Carry What Matters

A public design competition run on the market's social channels: shoppers who made an eligible purchase submitted original artwork by direct message, a judging panel picked a winning design on 1 July 2026, and the winning artwork was produced as limited-edition reusable bags given away free at the market, credited 'Designed by [Name], UAE'. The winner collected a grand prize in person on 3 July 2026.

The brief

UAE residents and Waterfront Market shoppers, invited to celebrate the country's food culture through design.

The idea

Shoppers messaged in canvas bag designs celebrating UAE food culture; the winner took AED 10,000 and saw the artwork made into limited-edition bags given away free, credited to the designer.

What to borrow

Turning customers' artwork into the store's own giveaway bags makes the community visible every time someone carries one.