MILAN — On Wednesday, Qatar Airways unveiled the “Creative 100,” a multiyear cultural alliance that highlights the global creative talents shaping culture. These individuals are active across art, design, fashion, music, sports, and innovation.
The initiative was envisioned in partnership with American Grammy-award winning artist and producer Swizz Beatz, born Kasseem Dean. As an advocate for creative equity, he founded The Dean Collection art collective with his wife, fellow Grammy-winning musician Alicia Keys. The Dean Collection champions living artists, particularly those of African and diasporic heritage. It’s famous for initiatives like the No Commission Art Fair, which returns 100 percent of sales to artists.
“Together, we’re building a platform that shines a light on the most inspiring creators of our time and shares their gifts with the world. For travelers, it means every journey becomes more than a flight, it’s a connection to creativity, culture, and inspiration,” Beatz said in a statement. The announcement was made in Paris, ahead of the Paris edition of Art Basel, which runs Friday to Sunday.
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Through the partnership, Qatar Airways will feature select planes showcasing exterior designs conceived under Swizz Beatz’s creative direction. Passengers will also be privy to bespoke soundtracks, films, rotating digital art exhibitions and editorial storytelling with artists across the airlines media platforms. Exclusive collectibles or capsule collections and design objects co-created with “Creative 100” artists will be available, in addition to on-the-ground activations at Qatar Airways lounges.
Creatives like Grammy-winning South African DJ and producer Black Coffee; Olympic fencing champion and style innovator Miles Chamley-Watson; Kristian Teär, chief executive officer of Danish high-end electronics company Bang & Olufsen; Ambush founder and jewelry designer Yoon Ahn, and Ferrari chief design officer Flavio Manzoni were among the first to be named.
A full list of names will be revealed at Art Basel Gala in Doha, scheduled for February. Qatar Airways said it will also unveil a livery designed under Beatz’s creative direction for the FIFA World Cup 2026, of which the airline is a partner. A preview will be unveiled at Art Basel Miami in December.
