New beautification projects are set to be undertaken throughout Dubai as part of a new initiative by Brand Dubai – the creative arm of the Dubai Media Office – and developer Nakheel.
The projects are part of Brand Dubai’s #DubaiSpeakstoYou initiative, which will also see the launch of unique art projects in the city.
In the first project under the MoU signed between Nakheel and Brand Dubai, the underside of the bridge leading to the east crescent on Palm Jumeirah has been converted to resemble a ‘forest’.
The pillars of the bridge have been decorated to look like tree trunks and the underside of the bridge has installations featuring dense foliage.
Director of Brand Dubai Maitha Buhumaid said: “The MoU will help us in implementing innovative art projects that support Brand Dubai’s #DubaiSpeakstoYou initiative. Both our organisations bring significant capabilities to this partnership. By combining our strengths, we have a great opportunity to initiate art projects that enhance the artistic and cultural environment of Dubai.”
Ali Rashid Lootah, chairman of Nakheel added: “Our cooperation with Brand Dubai will enhance the aesthetic environment in the destinations we have developed. This new work of art that forms part of this project will provide another attraction for residents and guests at our world-famous, flagship project.”
The #DubaiSpeakstoYou initiative is part of UAE Vice President and Prime Minister and Dubai’s ruler Sheikh Mohammed bin Rashid Al Maktoum’s plan to transform Dubai into an open-air art museum.
Sheikh Mohammed announced the plan in 2014, stating that the city will host various art exhibits across the city.
Tasked with carrying out the plan, Brand Dubai said at the time that it is collaborating with property developers such as Nakheel, Meydan, Emaar, Dubai Holding and Meraas Holding, to make prime locations across the emirate available for UAE artists to work on, whether it’s street art, installations, photography or sculpture.
Sheikh Mohammed invited wide participation, saying: “We are giving you the opportunity to make your city into an open air museum – Dubai is your canvas.”
Also read: Can we now call Dubai a culture hub?