Saturday 27 February 2021

RTA, Brand Dubai unveil creative installations in Jumeirah

DUBAI, December 24, 2020

Roads and Transport Authority (RTA) in collaboration with Brand Dubai, the creative arm of the Government of Dubai Media Office (GDMO), has unveiled a series of public art installations that form part of the second phase of the ‘Jumeirah Project’.
Created under the theme of ‘Memories of Jumeirah’, the initiative features eight installations that celebrate the spirit of one of Dubai’s most prominent neighbourhoods. 
Developed by international artists, the artworks have been installed in select bus stops along Jumeirah Road stretching from the Dubai Canal to Jumeirah Al Naseem.
Shaima Al Suwaidi, the City Branding Manager of Brand Dubai, said: "The launch of the second phase of the Jumeirah Project contributes to realising the broader vision to transform Dubai into an open-air museum that celebrates creativity and aesthetic excellence."
"The art experiences support the effort to create a vibrant new creative ambience in the neighbourhood while portraying its distinctive heritage, modernity and innovative spirit," stated Al Suwaidi.
"Brand Dubai is pleased to work with RTA once again to enhance Jumeirah’s creative ambience and provide platforms for art to flourish. Our strategic partnership with RTA over the years has enabled us to implement various initiatives that helped enhance Dubai’s urban environment," she added.
Some of the artworks evoke nostalgia for Dubai’s past while others celebrate its futuristic aspirations. One of the artworks titled Pink Flamingo is inspired by the shapes of colorful floaties commonly found in small shops across Jumeirah Road. 
The other key installations are Jellyfish, a sea animal abundantly found in Jumeirah beach waters during the summer besides a cassette player, a paper boat and robots made using metal cans besides a Teela, a glass ball similar to a marble used by Emirati children to play a popular traditional game.
"The art experiences at the bus stops take viewers on a unique storytelling experience by highlighting memories from Jumeirah’s past. The unique installations enrich public spaces in Jumeirah and provide residents and visitors opportunities to closely engage with art and creativity," Al Suwaidi noted.
The installations were designed to appeal to all age groups and communities and add beauty and colour to the streets of Dubai, she added.
The international artists who participated in developing the artworks included: Polish artist Martin Kot; French architect and digital artist Cyril Lancelin; Massimo Sirelli, founder and art director of a creative studio and a professor at Istituto Europeo di Design di Torino (IED); and Viacheslav Heyderikch, a Ukrainian artist of functional and 3D graphics and animation. 


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