Derived from the Arabic word for "house" or "courtyard," the principle aim of this initiative is shedding the global spotlight on the tremendous achievements of Arab designers and artists by creating a common space that serves as a platform for empowering this community. The initiative attracts artists from across the Arab world, with special emphasis on artists from areas of conflict such as Gaza and West Bank, Iraq and Lebanon.

Utilizing the latest developments in communications technology, not only showcases the works and promotes over 300 artists and designers, but it provides them with a portal ( that allows them to create their own sites or shop fronts and sell their works online. focuses on four important pillars of design such as: fashion (including jewelries), art, furniture design and crafts from community empowering projects.