New artworks go on display in Jumeira to promote Brand Dubai

A series of colourful art installations are going on display in Dubai's Jumeira district.

Eight works by international artists will be on show at select bus stops along Jumeira Road from the Dubai Canal to Jumeira Al Naseem.

It's part of the Government of Dubai Media Office and Roads Transport Authority's (RTA) "Brand Dubai" scheme.

The project aims to raise the neighbourhood’s profile as a social and cultural destination.

The installations tell the story of the area's journey through history and celebrate its connection with Dubai’s past and present.

Nehal Badri, Director of Brand Dubai, said the new creative initiative is part of a three-year agreement between the RTA and Brand Dubai to enhance the city’s aesthetic environment through joint projects implemented across public facilities and areas in Dubai.

Badri said, "This project is in line with the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister of the UAE and Ruler of Dubai, 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 Jumeira into a place of genuine engagement and connection with creativity for the public." 

Rowdah Al Mehrizi, Director of Marketing and Corporate Communication, Corporate Administrative Support Services Sector, added that "RTA supports Brand Dubai’s efforts to promote the visual identity of Jumeirah Project, which includes decorating public transport waiting areas and adding cultural artifacts that expand the creative spaces around these stops."

Shaima Al Suwaidi, City Branding Manager of Brand Dubai said some of the artworks evoke nostalgia for Dubai’s past while others celebrate its futuristic aspirations. "Through eight unique installations, we seek to add beauty and colour to the streets of Dubai and also take people on a trip down memory lane."