Global aviation leader Qatar Airways, recently recognized as the world's best airline by Skytrax 2025, has unveiled a significant new cultural endeavor. This initiative, titled “The Qatar Airways Creative 100,” was developed in partnership with Grammy-winning producer and entrepreneur Swizz Beatz and his foundation, The Dean Collection, which he co-founded with Alicia Keys.
The official debut of this ambitious project took place during Art Basel Paris 2025. This setting was chosen deliberately to symbolize the powerful convergence of global creative disciplines, including art, music, fashion, and international dialogue.
Travel as a Creative Infrastructure
The “Creative 100” transcends conventional corporate sponsorship models. It is designed not merely as a temporary cultural project, but rather as a robust new infrastructure intended to foster creativity. In this framework, the act of travel itself is redefined, serving as a vital bridge connecting diverse communities, innovative ideas, and continents.
Annually, the platform will recognize one hundred influential figures who are actively shaping the future trajectory of global culture. These visionaries span critical sectors such as art, design, music, sports, and technology. They embody the core principle that creativity is the essential energy driving human progress forward.
Underscoring the project's profound mission, Swizz Beatz remarked, “Qatar Airways doesn’t just move people—it moves the world.” He emphasized that the initiative’s goal is to inspire by linking exceptional talents through the power of shared ideas.
Badr Mohammed Al-Mir, who assumed the role of Qatar Airways CEO in November 2023, reinforced this vision. He added that creativity is fundamentally embedded in the brand's DNA, guiding its commitment to reimagining the travel experience as an act of inspiration.
Introducing the Inaugural Visionaries
The initial roster of participants for the “Creative 100” features a diverse group of global icons and innovators:
Grammy award winner, DJ, and producer Black Coffee (South Africa);
Olympic champion and style icon Miles Chamley-Watson;
CEO of Bang & Olufsen, Kristian Teär;
Designer and Creative Director for Dior Homme, Yoon Ahn;
Chief Designer at Ferrari, Flavio Manzoni;
Sculptor Kennedy Yanko;
Artist Patrick Eugene.
These selected individuals represent a cross-section of continents and disciplines, collectively generating a unified cultural current where sound, form, and movement coalesce into a single, compelling narrative.
Art in Motion and Digital Reach
The project’s first visible creative manifestation involves the unveiling of special Formula 1® livery renders. These designs seamlessly blend the distinctive aesthetic of Qatar Airways with the visual identity of the “Creative 100.” Furthermore, a comprehensive digital platform is scheduled to launch in the coming months, featuring exclusive films, podcasts, and art guides curated by the program participants.
Members of the airline’s Privilege Club will be granted exclusive access to specialized masterclasses and creative sessions hosted by the project's contributors.
The Road to Doha
The year’s activities will culminate in a flagship event scheduled for February 2026. This grand finale will take place during Art Basel Qatar in Doha, where the complete list of the Creative 100 will be officially presented.
Beyond Doha, the platform will also be activated at other major global Art Basel events, specifically in Basel, Hong Kong, and Miami. This strategy effectively transforms the airline’s extensive worldwide network into a cultural conduit promoting understanding and development across the globe.