Dubai-based and homegrown pizzeria, Pitfire Pizza, has launched the 7th edition of its Box Art Program, craftily turning a pizza box into a canvas for creativity.
The initiative showcases UAE-based artists’ work on Pitfire’s pizza boxes in an effort to reshape the everyday consumer experience through art.
“Our goal is for our regular customers to appreciate a new piece of art each year while simultaneously supporting the artists we collaborate with,” said Michele Johnson, Co-founder of Pitfire Pizza.
Through the campaign, Pitfire aims to raise awareness for local talent within the artistic community in the UAE. The community initiative aims to go beyond brand-building and create substantial opportunities for UAE-based artists. The pizzeria claims it’s not just about exposure; it’s about connecting with audiences who may otherwise never encounter these artists’ work.
This year’s box design brief was to ‘pay respect to the extreme forward-thinking and leadership of the people,’ drawing on Dubai’s legacy of bold vision and relentless innovation. Artist Nasim Rezapour took this theme and distinctly infused style to create “To Above and Beyond,” a piece that speaks to the fearless, boundary-pushing spirit emerging in the Emirati subculture.
The artwork aims to capture Dubai as a city where tradition and modernity dance together—a place that makes space for dreams of every shape and size.
Pitfire’s journey with the Box Art Program began at Dubai’s Ripe Market in 2016. “The Box Art Program began with our decision to illustrate our single-slice box,” said Johnson. She explained that the initial response from customers to the designed boxes was overwhelmingly positive.
“Their reactions inspired us to build on the initiative and redesign our pizza box,” said Johnson. Today, the initiative has expanded beyond pizza boxes. Pitfire now prints its designs on tote bags and t-shirts, allowing customers to take home a piece of the brand’s artistry.
“This evolution has allowed customers to connect with the artwork in new ways beyond the box, celebrating our brand’s creativity and supporting local artists while giving our designs a new life as wearable art,” Johnson explained.
While the results of the campaign are less tangible, as Pitfire’s objective behind the campaign was to foster community engagement, Johnson said user-generated content of the designed boxes are “generating significant traction on social media with numerous story posts.”
“Our collection of illustrated boxes has become a beloved feature, displayed in our stores and collected by customers, reinforcing our community connection,” Johnson concluded.
