The second edition of Louvre Abu Dhabi’s Highway Gallery has returned this spring. Louvre Abu Dhabi’s collection will unveil 10 new artworks which have been reproduced as giant 3D sculpture or 10-meter high billboards from April 7. They will appear alongside the E11 Shaikh Zayed Road from Dubai to Abu Dhabi.
Radio 1 FM (100.5FM), Classic FM (91.6 FM) and Emarat FM (95.8 FM) will be cooperating with Abu Dhabi media to deliver a 30-second story about each work to the listeners who will tune into one of the partner radio stations and approach the display.
Through the campaign, the visitors will experience discovering art beginning on the road on their way to the museum. It will continue inside Louvre Abu Dhabi via a dedicated tour around the Highway Gallery in the museum’s multimedia guide.
The campaign offers visitors a comprehensive experience of discovering art, beginning on the road on their way to the museum and continuing inside Louvre Abu Dhabi via a dedicated tour around the Highway Gallery in the museum’s multimedia guide, featuring video interviews with seven of the participating influencers.
This year, several new elements will be featured in the project. Additionally, a group of renowned personalities presenting the multicultural voices of the UAE have recorded the script for each artwork such as entrepreneur Anas Bukhash, Fatima Al Kaabi, the UAE’s youngest inventor, chef Khaled Alsaadi, TV host Sherif Fayed and so on.
Mohammad Khalifa Al Mubarak, Chairman of the Department of Culture and Tourism – Abu Dhabi, said: “The Highway Gallery is a flagship project for both the UAE and the international museum landscape, being the first initiative of its kind. Last year’s launch was hugely successful and reaffirmed Louvre Abu Dhabi’s position as a global cultural innovator. Now it returns, to once again offer a pioneering way to engage residents and visitors alike with the museum’s collection, outside of its walls. The Highway Gallery is a prime example of our efforts to make art and culture an integral part of everyday life in the UAE, further enriching the lives of those who reside, work, and visit here.”
- United Arab Emirates
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