Italy’s most decorated football club showcased the making of the artwork on its social media channels.
Dubai resident Abdul Kareem, known as Kareemgraphy, has taken his creativity in a new direction with a coffee bean art installation created for Italian football giant Juventus.
A calligraffiti artist, Kareem specialises in blending traditional Arabic calligraphy with contemporary graffiti techniques to create visual artworks.
So when an agency approached the Indian artist with a challenge to experiment with an unconventional new medium, he was eager to take it on.
“The creative agency that approached me was already familiar with my previous work,” Kareem explained. “It was definitely a challenge, especially as I was creating something for an international football club like Juventus. But I enjoy taking on challenges and experimenting with new materials.”
The brief from Juventus was to create a unique portrait of Bosnian player Kerim Alajbegović, with the entire artwork made from coffee beans.
Alajbegović is considered one of the promising young talents in Bosnian football, with his profile continuing to rise at the 36-time Serie A champions. Juventus presented the finished piece as a tribute to the player, highlighting both his growing stature and the creativity behind the project.
The completed portrait was then showcased across Juventus’ official social media channels, including the club’s Instagram account, which has more than 50 million followers.
Despite the artwork receiving an enthusiastic response from football fans around the world, Kareem remains focused on the creative process rather than the attention it generates.
“I’m obviously very happy when my artwork reaches millions of people, but I never create art with the intention of making it go viral,” he said.
“For me, the most enjoyable part is the performance itself. I love the way my thoughts flow through my hand and how the strokes come together. Sometimes, I feel like I’m dancing with the strokes.”
“If the work goes viral, that’s a bonus. What makes me even happier is knowing that my work can reach people around the world and perhaps inspire other artists to experiment and try something new.”
This is not Kareem’s first collaboration with a major European football club. In 2024, the Indian artist teamed up with AC Milan and its partner Emirates to create a striking art installation ahead of the Dubai World Cup at Meydan Racecourse.
The installation featured a life-sized horse made entirely from 187 AC Milan home, away, third and goalkeeper jerseys.
Measuring 8×8 metres and positioned beside the parade ring, the artwork brought together football, art and culture, highlighting the creative connection between the Italian club and Dubai on one of the UAE’s biggest sporting stages.
“I am truly honoured that my work has been recognised and appreciated by two of the world’s most iconic football clubs,” he said.
“As a calligraffiti artist and UAE Golden Visa holder, I am grateful that my work continues to represent creativity from the region on international platforms.
“I hope it inspires others to reimagine traditional art forms through contemporary expression, while sharing the beauty of Arabic calligraphy with audiences around the world.”
