Watch the full panel below:

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On the panel, we had with us:

Sejal Patel, Design Director at Kristina Zanic Consultants

Kerem Cengiz, Managing Director – MENA at LWK + PARTNERS

Reem Al Qamzi, Founder of Rqitects

Peter Caruso, Architect at Augusta

Watch the video here:

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This led to him founding IF Hub, which officially opened its doors this year in October. With a focus on delivering the best experience possible, IF Hub was envisioned as a space where ideas flow as freely as materials, and partnerships form naturally through a shared passion. Spanning 6,000 square metres over two storeys, the ‘hub’ is designed like a museum for design connoisseurs, where every corner holds something new to discover – from curated brands and unique finishes to immersive installations that designers and clients alike can take advantage of while envisioning their next project. It showcases over 70 high-end Italian and international brands, including Reflex, Tonelli Design, Pellizzoni, The Cut, IDL and Monograph, alongside other leading luxury names. “Fantini, Mariner and Tonino Lamborghini are some of the other interesting brands that we also have under our umbrella,” Friberg shares.

A Colosseum-style arena hosts panel talks and community events, while a barista station encourages informal, inspiring conversations. The material gallery allows designers to explore and select finishes thoughtfully, and the wallpaper and fabric gallery adds yet another layer of inspiration. To make visits convenient and fuss-free, IF Hub also offers 18 dedicated parking spots, ensuring convenience for clients and designers. Through intimate events, hands-on workshops and conversations that spark new perspectives, IF Hub is steadily cultivating a vibrant community grounded in storytelling, craftsmanship and a deep respect for design in all its forms. 

Like any ambitious venture, IF Hub faced its fair share of challenges. From identifying the right location in Umm Suqeim to transforming a bare grey structure into a fully realised design destination, the journey from concept to completion took eight months. The result is a space that brought together aesthetics, functionality and experience.

Friberg’s fascination with design extends far beyond aesthetics. “Design, for me, is an extension of art,” he explains. “It’s a way of shaping experiences within spaces: a tangible expression of creativity that resonates both emotionally and functionally.” This ethos has been central to the development of IF Hub, guiding every decision so that each brand, product and corner of the Hub embodies both beauty and purpose. With a background in real estate, Friberg approaches his brand selections with the same lens, assessing the functional and spatial demands of projects, and – more importantly – making a statement. This blend of aesthetic sensibility and functional insight ensures that IF Hub remains a relevant, inspiring destination for professionals across residential, commercial and hospitality sectors.Even the smallest touches were considered with both customer and designer experiences in mind. Today, IF Hub is shaping up to be a destination that any designer or creative in Dubai would want to visit – a place where ideas, collaboration and innovation naturally come together.

On aligning with brands and the curation process

“The brands that align best with IF Hub are those that tell a story through their craft, philosophy and design approach,” shares Friberg. “IF Hub seeks out companies that combine authenticity, creativity and exceptional craftsmanship; brands that don’t just produce products but create experiences that resonate with both designers and clients.” He shares that most partners are chosen based on how well they complement the hub’s vision: “Ultimately, the ideal brand for IF Hub is one that enhances the narrative of a space, inspires collaboration and contributes meaningfully to Dubai’s design community.”

IF Hub brings together a thoughtfully selected lineup chosen not just for what they make, but for the story and spirit behind their work. “Our curation process is very intentional,” Friberg shares. “We’re drawn to brands that offer something meaningful, whether it’s a distinct product, a fresh design philosophy or a way of working that feels genuinely inspiring. Every brand we bring in has to align with the values we hold close at IF Hub: creativity, authenticity and true craftsmanship.”

Brand spotlight: CREATIVE SALANSKY

One of the standout names in IF Hub’s portfolio that epitomises its values is CREATIVE SALANSKY, an international studio based in Dubai, with deep manufacturing roots in the Czech ‘Crystal Valley’ of Liberec. Specialising in bespoke glass installations and sculptural lighting, the studio works exclusively with authentic Bohemian Czech crystal – a material celebrated for its brilliance, purity and centuries-old artisanal legacy. Contemporary in nature, CREATIVE SALANSKY’s bespoke sculptural lighting and glass installations elevate architectural concepts into artistic experiences and decorative lighting solutions.

The studio’s philosophy is built on close collaboration with architects, designers and leading showrooms, helping them fully realise and expand their creative visions. At the core of its work is the belief that light and glass can shape space and evoke emotion. From monumental installations to delicately layered glass structures and sculptural pieces for luxury residences and cultural spaces, every project is conceived as a dialogue between architecture, light and material. 

“We create objects that speak the language of space,” shares Ludek Feno, Managing Director of the brand. “Each project is designed to bring a strong visual identity and an authentic artistic expression.” What sets CREATIVE SALANSKY apart is its unwavering commitment to authenticity and ethics. Every component is crafted entirely in Czechia, a commitment so central to the brand’s philosophy that its production carries official certification from the Czech government. This integrity in craft and origin allows the studio to offer something rare in the world of decorative lighting: an extraordinary 100-year warranty on its crystal chandeliers. The brand sees its role as a creative partner with designers, and it creates bespoke installations that bend boundaries. Its beating heart installation at IF Hub’s Downtown Design booth was an experience on its own. Building on more than three centuries of Czech glassmaking tradition, the studio works with glass, metal and other materials that are sustainable, recyclable, nearly eternal and designed to elevate the character of a space. Teams of Czech master craftspeople and technicians create components that carry the emotion of handiwork while meeting the technical demands of modern architecture. 

Dubai serves as a key hub for the studio, in line with its dynamic spirit where innovation, ambition and architectural experimentation thrive. The brand works on projects for residential developers, hotels, galleries and public spaces, while also expanding its own collection of limited sculptural lighting pieces. 

Brand spotlight: Myface

“Myface is a brand that dares to go beyond the ordinary,” shares Friberg. Created to bring comfort and sophistication to the outdoors, the brand focuses on creating products with such stunning finishes that many find hard to believe they are made for outside. Through extensive research to ensure its pieces are durable and built to withstand the elements, the brand hosts a contemporary aesthetic. “It’s a brand with a high commitment to creating a vision that embodies who we are as IF Hub,” shares Friberg. 

The Nodo hanging armchair pictured is a favourite piece; combining durability with elegance, it is crafted from a coated stainless steel frame for optimal strength and outdoor resistance. Its golden accents bring an air of subtle sophistication, infusing contemporary outdoor settings with a refined, enigmatic elegance that captivates and inspires. With every component being adaptable to the end-user in terms of finishing, it affords a superior sense of personalisation. 

Another piece that has been highlighted is the Fable Swing, which captures the playfulness of childhood with elevated fabrics, offering a serene place to unwind and reconnect with treasured memories. Crafted from durable, weather-resistant materials, the Fable Swing is built to endure the outdoors while retaining its pristine look, year after year. Its soft, padded seat delivers exceptional comfort, complemented by a sleek, elegant silhouette that brings both lightness and timeless sophistication to any setting.

What makes IF Hub truly special is the way it brings every part of the design journey together. Whether searching for sculptural lighting, artisanal flooring, refined sanitaryware or contemporary furniture, designers and clients can find it all within a single, inspiring environment. This multi-sector curation positions IF Hub as a catalyst for the next era of design thinking in Dubai: integrated, experiential and boldly collaborative.

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In this issue, we also take a retrospective look at our presence during Downtown Design and Dubai Design Week. With the wonderful weather upon us here in Dubai, our design focus turns to outdoor living, offering fresh inspiration for reimagining the terraces, balconies and other open-air spaces we’re all eager to enjoy. And ahead of us gathering with loved ones during the festive season, we’ve curated touches of interior inspiration to look forward to as well.

Our cover story shines a spotlight on IF Hub, the visionary concept created by entrepreneur Fady Friberg. Bringing together more than 70 international brands under one roof, the space on Umm Suqeim Street is fast becoming a must-visit destination for the industry – fostering community, championing design and delivering an experience unlike any other. 

On a personal note, this season holds even more meaning for me, as my husband and I prepare to welcome a new member of our family. Looking ahead with excitement and gratitude, I’m reminded of the beauty of new beginnings – both in life and in design.

As we close out the year, we wish you a wonderful festive season and a bright, inspiring start to the new year ahead.

Read the e-issue here.

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“The hub is designed for interaction — a place where meaningful connections happen naturally. Our aim is to support the design community and empower professionals,” said Fady Friberg, Co-Founder of IF Hub.

Spanning 6,000 square meters, IF Hub redefines the traditional showroom experience. Beyond its curated collections, it features a coffee shop dedicated to the design industry and a dedicated arena for events such as design breakfasts, workshops, and panel discussions — offering a setting where creativity, conversation, and collaboration come together. “Walking into IF Hub should feel like entering a creative ecosystem — immersive, inspiring, and deeply personal. Designers can explore tactile materials, experience curated setups, and discover exclusive collections that reflect timeless design,” added Friberg.

Creative Salansky

Myface

IF Hub’s portfolio includes some of the most renowned Italian brands such as Fantini, Tonino Lamborghini, Mariner, Reflex, Tonelli, IDL, Monography, and Pellizzoni, alongside niche collections like MyFace, Creative Salansky, and Atmosphera. It serves as a destination for bespoke interiors, architectural finishes, and design inspiration.

Visit IF Hub at Booth A13 at Downtown Design during Dubai Design Week.

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