Qatar’s premier lifestyle destination unites community, culture, and collective hope through an immersive campaign that culminates in a landmark Sidra Tree Plantation Ceremony honouring exceptional individuals who embody the spirit of resilience
Place Vendôme, one of Qatar’s leading luxury shopping, lifestyle and entertainment destinations, has launched ‘Rooted in Resilience,’ a community-focused campaign inspired by the Sidra tree — one of Qatar’s most powerful cultural symbols of endurance, unity and hope.
The campaign was designed as a tribute to Qatar, its leadership and the resilient spirit that continues to shape the country’s social, cultural and community identity. Through an immersive visitor experience and a landmark Sidra Tree Plantation Ceremony, Place Vendôme brought together community, culture and collective hope in a meaningful celebration of strength and perseverance.
A Campaign Inspired by the Sidra Tree
Deeply rooted in Qatari heritage, the Sidra tree has long represented protection, stability, endurance and belonging. Native to the Gulf region, it is known for its ability to grow and survive in some of the harshest desert conditions, making it a fitting symbol for resilience in Qatar.
Through ‘Rooted in Resilience,’ Place Vendôme transformed this cultural symbol into a shared community experience. At the heart of the campaign was a striking Sidra tree installation inside the destination, inviting visitors to take part by hanging personal wishes or messages on the tree, capturing the moment, and sharing their reflections across social media.
The initiative encouraged guests to become part of a growing digital and physical tapestry of stories connected by hope, perseverance and cultural pride. The campaign’s guiding message captured its essence clearly: “At Place Vendôme, resilience isn’t just a word, it’s something that keeps growing here in Qatar.”
Honouring Community Figures Through a Living Symbol
The campaign reached a landmark moment with the ‘Rooted in Resilience’ Sidra Tree Plantation Ceremony, held at the iconic Dancing Fountains area on the Canal Floor at Place Vendôme.
The evening opened with a fountain show before guests gathered for a ceremony that celebrated individuals whose journeys reflected resilience, perseverance and positive community impact. Each honouree planted a Sidra tree and placed a commemorative plaque bearing their name beside it, creating a lasting living tribute to their story and contribution.
Place Vendôme’s leadership team also planted one large Sidra tree collectively, reinforcing the destination’s connection to the community it serves.
The three individuals honoured during the ceremony were:
Dr. Yousef Al Horr, Founding Chairman of the Gulf Organisation for Research & Development, recognised for his regional and global contribution to sustainable development and green building.
Fahad Abdulrahman Badar, the first Arab mountaineer to summit both Mount Everest and Lhotse in a single expedition, symbolising determination and human endurance.
Anas Abouqamer, known as TripleF, a Qatari influencer and content creator whose presence reflects the role of digital voices in shaping community engagement and cultural storytelling.
More Than a Destination
Commenting on the initiative, Sanjay Mehta, Group Director of Marketing at United Developers, said the campaign reflected Place Vendôme’s commitment to becoming more than a retail and lifestyle destination.
“At Place Vendôme, we believe that the most meaningful spaces are those that reflect the spirit of the people within them. The ‘Rooted in Resilience’ campaign is a testament to our commitment to being more than a destination. We are part of this community, and this initiative is our way of honouring the extraordinary individuals who make it thrive. The Sidra tree, with all it represents for Qatar, felt like the most fitting symbol for that message,” he said.
Carole Sabbagha, Mall Manager at Place Vendôme, said the campaign was created to resonate beyond the mall itself and become part of a wider community story.
“This initiative is close to our hearts. We wanted to create a moment that resonates not just within our walls, but across the wider community. Every tree planted today carries a story of resilience, and it is our privilege to give those stories a permanent home here at Place Vendôme. We hope this becomes a lasting reminder that strength, in all its forms, is always worth celebrating,” she said.
Community, Culture and Commerce
As one of Qatar’s most celebrated lifestyle destinations, Place Vendôme continues to position itself at the intersection of luxury, culture, community and experience. The destination attracts more than 16 million visitors annually and has received major recognition, including World’s Most Beautiful Shopping Centre under the UNESCO Prix Versailles programme, as well as Best Mall 2024 and 2025 at the Shop Qatar Awards.
Through ‘Rooted in Resilience,’ Place Vendôme has reinforced that leading lifestyle destinations in Qatar are no longer defined only by retail, entertainment and hospitality. They are increasingly becoming cultural platforms where community stories, national identity and shared values can be expressed.
The campaign remains active across Place Vendôme’s social media channels, inviting the wider community to continue engaging with the initiative and contribute their own messages of hope, strength and cultural pride.
In a country where resilience has become part of the national story, Place Vendôme’s Sidra tree campaign stands as a living reminder that growth, strength and unity remain deeply rooted in Qatar’s cultural spirit.
