The King Abdulaziz Center for World Culture (Ithra), an Aramco initiative, is participating in Milan Design Week 2026 (April 20-26) by presenting the exhibition “Default is Not Universal” at the Isola Design Festival. The exhibition features works by eight designers from the Middle East and North Africa, including seven interactive stations that use artificial intelligence to collect visitor data and map cognitive patterns shaped by cultural influences. After its debut in Milan, the exhibition will travel to Saudi Arabia as the anchor international exhibition of Ithra Design Week later this year.
This participation matters because it marks the first tangible realization of Ithra Design Week as a regional platform for Arab designers on the global stage, strengthening cultural exchange and supporting the creative economy. By integrating AI-driven visitor interaction and commissioning new works based on collected data, the exhibition pushes boundaries in design and technology, while fostering collaboration between the Middle East and international design communities. It also underscores Ithra's broader mission to empower creative talent and advance design content from the Arab world.