Brand Dubai, RTA unveil new projects to turn city into open-air museum

By Amirtha P S, Desk Reporter
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Brand Dubai, the creative arm of the Government of Dubai Media Office (GDMO) has renewed its partnership with the Roads and Transport Authority (RTA) to launch joint initiatives to offer the community with new creative experiences in the public spaces of the emirate.

Under the renewed partnership deal, the two organizations will work together to launch projects that will consolidate efforts to realize Dubai’s vision to transform itself into an open-air museum.

Brand Dubai and RTA will work closely with local and international artists to implement new series of initiatives, enrich Dubai’s public environment and create new connections with the public through art and other forms of creative expression. 

The renewal of the partnership is following the success of a three-year partnership that resulted in several unique collaborative creative projects. The announcement was made during a meeting between Mr. Mattar Mohammed Al Tayer, Director-General, Chairman of the Board of Executive Directors of the RTA, and Ms. Mona Al Marri, Director General of GDMO. 

Matar Mohammed Al Tayer
Matar Mohammed Al Tayer
Director-General & Chairman

“We are looking forward to combining our resources and capabilities with Brand Dubai to roll out another series of creative projects that will add new vitality to Dubai’s urban spaces. Our previous three-year partnership had yielded several projects that brought the community together to celebrate art, creativity, culture and heritage. RTA is committed to working with leading organizations and artists to transform the environment that Dubai offers to both residents and visitors. Through the next phase of joint projects, we seek to creatively enrich a new set of public spaces in Dubai that will allow the community to relate to these areas in unique new ways.”

“Building on our previous three-year partnership, we will be jointly implementing fresh initiatives to infuse new creative energy and artistic liveliness into the emirate’s urban environment, as part of Vice President and Prime Minister of the UAE and Ruler of Dubai HH Sheikh Mohammed bin Rashid Al Maktoum’s vision to transform Dubai into the world’s best city to live in and work. These projects seek to celebrate the rich heritage, modern cosmopolitan character and future aspirations of the city, in addition to enhancing the quality of life and happiness of people who live in and visit Dubai,” Ms. Al Marri stated.

Brand Dubai and RTA implemented the Dubai Metro Murals Project in 2018, which saw international artists paint murals on pillars of the Dubai Metro on Sheikh Zayed Road between the Dubai International Financial Centre and Emirates Towers stations.

In 2019, Brand Dubai and RTA organized the Metro Music Festival, which featured performances at Dubai Metro stations. In the same year, they jointly launched the first phase of the Parking Metres Project that turned parking machines into beautiful artworks.

As part of the Jumeira Project, the two organizations also launched a series of public art installations at bus stops in 2020 to raise the neighborhood’s profile as a social and creative destination.

Commenting on the partnership, Ms. Nehal Badri, Director of Brand Dubai said, “Brand Dubai will pool its strengths with RTA to undertake joint projects that will creatively reinvigorate community spaces and facilities across Dubai and will contribute to deepening people’s connection with urban spaces and their sense of identity, inclusiveness and community, apart from driving innovation and economic vitality.”

Related: Dubai RTA’s Route 2020 Metro stations gain LEED Gold Certification