LUXURY 24

«Where I come from art is underdeveloped: in the Middle East it is hard to find good galleries where you can purchase works that are worth something. So I will open one in Dubai. It will be ready in October».
A pair of aviator glasses peek out of the pocket of his very formal beige suit with a Blackberry and cell phone in his hands that are constantly working, and sneakers with fluorescent details on his feet.
This year Majed Al-Sabah, the nephew of the Emir of Kuwait, turns forty. He greatly appreciates everything that has to do with fashion and creativity. He tells us about it while sipping green tea in one of the salons of the Grand Hotel ed de Milan on Via Manzoni: his first forty years will be celebrated with the tenth "Villa Moda" store in the rich region and also by inaugurating an art gallery. A mixture of Middle East and Western culture, a bit like him.

After fashion, now you are involved with art. How did you get the idea of a new art gallery in Dubai?
In reality it is one of the first projects I had in mind. It's just like with fashion we tried to adapt the market to interesting brands, now we are trying to adapt the market to interesting forms of art. It is exactly the same business formula. The combination we would want to reach is 60% design and 40% art, perhaps 80% coming from international sources and 20% local.
Is it more difficult to show the world Kuwait's art of vice versa?
I think both are very true: on one hand there are people interested in knowing about what is happening in this part of the world, but on the other hand I think that art must be approached in an intelligent manner, not simply commercially.
Who decides on the trends in this direction?
The ones who count the most in our part of the world is the interior designer, who many count on, asking advice for furnishing their home or office. Even if, because of the demographic revolution (70% of the population is less than 30 years old), youths are frequently seen to be interested in purchasing works of art, choosing them personally. With globalization and the Internet our kids are more and more in contact with the rest of the world. But also more exposed. It is quite frightening…
How does Islamic culture relate to the western model of luxury?
It is very simple: we take the best you have to offer and throw out the rest! We take your Gucci bags and throw out your inconsiderate use of drugs in discothèques! The most beautiful thing about our people is that, over and beyond how sophisticated they are, they are always held back by religious limitations. Actually our situation is not as bad as it could seem to be.
In 2003 "Time" rechristened you as "Sheik of Chic"…
Well, actually I am the only member of a royal family that is a retailer in the world of fashion and luxury.
What does luxury mean to you?
It is a handicraft art, either homemade or tailor made. It must not necessarily come from Via Montenapoleone, because luxury is not tied to wealth. Next door to my store in Damasco there is a boy who sells peanuts on the street: if you ask him to give you a bag, he moves to the back of his little shop and roasts a kilo just for you, he serves them exactly in the manner and quantity desired. In my opinion this is a wonderful luxury and it only costs one euro.
The first Villa Moda store is a gigantic glass cube designed by the Italian architect Pierfrancesco Cravel. Why do you think that fashion, art and design should converge?
We do not want to be a set formula and follow the formula of the luxury brands in which every single store is exactly identical to another. We would like to bring people towards a different sort of experience, for this reason each single location is different. If we already have everything, why go shopping? We must create a theater to sell dreams.
How important is shopping in your country?
In our society shopping is an important part of the families' lifestyle. It is not like here in Milan or any other European city, where there are many museums, theaters and lots of other things to do. In the Middle East the cities are still being developed. The usual clients visit our stores two or three times a week, therefore each time they come they want to see something new and different.
What are your relations with the European fashion designers?
From a business point of view our portfolio in Europe is quite ample, especially in Italy. As for personal relations, at the moment we are trying to make them adapt to our culture and also develop special collections suitable to our market, which brings us very close to the actual designers. I love the European designers: at Villa Moda we have Prada and Manolo Blahnik, Ferragamo and Martin Margiela, Dolce & Gabbana and Jil Sander. As well as many others.
What does your family think about your lifestyle? You fundamentally decided to abandon a diplomatic career…
The problem existed in the past, when people thought that my choice of opening a store was a disgrace and that it was unsuitable to the status of my family, but within a few months this problem was overcome. First of all I try to follow my passions and then, at the same time, I try to send a political message. It is all because of the frustration that was accumulated in the past, when I would go to the western countries and nobody knew I was from Kuwait. With my business in fashion and art I am trying to clear this message. I have a blog on the Internet, a page on face-book and one on small world, so that anyone who wants to contact me can do it. I am really very available.

(Traduzione di Sara Cecere)