Al-Futtaim Lexus introduced Crafted with Care, a seven-episode creator-led content series developed and launched during Ramadan 2026, designed to explore how craft and care are expressed across the UAE.
The series aligned Lexus design principles with cultural practices, drawing a clear connection between attention to detail in everyday rituals and the craftsmanship behind Lexus vehicles.
Across the episodes, the series highlighted a range of traditions, including the preparation and serving of qahwa in Abu Dhabi, the arrangement of dates and dried fruits in Ajman, the lighting of oud and incense at desert gatherings in Ras Al Khaimah, sharing luqaimat and balaleet during family gatherings in Umm Al Quwain, and breaking fast through family picnics by the sea in Fujairah, alongside other local practices captured across Dubai and Sharjah.
Featured traditions
In each case, a Lexus vehicle was paired with the featured tradition, linking specific vehicle attributes to elements of the practice. Interior material refinement was aligned with hospitality, suspension and ride quality with the precision required to pour qahwa in a majlis setting, and ambient lighting and entry features with the experience of welcoming guests.
“Ramadan traditions across the UAE are rooted in care, detail, and a strong sense of community. Crafted with Care was our way of powerfully honouring that alignment, going far beyond advertising to share authentic stories about craft, culture, and the people across all seven Emirates,” noted Katib Belkhodja, Marketing Director, Al-Futtaim Lexus UAE.
