A passage of stories.

scroll to explore Dubai · UAE

A Dubai-based creative studio for design curation, brand storytelling and cultural experiences.

Curation ✶ Brand Storytelling ✶ Public Art ✶ Cultural Experiences ✶ Event Direction ✶ Premium Gifting ✶ Curation ✶ Brand Storytelling ✶ Public Art ✶ Cultural Experiences ✶ Event Direction ✶ Premium Gifting ✶

01 — Selected Work

Recent chapters.

Mural of palm trees and figures on a public wall in Nad Al Sheba
Public Art / MuralDec 2025

Hewi Nad Al Sheba

A digital mural brought to a public wall in Nad Al Sheba.

Branded stage build for the GPSSA GCC gathering
Event DirectionJan 2026

GPSSA — GCC

Full creative direction, build-up and activations for a regional GPSSA gathering.

Arched shelving with curated pottery at the Dubai Media Council offices
Art CurationFeb 2026

Dubai Media Council

Office spaces curated around 1970s Dubai — archival photos, Emirati artists, decorative pieces.

Iftar table setting with crescent centrepieces
Event & Activations2026

Corporate Iftar

Creative direction and project management for a corporate Iftar gathering.

DAFZ corporate presentation contents slide
Branding · WIP2026

DAFZ

A corporate identity and presentation system in development.

Colourful illustrated gift wrap concept for DET
Premium Gifting2026

DET — Premium Gifting

Curated gift items proposed for the Department of Economy and Tourism.

02 — What We Do

From idea
to execution.

A full-service studio covering brand identity, public art, event production, art curation and creative campaigns — end to end.

01↗

Art Curation

Strategic concept development and research-driven curation to design spaces — identifying and acquiring artwork, commissioning cultural pieces, and curating accessories, photography and framing.

02↗

Public Art Services

Leading major public art initiatives with a wide network of Emirati and international artists. Creative and project management for murals, sculpture and large-scale installations.

03↗

Event Management

End-to-end direction for Emirati and GCC-focused gatherings — creative direction, build-up, production, logistics, on-site activations and giveaways.

04↗

Brand Activations

Bringing brands to life in physical and cultural spaces through experiential touchpoints, on-site programming and audience engagement that earns attention.

05↗

Branding Services

Logos and brand guidelines, event look-and-feel, corporate presentations, posters, infographics and animated content — a complete visual language.

06↗

Digital Campaigns

Concept-to-launch digital storytelling — copy, art direction, motion content and rollout strategy across paid and organic platforms.

07↗

Social Media Management

Editorial calendars, original content production, community management and reporting — keeping brands consistent, current and conversational.

08↗

Creative Marketing Collaterals

Print and digital deliverables — brochures, decks, signage, packaging and toolkits — all shaped around the brand system.

09↗

Publications

Editorial design for books, magazines and special-edition print pieces — from concept and art direction through to print supervision.

10↗

Premium Gifting

Curated gift items developed with a network of regional and international artists — cultural relevance and considered craft in every piece.

03 — The Founders

Two voices.
One vision.

A partnership between strategy and storytelling, built on more than two decades of combined experience curating culture in Dubai.

Fatma Al Mulla

Co-Founder · Strategy

Fatma Al Mulla

Strategic marketing professional with 7+ years of experience in brand development, communications and cultural partnerships. Has led marketing projects across the art, media and real estate industries in Dubai.

LinkedIn ↗
Sireen Jannoun

Co-Founder · Curation

Sireen Jannoun

15+ years of experience in Dubai leading cultural initiatives and events for Brand Dubai and San Projects, with a focus on placemaking, storytelling and community engagement.

LinkedIn ↗

Let's begin a chapter together.

Let's Work Together

© Papermoon Creative Studio Dubai · UAE · 2026