Place vendôme launches 'rooted in resilience:' a community campaign celebrating qatar's cultural spirit through the power of the sidra tree

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

Doha, Qatar - 17 May 2026: Place Vendôme, Qatar's premier luxury shopping, lifestyle, and entertainment destination, has launched 'Rooted in Resilience,' a community-driven campaign inspired by the Sidra tree, one of Qatar's most enduring cultural symbols. A heartfelt tribute to Qatar and its leadership, it celebrates the strength, stability, and resilience the country continues to demonstrate - while bringing together individuals from the community who represent those same values through their own journeys and contributions.

Native to the Gulf and revered across generations, the Sidra tree carries profound cultural significance: a symbol of endurance, protection, unity, and hope. Its ability to grow strong in the harshest desert conditions makes it a powerful and resonant emblem of the spirit Place Vendôme sought to honour. As the campaign's guiding message affirms: 'At Place Vendôme, resilience isn't just a word, it's something that keeps growing here in Qatar.'

At the centre of the campaign is a striking Sidra tree installation at Place Vendôme, which has invited visitors into a deeply personal and communal experience. Guests were encouraged to visit, hang a message or wish upon the tree, capture the moment, and share it across social media, as part of a growing digital tapestry of stories rooted in hope and perseverance. The community response has been a testament to the resonance of the campaign's message, generating meaningful footfall and a wave of authentic, visitor-led social content.

The campaign has reached a landmark moment when Place Vendôme hosted the 'Rooted in Resilience' Sidra Tree Plantation Ceremony at the iconic Dancing Fountains area on the Canal Floor. The evening opened with a spectacular fountain show before guests were welcomed with remarks celebrating the campaign's message and the individuals chosen to embody it. Each honouree was then invited to plant their own Sidra tree and place a commemorative plaque bearing their name alongside it, a living symbol of their story and their contribution to the community. Place Vendôme's leadership team also planted one large Sidra tree collectively, affirming the destination's own roots in the community it serves.

The Three individuals honoured at the ceremony were selected as community figures whose journeys reflect resilience, perseverance, and positive impact in their own distinct ways. They included Dr. Yousef Al Horr, Founding Chairman of the Gulf Organisation for Research & Development (GORD) and a globally recognised authority on sustainable development and green building across the region; Fahad Abdulrahman Badar, the first Arab mountaineer to summit both Mount Everest and Lhotse in a single expedition; Anas Abouqamer, known as TripleF, Qatari influencer and content creator.

Commenting on the initiative, Sanjay Mehta, Group Director of Marketing at United Developers, said, '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.'

Carole Sabbagha, Mall Manager at Place Vendôme, added, '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.'

 'Rooted in Resilience' is live across Place Vendôme's social media channels, inviting the broader community to continue engaging with the initiative and adding their own voice to a growing story of hope, connection, and cultural pride. As one of Qatar's most celebrated lifestyle destinations - attracting over 16 million visitors annually and recognised with prestigious accolades including the World's Most Beautiful Shopping Centre (UNESCO - Prix Versailles) and Best Mall 2024 and 2025 (Shop Qatar Awards) - Place Vendôme continues to demonstrate that true excellence is as much about community as it is about commerce.