A STUDIO ON FIRE!
CDMX / DXB / USA
Founded in 2017, BLZE is a full-scale creative studio that specializes in producing research-driven projects, media, strategies and solutions. We re-imagine approaches to collaboration, impact and growth. Focusing on experimental methods and products, rooted in their connection to community and circumstance, our global perspective promotes the creation of original, diverse and unbounded content.
We reject the all-purpose and the limited. Our goal is to refresh, to intrigue, to engage and to expand through unique and compelling, multi-dimensional techniques that exist outside the realms of the expected.
CREATIVE DIRECTION · DESIGN · CURATION · EVENTS · DIGITAL · WEB · PUBLICATIONS · EXHIBITIONS · ARCHIVE
Get in touch for more info, samples of work or opportunities --->
leilajpeinado@gmail.com
Another A Story
Sourcing, Design , Collateral, Event Setup
I assisted with various events and productions for Another A Story. From deck design and sourcing to creating menus and product mockups to floorpan and layout adjustments and design and event installation and setup.
Clients included: Rare Beauty, Beis, Bliss, Sundance, Sony, IHG, Essie, Loungefly and more.










NIKE/ NOCTA Art Basel Miami 2024
Prop Styling and Design
Part of prop styling and production design team. Also assisted with graphic design adjustments pre-event and during that included edits to existing designs and assisting main designers. These designs were featured on custom products within a pop up space and commercial set. The commercial featured: Latto and Sha'Carri Richardson to promote the release of new product via a NOCTA-themed temporary bodega and nail salon space.
At the bodega, fans had shopped NOCTA-branded items, got their nails done by luxury nail artists and got first dibs on new apparel and sneakers.
This event was produced by Studio 93 and WWWesh for Nike/Nocta.
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Pearls & Jewels of the Gulf
Exhibition Identity, Design & Catalogues
‘Pearls & Jewels of the Gulf’, a collaboration between L’Ecole Van Cleef & Arpels and Cultural Engineering, was an exhibition that took place at Dubai Design District (d3) as part of a larger program of workshops, exhibitions and events. This exhibition shed light on the history and aesthetics of pearl diving, trading and jewelry making in the Gulf. It celebrated the authentic craftmanship and artistry unique to the region and inspired visitors to explore traditional means and methods of design.













I Love You, Urgently
Exhibition Identity, Design & Catalogue
Entitled I Love You, Urgently, curated by Maya El Khalil, is a call to action in response to the environmental emergency from a local context. Local and international artists, architects, designers and thinkers were asked to propose solutions and alternative methods of living to directly engage society, encouraging dialogue and urging action.
Independent, non-governmental.









Mudun مدن Urban Cultures in Transit
Exhibition Design & Co-Curation
Mudun مدن Urban Cultures in Transit is an international exhibition of Vitra Design Museum and Brownbook Magazine/Cultural Engineering, that traveled to the Architectural Association School of Architecture in London.
Mudun مدن is the Arabic word for ‘cities’. This exhibition documented the dynamics and atmosphere of vastly different urban areas of the ‘MENA’ region (Middle East North Africa). Cities like Ankara, Baghdad, Sharjah and Tangier, as well as the diaspora in Altach, Nashville, Santiago or Södertälje, are shown from a micro-perspective across the 3 pillars of: Societies, Places and Architecture.
Brownbook Magazine has been documenting contemporary urban culture in the MENA for ten years, and its archive provided the input and material for the development of this joint exhibition. The resulting collaged presentation of contemporary photographs, text, audio and film material provided a thorough documentation and authentic reflection of the region’s multifaceted urban transition since the 1960s.
See the exhibition video here.
VITRA EDITION:











AA EDITION:






HERE AFTER at B7L9, Tunisia
Exhibition Design & Curation
Contributing Artists: Lifta volumes - Larissa Sansour - Karim Kattan
This exhibition brings together practitioners across various disciplines, including contemporary art, publishing, and writing. This includes a trio of video works by artist Larissa Sansour, a newly commissioned work of literary short fiction by author Karim Kattan, and the adaptation of a volume published the platform Lifta, whose contributors include writing, conversations, and videos by artists, designers, writers, cultural practitioners and musicians such as Ala Younis, Mooni Studio, Mirna Bamieh, Muqata’a, and Julmud.
Here After is conceived of as a timely intervention in the B7L9 programme that addresses ideas about the future, specifically focused on the work of Palestinian artists and practitioners who have taken on this theme. Often addressed in science and speculative fiction, the theme of ‘the future’ takes on a different dimension when the construction or the conception of a future is a challenging and even defiant act.
The exhibition title is derived from a term related to this theme. Rather than focusing on the past, and on a location often conceived as somewhere ‘over there’, Here After places one’s ideas, experience, and imagination at the center, in space and in time, positioned forward, towards whatever future that lies ahead. This intervention seeks to provide a counterpoint to the schism between monochromatic and fixed conceptions of Palestine, and the numerous, diverse, and divergent speculations, lived experiences, imaginations, critiques, and ideas whose possibilities are only hinted at here.
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Learn more about the exhibition here and watch the exhibition videos here and here.
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LIFTA Contributors Featured:
Haneen Adi - Alia Al Sabi - Mirna Bamieh / Palestine Hosting Society - Selma Dabbagh - Alia Gilbert - Lina Hegazi, Makimakkuk, Muqata'a, and Julmud - Abdullah Hindash and Jenan Ismail - Lena Mansour, XO, and Al-Hirra Al-Sawdaa - Mooni Studio - Lina Meruane - Dima Srouji - Ala Younis
Supporting Programming:
-Watch In Conversation: Author Selma Dabbagh & Curator Karim Sultan
Press:
-Article 1 (FRENCH)
-Article 2 (FRENCH)
-Article 3 (ENGLISH)
-B7L9 Instagram




Gap, Bentley, Sephora, Brownbook
Branded Collaborations
Brownbook branded collaborations appeared in Brownbook Magazine as well as taking the form of physical activations, events and collateral. Clients for these branded partnerships included Sephora, GAP, Bentley and more.
GAP & Bentley x Brownbook Magazine




Sephora x Brownbook Magazine

Art Dubai x Studio Safar x Brownbook Magazine


Filfil Eatery
Restaurant Branding and Design
Branding for eatery ‘FILFIL,’ opening soon in Melbourne, Australia which included; various logo iterations, menu, business card and graphics.



Brooklyn Basketball Academy
Creative Direction and Graphic Design
I created the brand identity and digital assets for Brooklyn Basketball Academy and Warehouse Basketball, a collection of warehouse Basketball performance training centers in Brooklyn, NY. Decks, logo, website, trifolds, press releases, site branding, social media management and more.





Foro Sports Club
Creative Direction and Graphic Design
I created the brand identity and digital assets for Foro Sports Club and its various products based in Dallas, Texas. Decks, logo, website, site branding, social media management and more.




ArtMap Issue 24 & 25 Publications
Print Publication
Lead Designer and Co Project Manager of the collaborative project between Dubai Culture & Arts Authority/Dubai Culture (Dubai Government’s dedicated entity for culture, arts and heritage) and ArtintheCity’s (An arts and culture entity at Alserkal Avenue) 24th & 25th editions of the Dubai government’s official guide to the UAE arts and culture seasons, ArtMap.
The comprehensive cultural and artistic guide is unveiled at all major art hubs in the UAE including; Alserkal Avenue, Abu Dhabi Art fair, Art Dubai and DIFC Art Night and provides information, editorial content and a rich calendar of cultural and artistic events and exhibitions in the UAE - combining detailed schedules with useful at-a-glance maps that provide detail on the landscape of UAE locations hosting creative events.





















Cultural Engineering
Publications, Exhibitions, Collaborations
Cultural Engineering is a stuio based in Dubai, UAE under the umbrella of Brownbook Magazine. It provides cultural solutions and advisory practices, elevating the role of Middle Eastern culture on a global scale. It is founded on 3 pillars; Education, Urbanism and Research. We worked with various clients and government institutions including Emirates NBD, Ministry of Foreign Affairs, Dubai Culture, The Executive Office, Dubai Holding, Dubai Design District, UNESCO, Ministry of Cultural Development and more.

Arabs in Bombay - Cultural Engineering Publication

Architectural Series - The Dubai Executive Office



Leaders in the Emirates - Emirates NBD



Cultural Engineering Website - Redesign












Stories from the Emirates - Ministry of Foreign Affairs



LIFTA Volume I
Digital & Print Publication
Founded in 2018, LIFTA is a space led by the imagination. Prioritizing collaboration and humancentric processes, LIFTA develops projects across different mediums including publications, exhibitions, and film. Crafted by people of the region, our inaugural project is a book that features work from award-winning artists, poets, curators, researchers and writers from the Middle East and its diaspora.
The theme is a step away from the past and present, from the limitations of current affairs, memory and rhetoric — a step towards intangible possibilities and impossibilities.
Print version sold out - Limited run. For a FREE PDF get in touch.
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Programming:
Mosaic Rooms Social Media Takeover
Printed Matter Presentation
Book Fairs:
INDEX - CDMX 2020
Rrréplica - CDMX 2020
LA Printed Matter Art Book Fair - Los Angeles 2020
SAF Focal Point - Sharjah 2020
Palestine Writes - Online 2020
Press:
Khaleejesque
Frieze
Columbia University Center for Palestine Studies
Current and Past Stockists:
Khan Aljanub
Shams El Balad After 8 Books
Plug In ICA
NOL Collective
Printed Matter
Hopscotch
Mosaic Rooms
INGA Books






BLZE LLC / 2025