Continental launches‘Circle of Trust’ initiative at Dubai Design Week


Continental has launched a unique installation named the ‘Circle of Trust’.

It will be showcased at this year’s Dubai Design Week from November 7th to 12th.

As part of their commitment to sustainability and repurposing materials that might go to waste, Continental has partnered with renowned artist Moey to create an artistic display that delves into the question: ‘Who do you trust?’

Over 100 individuals, both public and media representatives, shared their thoughts on trust during exclusive interviews conducted by Moey.

Their responses were inscribed onto each tyre, adding a deeply personal dimension to the installation.

Jose De La Fuente, Managing Director of Continental Middle East, said: “We believe in giving discarded tyres a second chance, just as we believe in the power of trust,

“The Circle of Trust symbolises our commitment to sustainability and trustworthiness in the tyre industry.”

The artist behind this installation, Moey is a UAE-based conceptual artist.  His work reflects the rich tradition of the UAE as a destination for people from around the world in pursuit of a brighter future. 

Moey’s artistic approach combines a celebration of diversity, unity, and community involvement, echoing his belief in the importance of inclusivity and shared experiences.

Moey, said “In these discarded tyres, I find the potential for art to transcend its conventional boundaries. Each inscription is a testament to the trust we place in one another, a beautiful reminder of the deep connections that bind humans together. The Circle of Trust is about giving new life to the old and celebrating the stories of trust that unite us.”


Visitors to Dubai Design Week will be able to engage with the installation, read the inscriptions, share their stories of trust, and add to the collective narrative.

It’s a unique opportunity for individuals to become part of a larger conversation about trust and its significance in their live.

Visitors are encouraged to add their own stories of trust to the tyres that form part of the display, contributing to both the ever-evolving collective narrative and the art piece itself.

The Circle of Trust includes different voices that make up the cultural diversity of Dubai. It’s a celebration of unity in diversity, as participants from various backgrounds come together to share their unique perspectives on trust.

The project transcends cultural, social, and demographic boundaries, emphasising that trust is a universal thread that connects us all.

In doing so, Continental highlights its commitment to promoting diversity and inclusivity through meaningful, art-driven initiatives.

Campaign Middle East will be hosting its monthly Breakfast Briefing on the Out of Home industry on 10th November at the Grand Plaza Mövenpick, Media City, Dubai. To find out more click here.