Twofour54's creative lab partners for new projects

The lab will partner with Rufoof and Midas Consulting on new projects.
News, Content production


Twofour54’s creative lab has entered a partnership with Rufoof and Midas Consulting.

Rufoof is an e-content store which offers thousands of Arabic books and publications covering various fields. Midas Consulting is involved with publishing and based out of Twofour54. The company has worked with some of the largest international publishers.

The partners will be working jointly on bringing several Arabic publishing projects to market.

Noura Al Kaabi, Chief Executive Officer, twofour54, said: “This is a great opportunity for us to emphasise the importance of instilling a culture of reading and writing in the younger generation and serves to remind us of the benefits reading and writing have on creating well-rounded and intellectual youth. Talented individuals in the UAE with literary passions need resources and outlets to showcase their ideas and creativity to the world. Our aim at twofour54 creative lab is to offer these talented writers all the support and mentoring required to develop their thoughts into books and e-books that can be read around the world.”

Twofour54’s first project with Rufoof is an Arabic e-book titled ‘Before Sunrise’by Iraqi authors Jenan Alwan and Naba Abdel Amir. The book comes from the fantasy genre and is about a group of young people saving the world from an evil force.
The next publishing project in partnership with Rufoof will be with Maitha Al Khayat, the well-known and bestselling Emirati author of ‘I Love My Dad’s Long Beard’ and ‘My Own Special Way.’ The new interactive digital children’s book titled ‘I Love My Mom’s Pretty Veil’ will show the beauty of different veils across the Arab world and will soon be available in English and Arabic on Rufoof.

“The objective at Rufoof is to provide an enjoyable reading experience for Arabic content and publications digitally on our applications so that Arabs around the world can enjoy classics or contemporary works only a click away. Working with twofour54 creative lab allows us to continue expanding our offering by adding quality books to our existing library of 5000 publications,” said Mohamad Jamal from Rufoof.

Twofour54 creative lab’s first project with Midas Consulting is the development of a boxed set of four inspirational children’s stories by Jordanian author Aroub Soubh. These will be produced through the participation of young cancer patients. The book will be published in Arabic and English and will be accompanied by an exercise book that allows children to create their own story books as part of this series. It hopes to instill in them a passion for storytelling. The next project in the pipeline with Midas Consulting is a compilation of short stories from 10 different writers from across the GCC.

“Midas Consulting looks forward to working with twofour54 creative lab on developing and promoting Arab literary talent. Supporting commercially viable projects identified by our partners at twofour54 creative lab with our expertise in publishing industry is exciting for us because of our genuine passion for building up the profiles of untapped and emerging talent,” said Tony Mulliken, partner at Midas Consulting.

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