Washing Machine has been our pet project in partnership with Emicom. Both ourselves and Emicom feel that the UAE lacks street life, second-hand book shops, streets of galleries, buskers, and non-commercial projects. We hope that this free magazine will help bring the spirit to the creative community. We had complete artistic freedom with this project and felt that a washing machine represented a strong visual graphic and so it became the cover and the brand identity. It was always our aim to choose artists that broke the mould in this region, and an opportunity to showcase the great artistry. The magazine is meant as an inspiration to both the creative shops and marketing departments in the United Arab Emirates and abroad. We have a lot to offer as a community but people need to see it.