This section brings together the stories behind my work, where a single narrative can expand into a piece of furniture, an architectural project, a fashion collection, and a film. Each medium reveals a different layer of the same story, creating a body of work that grows from one narrative into multiple forms.
About Ketcha 2016
KETCHA began with a simple assumption: that freedom could be found somewhere else. It eventually discovered that freedom has no existence outside the societies that define it. Since then, KETCHA has stopped searching for freedom, and instead began reshaping the meanings created within culture itself.
Ketcha Projects
Ketcha’s Equilibrium (2016)
Every shift creates a new balance. Every balance reveals a different way of seeing.
This project explores the possibility of a new equilibrium by reconfiguring the relationships within traditional ornamental language. Rather than rejecting cultural references or preserving them unchanged, it transforms them into a new visual balance.
Ketcha’s Flexibility (2019)
Every movement redefines privacy. Every configuration creates a different home.
A single home. More than forty spatial transformations. Designed to adapt to the diverse lifestyles of Saudi families—from conservative to liberal—simply by reconfiguring its walls.
Ketcha’s Idols (2025)
Every form carries what time refuses to erase.
Ketcha Is Defining Love
Short Film
By Shahad Alamoudi & Reema Almajed