Oxford launches book on indigenous design culture of Pakistan

An inter-disciplinary study titled Mazaar, Bazaar: Design and Visual Culture in Pakistan edited and designed by Saima Zaidi and published by Oxford University Press in collaboration with The Prince Claus Fund Library, The Netherlands, was launched at the Indus Valley School of Art and Architecture, on 11 February 2010, in Karachi. The book documents contemporary visual vernacular and analyzes the different meanings that can be derived from images, and what they reveal about the culture and eras in which they were shaped. Seen in the photograph are (from l to r): Tarek M. Khan, Honorary Consul General of the Netherlands for Sind and Baluchistan; Professor Naazish Ata-ullah, Principal, National College of Arts, Lahore; Saima Zaidi; the Chief Guest, H. E. Joost Reintjes, Ambassador of the Kingdom of the Netherlands; Ameena Saiyid, Managing Director, Oxford University Press Pakistan; and Samina Raees Khan, Executive Director, Indus Valley School of Art and Architecture.

Karachi, 11 Feb.: An inter-disciplinary study titled Mazaar, Bazaar: Design and Visual Culture in Pakistan edited and designed by Saima Zaidi and published by Oxford University Press in collaboration with The Prince Claus Fund Library, The Netherlands, was launched at the Indus Valley School of Art and Architecture. The volume is a well-researched, richly illustrated, and lucid investigation of indigenous graphic design in Pakistan. By encompassing graphic, packaging and information design, as well as advertising, the book explores such iconic forms as film-promotion hoardings, newspaper front pages, local-language typography and cosmetics labels. The study analyzes the different meanings that can be derived from images, what they reveal about the culture and eras in which they were shaped, and how the present-day viewer engages with an image-saturated environment, especially in the urban space. Over thirty essays written by leading experts are organized in five sections in the book. These contributions comment on a pluralistic society and reflect a visual culture that evolved from centuries of exchange with diverse civilizations.

Saima Zaidi, a communication designer, studied at the National College of Arts, Lahore, and the Pratt Institute, New York. She teaches history of design and typography at the Indus Valley School of Art and Architecture, and the Department of Visual Studies, University of Karachi.

The launch ceremony was well-attended by art enthusiasts and students, artists, art critics, diplomats, and the media. H. E. Joost Reintjes, Ambassador of the Kingdom of the Netherlands, was the Chief Guest on the occasion whereas Professor Naazish Ata-ullah, Principal, National College of Arts, Lahore, was the Keynote Speaker. Both appreciated the meticulous research that went into the compilation of Mazaar, Bazaar and called it an indispensable source book which reveals the complex, richly layered visual culture of Pakistan to a global audience for the first time. The contributors and the editor of the book gave a presentation on a selection of themes and visuals featured in the book, which was highly appreciated by the audience. Earlier in her introductory address, Ameena Saiyid, Managing Director, Oxford University Press, said that the book is quite unique in the sense that for the first time in the country's history it provides a wide-ranging study of Pakistan's design and visual culture, representing it as it took form and developed its contemporary character. The evening was brought to a close by Samina Raees Khan, Executive Director, Indus Valley School of Art and Architecture, delivering the vote of thanks.