- Collaboration aimed at empowering Emirati women to boldly and freely express themselves
- The Land Cruiser art piece will travel through the country to be displayed across all Al-Futtaim Toyota showrooms in the UAE
Dubai, UAE: Al-Futtaim Toyota, and Emirati pop art designer and entrepreneur, Fatma Mohammed Obaid AlMulla have partnered to celebrate local art and culture through the creation of a special edition 2021 Land Cruiser. Inspired inside and out by AlMulla’s unique style, the Land Cruiser art piece was exclusively showcased at this year’s Dubai Design Week in Dubai Design District (d3), and will now travel through the country to be displayed across all Al-Futtaim Toyota showrooms in the UAE, for customers to view and take inspiration from to personalise their own Land Cruisers.
The collaboration was initiated by Al-Futtaim Toyota in an effort to empower women in the country and in particular Emirati women to celebrate their identity, while commemorating the Land Cruiser as an integral part of the Emirati heritage. Reflecting AlMulla’s personal style, lifestyle, and vision of a car designed for a strong and inspirational Emirati woman the Special Edition Land Cruiser is adorned with unique geometry shapes, as well as bold and vibrant patterns.
Commenting on the partnership, Fatma AlMulla said: “The Land Cruiser represents more than just an impressive SUV to me; I was raised in a house where the Land Cruiser has been driven by our family members for decades. When Al-Futtaim Toyota approached me for the collaboration, it was like a dream come true. Through this art piece, I intend to challenge the social and cultural stereotypes and perceptions that cars and art designs are made or designed for a specific gender. I strongly believe that women like men have the right to drive any car they choose, design it the way they wish, and add their personal touch to it without limitation or fear of being judged. I value individuality and admire people who have their own sense of style.”
The special edition Land Cruiser art piece boasts vibrant colours with artistic flair throughout. From the outside, colourful flowery designs have been added on the wheel arches of the SUV. The interior cabin has been revamped to give the look and feel of an Emirati majlis yet showcasing the patterns and colours in a way that give it a modern touch. From multi-colour patterns on the leather seats to autographed floor mats, the driver and passenger will experience comfort as well as style.
Further accessories have also been installed such as a handmade artistic box for tissues, stylish cushions with matching design and a beautifully woven mat for outdoors such as camping or star watching from the heart of the Emirati desert.
Saud Abbasi, Managing Director at Al-Futtaim Toyota said: “Our collaboration with Fatma AlMulla is a pledge of our commitment towards Emirati designers for their contribution to our culture here in the UAE. The Land Cruiser is a natural narrator of the UAE with its rich regional heritage and we are proud to see Fatma’s designs come to life on the 2021 model, showing off the SUV in vibrant and bold colours influenced by the culture of the UAE.”
Fatma AlMulla is a talented creative Emirati artist who has always known that she wanted colour, patterns and design to be part of her everyday life. Her unique and inspired perspective of her Emirati culture is reflected through her art. Fatma is also the founder of art and fashion brand FMM, launched in 2012 as a conceptual insight into Arab culture, reflected through tongue-in-cheek illustrations of cultural stereotypes and societal obsessions that won the hearts of the young, trend focused and vibrant audience of the UAE.
About Al-Futtaim Toyota:
Toyota, a Japanese automotive manufacturer founded in 1937, is the world’s market leader in sales of hybrid electric vehicles. Toyota has been exclusively distributed in the UAE by Al-Futtaim Automotive, part of Al-Futtaim Group, for over six decades, and has been leading the sustainable mobility movement since 2008.
With a large line-up of vehicles ranging from SUV, compact, sedan, coupe, MPV and LCV, as well as a wide range of Hybrid options, Al-Futtaim Toyota is setting new benchmarks for clean motoring in an effort to actively contribute to a lower carbon footprint in the UAE. 2017 saw the introduction of the zero-emission hydrogen-powered Fuel Cell Electric Vehicle (FCEV) Toyota Mirai, in a pilot aiming at studying the possibilities of establishing a hydrogen-based, carbon-free society.
Toyota’s line-up features several hybrid vehicles including the sporty, practical and environmentally friendly RAV4, the C-HR, an innovative compact SUV, the seven-seater Highlander which is the brands biggest HEV to date, the powerful and efficient Corolla and the sleek and sophisticated Camry.
In September 2019, after a 17-year wait, Al-Futtaim Toyota launched the new 2020 Toyota GR Supra in the UAE, much to the delight of fans and loyalists across the country. With the all-new fifth-generation model, the legendary name returned to set the roads ablaze with a comeback only fitting of the Toyota Supra story, with the 2021 versrion launching a year later in October 2020.
In August 2020 Al-Futtaim Toyota shook up the lifestyle pickup segment with the introduction of the all-new eighth-generation Toyota Hilux Adventure. This was the first time ever that the Hilux is available as a retail model in the UAE, meaning that it is no longer limited to dominating the commercial-use sector.
About Al-Futtaim Automotive:
Al-Futtaim Automotive, one of the main four operating divisions within the UAE-based Al-Futtaim Group of companies, is a conglomerate of motoring-related businesses, franchising some of the world’s most-recognised automotive brands and services.
Operating in 10 countries across the Middle East, Asia and Africa and empowered by around 9,000 associates, the UAE-headquartered Group’s services span across distribution of new and used vehicles, manufacturing, leasing, and aftersales.
Ranging from passenger cars to SUVs, commercial vehicles, industrial and construction equipment as well as motorbikes and quads, Al-Futtaim Automotive Group offers an integrative customer-centric experience for motorists, fleet operators and contractors alike, and strives to become the leader in tailor-made mobility solutions.
Established in the 1930s as a trading business, Al-Futtaim today is one of the most diversified and progressive, privately held regional businesses headquartered in Dubai, United Arab Emirates.
Structured into five operating divisions; automotive, financial services, real estate, retail and health; employing more than 42,000 employees across 25 countries in the Middle East, Asia and Africa, we partner with over 200 of the world’s most admired and innovative brands.
Al-Futtaim’s entrepreneurship and relentless customer focus enables the organisation to continue to grow and expand; responding to the changing needs of our customers within the societies in which we operate.
By upholding our values of respect, excellence, collaboration, integrity; Al-Futtaim continues to enrich the lives and aspirations of our customers each and every day.