The Journey — Shehzad Afzaal

There’s a certain kind of artist you come across in the industry not shaped by institutions, but by execution. By deadlines, by real spaces, by projects that don’t wait for perfection. Shehzad Afzaal is one of them. What sets his work apart is not just style, but understanding. There’s a clear awareness behind everything he creates, how an artwork will translate into print, how it will sit within a space, how it will hold its presence once installed. This isn’t accidental. It comes from years of working across the full cycle, from concept to final execution.

Based in Dubai, his journey into art wasn’t built on theory or traditional pathways. It developed on-site, inside production floors, across hospitality projects, and within environments where artwork isn’t just seen, it has to function, scale, and last. 

A journey shaped by real projects, tight deadlines, and work that had to perform beyond the screen. This is not just about creating art, it’s about building it into spaces, at scale.

 

Humble Beginnings - From Lahore to Dubai​

Born to a humble electrician father, he grew up in an environment where resources were limited and expectations were simple. From an early age, he was drawn to drawing, filling school notebooks with sketches and consistently standing out for his work, often being at the top of his class in art.  At the same time, he was told more than once that he wouldn’t amount to much. Rather than resisting it, he moved past it.

With limited access to formal opportunities, he turned toward the digital world, not as an escape, but as a space to build something of his own. Around the early days of the internet boom (2006–2007), he began teaching himself, spending years experimenting, learning, and refining his skills across digital tools. By 2009, he was already working as a graphic designer. What followed was a period of continuous self-development across multiple areas — Adobe Photoshop, Illustrator, video editing, content creation, and the foundations of online marketing.

During this time, he also worked as a lab in-charge at a vocational training institute, teaching students the basics of Photoshop — strengthening both his technical ability and his way of communicating ideas. He later explored web design and SEO, building multiple websites, while gaining exposure to real client interaction and marketing through his experience as a call centre agent. But despite moving across different directions, one thing remained consistent. Digital art.

Over time, that focus became clearer, shifting from general design into creating artworks built for real-world spaces, eventually leading him into the art and production industry in Dubai.

 

The Technical Beginning — Art Plus Gallery (2017–2019)​

The early stage of his career was shaped at Art Plus Gallery in Dubai, where he worked as a Graphics Designer. It was here that the technical side of the industry became second nature, from digital artwork development to large-format printing on canvas and fine art paper.

He was also involved in managing UV flatbed printing for rigid materials, while maintaining quality control across production and finishing. This period built the kind of knowledge that most artists never get close to understanding not just how work looks, but how it is produced.

 

Early Foundations — Gallery One (2019–2022)​

From there, the role expanded at Gallery One, where he progressed from Production Coordinator to Production Manager. The work moved deeper into wall art production for both corporate projects and retail collections, with responsibility across artwork development, framing, logistics, and coordination between teams.

Projects during this period include:

  • Abu Dhabi Accountability Authority
  • SLS Hotel, Dubai
  • Centara Hotel, Dubai
  • Al Marjan Al Maghrabi
  • Grand Stay Hotel, Sheikh Zayed Road
  • Hive Coliving, JVC Dubai

This stage sharpened his understanding of delivery, structure, and how to manage art as both a creative and operational process.

 

Expansion — Gallery Mermaid (2022–2024)

At Gallery Mermaid Technical Works, he stepped into a more advanced role as an Art Consultant, curating and designing bespoke art packages for residential, hospitality, and commercial projects while managing the full cycle of production and installation.

This phase included major hospitality and interior-focused projects such as:

  • Atlantis The Royal, Palm Dubai
  • Cheval Maison, Palm Dubai
  • Crowne Plaza IHG, Muscat Oman
  • Delta Marriott, JBR Dubai
  • Fogueira Restaurant & Lounge, JBR
  • Four Points Sheraton, Bur Dubai
  • Four Points Sheraton, Sheikh Zayed Road
  • Hilton Dubai Jumeirah Resort
  • Hilton Salalah Resort
  • Hilton The Walk, JBR
  • Sheraton, Mall of the Emirates
  • St. Regis The Gardens, Palm Dubai
  • Taj 41st Penthouse, Dubai
  • ADNOC Abu Dhabi
  • YellowRedBlue Art Consultants collaboration

By this point, the work was no longer just about producing art. It had become about shaping full visual packages, adapting to project demands, and delivering under pressure.

 

Independent Direction — Callow Manufacturing (2024–Present)

His current role at Callow Manufacturing as Senior Art Consultant and Project Coordinator reflects a broader command of the field, overseeing custom art projects, daily FF&E-related production, bespoke framing, wood joinery coordination, client communication, and project timelines.

Projects in this stage include:

  • Madinat Jumeirah Living, Phase 3B — Buildings B9, B10, B11
  • Madinat Jumeirah Living, Phase 4 — Buildings 12, 13, 14, 15
  • Central Park, City Walk Building 5.1
  • Central Park, City Walk Building 5.3 (A, B, C)
  • Central Park, City Walk Buildings 5.8 & 5.10
  • Dubai Courts, Bur Dubai
  • Emirates Beton Readymix
  • Greenhawk Interiors Dubai Office
  • ibis World Trade Centre Dubai
  • Mövenpick Hotel & Apartments, Bur Dubai
  • Aryana Hotel, Dubai
  • Amaal Sale Centre, Mansory Residences Mockups
Continued. . . .

What makes his journey stand out is the combination of artistic ability and production awareness. The work is never approached as just an image on a screen. It is developed with its final form in mind, how it prints, how it scales, how it sits in a space, and how it holds its quality through execution.

That understanding has been built through years in the field, not from distance. Because of this versatile experience, his work spans many shapes and forms of art such as:

  • Abstract compositions
  • Arabic calligraphy-inspired artworks
  • Digitally developed mixed media styles
  • Hospitality and residential art packages
  • Concept-driven collections for interiors

Today, Shehzad Afzaal works across the intersection of art, production, and project execution, backed by more than 10 years of experience in Dubai’s art and design industry. His background combines consultancy, digital design, print knowledge, coordination, and hands-on problem-solving in live project environments.

Get in Touch

For project inquiries, collaborations, or consultations,
reach out directly.

Email: info@shehzadafzaal.com
Phone: +971 547 425 107