Brand Dubai joins RTA to build creative installations in Jumeirah

By Rahul Vaimal, Associate Editor
Jumeira Scultpures
Representational Image

Brand Dubai, the creative arm of the Government of Dubai Media Office (GDMO) is partnering with the Roads and Transport Authority (RTA) to launch a series of public art installations in Jumeirah.

This initiative intends to enhance the creative environment of the region and it comes as part of the Jumeirah Project’s second phase, a project launched in 2018 to lift the profile of the neighborhood as a social and cultural destination.

A total of eight works of art created by international artists will be displayed as part of the new initiative at select bus stops along Jumeirah Road, extending from the Dubai Canal to Jumeirah Al Naseem. These installations aim to narrate the story of the Jumeirah and celebrate its connection with the past and present of Dubai.

Jumeira Scultpures
A total of eight artwork developed by international artists will be unveiled along Jumeirah Road

Nehal Badri, Director of Brand Dubai stated that the latest creative initiative is part of a three-year agreement between RTA and Brand Dubai to improve the aesthetic atmosphere of the city through joint projects carried out across Dubai’s public facilities and areas.

Rowdah Al Mehrizi, Director of Marketing and Corporate Communication, Corporate Administrative Support Services Sector, RTA said, “Adding touches of beauty to eight bus stations enhances Jumeirah’s urban environment and contributes to turning Dubai into an open museum, besides diffusing the culture of public transit use. RTA supports Brand Dubai’s efforts to promote the visual identity of the Jumeirah Project, which includes decorating public transport waiting areas and adding cultural artifacts that expand the creative spaces around these stops.”

Nehal Badri
Nehal Badri
Director
Brand Dubai

“Brand Dubai is pleased to combine its strengths with RTA once again to implement a new creative project in the city that will help enhance Dubai’s urban environment and provide unique experiences for the public. This project is in line with the vision of Vice President and Prime Minister of the UAE and Ruler of Dubai His Highness Sheikh Mohammed bin Rashid Al Maktoum’s vision to transform Dubai into an open-air museum. Through this project, we aim to celebrate the area’s distinct identity and innovative spirit and raise its profile on the cultural map. The project is consistent with Brand Dubai’s objective of transforming Jumeirah into a place of genuine engagement and connection with creativity for the public.”

Shaima Al Suwaidi, City Branding Manager of Brand Dubai said, “Through eight unique installations, we seek to add beauty and color to the streets of Dubai and also take people on a trip down memory lane. The artworks, inspired by the memories of locals living in the area, which will be permanently installed at the bus stops, will contribute to enriching the experience of the city for both residents and visitors.”

Jumeira Scultpures
The installations tells the story of Jumeirah’s journey through history and its connection with both Dubai’s past and present.

Brand Dubai has initiated several programs including campaigns as part of the three-year agreement with RTA, aimed at bringing new artistic spirit into the urban environment of Dubai. The most recent was the Parking Metres project, which saw around 100 parking meters in Jumeirah, Dubai Media City and Al Mustaqbal Street enlivened with 15 artworks inspired by the themes of diversity and tolerance.

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