from 2006 able to defend his title in 2009 as
he once again secured top spot in the Longest
Distance category with a throw of 54.43 metres.
“I slept with an ice pack on my shoulder last night.
Three weeks of intensive training had taken their
toll on my throwing arm,” admitted the Croat after
crowning himself Red Bull Paper Wings World
Champion for the second time in succession.
The Saudi team participated in the finals (2
boys and a girl) included the winners of the each
category in the Saudi qualifications which held
last March. Ziad Al-Khelewi (Prince Mohammed
Bin Fahad University) has ranked 20th globally
in the Longest Airtime Category, while Adul Elah
Ismaeel (King Abdul Aziz University) ranked 35th
in the Longest Distance Category and Dowa Mufti
(King Abdul Aziz University) ranked 54th in the
Aerobatics Category.
83

84 BUSINESS
Fahad Al Qadi:
The Cutting-Edge of Business
Interview
We sometimes get a chance to meet people who
live a very interesting life, people who made a lot
and experienced a lot, and those are the ones we
wish we had more space for to get through every
aspect of their lives in detail. Fahad Al Qadi is one
of those very interesting individuals, who has always
been on the cutting-edge of technology and
business alike, you will find this interview one of
the most interesting ever.
As one of the most interesting entrepreneurs
we have ever met, you do have a long business
history that starts elsewhere, would you
give us a glimpse at how things started?
800 199 3000
Well first of all I come from a family that has a
long business history, my ancestors had their
own share of trading, and I guess I was raised
that way. Since my father used to make me and
all my brothers help him at work during our vacations.
So you can call it a family business. My
real start was when I went to the United States

to get my bachelors degree in medical engineering,
but what I got was a detour to my entire
life.
How is that?
Well since I had a large family, and since my elder
brothers were hard on me with financing
my trip to the U.S., I had to find a way to make
money, I started working in the cafeteria, then I
moved to the computer lab to work there, that’s
where I learned a lot about computers and programming,
I even became an instructor. After
about a year and a half, I started working on my
own software, that was how I really moved from
point A to point B, and never looked back since.
Now that sounds interesting, what did you do?
The whole thing happened during the internet
boom, around 1995, back then everything was
about memory and space to store information, every
company was having problems with lack of storage
space. That’s the crack I wanted to fill with my
software - which I sold to Nokia.
What did your program do?
Back then when a computer or a cellphone looked
at voice pitch, it analyzed it as a graph, and that
took a lot of space to store, and much time to process.
My concept was really simple, take the voice
and convert it to zeros and ones, binary code basically.
So that way you managed to make voice pitches
smaller in size to store?
Not only are they smaller now, by converting them
to binary you break the whole language, accent
and dialect barriers, so no matter how the user pronounces
the word or name, the system will break
it down to binary then checks for the match, pulls
that out from its memory and feeds it back to the
user.
And Nokia bought this technology from you?
Well after I got the patent for that software, I got a
booth in GITEX, and Nokia saw my application
and decided to buy the whole concept of the software
in 96, and developed it further from there on,
and that is how I made my boom, since I got a substantial
amount of money, plus stock options in
Nokia. After that I kept on working with them for
a year and a half in developing and creating documentation
for my software, it was during that time
that I learned how the corporate world works.
That is so interesting, working with such a large
company would definitely add a lot to anyone.
Around 98 I started my own company, I called it
“Gareeb”, where instead of dealing with voice I
wanted to start working with text, I created a software
that can look at any text from any language
and see it as one universal language.
How would that work?
Let’s say you write Mazen in Chinese, it would be
also Mazen in Arabic, or even English for that matter,
so the system will break the language that the
word has been written in to again binary zeros and
ones, look it up against a database, then come back
with the results. During my Gareeb project I dealt
with Yahoo mail, and Google mail. Till I got a contract
with Google to be a technology backbone to
their “Do you mean this” service, our job was to fix
some of the problems they might get.
Did you sell the software to Google?
The reason I made “Gareeb” was to create a technology
service provider, and I managed to sign a
deal with Google, to get revenue per hit, whenever
a user gets to use our backbone service under
Google search.
WOW! This really sounds like such an exciting
life, were you living here during all that time?
I lived in California, had my business, had my company
and everything was peachy, till 9/11 happened,
and I lost almost everything. Luckily I managed
to salvage most I could and brought, what
money I could pull out, back to Saudi Arabia. I remember
when I first came back, I was dramatized
about what happened to me, it took me a while to
readjust and get back to work, at first I kept on observing
the market and how things worked around
here, till I started moving with my first project.
Was it software?
Not yet, I got into steel structure constructions.
Since my minor degree was in architecture, I found
that there was another gap that I could fill - people
buy a piece of land to build a home on, then they
use bricks, cement, and concrete to make those
homes, these materials cost a lot of money plus
they are so fixed that you would have to tear up the
house if you wanted to make any changes in the future.
I decided to make buildings and homes from steel
beams, they cost less, plus they are so flexible that
you can change them at any time you want. In the
U.S. they build skyscrapers out of them. The best
part was the fact that you’re not losing much money
if you decide to demolish the building since you
can resell the steal depending on the market price.
This building we are in is made of steel, if I decide
to move out, I can simply unbolt it and move. I saw
this as a great opportunity. I used this as a launching
pad for my next project. »
85

86 BUSINESS
So have you left the days of technology development
for good?
I can’t, I love technology so much, now I am into
what is called OCR (Optical Character Recognition),
where I have developed a new integrated
hardware and software system that can scan
hardcopy documents, then tag all the words together
in a database that enables the user access
to.
Let’s say you work in an organization that has a
lot of paper documents in their archives, we can
use our system to digitally archive them. Later
on, the user or operator can type in any word,
and the system will pull out all the documents
that contain that word, I found this very useful
since what is the importance of data if you
can’t find what you are looking for, and fast. Let
me explain how my system works, let’s say you
are looking for the word “Islam”, the system will
break it down to its origins, which is the Arabic
word “salim” then it will search the database
for any word that has that same origins, pulls everything
else like “islam” “muslim” “salam” and
gets back to you showing all the words that are
related, that way we use the word’s origin as a
tag. Now keep in mind that the document was a
hardcopy scanned into the system to begin with.
Let me get this straight, the documents are
scanned, then archived digitally?
Yes, then the system will break all the words to
their source word and use that as search tags, so
when you search for a word, it will call the origin
word and get all the documents that had this
word plus any similar word to the user, fast and
simple, and with no high storage space overhead.
The best thing is that this system doesn’t have
a learning curve, and it works even if you misspelled
the word. I believe that data is worthless,
and useless if you can’t retrieve it.
I totally agree with that. Let’s shift gears, and
talk about your two new projects.
Back to looking for gaps (laughs), when I returned
from the U.S., I wondered why people
waste a lot of time, and effort waiting for their
cars to get washed, and in most cases in the hot
humid Jeddah weather. I never managed to wrap
my head around that, I wanted to save time, and
do a better job at it, so instead of going to the
car wash, I wanted the car wash to come to you
wherever you are.
I developed the concept of a mobile car wash I
called “Wash Me”, it uses no more than a glass of
water to wash the whole car, but I needed something
that could be sufficient in terms of power
and water consumption, and that’s why I traveled
to both Germany and Korea, to create a machine
that can deliver efficient amounts of power, without
making it look and sound like a circus. This
is what we have right now.
The car wash uses only one glass of water to
wash?
Yes, and we got a new system that doesn’t even
need water at all. Now after I got everything
working the way I wanted, I managed to add
more services, till I thought of creating the call
center.
Okay, you’re losing me now… How, what?
Simple, you call a toll free 800 number, the operator
checks what you need, so if you need a car
wash, waxing, exterior or interior detailing, our
mobile car wash will do any job, anywhere, while
you enjoy a cappuccino with friends, or finish
your business meeting. Our operators ask about
your location, GPS coordinates, or ask you to accept
an SMS message that will figure out where
you’re located, then our mobile car wash will be
dispatched to that location and gets the job done.
You have this business running now?
Yes, you can call our center from anywhere, even
from cellphones, our call center is in operation
to provide a vast range of services, like private
chauffeur to any place in Jeddah for a fixed price;
or even if you need a plumber, or an electrician.
The point is to make things simple, and within
reach, we respect our clients’ time, and we want
to make things convenient, so whatever they
need or want we will deliver that to them. The
whole concept behind the call center is to be the
number one service provider in the Kingdom.
We are now providing jobs for Saudis, and this is
what our services are all about.

88 EDUCATION
Prince Sultan College:
Paving Your Path to the Future
Interview www.PSCJ.edu.sa
We have been sensing many changes lately, where
Saudi Arabia has been opening new doorways for
more business and career opportunities. While the
whole world’s stumbling through a dark and grim
future, we can see a bright light that shines over our
beloved country, and this is merely the beginning.
What’s Up met Dr. Mohammed Balubaid Vice
Dean for Academic at Prince Sultan College here
in Jeddah to tell us more about that new exciting renaissance
we are experiencing.
As a college are you connected to any major
university?
We are affiliated to Al Faisal University, yet Prince
Sultan’s College focuses on Administration and
tourism majors.
Do you only provide courses and diplomas?
We offer our graduates diplomas, and bachelor’s
degrees in three main departments. The first is
The Department of Management which offers majors
like Business Administration, Marketing, Finance,
Accounting & Information Systems.
We have The Department of Tourism that offers
students majors like Tourism Management, Event
Management, ECO & Adventure Tourism. The
third department is The Department of Hospitality
which offer Hospitality Management.
The first question that comes to mind when
you talk about tourism, is do we even really
have such a thing here in Saudi Arabia?
What most people are familiar with is religious
tourism.
Tourism is an essential part of any country’s economy,
and to become a well known tourism destination
you need to encourage the locals to be hospitable
enough to foreigners, and this is something
new that is just starting here, since Arabs have been
known to be one of the most hospitable races, we
believe that Saudis have what it takes to be a successful
country in tourism, of course apart from religious
tourism. We are building a new vision and
supporting that too. Statistics show that we used a
low percentage of the tourism potential we have, if
you think of that you will notice that this is a great
opportunity for young people to lead a new industry
and field that has never been tapped before.

Think of the potential of starting your business by
renting a tour desk in a hotel to take visitors on trips
around Saudi cities.
That is an interesting point of view, you remember
a couple of years back everyone was trying
to get a job in a bank, and now we have this
new wide open door with huge potentials.
As I said, tourism in Saudi Arabia is the next big
thing; all it takes is getting the right knowledge, and
applying it. Now bear in mind we have two departments
that focus on that; tourism and hospitality,
and both of them offer a lot of special knowledge
that can really develop professionals to build this industry
on.
We have been noticing recently that many individuals
are starting their own event management
business, how would getting a proper education
help them?
The funny thing is that Saudi Arabia has the largest
event on this planet, Hajj. Saudi Arabia manages
to handle millions of visitors coming here by air,
sea, and land, during a short period of time, and that
takes substantial efforts. That shows you that this
major is really needed, and not to be taken lightly.
When a student signs up to Event Management, he
gets to learn everything he needs to build an arsenal
of know-hows that will help him manage any number
or type of people for any kind of event.
So does that mean that the student would learn
how to use these skills to gain profit or make a
business out of it?
Of course, these skills are part of the basics that he
will learn within the first two years, where he can
obtain a diploma, after that he can finish his bachelor’s
degree with a specialized major in event management.
Now that said, I would like to add that
many people don’t know that we offer a full curriculum
in different fields of business. With that type of
mixture we can be an essential part of raising Saudi
tourism professionals.
People have this engraved impression that
young Saudis are looking for jobs where they
get assigned to a desk with the title “Manager”
on it, do you feel that this is still true till date?
Well I can tell you first hand that this is changing,
this generation is looking for practical ways to live
their lives, and we’ve begun to see that ambition to
do something that is distinct and different - I think
that it will take some time for the public at large to
realize that, but the change is happening. We even
have some students who are getting night classes
because they have a job during the day, that shows
that they are responsible and want to make a difference.
On the other hand the government is listing
job titles, positions, and minimum wages for jobs
like waiters, busboys, restaurant managers, and even
receptionists, to help in opening more job opportunities
for anyone who is willing to work and make
a living.
Why did Al Faisal University focus on creating
Prince Sultan’s College in the first place?
First of all you need to understand that Al Faisal’s
University is a non-profit organization that strives
to help the society, and in our case by spreading
learning and proper education in various needed
fields, like business, tourism, and hospitality.
That’s why all our curricula are in English, to prepare
a new breed of professionals who can easily
communicate with the outside world, and with that
, our graduates will have their native Arabic tongue,
with fluency in English, and a solid academic base
that would make our grads top notch for the working
market.
How did you design such a curriculum?
We got a great mixture from Virginia Tech University
in the U.S., the University of Queensland in
Australia, and King Fahad University of Petroleum
& Minerals, plus the supervision of our faculty professors,
to provide our students with a solid curriculum
approved by the Ministry of Higher Education.
What are the requirements to join Prince Sultan’s
College?
Nothing really except being high school graduate,
and pass our grading exams, after that and depending
on his English language level we will evaluate
him to see if he needs to take an English course or
not. We even have international students from Switzerland,
Austria, and India joining the college.
This raises an interesting question, why would
a foreigner study tourism, or hospitality in
a country that is just starting to explore this
field?
There are many reasons for that, some of our students
have obtained a diploma in tourism in the
past from their countries before the college was
opened, and wanted to continue their education.
In other cases they couldn’t obtain bachelors degree
in their own countries because it wasn’t available,
and in some examples the cost of study was
too steep. Another good reason is that we are offering
a curriculum that is designed by some of the
most reputable universities around the world; it
makes our degree quite desirable and convenient.
How much are the tuition fees?
As a non-profit organization we managed to keep
costs at minimum, since all the revenue is spent
on developing and enhancing our facilities, so
we have set our tuition per credit hour at SR 900,
since each course varies between 2 to 3 hours.
Our English program would cost about SR 4000
for each level, and we offer four levels per year. All
prices mentioned include curriculum textbooks.
The Saudi government is also helping students
by granting them scholarships, so you can see the
drive towards this new field. That vision is proven
by the contracts we got from hotels here in Saudi
Arabia who signed deals with us to hire our graduates
once they finish their studies, so that’s an extra
bonus for students.
How many students do you have right now?
We have 250 students, keep in mind we are in our
second year, many people don’t even know about
the college yet.
Our country has many tourist treasures that have
not been tapped into or even discovered yet, and
now is the time to start this new exciting era, and
be part of developing and improving our country,
that is the least we can do for it.
What are Prince Sultan College’s future plans?
Well I can tell you about two surprises we have for
our society, but I won’t give you many details right
now. The first is offering our own MBA degree for
the first time, and the second is that we are planning
to start a new section of Prince Sultan College
for females. Once we get things rolling What’s
Up will be one of the first publications that will get
more details.
89

90 EDUCATION
A Baby Boom of Activities
By Rula Abdelrazek
Parenting Contact@WhatUpKsa.net
Six and a half years ago I had a baby boy here in
Jeddah. As he grew up I learned to be content
with entertaining him at the only baby activity
in town – the British Consulate’s ‘Mummy and
Me’. Every once in a while we‘d hit the mall with
friends and go to a ‘non-baby proof ’, ‘non-cleanly’
play area. On lucky days we’d be invited to
someone’s compound and enjoy the park.
When my son was 3, we moved from Jeddah to
Switzerland. This year I returned with a oneyear-old
baby daughter to find a plethora of activities
and baby friendly centers. The first I’d
heard of and tried was ‘Mama et Moi’. Started
by Dima Halaby and her mother, Heind, they
wanted to have a place that she and her daughters
could play without her abbayya. She want-
ed a clean, baby safe surroundings. She had experienced
many activities like this outside like
Gymboree and wanted to bring the same concept
to her children and others here in Jeddah.
At ‘Mama et Moi’ mothers have an opportunity
to sing and play with their children and watch
them climb and jump without worrying about
their safety in a clean and safe environment.
Not only are their classes for young crawlers,
walkers or toddlers, there are also classes for
all ages in both Arabic and English. The downstairs
sandy playground is always entertaining
and messy for the children.
Another fun, clean and friendly center is the
‘Enchanted Garden’ This center bloomed
from a mummy and me group. Claire AlKouatli
and Yara Fayez were active in the mummy
and me class and wanted to see it expanded.
Along with other relatives, who also had
visions of opening a place where children could
thrive and develop, they started a center. This
was the seed of Enchanted Garden, the idea of
combining international-standard developmental
skills within an Islamic context for young
children. Enchanted Garden encourages every
child’s social, intellectual, physical and spiritual
development through play, art, music, sports
and spiritual activities. The house has spacious
and friendly rooms as well as an exciting garden
outside. Like Mama et Moi the classes also vary
in age and language.
Another pleasant surprise to find was ‘My Library’.
A pleasant and quiet library to take little
ones and older children to read and look at
books, make crafts or just enjoy listening to a
story. This was also started by moms who wanted
a place for their children to enjoy books and
stories in both English and Arabic.
So no longer are we forced to spend ‘quality
time’ with our young ones at a mall or a café
with help running around after them and others
like them scattered all around the place.
Thanks to concerned and motivated mothers
living in Jeddah who share the same passion, we
can now laugh and play with our tots in clean,
safe and friendly areas designed specially for
them and us.

Environmental Applications of
Nanotechnology in Saudi Arabia
By Sherifa Yousuf Dini
Case Study
Excerpt from a research about Nanotechnology,
done by Sherifa Yousuf Dini, who is a Managment
Information System students in Dar Al-
Hekma college.
The concept of nanotechnology is still new in
Saudi Arabia, but there are attempts and researches
going on to study the implementation of
this technology in many sectors; especially the
environment. According to an article published
on the Nanowerk News (2008), a joint research
project has been started by Saline Water Conversion
Corporation (SWCC) in Jubail city in Saudi
Arabia with the Japanese Water Recycling Center.
This joint focuses on combining high-tech
nanotechnology water treatment in the distilla-
Contact@WhatUpKsa.net
tion operations. The article added that according
to the SWCC governor Fahd-Al-Sharif, a
number of contracts have been signed by the institute
to develop recycling and water treatment
technology, he added, “The Saudi-Japanese Water
Corporation is aiming at reducing expenses
of treated water production and the technology
brought home”. Moreover, Fahd added that
SWCC signed contracts for Saline water technology
with a Singaporean center, King Abdul
Aziz City for Science and Technology and Saudi
Aramco. He added that the kingdom would benefit
from these contracts by providing insider information
on water treatment (2008). Moreover,
an article on Aljazeera.net reported that King
Abdul-Aziz Center for science and technolo-
gy announced that it has reached to a new invention
on water treatment with IBM using nanotechnology;
this invention involves creating new
membranes that have the ability of purifying water
from salt and poisonous materials effectively.
The article added that both parties agreed on
registering this new invention with their name
(2009).
On the other hand, an interview was held with
Eng.Basma El Zein, an electrical engineer and a
Management Information System lecturer in the
Business Department of Dar-Al-Hekma College
in Saudi Arabia to highlight the environmental
applications of nanotechnology in Saudi Arabia.
Eng. Basma pointed out that nanosilver, which
is one of the nanoparticles, had been used by the
Saudi government last pilgrimage season in an
attempt to purify air and reduce disease transmission
percentage among people during that
season. She added that nanosilver is also being
used in purifying drinking water and in prolonging
food lifetime by adding nanosilver into the
refrigerators.
91

92 SOCIETY
The Social Development Forum:
Shedding Light on Landmarks
Event
We have always been interviewing and talking
to local nationals and expats who managed to
create a success story in different fields like art,
fashion, and even business. What’s Up believes
that we have here, in Saudi Arabia, all the ingredients
we need to create the type of achievements
we hear about all around the world. I was
personally fortunate enough to have seen a star
shining one after the other since I started to
work with What’s Up.
We attended a press conference held by His
Royal Highness Prince Mishal bin Majed bin
Abdulaziz, Governor of Jeddah, and the chairman
of ‘Society of Majid Bin Abdul Aziz for
Development and Social Services’ and His Ex-
www.SDF.org.sa
cellence Dr. Yousuf Al Othaimain Minister of
Social Affairs who have both announced the organization
of the ‘Social Development Forum’
under the slogan "From Sponsorship to Sustainability"
with as its patron His Royal Highness
Prince Khalid Al Faisal, Governor of Makkah.
What is really exciting about this forum is that
it’s the first of its kind in Saudi Arabia, making
it a milestone on the social development level
of the country. The forum will host local and
global personnel with long expertise in developing
neighboring Arab countries as well as international
ones, where they will discuss their
practical experience in the field.
HRH Prince Mishal bin Majed bin Abdulaziz expressed
the pride we share as Saudis to hold such
a new approach to society, directed and complying
to the Custodian of the two holy mosques’ vision
to adopt scientific institutional systems in
achieving total official and public growth activities.
One of the main targets that this forum will
achieve is shedding light on new opportunities for
multiple partnerships in various trends by brainstorming
new ideas and concepts developed by
experts for the local market. This will help our
society on social development and support, and
come up with recommendations to give effect to
continuous development.
Dr. Yousuf Al Othaimain Minister of Social Affairs,
confirmed that the forum aims to achieve
several objectives, notably defining the development
and social work, enhancing the performance
and capabilities of the non-profit associations,
and presenting methods of communication between
them and the institutions of civil society.
The forum deals with a number of key workshops
including redefining partnerships, how to monitor
performance, how to attain sustainable development,
and how to achieve high quality and performance
standards. The forum will also present
some of the local success stories and how to learn
and make use of their practical knowledge in your
own business.
When What’s Up asked His Royal Highness
about whether this is a step directed towards a
younger audience to display local business role
models, Prince Mishal replied that, ‘This is a first
step, and that objective will be reached through
spreading this awareness, and that we have what it
takes as a nation to be proud of what Saudis have
achieved so far. We don’t need to import everything,
one of the main objectives is to show every
Saudi that we have great local case studies that
would fill volumes; all we need to do is get them
under the spotlight.’
The Forum will be held from the 6th to the 8th
of June 2009 and you can find all the information
you need by visiting the forum’s main webpage.

Rosewood Corniche crowned Saudi Arabia’s Leading Hotel
at World Travel Awards
Press Release www.rosewoodhotels.com
Dubai, UAE, 6 May 2009: In a glittering ceremony
at The Monarch Dubai, Rosewood Corniche was
crowned Saudi Arabia’s Leading Hotel at the World
Travel Awards, the travel industry’s version of the Oscars.
Votes were cast online by over 170,000 travel
professionals around the world, who distinguished
Rosewood Corniche above all others in the Kingdom.
This year was the first that the hotel was nominated
in the category of Saudi Arabia’s Leading Hotel,
following its successful opening in September 2007.
Winning the award after less than two years in operation,
Rosewood Corniche’s dedication to impeccable
service has quickly given the hotel an established, eminent
name in the Middle East hospitality industry.
“It is a tremendous honour to be named Saudi
Arabia’s Leading Hotel,” said Hans-Peter Leitzke,
Managing Director for Rosewood Corniche.
“We are extremely proud to be the standard-bearer
for hotels in the Kingdom, and this award represents
the culmination of our tireless efforts to
provide the highest levels of service and excellence
while constantly seeking to surpass our own
achievements.”
Shamel Droubi, Director of Sales and Marketing,
added: “The win is especially meaningful as travel
industry professionals around the world have
voted, bringing global recognition of our well-deserved
reputation as the top ultra luxury property
in the Kingdom.”
TRAVEL & HOTELS
93

94 TRAVEL & HOTELS
Park Hyatt Jeddah - Marina, Club and Spa:
“An Oasis of Contemporary Luxury on the Corniche of Jeddah”
Sneak-Peak Jeddah.Park.Hayatt.com
Back in the 12th issue of What’s Up Jeddah,
we broke the news about the Equestrian Club.
Once again, What’s Up has another exclusive
sneak preview for you. By the time you read
this article, the hotel will have been completed
and will be known as Park Hyatt Jeddah - Marina,
Club and Spa. For now, we would like to
provide you with some information about the
hotel; in later issues, we will talk in depth about
the product offerings.
Park Hyatt hotels are upscale properties, renowned
worldwide for understated luxury, elegance
and prime city locations. Set amidst
beautifully landscaped gardens on the Corniche
of Jeddah, Park Hyatt Jeddahis an in-
novative five-star sanctuary where contemporary
luxury and exceptional service meets
unrivalled views of the Red Sea and King Fahd
fountain. The hotel enjoys a prime location in
the very heart of the city, within the esteemed
Al Hamra District at the Equestrian Club of
Jeddah, just minutes away from the central
business district.

Park Hyatt Jeddah is an intimate and residential-style
hotel where French interior designer Gilles Quiffet
and architect Patrice Hart fashioned rooms that fuse
a sleek European style with Arab-Andalusian architecture.The
beautiful gardens and striking interior design
create an elegant haven of understated elegance.
Modern artwork and designs merge with traditional
Arab-Andalusian features, setting a new standard for
contemporary luxury.The surrounding resort complex
will feature an impressive 10,000 square metres
(built-up area) of spa and wellness facilities, the Lazurde
Meetings & Events Centre, a yacht marina as
well as a variety of innovative restaurants and stylish
lounges.
The hotel has 142 rooms, 15 of which are suites with
breathtaking views of the Red Sea. All the room categories,
which range from Park King to Park Executive
suites, offer impressive areas of between 40 and
80 sq m, while two majestic Princely and Royal suites
range from 120 to 200 sq m. All rooms are luxuriously
appointed with the highest quality design, the latest
high-tech business and entertainment software, complete
with lavish bathrooms complemented by luxurious
spa amenities.
Since this is only a teaser, we will just quickly mention
some of the unique aspects of Park Hyatt Jeddah-
Marina, Club and Spa:
The restaurants offer a variety of cuisines prepared by
master chefs using only the finest international and
local ingredients for the ultimate dining experience.
Hotel features include: The Lounge, Nafoura, Lazurde
Meetings and Events Centre and a Cigar room.
The spa facilities, which will open at a later date, will
include: gymnasiums, tennis and squash courts, hydrotherapy
suites, aqua-medic pools, hammams,
beauty salons and impressive treatment suites offering
the latest beauty and well-being therapies. Each
palatial venue for ladies and gentlemen is beautifully
set in extensive and lush private gardens… and this is
just the beginning!
What’s Up will cover news from Park Hyatt Jeddah
in more detail in upcoming issues.

96 FOOD & RESTAURANTS
Papaya:
A Journey into the Tropical Rainforest
Restaurant Review
Kings Road, Al Zahraa District behind Sawari Mall
The sun was shining high above me, the mist was
floating between my feet as I walked around exploring
this new habitat, I was surrounded by tropical
rainforest trees, birds chirping all around me, while
water dripping and flowing. I am on a new journey,
but this time, I am not using my passport, I don’t
need a visa to get there, this destination is right in
Jeddah, I took a trip to Papaya a voyage to your sight,
emotions, and senses.
The restaurant has a very unique feel to it, the minute
you walk in you feel that you stepped right into
the middle of the jungle, since the restaurant’ owner
successfully managed to create a greenhouse, then
build what feels like an oriental resort right inside
of it surrounded by trees (lots of real trees), plus the
whole ambiance and effects that goes with that like
waterfalls, mist, fog, fountains, and Birds.
As soon as you pull your car into the parking lot, you
start to get that feeling where you’re about to embark
on an unforgettable journey. Since the whole
area surrounding Papaya is landscaped to reflect that
same image, where you feel that it is a world inside a
world. It almost feels like you’re about to step into a
resort in Bali or Phuket.
Once seated on your table you will be presented
with the easy to read menu, that has many colorful
choices that mixes between Tai, Indonesian, Japanese,
and some Arabic and Italian cuisines, ranging
from appetizers, soup, salads, pastas, sandwiches,
Pizza, main courses and dessert. I should also mention
that Papaya is the only place in town that offers
the Saudi Pizza (bet you never heard of that one before).
Another dish I highly recommend is a dessert called
Candied Banana, which is banana slices cooked with
a sweet brown sugar sauce, then topped with crispy
Konafa and whipped cream.
Papaya caters to both Singles and Family with two
separated sections, if you decide to pay it a visit, I
should recommend going during day time, noon
would be best, since you will find the whole sky on
top of you while you sit under the skylight roof, giving
you the beautiful bright sun while blocking all
the heat. And don’t worry about what to wear, this
is a casual restaurant close to the beach side, so they
want you to chill out and relax. Oh and don’t forget
to bring your shades in there with you.

treat yourself to the new menu,
and enjoy a dining experience you will never forget

98 FOOD & RESTAURANTS
The World's Best Coffee
Food Chronicles
Since its humble beginnings in Seattle’s historic Pike Coffee Origins
Place market in 1971, Starbucks has always been a
place where you can find the world’s best coffees.
Today with over 15000 stores in 45 countries worldwide,
Starbucks has certainly brought premium Arabica
coffee to a whole new level, setting new standards
for sourcing coffee within the speciality coffee
industry.
Many people think that all coffees are alike however the
place that they are grown and the care and attention the
farmers, processors and roasters give to the precious
beans unlock many different flavors from the countries
of origin ! Starbucks samples coffees from around the
world – more than 150,000 cups a year, in fact, to find
only the finest, richest and most interesting beans.
www.Starbucks.com
Most of the world’s coffee is grown between the
Tropic of Cancer and the Tropic of Capricorn. It’s
grown on plantations, small farms and coffee gardens
in Africa and Arabian regions, Latin America
and on Pacific Islands. Because the various regions
have different soil, climate and cultivation
methods, the coffees produced vary greatly by
taste. Each is a unique treasure.

Latin American coffees are characterized by
vibrant acidity with floral and delicate cocoa
notes and nutty finish, and a clean, well balanced
flavor. Coffees from the Africa/Arabica
region, the birthplace of coffee, have distinguished
flavors ranging from berries to exotic
spices to citrus fruits, and aromas with hints of
lemon, grapefruit, flowers, and chocolate.
The Asia/Pacific region is home to many coffee
treasures, from the assertive, herbal spiciness
of Indonesian coffees to the balanced
acidity and complexity that define coffees from
the Pacific Islands. Because of their full flavor
and character, these coffees are found in many
of Starbucks heartier blends.
Along with single origin coffees, Starbucks
offers a wide variety of multi-region blends
which bring together complementary elements
from the world’s top-quality coffees and combining
them to achieve an intriguing interplay
of flavor and aroma.
Once you know what to look for when tasting,
you’ll be able to distinguish the subtle differences
in aroma, body, flavor and acidity that
make each coffee unique. Ask a barista to guide
you through the coffee choices; they can help
you find the perfect coffee to suit your taste
Cornerstones of Brewing Great Coffee
– The Four Fundamentals
Selecting great coffee is only the first step in
savoring a wonderful cup of coffee. How you
grind, brew, and store your coffee is just as important.
It’s not just the machine that makes
great coffee – the “four fundamentals” of proportion,
grind, water and freshness are even
more important. Armed with a little coffee
knowledge, you can create great coffee with
a coffee press, home brewer or espresso machine.
Proportion: Using the right proportion of coffee
to water is the most important step in making
great coffee. For the most flavorful cup, 10
grams of coffee for every 180 milliliters of water
is recommended.
Grind: Different brewing methods have different
grind requirements, but in general – the shorter
the brew time, the finer the grind. For example,
coffee ground for an espresso machine should
be very fine, because the brew cycle is only 18-
23 seconds long. Yet for a coffee press, the coffee
should be ground coarsely, because the water and
coffee are in direct contact for four minutes.
Espresso machines: Fine grind.
Drip coffee makers: Medium grind.
Coffee press: Coarse grind (rough grind).
When you go into a Starbucks store ask one of our
barista’s to show you which grind will bring you
the best cup of coffee from your brewing method
Water: A cup of coffee is 98 percent water. So the
water you use to make coffee should taste clean,
fresh, and free of impurities. Water heated to just
off a boil (96°- 98° C) is perfect for extracting the
coffee’s full range of flavors. Any cooler and the
water can't adequately extract, if it’s hotter it may
taste burnt.
Remember that: Clean water = Better coffee
Freshness: Coffee is freshly produced, and its enemies
are oxygen, light, heat, and moisture. To
keep coffee fresh, store it in an opaque, airtight
container at room temperature. You can store it
that way for up to a week. For the best results, coffee
should be ground just before brewing.
Remember that: Fresh coffee = Less than one
week old
Coffee Tasting Characteristics
When tasting different coffees, there are four
main characteristics that make up the coffee flavor
profile.
Aroma
This is the first hint of how your coffee will taste.
In fact, most of your sense of taste comes from
your sense of smell – which is why coffee can
smell so sublime and taste so satisfying. A human
can smell over a thousand different aromas and
Arabica coffee has over a thousand different aromas
Acidity
Acidity means a lively, tangy, palate-cleansing
property, ranging from low to high. Think of the
way lemon juice makes you salivate, and you'll
get the idea. For example, “Ethiopia Sidamo” is
quite lively on the tongue, so we say it has a high
acidity. In contrast, a coffee like “Gold Coast” is
quite complex with spicy notes– it has a low acidity.
Body
This is the weight or thickness of the beverage on
your tongue. Body ranges from light to full. To
give you an idea, this is like comparing skimmed
milk – very light bodied to whole milk - full bodied;
we sometimes use the wordy “syrupy” to describe
a full-bodied coffee like Sumatra. Medium
to light bodied coffees are fantastic first thing in
the morning when your taste buds are fresh and
awake. Medium to full bodied coffees are great
later on in the day especially Indonesian coffees
late in the evening.
Flavor
This is the all-important melding of aroma, acidity,
and body that creates an overall impression.
For example, drinking Kenya often reminds us
of grapefruit. There’s just a hint of citrus to it.
But when we say that, we don’t mean that Kenya
is grapefruit-flavored – it still tastes like coffee.
There are many different ways to describe the
flavor of coffee, just as there are many different
ways to describe snow.
The distinction in our coffees is in the complex
flavor layers that come from the coffees being
grown high up in mountains areas, the higher the
coffee is grown the more complex it becomes.
The Third Place
In addition to the wide range of high quality coffees,
Starbucks is known for being a meeting
point in the community. Starbucks is a place for
people to come to, a place to not be alone, a place
to be with other people, and a place where, without
having to do anything, people become part of
a community. Starbucks has long been dedicated
to creating a unique "third place" between home
and work, through enlivening the centuries-old
tradition of the coffeehouse as a place to gather,
share ideas, and enjoy delicious beverages.

Rochana Mall Tahliah St. Tel: 02 263 4989
www.thecrepecafe.com

102 BOOK PICKS
Me 2.0:
Build a Powerful Brand to Achieve
Career Success
By Dan Schawbel By Lisa Lillien By Dan Roam
The whole internet is buzzing with all the web 2.0
hype, like blogs and social networking sites we find
ourselves subscribing to, we are in a world where we
need to brand ourselves to gain a glimpse of the top
pecking order’s spotlight.
We found this interesting book that can teach you
easy ways you can use to brand yourself in this ever
morphing digital age.
Me 2.0 is a new type of digital survival hand book
that provides you with topics on:
-Effective 4-step process for discovering, creating,
communicating, and maintaining a personal brand.
-Insights, advice, and tips from leading industry experts
that explain how blogs, podcasts, and social
networks can position you to find a career based on
your passion and experience.
-A complementary website that would aid you with
templates for each tool in your personal branding kit
(i.e. resume, portfolio, etc.).
Since personal branding is the next hype, we
thought of sharing this book with What’s Up readers.
A true must have if you want to be on the next
cutting edge.
Hungry Girl 200 under
200:
200 Recipes under 200 Calories
Looking for Yummy-tastic recipes, while keeping
calories under control, here is a book by The New
York Times bestselling phenomenon Hungry Girl.
The Book includes recipes like:
- H-O-T Hot Boneless Buffalo Wings
- Sassy Southwestern Roll-Ups
- Holy Moly Guacamole
- Cheeseburger Lettuce Cups
- Chocolate Chip Cookie Crisp Puddin’ Shake
- Swirls Gone Wild Cheesecake Brownies
- Personal Pretzel-Bottomed Ice Cream Pie!
Among many more!
The book is written with the hungry author’s
known wit and sassy style, no wonder she has
formed over half a million loyal fans who are subscribing
to her daily emails containing guilt-free recipes,
food and product reviews, dieting news, shockers
and more.
This book collects 200 recipes that are as fun to
read as they are to make, while keeping each recipe’s
calorie count at 200, what more can you ask
for?
The Back of the
Napkin:
Solving Problems and Selling Ideas
with Pictures
The premise of this book is quite simple; anybody
with a pen and a scrap of paper can use visual thinking
to work through complex business ideas.
The author got his revelation when he was asked at
the last minute, to give a talk to top government officials.
He simply sketched a diagram on a napkin.
With the power of images he managed to communicate
directly with this top caliber audience. Since
then, Ban Roam developed a remarkably comprehensive
system of ideas, enabling him to breaking
ideas to simple steps providing you with tools and
rules to facilitate picture making.
Aside from the four steps of visual thinking, the six
ways of seeing and the SQVID– a clumsy acronym
for a full brain visual work out designed to focus
ideas, the author throws in many case studies that
keep you engaged in the book, and help to visualize
the concepts he is presenting.
A picture is worth a thousand words. This inspiring
book will teach you new ways of thinking in a few
hours, so if you’re looking for a great new way to
solve problems and communicate ideas, you'll find
this book very useful.

The Indie Band
Survival Guide:
he Complete Manual for the Do-It-
Yourself Musician
By Randy Chertkow and Jason Feehan By Lawrence J. Cohen By Dan Brown
I can see it now, you’re gathering your friends,
and assigning tasks to each one of them, “You
do this, while I take care of that”, but wait you
might be missing out on something.
This indispensable guide for indie musicians
will lead you through all the steps from picking
band members all the way to getting your
music out to the public, the book also covers
topics like building a brand, build a huge following,
networking, web site management,
getting booked, playing live and getting publicized.
Utilizing and harvesting the power of the internet
you can earn profit from your music,
and with this clearly written book you will
know how to really do that.
What we like the most about this book, is how
those steps can be applied in other fields that
can use the internet, like online marketing, or
IT specialists. So if you want to share your talent
and take it to the next level, this might be
all the help you will need to kick start your
way to success.
Playful Parenting The Lost Symbol
Build a Powerful Brand to Achieve
Career Success
This book is all about how we as parents can relax,
lighten up, and enjoy life playing with our kids,
since children need a strong connection with their
parents to have good self-esteem, self-confidence,
happiness and good behavior.
The author – an expert play therapist – explains
how playing and laughing is inherently educational
for children, plus it is a way to communicate, giving
you a way to know your kids more and create an ever-lasting
bond with them.
The author suggests that; "The fun play opens the
emotional door to let out the giggles, and a flood of
other feelings come pouring out after." Some suggested
ideas cover many things ranging from play
wrestling to gentle storytelling. What really makes
this a special book is that it tells you of ways that can
help you cope with games you don’t even like.
Unlike other parenting books, Cohen is able to give
the special perspective of a psychologist while making
it easy to understand, the book is all about the
importance of fostering a close connection with
our children and how and why these exercises (play
therapy) do work.
Three Dans in one issue is too many, but youmust
know that Dan Brown is back with the new eagerly
awaited follow-up to his #1 international phenomenon,
The Da Vinci Code.
The Lost Symbol is a brilliant and compelling
thriller. This book’s narrative takes place in a
twelve-hour period, and from the first page, Dan
will grab your attention on an adrenaline rush to
get you through the pages of this strange and wonderful
journey as you follow Robert Langdon
through a masterful and unexpected new landscape.
The Lost Symbol is full of surprises.
The author managed to masterfully weave five
years of research into the story's twelve-hour timeframe,
which added a level of exhilarating challenge.
If you’ve been a fan of Dan Brown thrillers
like The Da Vinci Code, Angels & Demons, Digital
Fortress, or Deception Point, you’re in for a treat,
since this should be a ride you will never forget.
We have no details yet, except that you can pre-order
your copy now, since The Lost Symbol will be
officially released on September 15, 2009. Mark
your calendars!
103

Useless News
to Amuse
Each day, more then $40 Trillion Dollars changes
hand worldwide.
Apples are more effective at keeping people
awake in the morning than caffeine.
At birth, a panda is smaller than a mouse and
weighs about 113 grams.
Diamonds mined in Brazil are harder than
those found in Africa.
The New York Stock Exchange started as a coffee
shop.
Women end up digesting most of the lipstick
they apply.
People in parts of Western China put salt in
their tea instead of sugar.
Chewing gum while peeling onions will keep
you from crying (Untested by What’s Up yet).

106 DIRECTORY
Airlines
Airport Information
Air Canada
Air France
Al-Khayalah
Arabian Air
British Airways
Cathay Pacific
Cyprus Airways
Emirates
Malaysian Airlines
Middle East (Lebanon)
Nas
Royal Air Maroc
Sama
Saudi Airline booking
Swiss Air
Tunis Air
VIP Lounge K.A.I.A.
Kuwait Airways
Egypt Air
Lufthansa Airlines
Australian Airways
Gulf AirLines
Iranian Airlines
Turkish Airlines
Singapore Airlines
Banks
Al-Rajhey Bank
Arab National Bank
Bank Al-Belad
Bank Al-Jazeera
Emirates Bank
NCB
SAAB
Samba Bank
Saudi French Bank
Saudi Holland Bank
Saudi Investment Bank
Car Rental
Al-Moftah
Al-Yamm
Avis
Best
Budget
Daleel
Discovery
Fernas
Formula
Hertz
02 6855526
02 6696933
02 6532452
800 244 5000
9200 13322
02 6693464
02 6670224
02 6696304
920000176
02 6670011
02 6449150
92000 1234
02 6502222
92000 5588
9200 22222
02 6514000
02 6530881
02 6841701
02 6694111
02 6441515
02 6853075
02 6657846
02 6532647
02 6646449
02 6600127
02 6654822
800 124 6666
800 124 4040
800 123 0000
800 244 0505"
800 754 7777
800 244 3333
800 124 8888
800 124 2000
800 124 2121
800 124 3000
800 124 8000
02 6630121
02 2571999
02 6679157
02 2571376
02 6650547
02 6645452
02 6614356
02 6761446
02 6621213
02 2567186
Hot Car
Visa
Compounds
Abir Compound
Al-Andalus Luxury Village
Al-Aoun Village
Al-Basateen Village
Al-Hajerain Compound
Arabian Homes
Aroma Village
Belleview
Elite 1
Elite 2
Garden City Compound
Loutes
Mura Bustan
Nejoud Compound
Nova Andolusia Compound
Reem Compound
Sharbatly Village
Consulates
Brazil
Canada
China
France
Germany
Greece
Italy
Japan
Malaysia
Switzerland
Turkey
UK
USA
Spain
Couriers
CLEX
Aramex
DHL
FedEx
UPS
Dental Clinics
Dentalia
Dr. Hana'a Jamjoum Clinic
Ivory Dental Clinic
Jwel Clinic
Pearl Dental Center
Reem Clinic
02 6822424
02 6622779
026515416
02 6695154
026833909
02 6944015
02 6943435
02 6822201
02 6940086
02 6547666
02 6610930
02 6681111
026607590
02 6548808
02 6910041
02 6645423
02 6823434
02 6829196
02 6910828
02 6670665
02 6530597
02 6605113
02 6681550
02 6996436
02 6674064
02 6421451
02 6670676
02 6727740
02 6510772
02 6601607
02 6225557
02 6670080
02 6607000
920009191
02 6910000
8003450000
02 6839999
02 6392393
02 2840444
02-6064444
02 6677880
02 2631733
02 6073030
02 6630562
Retal Clinic
Samaya
Star's Smile Dental Clinic
Diving Centers & Shops
AL-Nakheel Beach
Al-Sanbouk
Blue Reef Divers
Desert Sea Divers
Dream Divers
Intercontinental Beach
Red Sea Divers
RED SEA Marina
Samaco
Saudi Divers
Sun & Sea Diving Center
The Arab Circumnavigaton
Doctors
Dr. Adel Turkey
Surgeon
Dr. Ebrahem Masoud
Dentist
Dr. Obaje
Cosmetologist
Dr. Sameer Abas
Gynecologist
Dr.Esam Hashim
Pediatrician
Emergency
Al-Hatif Service Center
Ambulance
Civil Defense
Directory
Electricity Emergency
High Way Patrol
Police
Traffic Police
Water Emergency
Entertainment
AlBilad Hotel (Squash)
Al-Nahkeel (diving Center)
Bowling City
In 10 So
Jeddah Race Way
Fashion Stores
Armani Jeans
Beach & Beyond
02 6520799
02 2840008
02 6645554
02 6561176
02 6999294
02 2212707
02 6561807
02 6644707
02 6562402
02 6606368
02 6562320
02 6992300
02 6675652
02 6526003
02 6608224
02 6600323
Al-Nakhiel Center
02 6646099
Reem Clinic
02 6614000
Obaje Center
02 6530000
Dr. Sameer Abas Center
02 6060100
Al-Badrya Towers
907
997
998
905
933
996
999
993
02 6711550
02 6944777
02 6561177
02 6690800
02 2844991
02 6602956
02 6607305
02 6601902

Camper
Cugini
Denim
DKNY ( Al-Tahlia Boutique)
DKNY (Al-Khayat Center)
DKNY Jeans
Emporio Armani
Emporio Armani (Ladies Only)
Ermenegildo Zegna
Escape men
Eye 2 Eye (Al-Sawari Mall)
Eye 2 Eye (jeddah Mall)
Eye 2 Eye (Al-Tahlia Boutique)
Eye 2 Eye (Ice Land)
GAS
Giorgio Armani
Giorgio Armani (Ladies Only)
Gladstone jewellery
GUCCI
Jasmine box
Jungle Blue
Lanvin
Life Store
Lo Spazio
Lomar Thobes
Loomy
M. M. Alesayie
MAS
Mayass (discount Store)
Mayass 2
Nawal
Optifashion by Rubaiyat
PLUS IT
Polanti
Polo Ralph Lauren
Rubaiyat Children's Fashion
Rubaiyat Children's Fashion
Rubaiyat Ladies Fashion (Ladies Only)
Rubaiyat Ladies New Look Jeans
Rubaiyat Men's Fashion
Rubaiyat Men's New Look Jeans
Sid
Sports Look
Suite 966
Wed Bogari
Yahya Al Bishri
Galleries
Al-Alamya Gallery
Dar Safya ben Zager
Etilé Gallery
Heritage Art Castle Museum
House of Artists
Reunion ART Center
Saudi Art Center
02 22150341
02 6612099
02 6062003
02 6658013
02 6695168
02 6063887
02 6694700
02 6655983
02 6610949
02 2831394
02 6924565
02 6645904
02 6638085
02 6626119
02 6603067
02 6603885
02 6640703
0556646999
02 6687034
02 6685533
0533643841
02 6612812
02 2842466
02 6925580
02 2631755
02 6610495
02 6646644
02 6686111
02 6692268
02 6649188
02 6606502
02 2632440
02 2635330
02 2151005
02 6607906
02 6653219
02 6676248
02 6610630
02 2635003
02 6652428
02 6640911
02 2634782
02 6633446
02 6928323
0504634001
02 6711465
02 6635107
02 6571030
02 6640710
02-6995108
02 6682230
02 6296992
02-6633369
GYMs & Health Centers
Al-Bedaya Center (Women's Health Center)
Fitness Time Gym (Al-Muhamadya Branch)
Fitness Time Gym (king's Road Branch)
Gold's Gym
Hiltonia Gym
Jeddah Institute for Speech and Hearing
KAI Gym
Poison Center
Power Inn Gym
Public Health Clinic (Quit Smoking)
Saudi Chinese Center
Shamel Gym
Suliman Faqeeh Gym
Hospitals
Al-Maghraby
Bagado & Dr. Arfan
Bugshan
Dr. Abdulrahman Bakhash
Dr. Suliman Fakeeh
GNP
IMC
King Fahad Hospital
King Faisal Specialist
New Jeddah National
Saudi German
United Doctors
Hotels
Al-Bilad
Casablanca
Crown Plaza
Habitat
Hilton Jeddah
Intercontinental
Marriott
Meridian
Movenpick
Park Hayat
Qasr Al-Sharq
Rosewood Hotel
Sands
Sheraton
Westin Jeddah
Ministries
Agriculture & Water
Commerce
Higher Education
Industry & Electricity
Information & Culture
02 6655225
02 6226369
02 6996121
02 6912077
02 6590000
02 6675311
02 6691866
02 6379400
02 6061516
02 6687895
02 2750001
02 6634355
02 6655000
02 6369822
02 6820022
02 6691222
02 6510666
02 6671451
02 6823200
02 6509000
02 6606111
02 6677777
02 6675000
02 6829000
02 6533333
02 6944777
02 6827771
02 6611000
02 2578800
02 6590000
02 6611800
02 6714000
02 6633333
02 6676655
02 2639666
02 6599999
02 2570967
02 6692020
02 6992212
02 6588200
02 6210166
02 6576653
02 6631707
02 6360433
02 6476222
Interior
Petroleum & Mineral Resources
Planning
Resorts & Marinas
Al-Crystal
Al-Murjan
Al-Nakheel village
Al-Remal
Al-Salhiah
Diving village
Durat Al-Aroos
Fal
Jeddah Yachts
La Phonten
Marssa Al-Ahlam
movenpick
Red Sea
Samaco
Restaurants Sheesha Outdoor Wifi Sea View
American
Apple Bees
Chili's
Fuddruckers
Juicy Burger
Manhattan
Ruby Tuesday
Steak House
TGI Friday's
The Texan
Toni Roma's
Asian
Benihana
Ginza I Chome
Noodles
Osaka
Suchi Yushi
The shogun Lounge
Toki
Wakame
Xian Gong
Cafe & Lounges
Andalusia
Atrium Café
Barnie's
Cast & Crew
Chai & Ba
Cilintro Café
Crepe Café
Crepe Suzette
Dejavu
02 6684000
02 6674800
02 6651366
02 6568888
02 6560666
02 6562101
02 6561880
02 6561900
02 6561980
02 6180000
02 6560033
02 6560005
02 6573060
02 2340417
02 6555550
02 6562320
02 6691588
02 6610012
02 6634760
02 6686330
02 6673573
02 6590000
02 6501999
02 6829955
02 6529330
02 6633333
02 6123534
02 6692020
02 2578888
02 2578888
02 6645956
02 6997854
02 6062288
02 6642819
02 6682003
02 6992212
02 6063210
02 6714000
02 6696201
02 2616770
02 6642084
02 2611191
02 2634989
02 6677256
02 6067574

108 DIRECTORY
Delifrance
Diwanyah Café
El-Shurfa
Gelato
Harly Café
Helen Bakery
Java
Joffrey’s
La Promonade
La vista
Larssia
Life Styles
Monta Rosa
Munch
Papaya
Sunset Café
Tea Amo
Tea Yana
Tutti Café
Venue (Cigar lounge)
Vertigo
Vienna
Chocolates
Anoosh
Bon Bon
Chocolate Corner
Delice
Galler
Ganache
Le Notre
Miss Chocolate
Patchi
Point D’Or
French
Le Notre
La Cuisine
Black & White
Indian
Raj
Shezan
Taj Mahal
International
Al-Multaqa
Al-Safina
Al-Shurafa
Bubbles
Casper & Gambini's
Chanzelize
Goodies
Habsburg
Ice and Chillies
Le Ciel
Le Panoramic
Muchus
02 6997861
02 6988888
02 6599999
02 6635524
02 6651010
02 6977729
02 6693393
02 6677234
02 6688712
02 6600681
02 6063143
02 6688726
02 6391393
02 6605010
02 2753425
02 6588200
02 6601738
02 6681660
02 2572244
02 6061010
02 6633241
02 6590000
02 6832209
02 6697655
02 6630449
02 2847740
02 6063259
02 6601390
02 6602803
02 6638989
02 6695858
02 6636939
02 2611222
02 6630363
02 6610611
02 2632137
02 6621086
02 6979698
02 6566666
02 6590000
02 6602743
02 6697655
02 6672020
02 2845454
02 6657721
02 2578888
02 6970330
02 6655544
02 6588200
02 6613111
Senses
Spears
WaterLemon
Zodiac Cusine
Italian
Al-Dente
Amore
Balsamico
Bice
Ciao
Il Gabiano
Il Gusto
Il Porto
Il Villaggio
La Roya
La Villa
Le Notre
Pizza Lenou
Pizza Napoli
Portofino
Salues
Middle Eastren
Al-Segala
Al-Sharq
Al-Wada' a
Beiruti
Byblos
Café Blanc
Cuisine Halawani
Kan Ya Makan
Kaza Inn
La Terrace
Yildizlar
Sea Food
Al-Danah
Andalus Seafood
Bamboo Seafood
Fish Market
The Manhattan Fish M.
Snacks & Sandwiches
Big Bite
Crust
Furn & Saj
Humus Rife
L' Oliveo
Mr. Saj
Toasted
Spas & Beauty Centers
7L House of Beauty and SPA
Alexandre Zouari
Body line (Men)
Buthaina
02 6514375
02 6611800
02 2848999
02 6607548
02 6970220
02 2847779
02 6633115
02 6077412
02 6399718
02 6587042
02 6600337
02 6588200
02 6688233
02 6689466
02 6673434
02 2611222
02 6615599
02 6927796
02 6655855
02 6680335
02 2341446
02 6599999
02 6555550
02 6686354
02 6697655
02 2848777
02 6688900
02 6697777
02 6390006
02 6611800
02 6531150
02 6990090
02 6674406
02 6642999
02 6611800
02 6141900
920001219
920026633
02 2574747
02 6397773
02 6687494
920024333
02 2616747
02 6534898
02 6656161
02 2631859
02 6631809
E - Spa
Jack Dessange
Jamalouki
Lucie Saint-Clair
Mena Center
Nail ART
Oriana SPA
Soleil D'or Spa
The SPA by Clarins Paris
Travil Agencies
Al-Zahed
Al-Zoman Holidays
CIT
Departure point
Elaf
Pack your bag
Portfolio
Tayar
Veterinary Clinics
Batarjee national pharmaceutical
Dr.Tawfeeq Vet. Clinic
European Vet. Clinic
Jeddah Vet. Clinic
Tahlia Int. Vet. Clinic
www.tropicanaslim.com
+966 566552255
02 2632093
02 6695458
02 6651888
02 2832020
02 6066627
02 6675511
02 6220773
02 2842233
02 6599999
02 6525670
02 6512525
02 6630003
920012727
02 6690603
920000071
02 6607464
02 6395111
02 6602933
02 6511694
02 6676330
02 6912896
02 6695554

there is one destination
to design your web
www.truff.com.sa
info@truff.com.sa

110 NEW IN TOWN
New in Town:
Adolfo Dominguez
Fashion Store
Roshana Mall
Tel: 02 2635042
Tara Jarmon
Fashion Store
Stars Avenue
Tel: 02 2754700
Al-Mohra
Gift & Home Accessories
Ana Special Mall
Tel: 02 6649202
Al-Aqeeq
Café & Restaurant
Ana Special Mall
Tel: 02 6649228
Charcoal
Burger Restaurant
Airline center
Tel: 02 6929088
Crêpe Café
Original, Healthy Fast Casual Crêperie
Roshana Mall
Tel: 02 2634989
For You
Gift & Home Accessories
Ana Special Mall
Tel: 02 6617798
Jungle Blue
Fashion Store
Hira'a St.
Tel: 0533643841
Mayass
Fashion Store
Ana Special Mall
Tel: 02 6649188
Park Hayat Hotel
Five Stars Hotel
Jeddah Cornich
Tel: 02 2639666

a reservation for M. Alcony
a room with a morning view of the Red Sea
a relaxing evening walk in the stunning private gardens
a wonderful stay with memories of Jeddah to cherish forever
Your ideal stay is waiting at Park Hyatt Jeddah - Marina, Club and Spa.
Set amidst beautifully landscaped gardens on the Corniche of Jeddah.
An innovative five-star sanctuary where contemporary luxury and exceptional
service meets unrivalled views of the Red Sea and King Fahd fountain.
The beautiful gardens and striking interior design create an elegant haven of
understated luxury.
Reservations +966 2 2639666 or jeddah.park.hyatt.com
The Equestrian Club, Southern Corniche, Al Hamra District, P.O. Box 5863,
Jeddah 21432, Kingdom of Saudi Arabia
NOW OPEN
The trademarks HYATT, PARK HYATT and related marks are trademarks of Hyatt International Corporation. ©2009 Hyatt International Corporation. All rights reserved.