Advertising & Marketing

Cadillac presents Arabs of New York at GPP Photo Week 2018

• Commissioning renowned photographer Khalik to co-create portraits of the Arab diaspora in New York City

• The partnership is poised to be a continuation of the brand’s ‘Arabs of New York’ regional campaign

Cadillac Middle East is partnering with Gulf Photo Plus (GPP), as the official presenting partner of GPP Photo Week 2018, the longest-running international photography event in the region. Taking place from 7 – 12 February 2018 at Alserkal Avenue, the event is uniquely designed to inspire, challenge, and connect photographers and enthusiasts from around the globe. The partnership will also see Cadillac team up with renowned New York-based photographer and filmmaker, Khalik, to co-create and present a series of portraits of the Arab diaspora of New York City, as a continuation of the brand’s Arabs of New York campaign. 

As a talented and entrepreneurial individual living in New York, Khalik’s work has been under the spotlight of Cadillac’s campaign, as part of its Dare Greatly initiative. Khalik’s primary source of inspiration and passion derives from the people he photographs on the corner of 125th and Lexington Avenue in Harlem. In addition, Cadillac, in partnership with Khalik, will take pride in featuring exhibitions, photo walks, special events, and workshops taught to the public during the six-day GPP Photo Week 2018.

Nadim Ghrayeb, Head of Marketing, Cadillac Middle East commented on the partnership: “Cadillac has long been an advocate of platforms like GPP. Through our 115-year history we have always been at the heart of the fascinating and ever-changing art scene. Our brand and products have played a crucial role in many artists storytelling, from Andy Warhol’s pop art pieces to Bruce Springsteen’s Pink Cadillac.” 

“Both globally and locally we look to nurture this natural partnership by co-creating and promoting many initiative and artists, from the Letters to Andy Warhol exhibition at Sole DXB, to partnering with Nafsika Skourti a young Jordanian designer. We have started 2018 with GPP and Khalik to continue our story of Arabs of New York and promote young photographers in the region at this unique activation.” continued Ghrayeb. 

GPP Co-Director Mohamed Somji expressed his enthusiasm for this partnership, stating, “We are proud, grateful, and – of course – very excited to welcome Cadillac to the GPP family as our presenting sponsor for GPP Photo Week 2018. Their support for the rapidly developing photography scene of the MENA region is invaluable, and we are privileged to labor alongside them in pursuit of our mutual vision of equipping and inspiring the photography community here in the Middle East.”

Somji continued, “As photography becomes increasingly accessible and ubiquitous as an art form, more and more people are turning to it as a medium of self-expression and social narrative. We’re fortunate to have the opportunity to help harness that energy to equip artists to pursue photography in all its forms at GPP Photo Week.”

The portraits of the Arab diaspora in New York City – exhibited for the very first time at GPP Photo Week 2018 – will be shown alongside Khalik’s signature body of work, Souls Against the Concrete, at Alserkal Avenue’s much-heralded multi-disciplinary space, Concrete.

The support of Cadillac has also been integral in allowing GPP to develop the wide array of activities, many of which are free to attend, that aim to make photography accessible. Attendees of GPP Photo Week 2018, presented by Cadillac, can take part in workshops, seminars, PhotoFriday, portfolio reviews, and a wide range of free programming, including exhibitions, Snap Sessions, photo walks, artist talks, kids’ activities, and the ShootOut.

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