Irthi Contemporary Crafts Council - an affiliate of NAMA Women Advancement Establishment (NAMA), works with women artisans in the United Arab Emirates, Middle East, North Africa, South Asia, Central Asia and South East Asia regions to empower them economically and socially through vocational training, ensuring the preservation of traditional crafts, creating a new market and new opportunities, collaborating with international designers and artists.

Under the patronage of Her Highness Sheikha Jawaher bint Mohammed Al Qasimi, wife of His Highness the Ruler of Sharjah and president of NAMA, Irthi seeks to create a sustainable market in which to recontextualise traditional crafts. Her latest efforts led to Sharjah's recognition as a UNESCO City of Crafts and Folk Art in 2019. Irthi proposes here an immersive experience combining Craft and Flora, for a true cultural exchange between Milanese and Emirati cultures.

The display unites nature and crafts, showing different manual traditions, from leather to stone inlay, from weaving to glassblowing and clay work.