Aesthetic and Design Vision


The basic notion of this production unit was generated from the way Bait Al-Anbat envisions the importance of contemporary cultural industries. Its role expresses the identity codes in a way that undoubtedly creates a strong sense of reciprocal respect between the producers and consumers of culture and the urgent need for the sustainability, maintenance, and preservation of culture. This can be fulfilled through changing it to a valuable producer by local societies from which they benefit. Therefore, the project of Bait Al-Anbat (Shaqilat Complex for Cultural Industries) is concerned mainly with providing a set of cultural products relevant to tourism through relying on local communities in accordance with a special aesthetic vision and dimension.


Aesthetic Dimension:

Over more than ten thousand years of human settlement, the desert, the countryside, and villages of the peasants in Jordan had experienced different patterns and multiple forms of artistic production through continuous conflict between man and nature. From the Stone, Bronze and Iron Ages onward to Nabataean and Islamic eras, the ancient people of Jordan were employing aspects of local environment. Its appearance in artistic techniques, from which they benefited and through which they expressed the promotion and the sublime of their artistic and human conscience. Clothes and equipment for everyday life were the fertile soil which apparently contributed  to the development of arts. They reflected his artistic capacities in the fundamental needs for everyday life, death, birth, marriage and the requirements of the communication with the universe and nature. The Jordanian contemporary man embodies his cultural continuity in a way modern social history provides data that determine the types of material culture, contemporary immaterial culture through which popular culture is seen as a means of expressions.

The aesthetic dimension of the products of Dar Shaqilat springs from the spirit of originality and Jordanian contemporariness along with its human horizons. The products of Dar Shaqilat aim at bridging the gap of aesthetics through the following determinants:

1- Redefining the codes of the cultural identity of Jordan with their historical depths, contemporary diversity, local roots, and human horizons.

2- Innovations and creativity of the originality

3- Communication with the present and modernism

4- Deepening the sense of the self

Elements of the Aesthetic and Design Vision:

The aesthetic dimension relies heavily on the following elements:

1- Arab Nabataean Civilization:

It offers a cultural storehouse, marked with wealth, various artistic and cultural codes as is reflected by the Nabataean arts, left behind over five centuries, and implied by Nabataean architecture, sculpture, pottery, industry, agriculture, spiritual and religious life:

- Decoration of diagonal lines on  45 degree angles.

- Doric Frieze: It consists of three flat vertical bands with gaps between them.

- Cornices: the Nabataean cornice is one of the prominent symbols of the Nabataean arts. There are two kinds: the first is the Nabataean or classical cornice without decoration, the latter Corinthian or garlandlike.

- Symbols of sculptures and statues: through focussing on the prominent factors such as the clothes, the flat nose, the eyes with iris emerging from the eye socket, hair styling, where hair straightens helically.

-   Symmetry and asymmetry of artistic masses.  


2- Heritage of other civilizations which Jordan witnessed from the First Stone Age to civilizations of Moab, Edomites and Ammonites of the Iron Age. These local cultures are replete with a huge cultural and symbolical storehouse which adds to the aesthetic vision of contemporary products which Dar Shaqilat offers.

3- Arabic Calligraphy:

The Nabataean letter is considered the first root of the Arabic letter. Through their historical development until the Arabic letters, they convey the holiness of aesthetic symbolism, subject to reformation in the contemporary products. Needless to say, Arabic-Nabataean Calligraphy is instrumental in restructuring the embroidery and the various forms of other products. We can benefit from the inscriptions of everyday life and graffiti, scattered in the Jordanian desert in the form of a productive parallel line, marked with mystery and unique apparent identity.

   4- Jordanian contemporary popular culture:

Popular culture of Jordan offers with its two dimensions of folklore and heritage, another dimension, considered one of the elements of the productive line of Dar Shaqilat. This includes symbols of lore, identity and everyday practices. Folklore means "wisdom of people" concerning creating their tales, lifestyle, clothes and other arts. Through their modern history, Jordanians created various symbols, reflected in different aspects of life.

      As far as fashion is concerned, the folkloric dimension can benefit from the available knowledge of its symbolism, the local colors related to occasions of using specific dress and decoding implications of their decorative units. In addition, it can benefit from the development of the functions of clothes through social eras, examined during the last two centuries. Cultural space in which society made clothes during the last two centuries contributes to offering another symbolism, with aesthetic privacy through changing the tangible and intangible cultures to material symbols, carried through new aesthetic line. This spreads in tales, ideas, songs, and popular proverbs, which appear around the culture of local clothes.


Research on the heritage of Jordan woman beauty culture
Training in cultural industry
Beauty & Cultures Discussions